Open museum a mobile enriched pass for art enthusiasts

Project: Rome Open Museum Team: Fish in the CityA mobile enriched Pass for art enthusiasts
Università Roma "La Sapienza"
Master UX - User Experience
Open Museum:
A mobile enriched Pass
for art enthusiasts

Project: Rome Open Museum Team: Fish in the City
The Capitoline Museums in Rome are
the most ancient public gallery in the world.
Context: a cultural landscape
The Musei Capitolini in Rome are regarded as the most
ancient public gallery in the world.

Their collections feature classical art,
bronzes and sculptures, Etruscan vases,
mural decorations, Renaissance paintings
The main mission of the Museums is to
preserve art and culture and to spread it to
the people, raising a sense of respect and
ownership of the common heritage

All the area is protected by the Unesco
and represents the quintessence of the
Italian heritage.
The Museums are located in the
Campidoglio area, near to the
Colosseum and to the Roman forums.
The field is complex, crowded and very
very famous
500.000 visitors / year
for the Capitoline Museums only

What do the museum stakeholders say:
"The museum is a city "
It is alive, always changing,
It may need some time to get accustomed
"The museum is a lens"
It should help people to see
The museum is also a business. It has employees, stakeholders, money constraints
"Artworks should be speaking"
There is a world of stories in every single vase
(source: interviews with stakeholders)

(source: interviews with users)
Emerging profiles:
* Users with a focus on Art, experts
* Users in Rome for the first time, sometimes
feeling "overwhelmed" by the place
* Users perfectly aware of the context,
but having time or logistics constraints
* Users looking for emotions to live and tell
What do users say:
"Wonderful"
"Perfect"
"Overwhelming"
"It's a relevant museum!"
"I was just walking.. "
"We bought a guide and
started planning the tour"
"It's all so beautiful"
"I'm lost!"

How could this experience be better?
Visitors are generally delighted by the Museums. Even so they could
use more support in
spatial and cognitive orientation
orient themselves in and out of the museums and be aware of the
path they are following
be sure that they dont' miss anything that could interest them and
they are able to find what fullfills their interest
time management, comfort
be able to have a pleasant visit even in a short lapse of time .. or be
comfortable during a long one
keeping memories
give them back something to help remembering and sharing their
experience (pictures, moments, information)
sharing emotions
collectively, as a modern version of a guestbook.

Our Mission
Our idea is to build a system made of simple services, each one
adding a value to the visit. The system gives more sense to the whole
experience.
Our vision regards users as a treasure: they are truly a
part of the richness of the museum
Our mission is to enhance visitors experience through a
establishing a connection with the city and to help museums offering a
great experience not only to the many tourists that are visiting Rome for
the first time, but also to the returning ones and to citizens

Roma Open Museum is a mobile enriched pass for art .
The pass allows visitors to extend conveniently the time of their
visit, providing pragmatic solutions to logistic issues and
allowing them to discover reach and explore the museum
seamlessly, as a part of the city.
It is delivered through a mobile app which provides orientation,
personalization and augmentation of the museum experience.
It is "sensible" to the museum internal context (people, spaces,
artworks, services): it is capable to inform users about the status
of the museum and to gather visitors preferences in order to
narrate the museum to the city
Our concept

● Open Museum Pass
● city and museum Maps
● museum Guide
● Services and benefits
● generated Projections
● experience Diary
How do we do it
The components

Users can download the app for free
and use it to buy an Open Museum
Pass
User can learn about...
Museum Information
Artworks catalog
Temporary exhibitions
News and Events
Outdoor and indoor localization, collections, artworks
tracking, personalized itineraries and other tools
The APP is the basic layer

More museums
More time
More services
The PASS extends the visit experience
Priority access, advantages on public
transportation, extended visit options,
discovery of the museums network
Service touch-points are physical and digital:
Website - Appstore - Infopoint - Open Displays - Ticket Office (device rental)

The Maps make the visit easy
Localization of artworks and facilities,
highlighting of masterpieces,
panoramic spots and services
Exploration
Finding specific artworks
Exploring Room by Room
Following a tour
Users can always find the position of a particular artwork in the museum

In front of an artwork, users can choose the intensity
and the "style" of the interaction with the Guide.
The Guide provides all the content
Basic Identification
visual identification of the artwork, basic information,
room localization
Information
● in-depth readings
● audio contents
● image/video gallery with details and
reconstructions
Interaction
Users can add content and preferences.
Common actions such as taking a picture or making
an annotation can be done directly from the app.

You may need more details
and info, or simply want to
stare at the artwork..
In the museum space
Research insight: one of the most important part
of the tour is the emotional experience that one
lives in front of the artwork.
Design challenges:
1. can we give users the possibility to preserve this
emotion without breaking the visit flow?
2. could users engagement influence potential
visitors outside the museum?

A single action allows the
user to save in diary all the
info about an artwork.
The same gesture is also a
preference which can be
used by the museum.
Impressions are made valuable
Impressions
become
expression
.. to review or to remember
.. to make the experience
shared

IMAGE OF THE FORUMS
Impressions saved for yourself become a
value and a recommendation for others,
effortlessly.
They are aggregated thanks to the museum
and brought to life at the end of the day,
creating a projection made of IMAGES
of the most loved pieces of art.
In the City Space

Additional services: relax and recharge
During lunchtime or a coffee break on the
museum terrace, or in the bookshop, users can
deploy safely their devices into recharge boxes.
Open displays helps users reviewing their
itineraries or discovering the service.

Preserving and extending the tour
The Diary contains everything related to the user tour.
Content produced during the visit is stored and can be
reviewed or exported later on.
Preserving the experience: The Diary
User Content
Loved artworks
Selected Tour
Pictures and annotations
Museum Suggestions
(books, exhibits)
Museum Services
(cafè, shop, restrooms)

The Museum is an actor in the process: it gives value to users actions, creating
social awareness and enhancing its own visibility
Connecting actors: new value
the
Museum
connects
inside and outside
welcomes
visitors
collects
preferences

Connecting spaces: emotions and recommendations
Spaces are connected by Visitors Generated Contents, which become the key point of the
of the inside-outside transition.
keeps
memories
user inside
evaluates
artworks
user outside
receives info
sees video
projection
Visitors contents are making
museum walls transparent to the city

Open Museum from me to we: an interpretation
Levels of participation
- The five stages of partecipation as described by Nina
Simon in "The partecipatory museum"
users meet following common preferences
or planned itineraries || users naturally
gather during the projections
user builds custom itineraries, takes
pictures, gives preferences
user uses the open museum app / pass
user publish his collections on a dedicated
platform
museums aggregates preferences: public
projection
- The Open Museum scenario: a private interaction perfor-
med at Stage 2, generates a public effect at Stage 3-4

Pros: an original creation is
produced every time
Cons: emotional nuances are
hard to represent and
communicate
Emotional rating
Visitors can associate an "emotional rating"
to the artworks; the system creates
generative projections from the ratings
Tweet wall
Visitors comments about artworks and
collections are marked with an hashtag
and projected outside
Pros: gives voice to visitor,
promotes socialization
Cons: moderation may be
neede; visitor effort is higher
Alternative participation scenarios

NFC tracking
to map artwork position
Wi-fi projector
for the art light-show
Sensors
to detect crowd condition
Wifi localization
to navigate the museum
with the indoor map
Technology overview

The museum it needs to have a
wifi connection. Every room and
every hallway should be provided
with an access point.
We can track the user trough the
currently associated access point.
Making AP signal weak we can be
sure that the user can have only
one access point per room.
The app will ask to the server in
which room it appears to be, and
the server will know which room is
associated to that specific access
point.
Wifi localization
to navigate the museum
with the indoor map
Indoor navigation

NFC tracking
to map artwork position
Artworks tracking
We want to constantly know the
position of an artworks, in the
event that they are moved
elsewhere for maintanance or for
exhibit needs.
We can map the rooms with the
access point system in order to
communicate to the server which
artwork work is in a specific
room.
It just needs a NFC reader and a
NFC tag on the artwork.
After the initial mapping of all
artworks, anytime a artwork is
moved elsewhere it just need to
scan it again with the nfc reader.

All the users rating will be
collected as data.
These data will be processed in
a video projection outside the
museum.
To make it possible it needs a
wi-fi projector with 2.0 lens.
The server will send the movie
directly to the projector that will
reproduce it in a public place.
Wi-fi projector
for the art light-show
Wi-fi Projector

We use sensor to track the
crowd state of the museum.
Sensors are placed in key
points inside and immediately
outside the museum to detect
information like:
● passive infrared (movement)
● temperature
● humidity
● air pressure
The information about crowding is
derived and provided with other
real-time data to the Open
Museum app users and to the
server to gather statistics..
Sensors
to detect crowd condition
I-Crowd system

● IMPROVE CONTENT MANTAINANCE (i18n)
● REDUCE THE NEED OF ASSISTANCE
● TEMPORARY EXHIBITS, EVENTS
● CONNECT WITH USERS DIRECTLY IN REAL TIME
● ENHANCE VISIBILITY OF FEATURED ARTWORKS
● BOOST MUSEUM VISIBILITY
● LEVERAGE MUSEUM NETWORK
● EXPLOIT EXISTING SERVICES
● ENCOURAGE RETURNING VISITORS
● ATTRACT "SMART TOURISTS"
● GET TO KNOW USERS BETTER !
Business value
logistics
communication
services
visibility
knowledge

feasible
easy to develop a pilot
scalable
expand networks and partners,
internationalization
exportable
apply the model in a different
context
Project: Rome Open Museum Team: Fish in the CityProject: Rome Open Museum Team: Fish in the City
outdoor
map
Indoor
map
guide
and
content
rating
services
facilities
pass
Modularity and exportability
How could we adapt it to a different
context or "cultural landscape"
adapting visual: logo avatar and color swatch
adapting contents: easily compose new sets
and stories, giving priority to different media
adapting participation/projections: use a
representative area in the city; personalize
sharing according to "smartness" of a desired
audience and flexibility of projection area;
expose different user generated contents (eg:
images, tweets)

●
Releasing VCG as open data and inviting
digital artists to use them as a source for
their creations
●
●
Allowing users to meet through the
sharing of common interests and
itineraries
●
●
●
Creating partnerships with other cities or
making it an international network!
Extensions
Extensions

Eleonora Borelli
Alessandra Cau
Marco di Gennaro
Daniela Gaggero
Simona Perfetti
Tutor
Anna Maria Recupero
Supervisor
Alessandra Talamo
Team
openmuseumproject.wordpress.com

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