Tate Britain wanted to provide consistent content to visitors across different devices and contexts in a sustainable way. They conducted mobile audience research at several museums which found that most visitors owned smartphones and were willing to use apps for content before, during and after visits. Tate Britain then created a mobile-optimized website and app called Tate Britain Tour to provide interpretive content to visitors on their personal devices both in the gallery and off-site.

1. Reshaping user
experiences
for multiple contexts
and devices
Tate Britain mobile guide
on the web
Presented by
Martha Henson @marthasadie
Tijana Tasich @teengily

2. How can Tate provide a useful and
consistent content offering to visitors
on different devices in a variety of
contexts?
How can it be done sustainably, and at a reduced cost?

3. Seize the opportunity
Opening of the new Tate Britain
+
Lack of traditional in-gallery interpretation
+
Mobile-optimised website
+
Increasing no of website visits on mobile devices

4. Visits to the website - October 2013

5. London, Dec 2012/Jan 2013
Mobile audience research
Imperial War Museums, the National
Gallery and Tate
Aim of the research:
1. To understand the typical needs and desires of visitors to the
museums and galleries
2. To identify ways in which smartphone users interact with
museum/gallery content
3. To identify a set of characteristics that are typical of different
groups of visitors within the context of museums and galleries

6. Demographics
Majority from the UK
43% over the age of 55

7. Smartphone use
68% of participants owned a smartphone

8. Motivations for visiting

9. Types of visitors

10. Engaging with content

11. Before, during and after the visit

12. Before the visit

13. During the visit

14. After the visit

15. Willingness to use their own device

16. Reasons not to use their own device

17. Expectations for content longevity

18. Expectations for amount of content

19. Interpretation challenge

20. Apps as the default

21. On laptop/desktop

22. On mobile (iPhone and Android)

25. lainvencionconcreta.org

29. www.tate.org.uk/tbtour

30. www.tate.org.uk/tbtour

33. Presented by
Martha Henson @marthasadie
Tijana Tasich @teengily
Special thanks to the production team: Emily
Fildes, Rich Barrett-Small, Toby Bettridge,
Philip Glanville, Alex Pilcher, Alexey Moskvin,
Gillian Wilson