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Tom Sakell EDRS 590 George Mason University June 20, 2008 Extending the Experience Background Extending the Experience Background How do you retain users beyond the exit doors? How do you extend the experience? Extending the Experience Background The Hierarchy of Social Participation (Simon, 2007 ) How do you get complete strangers to communicate and share their experiences? Goal: Collective Social Interaction with Content Extending the Experience Background The Hierarchy of Social Participation (Simon, 2007 ) Levels 1 & 2 Where most museums are right now: Look, listen … don’t touch. Extending the Experience Background The Hierarchy of Social Participation (Simon, 2007 ) Level 3 Users value the experience. Extending the Experience Background The Hierarchy of Social Participation (Simon, 2007 ) Levels 4 & 5 Users contribute to the experience. Other users value, and contribute, to users’ contributions. Extending the Experience Background Extending the Experience Background • W/ their own cellphones, users listen to narratives for exhibits Cell phone tour • By pressing *, they can record their thoughts at the end of the narrative Graffiti • Museum can use these contributions in their next round of recordings youTube • surprise: language Click! Extending the Experience Background • The museum offers blank walls and users “tag” the exhibit Cell phone tour • Users are the artists • surprise: Graffiti Users want far more youTube Click! Extending the Experience Background • W/ youTube, viewers can watch artists create exhibits in the studio. • surprise: Cell phone tour Users want far more Graffiti youTube Click! Extending the Experience Background • Users rate themselves as art critics • Users rate art – online Cell phone tour • Users come to Brooklyn to see art in person Graffiti youTube • surprise: Can users easily rate art online? Click! Extending the Experience Background The board at the Brooklyn Museum is willing to fund online collaborative exhibits, if research indicates: museum visitors will visit the website, and understand how to navigate the online experience Extending the Experience Research Questions The online experience will use Web 2.0 tools Regular and advanced users regularly use Web 2.0 Can low-experience, online users learn and adapt to using Web 2.0 tools? Extending the Experience Definitions Web 2.0 tools Collaborative online tools and widgets which allow an online user to navigate an online experience and contribute to the knowledge base. Examples: Starting and adjusting the speed of an online slideshow Ability to add comments to online blog entry or download a podcast Extending the Experience Definitions Low-experience, online users Collaborative online tools and widgets which allow an online user to navigate an online experience and contribute to the knowledge base. Extending the Experience Hypotheses H1: The study will measure the significant online trust and confidence low-experience users will develop when using the Brooklyn Museum online experience. H2: These users will also report increased inclination to use Web 2.0 tools. Extending the Experience Populations Total population All Brooklyn Museum visitors Target population Low-experience online users who may visit the museum’s website for an extended and continuing experience Extending the Experience Participants At least 60 candidates separated into two groups Low-experience, online users who visit the Brooklyn Museum The experiment will last four days, over the course of two consecutive weekends A purposive sampling method will be used to select the participant Extending the Experience Participants Exclusions Epileptics, blind and mentally-challenged people Limited to English- or Spanish-speaking museum visitors (surveys, questionnaires prepared in only these languages) Non-exclusions People based on gender or ethnicity Extending the Experience Instruments Ordinal values Self-assessment Survey 1 Very unlikely To be conducted outside the museum 2 Moderately unlikely Will gauge the user’s online ability 3 Slightly unlikely Seven points of a Likert scale 4 Neutral 5 Slightly likely Entire survey will be 10 questions. 6 Moderately Scores of 22 points or less will be likely declared low experience users, 7 Very likely and be eligible for the experiment. Extending the Experience Instruments Eye-tracking tests Equipment tracks where user looks on screen Information is collected and collated, according to user’s ID Each area of the screen is assigned a value Extending the Experience Instruments Extending the Experience Instruments Extending the Experience Instruments Extending the Experience Data collection Survey over four days, two consecutive weekends 60+ potential participants Paper surveys, outside museum Users randomly assigned ID #s, separated into two groups: Sample group Testing group Extending the Experience Data collection Participants will follow an online narrative, using prompts and icons to further the story. The story won’t continue until user clicks correct buttons. Testing group Sample group Researcher offer No additional help explanation Users have an online key to all icons Extending the Experience Data collection Participants to complete a post-test evaluation to gauge their improvement in self-assessment. Extending the Experience Analyses and Expected Results T-tests will be used to assess both hypotheses H1: Low experience users can be taught how to learn in an online environment H2: Low experience users will develop increased inclination to use Web 2.0 tools. Alpha levels will be set at .05 Extending the Experience Implications and Limitations Testing will prove self-assessment among participants, not actual improvement or effectiveness Testing does not gauge improved inclination to visit website or contribute to experiences Testing could validate and identify a new breed of user: online visitors who do not visit the bricks-and-mortar museums.
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