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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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