Personalize and enrich
The Tate App is a friendly, intuitive companion that helps users make the most of their museum visit. Asked by strategic designers Fabrique and technology agency Q42 to join the international tender to develop a wayfinding app for the Tate Museums, NorthernLight helped to deliver the simple winning concept: from wayfinding to dayfinding. We acted as creative consultants for the concept-and-development phase of the project: a world class museum app that personalizes and enriches a trip to Tate Modern, Tate Britain, Tate Liverpool and Tate St. Ives.
From a quick stop to a full-day affair
The Tate App lets visitors lead the way to discover more about art, artists and the museum. Three intuitively navigated sections help users to put their time to good use – whether it’s a lunch hour or an entire day. Through interacting with their smart device, museum-goers can get closer to the art via exclusive content, learn tidbits about the building, check out the free activities on offer that day and find the best spots for a breather. ‘You don’t go to a museum knowing you want to see this painting in that gallery,’ says NorthernLight cofounder Peter Slavenburg. ‘It’s more human to talk about a museum visit in terms of discovery. The Tate App is very transformative in that respect. Normally an app plans your entire visit in advance. We understand a museum trip happens in chapters – a bit of art, a coffee, an activity, some more art. It should feel more like a menu than a prescription.’
What would you like to do?
The question on the app’s home screen sums up the project’s philosophy: What would you like to do? The choices are art, activity or break. If the first option is tapped, the app guides visitors through a visual selection process of iconic art pieces to understand what he or she might be interested in seeing. After helping users to choose what they want to do, the app guides them there. Forgoing fixed routes, the guide pinpoints a visitor’s exact location within the gallery and tailors content to suit. The Tate App considers everything from whether people are travelling with children to whether they are members – and offers the best options in each case.
Download the app here: https://itunes.apple.com/gb/app/tate-app/id1116036529?mt=8
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