A study of the iPhone app at Kew Gardens: Improving the visitor experience

In July 2011 Kew Gardens launched an app called ‘Kew’ with the aim of enabling visitors to “explore more of Kew gardens and dig deeper into [the] science and horticulture” (Kew Royal Botanic Gardens 2012). The Kew app is designed to facilitate this experience by providing location specific information on a customizable map through seasonal recommendations, and site specific tools, such as QR code reader for plant labels and an augmented reality browser, enabling a more personalized and unique exploration of Kew. In October 2011 audience research was carried out to evaluate visitors responses and experiences to the app and to identify the nature of their experience of Kew when using the app. This paper will explore the viewpoint of the visitors using the app and show that a seamless experience was an important factor in visitor satisfaction. What impact do technological successes and problems have on a seamless experience and how do visitor expectations define seamlessness? To illustrate the importance of seamlessness specific functions of the app are outlined in terms of user observation and experience of this principle. This will provide insights and guidelines for the use of mobile technology in other museums.