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

      Electronic Visualisation and the Arts (EVA 2012) (EVA)

      Electronic Visualisation and the Arts

      10 - 12 July 2012

      Mobile, apps, audience research, seamlessness, evaluation, visitor

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          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.

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          Author and article information

          July 2012
          July 2012
          : 8-14
          The Susie Fisher Group

          47 Hardel Walk, London, SW2 2QG
          © Caryl Mann. Published by BCS Learning and Development Ltd. Electronic Visualisation and the Arts (EVA 2012), London, UK

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit

          Electronic Visualisation and the Arts (EVA 2012)
          London, UK
          10 - 12 July 2012
          Electronic Workshops in Computing (eWiC)
          Electronic Visualisation and the Arts
          Product Information: 1477-9358BCS Learning & Development
          Self URI (journal page):
          Electronic Workshops in Computing


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