Christian Langer, Lapavalley GmbH
“Multimedia guides for museums, exhibitions and similar venues were already a subject of discussion in 2002. So when we founded our company, we realised that we needed to set ourselves apart from potential competitors and find our own market niche. We developed the idea of producing mobile multimedia guides for zoos, animal perks and aquariums. To be as convincing in our acquisition of clients, we designed a realistic demonstration guide.
To make a name for ourselves, we sent a brochure describing the exact functions of our guide to almost all the zoos In the UK. We were fortunate to receive a positive response fairly quickly; Marwell Zoological Park in Winchester was interested.
In an Initial meeting we presented our demonstration guide to the zoo's Director, Deputy Director, Marketing and Promotion Officer and Head of Education, The reactions were very positive, but we were not able to remove all doubts about this new technology. Marwell was very interested, but the zoo was not keen to be the first zoo in the UK to bear thee full risk of funding such a project. However, we wanted to preserve our chance to implement the pilot project as far as possible.
After brief negotiations, the two parties came to the following agreement: Marwell was willing to fund the hardware, and we were willing to develop the software, free of charge, as our share of the risk, The potential revenue from hiring the device to visitors was then to be shared.
Marwell was very cooperative in the organisation of the content and the interface design. Of course the guide needed to fit in with the existing corporate design, but otherwise we largely had a free hand and were able to experiment with the system in the location until we, along with the voluntary testers and the responsible parties, were finally satisfied.
The picture material that Marwell sent to us in the form of a VHS video and some photo CDs proved to be almost redundant. There was obviously some confusion about the entertaining and instructive potential of our multimedia guides - alter all, a visitor does not want to see a video clip of a sleeping panther if he is standing in front of the enclosure in which the same panther is sleeping.
So we decided to produce the picture content ourselves. We went inside a number of animal enclosures, hid the feed of big cats inside jute sacks, stroked rhinos, tapirs, bird-eating spiders and more, and we recorded everything on video or by taking photographs, We also interviewed some keepers, and we accompanied the vet on his rounds. After a week we had collected enough material to fill the guide with exciting and informative content.
Initially we had problems with the hardware. The PDAs had to be enclosed in a waterproof covering so that they could survive both wet weather and accidental submersion in the penguin pool! However, the plastic waterproof bags with transparent windows, which were specially made for the device, had a detrimental effect on the contrast of the displays, and this effect was exacerbated in bright sunlight, After two weeks of conducting usability tests carried out with volunteers from all age groups, it was clear that the contrast of all graphics had to be enhanced in order to ensure their legibility.
In August 2003 we launched our first multimedia guide, almost 10 months after our first contract with Marwell. Now the devices have been in operation for more than two years, and all parties are more than satisfied with the results. The number of units hired out per quarter shows very clearly that our work was worthwhile and visitors to Marwell have enthusiastically received the guide.”
I think that this article helps to give a true insight into implementing a digital device for a particular purpose. It shows that when creating the device you need to work closely with the client to make sure that you are both working towards the same thing. Marwell zoo stated what their needs were and then the creators were then allowed to do what they wanted with these requirements as they had the knowledge as to how was going to be best to implement it.
The article also showed me that there can be many unforeseen problems that can hinder the project. The article states that the designers used usability testing and this helped to show the real problems with the device before it was launched. The results of the project show that the constant development and revisions can mean for a hugely successful result.
I will be considering these areas when designing my device, as I will need to conduct lots of research into how my device is going to be technologically feasible. I will need to realise the problems that it may encounter and work our ways in which i can prevent or overcome them.
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