The Accenture team sought to optimize the customer experience by understanding different visitors’ needs, motivations and requirements prior, during and post-visit; mapping these needs with the Gallery’s resources and customizing the various touch points and service offerings.
Customer journeys—pre, during and post-visit—were mapped out to visualize how different visitors would interact with the multiple channels and features to experience the Gallery’s offerings. Through a series of innovation workshops, Accenture helped the Gallery to understand which digital touch points would be impactful, how users were likely to transition between offline and online channels, and what technologies and processes were needed to deliver an ideal customer experience.
Accenture worked with National Gallery Singapore to design and build the Gallery Explorer, to make art history both more accessible and handy. Through innovative use of consumer-ready technologies such as indoor navigation via proximity iBeacons (i.e. smart Bluetooth tiles), as well as integration with the visitor’s social media presence, the Gallery Explorer provides a personalized experience for every single visitor.
One of the unique features of the app is indoor wayfinding, made possible by a comprehensive infrastructure of Bluetooth beacons installed within the Gallery. These low-powered devices transmit short-range signals which have been used to implement indoor navigation and proximity sensitive artwork search.
With the Gallery covering nearly 64,000 square meters, the indoor location capabilities play an important role in enabling micro-location services to guide visitors to various points of interest with turn-by-turn directions. The detection of various points of interest also activates the app’s smart audio guide, filtering artworks automatically based on the visitor’s current location within the museum. This minimizes the need for the visitor to browse for information.
By calculating the distance between the mobile device and a target point of interest, the app is able to suggest the optimal route that visitors can take to the various artworks. This also allows visitors to create self-curated tours to enjoy the Gallery at their own pace and preferences.
The Gallery Explorer app, which is available for download on Google Play Store and the Apple App Store, also provides exhibition and event information allowing users to view currently trending art and tours among other features.
In order to improve the visitor experience and drive repeat visits, the analysis of data from both online and in-Gallery visits is critical in delivering valuable insights into visitor patterns and preferences.
Gallery management needed a comprehensive view of their performance across a wide spectrum of metrics that included footfall, visitorship, membership and revenue. Accenture helped implement an innovative C-Suite Digital Dashboard. Through the dashboard, the key decision makers including board members are able to obtain a near real-time view of the key metrics that help make the right decisions in a timely manner.
Accenture has also designed and implemented the Gallery’s enterprise architecture platform to enable the seamless integration of all applications in order to deliver an integrated digital user experience.
The architecture blueprint also establishes the technologies that are required to optimize the Gallery’s day-to-day operations, drive business growth and achieve the Gallery’s vision to position Singapore as a leading city for the arts.
In addition, a digital blueprint was created that would provide the Gallery with a holistic view of their digital roadmap for the next 5 years and help prioritize the digital investments aligned to the overall vision and strategy.
“The use of digital technologies will enable the Gallery to transform the visitor experience to one that is participatory. As visitors learn about our artworks and programs, we want them to be able to share their stories with friends and create dialogues about their experiences with art.”
Chong Siak Ching
CEO, National Gallery Singapore
The partnership between Accenture and the Gallery sets the pace in enhancing the experience of modern art from Southeast Asia.
"As we study and analyze the needs and preferences of visitors, we are aware of the importance of offering a personalized Gallery experience that each visitor will enjoy. The use of digital technologies will enable the Gallery to transform the visitor experience to one that is participatory," said Ms. Chong Siak Ching, Chief Executive Officer of National Gallery Singapore. "As visitors learn about our artworks and programs, we want them to be able to share their stories with friends and create dialogues about their experiences with art."