I think you more constraints/considerations could be added to the list for each, but particularly, since the lists seem out of balance, we should even out the paper-based option. To specify, to the app you’ve added (basic) concerns for design and usability and you’ve not addressed these parallel concerns with the paper option. I’m unsure what your rationale was but I’m sure it was a simple oversight. Regardless, I feel these options are not evenly presented.

First of all, what you’ve listed as cons (installation, logging in, usability) for apps are not overly complicated issues, as I’m sure you know. As you’ve rightly implied though, certain user demographics (ages 55+) may have problems with each of things you’ve listed, as they are less likely to be non- to light-smartphone users and thus more likely to prefer paper-based options. However, this user demographic steadily becoming the minority, as web and smart device communications have been around some time now, even users 55+ are increasing social media use in order to stay connected with family. Also, as smartphone-penetration in the UK and US is now close to 60%, the gap is widening between those who are as unfamiliar with basic smart device functions (installation and logging in), as you seem to be suggesting in your list of limitations.

I’ll re-address the various considerations for those who are interested and keen for a more balanced rationale:

Paper-based: Cons

Paper-based: Pros

High Control of context: The design and presentation can be specific to purpose. However, changes are not easy and require consideration for current stock and redistribution.
High Convenience: Likely to be convenient for people to grab. Likely to be easy find, depending on prominent locations.

App-based: Cons (Less the balance the first list of cons)

Medium-High Time and resources: to plan, design, launch, promote, maintain server, update expenses, etc
? Privacy: Privacy is a concern and ensuring good communication about how personal data is used is important; that said, research indicates that people are mostly willing to provide their data if it’ll be used to add value to their experience with a service provider — the secret ingredient seems to be user involvement and transparency.

App-based: Advantages (more to balance the first list of cons)

High Control of context: The design and presentation can be specific to purpose. As well, providing a “digital” paper option that people can download might very well BE an app, provided features are added for interaction, like a map with points of interest. As well, updates are pretty easy to add through.
Zero paper waste: Alternatively, paper waste is not an issue here because the app just needs to be updated.
High Interaction: Possible for unparalleled interaction, depending on how far you want this to go and what sort of data constraints seem best. Although, to get over data constraints and encourage people to use their smart devices, the city could offer free wifi…
High Convenience: For those interested in more interactive options...
High Potential for Research and Evaluation: The possibility for user-level feedback is now unparalleled, as this can be tied to other app functions like points of interest, even listings, loyalty and in app purchases — *see www.qualiaanalytics.org, http://qualia.org.uk/, and http://www2.warwick.ac.uk/fac/soc/sociology/staff/academicstaff/jensen/qualia/ and http://www.artory.co.uk/.

As I’m sure you know, it takes time and resources to implement any marketing/informational material, paper-based options are no exception. Consideration has to be taken for usability and design for paper options as well and in a similar fashion to web or app-designs.

In any of these cases, someone needs to take the lead for design and implementation, someone needs to pay for it, potential partner organisation’s need to be supportive, etc. A tourists' willingness to be involved is likely scale with the usefulness they perceive from each of these options, which can be influenced by how well they’re promoted (generally speaking).

That doesn’t mean you only use one option, as I would advocate both a paper-based AND an app-based solution to cross-over the various user segments (based on motivations, interests, and technological savvy).

Aaron M Jensen, MSc

Doctoral Researcher: Entrepreneurship

Masters: Marketing

c: 0747 938 3328

You can find more about me here:

www.linkedin.com/in/aaronjensen3

*I’m affiliated with Qualia Analytics and we’re partnered with iDAT to facilitate this level of research.

On Apr 24, 2015, at 11:13 AM, Mike Ellis <[log in to unmask]> wrote:

I'm a technical person, who runs a digital agency. I should be saying "go for the app"

But actually - you want to do the thing that is going to get people using it. And that thing isn't going to be an app.

Here's what you need to use a paper-based trail:

1) Willingness to get involved
2) The trail and a pen

Here's what you need to use an app:

1) A phone that supports the app
2) Mobile data connection (not just at the beginning but all the way round the trail, unless it's pretty clever)
3) Signposting so you know where to get the app (and an _easy_ way of getting people to this: hint: not a QR code)
4) Willingness to install an unknown thing on your phone
5) Knowing how to install a thing on your phone (easy, but you need to remember App/Play Store passwords etc, need space on your phone, need the right phone, right version of the right phone....etc)
5) Knowledge about how to use the app once it is installed
6) Likely: some kind of sign-in on the app so it can remember you

..and this is all in a single use / "I'm surrounded by my children who are going to be bored any minute" environment..

I know which I would rather do: the easy one.

If you absolutely must use some technology for this, do it using a mobile website instead. Although the capability of the app will be limited, you at least stand a chance of people already having the necessary thing on their smartphone without any of the faffing about: a browser.

Final thought: if you did it on a mobile website, you could easily have a system where you inputted the trail once on this site and could then print it out for people who wanted printouts, or provide it on the web for those who fancied the tech. We've done this, ping me off list if you're interested.

cheers

Mike

_____________________________

Mike Ellis

Thirty8 Digital: a small but perfectly formed digital agency: http://thirty8.co.uk

* My book: http://heritageweb.co.uk *

Claire Adler wrote:

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Dear All

I am working with a community organisation that is wanting to get visitors to the local area to come away from the major tourist attraction and look around the town, which could be seen as intimidating. Does anyone know of similar trails? And if so did they do them as apps or paper based, particularly as they would are unlikely to be able to get their app onto the tourist attractions website.

Many thanks in advance

Claire

Claire Adler
Heritage Consultant: Learning, Community, Development
268 Cherry Hinton Road,
Cambridge,
CB17AU

01223 411555
07970671965
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