{"id":10382,"date":"2017-06-22T11:37:20","date_gmt":"2017-06-22T11:37:20","guid":{"rendered":"http:\/\/blog.museunacional.cat\/?p=10382"},"modified":"2020-11-06T16:52:26","modified_gmt":"2020-11-06T16:52:26","slug":"visitor-journey-mapping-walking-in-our-visitors-shoes","status":"publish","type":"post","link":"https:\/\/blog.museunacional.cat\/en\/visitor-journey-mapping-walking-in-our-visitors-shoes\/","title":{"rendered":"Visitor Journey Mapping: walking in our visitors\u2019 shoes"},"content":{"rendered":"
Conxa Rod\u00e0<\/h6>\n
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Visitor Journey Mapping workshop offered by Allegra Burnette and Liz Neely at Museums and the Web 2017. Photo: Conxa Rod\u00e0<\/p><\/div>\n

In museums and organisations we often talk of the need of better knowing our visitors, our users, with the aim of offering them a better service, matching the needs and expectations of the public and, all in all, enriching the experience.<\/p>\n

Beyond surveys, visitor studies, A\/B testing, defining personas<\/em>, analysing data, etc., what can provide the most valuable knowledge is the so-called Visitor Journey Mapping. <\/em>Analyzing the interaction with the museum across all channels to see how can we make it better. Bearing in mind that the Visitor Journey is multi-dimensional nature and non-linear, as stated in this article of the Harvard Business Review<\/a>.<\/em><\/p>\n

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Exploratorium, UX Map. Source: www.creativebloq.com\/netmag\/expert-guide-experience-mapping-71412427<\/a>. Click to enlarge<\/p><\/div>\n

The map identifies the steps that users follow to get what they want and the interactions that affect each step are analysed, as well as the emotional experience, the level of satisfaction and frustration.\u00a0 The journey map documents the experience of the visit from the point of view of the visitors.\u00a0 In this way we can know, for example:<\/p>\n

-the steps the visitor takes to find the information, plan the visit, buy tickets, get to know what\u2019s on, participate in an activity, move around the galleries, and find out more about the works.<\/p>\n

-what is needed in each step<\/p>\n

-touchpoints involved, interactions made<\/p>\n

-what results are obtained<\/p>\n

-if there are any gaps between needs and offer<\/p>\n

-what improvements we should introduce. Sometimes, minor changes can have a major impact on usability, for example.<\/p>\n

If we apply the concept of journey, thinking journey first<\/em>,\u00a0 we will no longer design disconnected and separate initiatives (an app here, a newsletter there), but we will develop integrated solutions through various physical and digital channels so as to provide an enriching, consistent, personalised and contextualised experience.<\/p>\n

Catherine Devine, Chief Digital Officer of the American Museum of Natural History in New York,\u00a0 said at the Museums and the Web Asia 2015 conference \u201cThinking in terms of journey affects how you think about everything<\/strong>: channels, roadmaps, project features, museum\u2019s systems architecture, content strategy, development, design, testing\u201d.\u00a0 All together with an integral vision, one that combines analogical and digital. With a journey that covers everything before, during and after the visit.<\/p>\n

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Source: LEGO\u2019s Building Block For Good Experiences\u00a0. Click to enlarge<\/p><\/div>\n

At our museum we were happy to welcome Allegra Burnette<\/a> this June, to talk about Visitor Journey Mapping. We include here some of the key points that she elaborated:<\/p>\n

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  1. To understand the visitor\u2019s journey<\/strong> is important because:\n