Antonia Silvaggi, Customer Journey Mapping for Museums: Easy and Practical Ways to Improve Visitor Experience

How can museums better listen to their audiences and improve visitor experiences? Customer Journey Mapping is a simple yet powerful tool that museum professionals can use to understand visitor behavior, identify challenges, and design better interactions—both physical and digital (phygital).

This hands-on workshop introduces participants to practical, easy-to-use methods that they can apply directly in their own institutions, working collaboratively with colleagues. Using real-life museum scenarios, we will explore how rapid prototyping, visitor interviews, and journey mapping can provide valuable insights into visitor engagement.

The session begins with a rapid prototyping icebreaker, where participants will design a quick solution to a common museum challenge—encouraging fast thinking, creativity, and teamwork. Then, we move into visitor interview simulations, practicing how to ask the right questions to understand visitor needs. Finally, participants will use a Customer Journey Map Template to visualize and analyze a visitor’s experience, from arrival to departure, identifying key touchpoints, emotions, and opportunities for improvement.

This is an interactive, collaborative workshop designed to be practical and easy to replicate with museum colleagues. Participants will leave with ready-to-use templates and concrete tools for implementing Customer Journey Mapping in their institutions. Ideally, this session will help you find small but impactful changes to enhance the museum experience for all visitors.