Insights.

One of the things we've always admired about arts & cultural organizations across the U.S. is their openness and sharing with other culturals.  In that same spirit, we've pulled together some resources for teams embarking on their own customer experience transformation.

Visitor Experience Study

The first-ever, comprehensive study of the visitor experience of 15 museums and a Zoo across four contiguous seasons. This study provides insight into pre-visit behavior and expectations, visit experiences and outcomes, as well as post-visit sentiment and intent. 

Customer Journey Mapping

Through a two-day workshop we recorded the end-to-end experiences of Smithsonian visitors. This deceptively simple map illustrates the before, during, and after visit to a museum and unites cross-functional teams within an organization to deliver a seamless and visitor/guest-centric experience. 

Customer Experience Audit

A evaluation of the visitor experience for a large national institution.

Maps and Wayfinding

Empirical research on the ideal design of wayfinding, maps/floor plans, and printed visitor guides

Front-end Evaluation

A front-end study of the visitor experience of a mid-sized museum.