A do it yourself guide to Visitor Journey Mapping on MuseumNext 2019 by Martijn van der Heijden and Wendy Steffens.

1. #MuseumNext19
#London
DIY - Visitor journey
mapping

2. ⛳ Getting familiar with
Visitor Journey Mapping

3. Agenda
13:00 - 13:15 (15m) Introduction
13:15 - 13:30 (15m) About Visitor Journey Mapping
13:30 - 14:00 (30m) Interviews
14:00 - 14:50 (50m) Mapping
14:50 - 15:00 (10m) Recap
Afterwards Q&A
Sticky notesagenda

4. Martijn van der Heijden
Independent digital strategist
Wendy Steffens
UX designer at Fabrique
Amsterdam + Rotterdam

5. Visitor journey
mapping
A bit of
theory

6. Journey map is a key tool in service design
User central
Begin to end
Front to back

7. Visitor journey map?
A visitor journey map describes the experiences of a user during the use of
a product or service over a certain time.
› Activities
› Thoughts
› Emotions
› Touchpoints
› Opportunities

8. Why?
It helps you placing people in the center of your service and helps you
breaking silos to find common ground in opportunities.
Understanding
› Creates empathy
› Identify opportunities
› Identify strong points
› Challenges prejudices
Communication
› Communicates insights
› Shows pain points
› Connects actions to insights
› Easy to involve others

9. What does that look like?
+ time in phases › › ›
Activities
Thoughts + emotions
Touchpoints
Insights + opportunities

10. In the end it looks like this...

11. … but it starts like this ...

12. … so you can create with many people.

13. Base your maps on facts
● You need qualitative insights to populate your map, and
identify opportunities for future services.
● Qualitative research methods are: interviews,
observations, ethnographic research (like users keeping
diaries)
● Today we’ll focus on interviewing. Interviewing 5-10 people
within a user segment typically uncovers 90% of the big
issues.

15. Levels of listening
Level 1 - INTERNAL LISTENING
It’s about my thoughts, feeling and expertise. “Oh I’ve
had this once too!”
Level 2 - FOCUSED LISTENING
“Hard-wired connection to other,
Lose awareness of outside world”
Level 3 - GLOBAL LISTENING
“Soft focus on other, aware of whole environment,
including your situation.”

16. Interview tip #1
Make your introduction
personal

17. Interview tip #2
Ask open questions

18. Interview tip #3
Being quiet is not as
awkward as it feels

19. Let’s interview
Start the
workshop

20. Workshop case: visiting MuseumNext
We’re mapping the visitor journey of a MuseumNext visitor. We want to
discover the pains and gains of this journey. Think about asking questions like:
● What was the main reason for you to attend this conference?
● Did you buy the conference ticket yourself?
● How did you experience buying a ticket?
● What about the registration?
● Did you prepare your visit?
● How did you get to know about this workshop?
● Do you need to travel to get here and back home? How?
● Do you have a specific goal in mind for this conference?
● ...

21. Persona MuseumNext
visitor
Laura - 34 y/o
Family with 2 kids
Lives in the UK
Travels to work by electric bike
Uses her iPhone and Dell laptop from
work daily
Laura is responsible for the online
activities of a medium sized museum in
her home city, 3 hours travel outside of
London. She is visiting MuseumNext to
get actionable insights to bring back into
her museum.

22. + Interviewer
Taking notes
Interviews
In groups of 3:
Respondent

23. Let’s map

24. Timeline
1. Prepare
2. Travel
3. Attending
4. Travelling home
5. Afterwards

25. What does that look like?
+ time in phases › › ›
Activities
Thoughts + emotions
Touchpoints
Insights + opportunities

26. Results

30. How to do this in
your organisation?

31. DIY customer journey research project plan
● 8 people from different departments
● Choose a persona
● Map journey with existing knowledge and
prepare interview (workshop)
● Do 2-3 visitor interviews per staff member +
observe visitors
● Map the real journey with interview results and
identify opportunities (workshop)
● Digitise and share the map + opportunities
6-8 weeks
2 days per staff
member
Get help by a UX
consultant

32. Thank you!
Martijn van der Heijden
martijn@vanderheijden.net
Wendy Steffens
wendys@fabrique.nl