The Impact of Service Design on Strategy, Process, and the Visitor Experience

Professional Forum
Allegra Burnette, Independent Consultant, USA, Isabella Bruno, Smithsonian National Museum of American History, USA, Catherine Devine, American Museum of Natural History, USA

Museums are increasingly looking to customer experience (CX) practices such journey mapping to better understand how visitors interact with their institution, both in person and online. Ecosystem mapping and service blueprints help teams go beyond those front-of-house interactions to map the back-of-house processes, technologies, resources, and policies that impact the ultimate visitor experiences. These CX and service design practices enable institutions to break across traditional departmental silos to a more holistic, human-centered approach to planning and designing museum experiences for visitors and staff. 

This professional forum will open with a short presentation on the various processes around customer experience and service design and how they relate to each other, including some practical examples from both cultural institutions and for-profit businesses — highlighting those that have resulted in digital and physical outcomes. Both the presentation and subsequent discussion will focus on how service design impacts internal processes and the value of this approach to both the organization and visitors. The two session leaders will invite additional panelists to join the conversation to share how they are applying service design and best practices they have learned along the way, while also opening the floor to questions from the audience.

Bibliography:
Sebastian Chan, Kimberley Crofts, and Bruce Wyman. Professional Forum. "Service designing a museum – service design methodologies applied to museum design." MW2016: Museums and the Web 2016. http://mw2016.museumsandtheweb.com/proposal/service-designing-a-museum-service-design-methodologies-applied-to-museum-design/

Sergio Correa. Touchpoint Magazine. "Service Design in Museums & Cultural Environments." January 7, 2014. https://www.service-design-network.org/touchpoint/touchpoint-vol-5-no-3-beyond-necessity-the-beauty-of-service/service-design-in-museums-cultural-environments

Tony Costa. “Journey Maps And Process Maps And Service Blueprints, Oh My!” September 13, 2016. Retrieved from Forrester Research database.

Devine, Catherine. “The Museum Digital Experience: Considering the Visitor’s Journey.” MWA2015: Museums and the Web Asia 2015. August 15, 2015. http://mwa2015.museumsandtheweb.com/paper/the-museum-digital-experience-considering-the-visitors-journey/

French, Ariana. "Service design thinking for museums: Technology in contexts." MW2016: Museums and the Web 2016. January 29, 2016.
http://mw2016.museumsandtheweb.com/paper/service-design-thinking-for-museums-technology-in-contexts/

Yanyun Wang and Junjie Chu. "Research on the Service Design of the Museum Visiting." May 14, 2017. https://link.springer.com/chapter/10.1007/978-3-319-57931-3_18