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Visitor Experience Mapping
Transcript of Visitor Experience Mapping
Anticipation - The decision to go
Engage - Main experience
Reflect - Post experience
Integrate maps into management and operations
Identify the touchpoints that could be improved
Understand how they are currently performing in each
Build cross-functional processes to redesign and support those journeys
Institute cultural change and continuous improvements to sustain the initiatives
How to get started at your site
Where could you use VEM?
Entire visitor experiences
Retail, food and beverage outlets
Anywhere you are receiving negative visitor feedback, or the flow isn't working how it was intended
The VEM Process
What Is Visitor Experience Mapping?
A way of focusing in on the detail of all or a part of the visitor experience
An opportunity observe more, understand better, and be innovative with solutions
An opportunity to find stronger relevance with visitors and to discover potentially easy improvements
Revisiting the Experience
Who could you involve in VEM?
All staff including:
Board, advisory groups or funders
Identify what exactly you want to map
Identify all of the stakeholders in that experience
Identify your study methods
Group your findings
Identify gaps and opportunities
Implement and monitor
Obtain management buy-in
Identify your goal and your audience
Build a cross-functional team
Identify all touch points in your experience
Create a simple evaluation method(s)
Determine team responsibilites
Test your process
The Visitor Continuum
Decision to go - Anticipation
How do people learn about your site?
What do visitors need as they arrive at your site?
Main experience - Engage
How do visitors interact with your site?
become a member if they choose
easily access to the gift shop
easily access to ask questions or follow up with something
access food options
find a restroom before they depart
engage children after they leave
find out about upcoming events and activities
Reflect - Post Experience
What does the visitor do after they depart?
Contact us at
Word of mouth
Is parking easy to find?
Is it easy to pay for?
Will the car be safe here?
How far do I have to walk?
Where is the main entrance? Is it well marked?
Can I bring a stroller?
What are all the details that potential visitors look for to make a decision to visit your location or exhibit and how easy do you make it for them?
Does your site provide visitors with the ability to:
What actions do visitors take?
What questions do they ask?
What are your most popular exhibits?
How do they use the furnishings?
What do they take photos of?
Are there any pinch points?
What issues do you have with security?
How long does a visitor spend at each exhibit or site?
Do they comment on social media - if so, what do they say?
Do they write you letters?
Do they tell other people to visit your site?
How can they become members?
Are there any indicators of what would entice them back?
1. In your groups - create an experience set from your field trip for each of the stages.
2. Choose one of the stages to focus in on and identify the gaps to the experience
Mapping the Visitor Experience Toolkit
Website - www.flipboard.com
Magazine title - "Mapping the Visitor Experience"
Available as an app and web page