MCNPro – User Journey Mapping

Join us on Friday, September 22 at 12pm EST for session on User Journey Mapping!


A user journey map is a visualization of the steps your visitors go through in engaging with the museum during the visit. This user research tool shows what happens at each stage and visualizes the experience highlighting the visitor needs, actions, emotions and pain points. Join us to learn about this user research tool and see how some organizations have implemented them to improve the visitor experience.

This MCNPro webinar was organized by the Data & Insights SIG. Chairs of the group Elena Villaespesa and Trilce Navarrete led this session about journey mapping.


The Speakers:

Allegra Burnette is currently an independent consultant, focused on helping organizations establish and integrate coherent, user-centered digital programs that use best practices in customer and visitor experience to grow audiences, improve experiences, and transform internal processes. Until recently, Allegra was a principal analyst on the customer experience team at Forrester Research, where she researched, wrote, and consulted on design-related topics within CX. Prior to joining Forrester in 2014, Allegra was the Creative Director of Digital Media at The Museum of Modern Art, New York, where she oversaw design and production across all interpretive technology, including the museum’s website, Before working at MoMA, Allegra created and ran a media department at the renowned museum exhibition design firm Ralph Appelbaum Associates. Allegra has taught in the online graduate program at Johns Hopkins University and served as president of the board of the Museum Computer Network (MCN). She has a bachelor’s degree in art history from Dartmouth College and an MFA in museum exhibition planning and design from the University of the Arts.

Michelle Grohe is the Assistant Curator of Education & School Programs at the Isabella Stewart Gardner Museum. She currently project manages the Gardner’s interdepartmental Visitor Experience and Digital Pilot teams, focusing on first time visitors and evaluation frameworks and tools. Working at the Gardner since 2005, Grohe has led several research initiatives around the Visual Thinking Strategies methodology, including longitudinal studies with elementary and high school partner students. She is also currently National Art Education Association (NAEA) Museum Education Division Director. Grohe has an MA in Art + Design Education from Rhode Island School of Design and a BFA in Studio Art from Millikin University.

Laura Mann has 20 years of experience developing creative and technical solutions including web, mobile, and interactive media for the cultural sector. Trained as an academic art historian, she started her career in business development with a small experimental theater company that provided audio tours to museums and historic sites. She led business development at Antenna, driving its rapid growth from innovative newcomer to market leader in mobile experiences for the cultural and heritage sector. At Mediatrope Interactive, she developed award-winning web solutions and software applications for large museum and nonprofit clients. In 2013, she joined the consultancy Frankly, Green + Webb to open the firm’s US office. Her work as a consultant in grounded in her years of hands-on experience in mobile interpretation, interactive design and digital technology. She is deeply committed to providing research, insight and design solutions that deliver real value to organizations and their audiences.


Download the slides here!