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. The speakers: Allegra Burnette, Independent Consultant Laura Mann, Principal, Frankly, Green + Webb USA Michelle Grohe, Assistant curator of Education & School programs, Isabella Stewart Gardner Museum. 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. Slides on: http://mcn.edu/mcnpro-user-journey-mapping/