viennacontemporary
Experience Mapping
Februar – March 2016
viennacontemporary is an international fair for contemporary art and takes place in Vienna once a year. In 2016, EN GARDE was commissioned to conduct a small series of co-creation workshops to investigate and analyse the visitor experience from different perspectives and to discover potential improvements.
Note: This project has not been published and was for internal use only. The information provided here is confidential and must not be distributed for other purposes.
Mapping the experience
My role was to lead two workshops which included a set of methods and exercises. The major deliverable were experience maps, documenting and visualising the journeys of two visitors.
Identifying touchpoints
Describing the various steps in those journeys made it easy to identify touchpoints – digitally, physically and on-site. This also simplified the way of creating ideas and to define measures for improvement.
Understanding the highs and the lows
The identification of possible pain points (situations that cause negative feelings) and highlights (situations that bring people in a good mood) helped to improve the overall experience.
Understanding the context
Part of the experience mapping process also was to describe and visualise feelings a visitor before, at and after the fair might have. This helped to develop measure for avoiding bad feelings and for optimising the overall visitor experience.
Changing the perspective
Slipping into the shoes of an art fair visitor also made it easy to identify the needs of the visitor and what the visitor might do. This was the foundation for the creation of ideas to match these needs and actions and assist the visitor before, during and after the fair visit.
Enabling steady change
The feedback we received after delivering the experience maps was overwhelming as we got to know what only having the maps as a large-scale poster at the organiser’s office led to a boost of creativity and a visitor-centred view at the fair.