The British Museum

As one of the largest institutions dedicated to human history, art, and culture, the British Museum’s annual 6 Million visitors also make it one of the busiest. Since the early 2000s it was becoming too crowded during most times and visitors were beginning to voice dissatisfaction. I was brought on in order to develop a 10 years strategy to improve the visitor experience across all public-facing museum departments.  

This project involved working closely with a team of 60 Museum staff members and coordinating partnerships with several international organizations (such as the Walt Disney corporation and the Louvre). Together, we analyzed visitor needs and feedback, we iterated paths and directions through different sections and we integrated digital tools to improve flow and understanding. Together, we created a roadmap that would improve the visitor experience sustainably and holistically; transforming it into a state-of-the-art experience for all different types of visitors from first-time visitors to repeat visitors and members.       

The 10-year strategy is still being rolled out, but already after the first year since implementation, the British Museum saw enhanced revenue, higher visitor satisfaction, and new first-time visitor demographic segments.