From Visitor Studies to Experience Design: dalla ricerca alla progettazione is a short course that brings together research and design, moving from audience observation and listening to the creation of effective experiences in museum and cultural spaces. Understanding who museum visitors are, how they experience cultural environments, and which needs they express (or do not express) is the first step in designing meaningful experiences. Visitor Studies provide research tools and methods to analyze audience behaviors, expectations, barriers, and motivations; Experience Design translates these insights into pathways and practices that make visits engaging and accessible.

Learning Objectives

- Introduce Visitor Studies and the main audience research methods

- Identify the needs, expectations, and barriers encountered by visitors

- Apply collected data to the design of experiences

- Experiment with practical experience design tools

- Design visits that are more engaging, accessible, and memorable

Format and Approach

The course combines lectures with hands-on workshop activities, alternating between theory and practice. Professional facilitation supports group work, using tools and simulations that encourage discussion, collaboration, and the reinterpretation of content. Breaks, discussion moments, and informal networking opportunities help consolidate learning and foster connections among participants.

Please note that the training will be held in Italian. If you have specific needs, let us know.

Lectures, Workshops, and Sessions Led by

Monica Calcagno (Associate Professor of Business Management at the Venice School of Management, Ca’ Foscari University of Venice), Maria Chiara Ciaccheri (Museologist; We Exhibit), Dana Mitroff Silvers (Human-Centered Design Strategist; Designing Insights),
Mary Zurigo (Lecturer, Cultural Designer, and Museum Mediator; Z.E.A. Zone di Esplorazione Artistica).

For further information or questions, please contact us at formazione@weexhibit.biz or check our FAQ section in Screen Reader mode.