User experience: Immigration Museum Melbourne

Any human activity is usually couched inside a bigger activity, and that within another bigger activity in turn. Life, in a sense, is like Russian dolls, and sometimes being innovative involves focusing on different layers of experience (Brignull, 2008).

This project attempted to design an end-to-end user experience, to ‘see as users see’ and use information design principals to enhance users involvement with the Immigration Museum in Melbourne as part of a Masters project for Swinburne University of Technology.

The Immigration Museum aims to produce an experience recognised throughout Australia and the world as a vibrant and inclusive living cultural centre that represents the immigration experience to Victoria and Australia, which resulted in cultural diversity (Museum Victoria, 2011).

Customer Journey Map

The customer journey map is an oriented graph that describes the journey of a user by representing the different touch-points that characterize his interaction with the service.

In this kind of visualization, the interaction is described step by step as in a classical blueprint, but there is a stronger emphasis on some aspects as the flux of information and the physical devices involved. At the same time there is a higher level of synthesis than in a typical blueprint: the representation is simplified trough the loss of the redundant information and of the deepest details (Service Design Tools, 2014).



Content Analysis

Additional to the customer journey map, further infographics were developed to display key data around the Immigration Museum event ‘Can We Talk? Symposium.’ This allowed for the development of information design techniques to visually represent the key data to get across to users.


Print & Digital Guides

The printed event guide is a continuation of the user journey, providing them with visualised information about the event in an engaging and informative way.

The guide also links to a digital device and allows a cross-over in touch points, giving users multiple options of receiving data, that is most convenient for them.




“Communicating new ideas to the unguided public in settings like museums presents many obstacles. Unless unguided viewers are already knowledgeable about the exhibit topic, the interpretive materials must connect the unfamiliar with the familiar and suggest useful things the viewer can do with the information” (Jacobson, 1999).

This supported the idea that the materials used to communicate the event needed some uniformity and consistency to create ongoing knowledge in the user – thus having the digital and print guides look as similar as possible, but still be designed specifically for the uses of the medium.


Wayfinding & Signage

The development of the external signage, focused on providing the user with information at arrival, letting them know where all the main points of contact were in the Museum.


Through the development of this project, numerous Additional touch points were created for the user. These include, but are not limited to the following:

  • Program event guide
  • Venue and specific program app
  • Better links between print and digital
  • Increased linkage with social media
  • Mobile bookings
  • Mobile tickets
  • Exterior signage
  • Interior interactive signage
  • Wayfinding
  • Specific event signage
  • Interactive displays
  • Simulated maps and wayfinding
  • The user has multiple new paths to take on their customer journey map.

Connections between touch points, across print, digital and signage are clearer and easier to make.

Concise, consistent information across multiple channels, yet each channel requires a specific design for its intention and use.