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  • Writer's pictureLing Cai

Connecting Experience: The Mobile V&A Visitor Experience

Updated: Jun 22, 2021

The digital age has radically changed the world; modern consumers see one brand, one experience, regardless of channels.The framework of a seamless, and personalised customer journey has been foremost in marketing discussions of the twenty-first century. There has been a concomitant move towards accessing museums via the Internet from searching for exhibitions, collections, and virtual tours. With the current pandemic lockdown, the need for online access has dramatically accelerated. The results, however, have been notably uneven: disjoined channels in museums across physical and virtual spaces have led to great frustrations. So, How do we face such complex challenges in creating an enjoyable experience? Furthermore, what can we learn from the history of design?

I recently researched the museum visitor ecosystem and gained some valuable understanding on creating a seamless visitor experience with these questions in mind. The research examined the innovation of contemporary museum culture while emphasising the necessity of sustainable development.

If you are interested in knowing more about the topic, please do not hesitate to contact me.


Mixed media digital picture, by Ling Cai, 2020. Content: The Ceramic Staircase, built between 1865 and 1871, © The Victoria and Albert Museum, London. Photograph by Marcus Ginns, copyright © 2021. Reproduced with permission of the Photographer.

Indicative References:

Barry, Ailsa, ‘NaturePlus - Developing a Personalised Visitor Experience Across the Museum’s Virtual and Physical Environments’, Archives & Museum Informatics/ Museums and the Web 2010, The International Conference for Culture and Heritage on-line <> [accessed 10 September 2020]

Geismar, Haidy, Museum Object Lessons for the Digital Age (London: UCL Press, 2018)

Proctor, Nancy, ‘The Museum Is Mobile: Cross-Platform Content Design for Audiences on the Go’, Museum and the Web, 13-17 April 2010, (Archives & Museum Informatics) < orm_content_design_audiences_.html> [accessed 16 August 2020]

Tomiuc, Anamaria, ‘Navigating Culture. Enhancing Visitor Museum Experience through Mobile Technologies. From Smartphone to Google Glass.’, Journal of Media Research, 7.3 (2014)

Wadhera, Mike, ‘The Information Age Is over; Welcome to the Experience Age’, TechCrunch, 2016 < age-is-over-welcome-to-the-experience-age/> [accessed 20 August 2020]

Witt, Ulrich, Christian Gross, ‘The Rise of the “Service Economy” in the Second Half of the Twentieth Century and its Energetic Contingencies’, Journal of Evolutionary Economics, 30 (2020), 231-246

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