Developing a 5-year Visitor Experience Plan with MOTAT
MOTAT's vision is centred on using past, present and future Kiwi technology to educate and inspire the innovators of tomorrow
Spread across 40 acres in Auckland, the Museum of Transport and Technology (MOTAT), is the country’s largest transport and technology museum and offers experiences for visitors of all ages. For some time now, MOTAT has been striving towards being a “lightbulb institution” that is audience focused, vision based and has a meaningful impact on its community.
In developing a 5-year Visitor Experience Plan, the aim was to bring together everything relating to MOTAT’s visitor experience together in a strategic roadmap for the whole organisation. MOTAT has undertaken a range of useful initiatives to advance its audience development and visitor experience. All three of the museum hubs (experience, collections and business services) were committed to working together to create a unified approach to visitor experience.
After an analysis of the museum’s strategic documents and its previous visitor related initiatives, as well as some site visits, we developed a question framework to structure the Plan.
We then took a co-creation approach involving staff from across the organisation to get broad input early on and ran a range of focused workshops with various teams.
From this we developed a Visitor Experience Plan that describes the aspiration - MOTAT’s visitor experience at its best, articulates the audience strategy, maps out themes and priorities projects and initiatives. It also provides a decision making tool, supporting staff in applying the Plan. We also developed an Activation Programme to empower staff to take ownership of the visitor experience and to actively use the 5-Year Plan. The plan was launched at an all staff event, this being the first step on Activation. The General Manager Museum Experience presented the plan, supported by the Chief Executive and the leaders of the other departments, demonstrating their joint support for the visitor experience.