A better visitor journey begins with an EMP

Experiential Master Planning®

The traditional building process excels at creating beautiful spaces. But too often, the visitor experience is considered only after the architecture is complete. Wayfinding, storytelling, technology, digital products, environmental branding, and operations become disconnected layers rather than parts of a single, intentional journey.

The result is a fragmented experience—one that creates friction for visitors, limits engagement, and makes it harder to build lasting audiences and communities.

Meanwhile, the digital world has fundamentally changed our expectations. From intuitive navigation and personalized content to seamless transactions and connected experiences, people have grown accustomed to products that anticipate their needs and remove friction at every step.

Today, visitors expect physical environments to deliver that same level of clarity, responsiveness, and delight.

That’s why we created Experiential Master Planning® (EMP®).

Our trademarked process brings architecture, storytelling, technology, media, fundraising, operations, and design together around a single vision—before critical decisions are made. By placing the visitor at the center of every conversation, EMP® helps organizations create seamless experiences that connect digital and physical touchpoints, deepen engagement, strengthen loyalty, and maximize long-term return on investment.

When integrated early in the planning process, Experiential Master Planning® helps organizations:

Build the right project team with greater confidence.
Identify gaps and coordination challenges before they become costly.
Transform critical “handoff” moments into memorable visitor experiences.
Improve accessibility, usability, and operational efficiency.
Increase engagement, visitation, and word-of-mouth advocacy.
Capture actionable insights about visitor behavior.
Create integrated revenue opportunities that support long-term sustainability.
Align every stakeholder around a single vision before design begins.

Leading organizations—including Boeing, the Philadelphia Visitor Center, and the Highmark Mann Center for the Performing Arts—have used Experiential Master Planning® to shape more connected, visitor-centered experiences. But EMP® isn’t reserved for large institutions. Any organization that competes for attention—from museums and healthcare systems to innovation centers, campuses, destinations, workplaces, and retail environments—can benefit from a more intentional approach to experience design.

Today, every organization is competing with the best experiences people have anywhere—not just within its own industry. Visitors expect intuitive navigation, personalized interactions, memorable moments, and experiences that feel effortless from beginning to end.

That’s why we founded Crafted Action.

We partner with organizations at the earliest stages of a project, embedding alongside internal teams and collaborating with architects, designers, technologists, and other consultants to create a unified vision before critical decisions are made. Through our proven four-phase process—Understand, Synthesize, Create, and Roadmap—we translate ambitious ideas into practical, buildable strategies that maximize impact while respecting budgets, schedules, and operational realities.

Whether you’re planning a museum, innovation center, performing arts venue, corporate briefing center, workplace, healthcare environment, or higher education facility, Experiential Master Planning® helps ensure every decision contributes to a more connected, memorable, and valuable experience—for your visitors, your staff, and your organization.

Assessing the situations and aligning on goals & expectations
Creating a framework and identifying opportunities & risks
Developing narratives and visualizing possible concepts
Planning the next steps ahead of implementation

DID YOU KNOW

In just the past two years, our Experiential Master Plans® have helped clients secure more than $50 million in funding for museums, innovation centers, and experience-driven environments. Depending on the project, that investment has come from philanthropic donors and grant-making organizations, executive leadership teams, or corporate boards.

More importantly, we’ve helped ensure those investments create lasting value—increasing visitation, deepening engagement, strengthening brands, and generating new revenue opportunities.