A better visitor journey begins with an EMP

Experiential Master Planning®

The architectural process primarily focuses on creating spaces and places. But too often, those beautiful places don't consider the overall visitor journey. Orientation and wayfinding, digital products and technology, and environmental branding become "add-ons" to a building instead of an integral part of a holistic experience. The result of this approach is a fragmented, high-friction visitor journey that can make it hard to grow an audience or build a community.

Meanwhile, the internet has raised our expectations for intuitive, zero-friction experiences designed around user needs. And the pandemic accelerated a trend toward digital products that support "handoff" moments — in-person pickups of items ordered online, fluid movement between home and office, collaborative experiences on screen and in virtual reality spaces, etc. From seamless online transactions to personally curated content, our digital world feels more magical than ever.

As a result, visitors and customers now expect the same responsive experience in physical spaces.

Our trademarked process, the Experiential Master Plan (EMP) is a proven tool for helping organizations create seamless visitor experiences between digital and physical spaces. The EMP puts the end-user at the center of a holistic journey. It encourages deeper engagement, increases loyalty, and provides a better return on investment.

When incorporated into the planning process, the EMP will:

provide invaluable expert insight before selecting a project team
identify gaps between vendors earlier in the planning process
consider “handoff” moments that turn pain points into memorable moments
Improve accessibility and efficiency
Increase visitation and more "shareable" experiences
Collect actionable data related to your audience
Identify and create opportunities for multiple integrated revenue streams

Organizations like Boeing, the Philadelphia Visitor Center, and the Mann Center for Performing Arts have already seen the benefits of an EMP. But you don't need to be a world-class institution for this to help. Any retail, cultural, or branded experience that competes for customers can benefit from an Experiential Master Plan®.

And right now, every business and institution is competing for attention.

For many people, simply leaving the house has become an event. And they expect it to be a memorable one. They want to be entertained and engaged, regardless of whether they're going to a restaurant, sporting event, or art exhibit. And they want it to be easy.

We started Crafted Action to help organizations create those memorable experiences. We can work with you by embedding a team into your organization or collaborating with other consultants early in the planning process. We’ll lead you through our clearly defined four-part process—understanding, synthesizing, creating, and roadmapping — while keeping an eye on practical implementation and value creation. Deliverables are scaled based on your goals and resources.

Regardless if you're a museum, briefing center, performing arts space, or hospital, an EMP can help provide the best possible experience for your guests — and for you.