A short questionnaire to help you see your visitor experience more clearly. Use it to begin exploring what's working and what's not, and to start the conversation with your team.
5 sections•~15 minutes•Word summary you can keep
Step 1 of 5 • Your Attraction
The basics
Step 2 of 5 • What It's For
The point of the visit
Most attractions can list what they have. The interesting question is what they make possible.
Not what you have. What you make possible. Think outcome, not feature.
Try: "A place where people who've never thought about [X] stand inside it and feel something real."
Complete this sentence: "Visitors will say this visit was worth it because…" Try and define it in fifteen words or fewer — the constraint helps with clarity and decisiveness.
Optional. But often the most useful question to sit with.
Step 3 of 5 • Who It's For
The people who walk through the door
Mindsets, not demographics. A 42-year-old parent and a 65-year-old retiree can arrive in the same one. Two people from the same demographic can arrive in completely different ones.
Often, designing for everyone produces average experiences. The aim of this question is to surface your attraction's strengths and opportunities. By selecting only 2–3 mindsets, you can focus your attention on these core visitors initially.
The gap between intent and reality is where the work is.
Step 4 of 5 • How It's Working
Rate your current experience
A quick gut-check on each phase of the visit. This can help identify gaps or confirm your strengths.
Marketing, booking, the confirmation email. Does the promise match what they actually find?
Not reallyWorking well
A wow moment. A signal that this place is going to be worth the visit. Or just functional carparks and queues?
It just happensDesigned wow
If you can't describe a highest emotional moment in your attraction, the visit probably doesn't have one.
Not reallyCrystal clear
The exit shapes how the whole visit gets remembered. Most attractions leave it to chance.
Just the doorDeliberate
If your team would each give a different answer, that's the gap.
Step 5 of 5 • Where to Look First
Your priorities, in your words
Last questions. These shape the closing section of your summary.
Money, time, team capacity, board direction, weather, the building, all of the above.
Optional. Use this however you like.
Final • Your Summary
Take this with you.
A quick review of what you've captured. Edit any earlier step if needed, then save your summary.
Your Visitor Experience Review Summary
A Word document that captures your answers, surfaces the patterns, and gives you a starting point for sharper thinking with your team.
What to do with it
Sit with it for a day. Share it with two people on your team. The most useful conversations usually start from the gaps in the answers, not the answers themselves.
If you'd like a strategic pair of eyes on what you've put together, get in contact!