IBM iX

2018

Future Vision Discovery and Design for AGO Toronto

Future Vision Service Design AI Innovation Journey Mapping Predictive Analytics Beacon Technology Human-Centered Design Museum Strategy Digital Transformation Stakeholder Facilitation Experience Roadmap

My Contributions

  • Developed three phased Experience Journey Maps (Now, Near Future, Far Future)

  • Facilitated co-creation workshops with leadership, curators, and operational teams

  • Conceptualized integration of AI, beacon technology, and predictive analytics into the visitor experience

  • Delivered a structured strategic roadmap guiding short-term and long-term transformation

Sponsor Users

  • AGO Executive Leadership

  • Curators and Programming Staff

  • Visitor Experience and Operations Teams

  • AGO Members and Visitors (indirect users influencing journey mapping)

Product Design Team

  • Design Researchers

  • UX Designers

  • Strategists

  • Museum Staff

About the Project

The future of AGO’s museum experience required bold, visionary thinking—moving beyond static exhibits toward dynamic, interactive, and personalized engagements.
Through a series of co-creation workshops, we encouraged AGO stakeholders to push boundaries and envision an AI-assisted, data-driven visitor experience.

We structured the vision into three experience maps:

  • Now / MVP – Immediate improvements using existing technology.

  • Near Future – Enhancing digital touchpoints with personalization and predictive analytics.

  • Far Future – AI-powered guides, interactive visitor tracking, and deep personalization based on interests and past visits.

To bridge imagination with reality, we introduced Watson AI as a conceptual tool—representing AI’s ability to revolutionize visitor interactions. Whenever stakeholders struggled with execution details, Watson served as a "magic wand" to push thinking beyond constraints.

The final deliverable provided AGO with an inspiring, structured vision, equipping leadership with a roadmap to future-proof museum experiences while enhancing engagement, personalization, and operational efficiency.

Challenge

  • Traditional museum models were losing relevance with digital-first audiences.

  • Visitor journeys were fragmented and lacked personalization.

  • The AGO needed a bold, future-oriented vision to guide strategic evolution.

  • Leadership and cross-functional stakeholder alignment was critical for success.

Solution

  • Led cross-sector design thinking workshops with AGO leadership, curators, and operations teams.

  • Synthesized insights into a cohesive set of Now, Near Future, and Far Future experience journey maps.

  • Created a prioritized roadmap linking immediate improvements with long-term innovation goals.

  • Introduced Watson AI as a conceptual tool to spark boundary-pushing ideas and future-ready thinking.

Impact

  • Established AGO’s strategic future vision and provided leadership with a structured, inspiring roadmap.

  • Encouraged bold, imaginative thinking about the role of AI and digital experiences in museums.

  • Strengthened stakeholder alignment, fostering cross-departmental collaboration toward future goals.

  • Positioned AGO to remain relevant, dynamic, and deeply engaging for new generations of visitors.

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