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Archaeological Museum of Istria

Visitor analysis and communication strategy design

About the project


The Archaeological Museum of Istria in Pula is the most visited museum in the Republic of Croatia with around six hundred thousand annual visits. Some of the oldest and most valuable cultural monuments in Croatia, such as the Arena in Pula and the Temple of Augustus are also under the authority of the museum. As the city of Pula is a widely known fertile ground for archaeological excavations, the museum holds a rich collection of artifacts from all over Istria.


During the project, the museum was in the phase of reconstructing its premises and redesigning the former permanent exhibition. Our task was to discover future visitor’s needs and develop the optimal communication strategy for the Museum. The ultimate goal was to turn the museum and all monuments under its authority into a central place of cultural experience in Pula.

Step one

The first step in defining the communication strategy was interviewing potential visitors to the Museum, and also tourist boards, guides, agencies, private accommodation owners and other stakeholders. We conducted empathy interviews, conducted focus group interviews in order to explore expectations a visitor might have from an institution such as the Archaeological Museum of Istria.

Step two

Based on the data we collected, we created “personas” that represented in a group of respondents who share demographic and behavioral similarities. All of these profile personalities were assigned a unique visitors journey through several stages (before, during, and after the visit), and an individual pain point per each that were addressed in the later stages.

Step three

We facilitated a series of ideation workshops in which we generated solutions for each pain point by proposing ideas, communication channel, etc.

Step four

In order to enable the museum to truly deliver the unique archaeological experience of Istria, the information and ideas gathered in the previous three phases were used in generating a clear, visitor-centric strategy packed with various actions and guidelines inspired by the project findings.

The project in numbers

  • More than 100 potential visitors interviewed
  • 40 empathy interviews/workshops/focus groups in total
  • More than 10 square meters of post-its
  • 34 infographics