Enjoymuseum. The future of museums is here

Design direction, strategy, branding & UX/UI for a start-up trying to innovate the museum experience

Enjoymuseum is a Milan-based start-up that leverages technology to redesign and augment the museum experience. I co-founded the company in late 2015 and served until early 2017 as the Head of Design and User Experience. I pushed design-driven innovation through each phase of the company start-up process, from the more design-related activities, such as brand definition and digital products design, to more strategic ones, like R&D planning, communication strategy, and product ecosystem definition.

Museums are still struggling to implement technology and to utilize it as a driver of growth and success. Enjoymuseum let museums and cultural institutions embrace the digital revolution and exploit the major opportunities that come with it.

The strategy. The Enjoymuseum ecosystem

The first phase of the work was setting up an early strategy for the company and define the type of offer to later build around. This was achieved by conducting extensive research in the market, analyzing the current state of the art of technological services, solutions, and experiences in museums and cultural sites. By analyzing the market, both nationally and internationally, it became clear that Enjoymuseum had multiple targets to focus on: visitors and museums themselves. For visitors, technology can provide a more engaging and satisfying experience, while for museums it can offer innovative solutions to many challenges and drive the growth of a cultural institution. B2C and B2B solutions integrate one another and together they form the Enjoymuseum ecosystem

The brand. Visualizing Enjoymuseum core values

Enjoymuseum is an enabler, a partner for cultural institutions, and a champion of art and beauty. While assisting museums, its brand must serve as a guarantee of quality and trust. At the same time, its presence has to be subtle and has to camouflage with every museum while striving to highlight the art and the architectural environment. Therefore the moment where the brand or the products are visible consists of a slight and non-disruptive change of focus. This is also why all the elements of the brand and its products must be completely color neutral: they can blend in with every environment and can be juxtaposed to infinite color schemes.

Product, service, and museum experience concept

Enjoymuseum has the opportunity to enable a virtuous experience, expanding the fruition of art and culture in time and space. Inside and outside of the museum, technology can extend the experience and make it accessible to everyone, everywhere.

Product/service conception and development

We conducted a process of field discovery, by analyzing the different types of visit experiences, with all the challenges, needs, and opportunities that can arise, both from the user fruition and museum management perspectives. Starting from this early analysis, we then selected Milan’s Museum of Cultures – Mudec, and the exhibition Gauguin. Tales from Paradise, in order to elaborate the first concept ideas. This process was key to delineate a customer journey map and conceptualize B2C and B2B products and services that can make up the Enjoymuseum offer. As a further step in the process, we iteratively improved and tweaked this blueprint service map and turned it into a general model we later used for every museum and project.

Customer journey blueprint

Enjoymuseum. Museum experience design - Fabio Besti - User Journey


In depth information on artworks and exhibition elements
Interactive infographics on the exhibition experience
The Enjoy memory to save artworks and content
Exhibition and museum previews
Social media
Location based contents and interactions
In depth information of museums and cultural sites


Social media visibility and direct user notifications
Museum and exhibition insights and analytics
Queue management and booking system
Visitor registration, affiliation and profiling

Branding of Enjoymuseum’s main products and services

The website

Enjoymuseum. Museum experience design by Fabio Besti - The Website Homepage
Enjoymuseum. Museum experience design by Fabio Besti - The Website Homepage scroll
Enjoymuseum. Museum experience design by Fabio Besti - The Website Homepage scroll 2
Enjoymuseum. Museum experience design by Fabio Besti - The Website Homepage long vertical
Enjoymuseum. Museum experience design by Fabio Besti - The Website Homepage long vertical

The Enjoymuseum prototype app

User Experience, User Interface and app wireframing

First concept of the augmented audioguide

Enjoymuseum App exploration screens - Fabio Besti Interdisciplinary Design
Enjoymuseum App exploration screens 2 - Fabio Besti Interdisciplinary Design

Further developments

The process described here above was instrumental to have the company up and running. The role of design was crucial in several ways. First of all, to recognize the business opportunities and, secondly, to shape the core features of this business initiative: from the branding side of the project to the conceptualization of the entire ecosystem of possible services and solutions defining the company offering. At this stage, Enjoymuseum was ready to start pitching to possible investors and to seek the first clients to test and develop our solutions.  The first opportunity came with Giunti Editore and the collaboration with the Leonardiana Museum of Vigevano. Check out the next phase of the project with the dedicated case study, linked here below.

Go back to all the projects

AppGuide+ & the Leonardiana’s Museum Experience

Discover other museum projects and installations

How can we work together?

Contact us and let's start to talk about your next project

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