nhb — national heritage board
Creating a unique value proposition to drive more yield in museums and heritage institutions. Museums and heritage institutions in Singapore receive 97% of funding through public means. Despite free entry, most Singapore residents rarely visit — low visitation and low engagement mutually reinforce the perception of museums as esoteric and irrelevant. NHB wanted to explore innovative ways for public museums to capture public mindshare and reduce reliance on public funds. Deliverable: current experience map of the National Museum of Singapore — delight points, pain points, and revenue opportunities across pre-trip, in-museum, and post-trip phases.