As part of the course Service Design we were set with the task to increase the sales of the tickets of the Madeira Story Center (MSC). MSC is an interactive musuem about Madeira's History and Culture at Madeira Island - Portugal, composed by a museum, a shop and a bar.


I collaborated on the user research interviews and observations. I participated in brainstorming, ideating concepts, and collaborated in Experience Cycle, Customer Journey and Business Model. I also experience prototyped our idea with peers & client.


  • Competitive Analysis
  • Interviews
  • Observations
  • Experience Prototype
  • Experience Cycle
  • Customer Journey
  • Blueprint
  • Business Model
  • Stakeholder Model


We want to use interviews and observation to increase the number of tourists entering the museum, and to combine all aspects of the Story Center into a single experience.

We started by defining the areas of the business by doing a territory map to guide our research. We focused on the customers, promotion and value of the MSC.


Since the customers of MSC are tourists, we set out to interview tourists at the Old Town of Funchal city, outside and inside MSC. It was during the weekend in a sunny day. All the tourists that we interviewed were in Madeira in holidays and we tried to find out what activities they were planning to do while in Madeira Island.

How did you find out about MSC?

What brings you to MSC?

What would you like to see inside MSC?

Do you know anything about Madeiran history?

What else do you plan to do in Madeira?

The team also did observations at MSC shop and bar, where we were able to understand the touch points of the tourists at shop and bar before buying the ticket for the museum. As part of our research package we also did competitive analysis on outdoor competitors activities.

17 tourists

8h of observations

competitive analysis in other museums
and outdoor activites


To consolidate the information from interviews we used the method affinity diagramming extracting the previous insights.

Experience Cycle

From the observations the Experience Cycle helped us to describe the steps that people go through to build a relationship with the service. It helped us to realize that there were some breakdowns in the first impression with the service like not recognizable posters. This model also revealed breakdowns on becoming oriented on the service because signs were hard to notice, and issues on the direct experience like the context of products and activities were not clear.

Stakeholder Map

The stakeholder model was handy to make us understand the Madeira Story center in a larger context.


The interviews and meetings with the client led us to come up with three personas, which represent the niche of customers. Motivations and goals of the personas come from the research. The visitors that visit the museum are seasonal, during the summer June to September younger tourists from Portugal mainland, Spain and France visit the Story center. During the winter older tourists from United Kingdom and Germany visit the MSC.


After understanding the current service and noticing opportunities, the team went broad brainstorming a lot of design ideas and narrowing it down to 3 different concepts, which were later on presented to the client, who picked concept 2.

Open the museum after hours

Rearrange tables for cafe

Storytelling/ cultural events

Extend the theme

Traditional clothes

Rearrange cafe and shop

Information on levada walks

Information on outdoors activities

Raise interest in museum

After the client pick the concept 2, we went broad gain brainstormed and narrowed it down to 5 concepts, which can be seen on the previous storyboards. Storyboards were extremely useful to communicate ideas across the team, and get all members of the team on the page, as well as to communicate concepts to peers and client.


Scavenger Hunt Kiosk

Scavenger Hunt at the beginning of tourists trip where they can learn more about the histories and culture of Madeira
Get a personalized planning itinerary about Madeira attractions, according with their interests and season.


Proposed Experience Cycle

The proposed experience cycle shows the steps that the tourists go through, to build a relationship with the MSC by implementing the scavenger hunt kiosk. It is a compelling service, and helps the tourists to navigate through the areas of the business: shop, museum and bar in a single experience. It extends the museum by providing a plan with attractions in Madeira embedding it on the tourists’ trip. Their expectations rise while they collect the tokens to insert in the Kiosk and get their personalized planning itinerary. The itinerary delights them so much that they suggest MSC to other people!

Proposed Customer Journey

This represents the different touchpoints that the tourists will interface with the Scavenger hunt service. The proposed service not only attracts more tourists inside the museum as improves the customer service with the pirate greetings.

Proposed Business Model

The scavenger hunt service brings value to tourists by a personalized planning itinerary about attractions in Madeira, according with their interests. It allows a faster, more detailed, easier planning of what tourists want to do in Madeira. The Scavenger hunt pushes the theme outside the MSC by making them learn more about the histories and culture of Madeira. It brings more tourists to the business by rising them curiosity about the Kiosk and the storytelling pirate. These values are delivered by the pirate, scavenger hunt, and hidden tokens around the island. This service establishes an engaging relationship with the tourists by a personalized assistance. The revenue increases with the customers buying more tickets to visit the museum, and by noticing that the experience was worth it. The most expensive key resource of this service is the kiosk structure. It is key of this service that the activities suggested to the customers are accurate, and is strategic to some outdoor companies, which showed a high rank in our competitive analysis, become partners.