Danish museums are in trouble. The numbers of visitors are decreasing and museums as institutions are becoming less visible in the Danes choice of cultural activity. This is not just our gut feeling speaking. A recent report conducted by the Danish Ministry of Culture documented a serious need for the museums to reevaluate their approach towards their exhibitions, marketing, segmentation and brand. How is the cultural heritage and contemporary art relevant for the modern Dane? How should museums communicate with their users? And are all segments relevant in this matter?

Goodmorning Technology was invited to lead a workshop at the annual convention for the Association of Danish Museums held at the National Gallery of Denmark. The overall theme of the convention was; `How to Rethink Museums´ and we were asked to deliver our take on user involvement and innovation and to pass on methods and tools from our `Goodmorning Toolbox´.

The session was kick started by a selection of short pre- filmed vox pops, stating users’ knowledge regarding Danish museums or lack of same. The participants were then split into groups and given 3 different tasks to solve and tools to utilize:
- Choose a Museum represented in your group and find out whether there is SYNERGY in what you as a museum say, do and signal. Does what you communicate and how you act concurrent with the DNA and core values of your organisation?
- How can you BORROW elements or solutions from mega BRANDS? If you were IKEA how would the chosen museum approach innovation and user involvement?
- Map out your clients ideal USER JOURNEY – how will they find you/the exhibition, on with platform and how do they perceive you as a brand?

The tools and exercises initiated the participants to engage in lively debates about the role and future of Danish museums. The tools, exercises and debates were all put into a report produced for Association of Danish Museums.