Using Experience Mapping to Explore Your Impact
This is a way to understand people's feelings and experiences. Participants create visual maps that show their emotions, thoughts, or experiences at different points during a journey (such as a programme or event).
Example: Drawing a timeline of an experience or a map of an event or exhibition, then using colours or icons to show where participants felt excited, proud, or part of something.
Will experience mapping work for you?
Why it works
- Makes abstract impacts (like emotional resonance or identity) visible and tangible
- Reveals nuanced, qualitative insights: helps uncover emotional and experiential impacts that might be missed with simple surveys or voting tools
- Highly inclusive and flexible: participants can contribute in various ways (drawing, writing, speaking), accommodating different access needs, ages, and communication styles
- Engages participants creatively by encouraging reflection and personal expression, making the evaluation process both meaningful and enjoyable
Watch out for
- Requires more time and facilitation: needs trained facilitators and more time per participant, which can limit scalability in large groups or busy events
- Analysis can be complex and time-consuming: visual and verbal data requires thematic interpretation, which can be subjective and resource-intensive
- Potential barriers for some participants: despite adaptations, those uncomfortable with drawing or expressing emotions visually may find it challenging without sufficient support
Resources
Equipment
Pre-drawn templates (maps, timelines, diagrams), blank paper, coloured pens, pencils or markers, stickers or symbols (such as emojis, or icons), printed visual aids, and optional recording tools (for verbal input).
Staff
Facilitators to explain the activity, offer guidance and support with drawing or annotating, adapt materials as needed (for example, for language or accessibility), and help interpret or transcribe verbal inputs.
Cost
Cost is low to moderate. Main costs are printing templates and buying art supplies. Reusable materials (like laminated templates and washable markers) can help reduce long-term costs.
Ease of use
- Moderately easy to use
- Requires some facilitation and time, but is very adaptable for different abilities and ages
- Clear instructions and flexible formats make it approachable and inclusive
Method
Introduce the purpose and method using simple language. Give participants templates (maps, timelines) and tools like pens, stickers, or colour codes.
Let people express themselves through drawing, writing, speaking, or placing stickers. Offer assistance and alternative formats for those with different needs.
Allow enough time and space for reflection. Use accessible materials and provide gentle support without pressure.
Gather all maps and look for patterns or themes by grouping emotions, locations, or key moments to understand participant experiences.
Make it accessible
- Provide templates and visual aids: use pre-drawn maps, timelines, or journey templates with clear spaces to annotate. Offer stickers, emojis, symbols, or colour codes so participants do not need to rely heavily on drawing or writing skills
- Offer options for ways to contribute: let participants choose between drawing, writing, speaking, or using objects (like placing stickers or coloured dots) as their way of participating. For individuals with limited literacy or motor skills, verbal storytelling recorded by a facilitator can be collaboratively turned into a map
- Create a comfortable, inclusive environment: use clear instructions with examples, and allow time and support for people to participate at their own pace. Offer materials in different languages or formats (such as large print, or tactile icons) and have facilitators on hand to guide gently without judgment
Analysis tips
- Gather and organise maps: collect all participant maps and any related notes or recordings. Arrange them by event, location, or participant group for easier review
- Identify key themes and emotions: look for common feelings, experiences, or points of interest highlighted on the maps. Use colours, icons, or repeated words as indicators of themes
- Cluster and categorise data: group similar themes or emotions together (such as joy, frustration, connection, or confusion), to spot patterns and trends across participants
- Interpret insights and report: reflect on what the themes reveal about the overall experience. Summarise findings clearly and use quotes or images from the maps to support conclusions and recommendations
Other methods for gathering evidence
-
Counting Visitors
The options for counting the number of people participating in your heritage activities, with their strengths and weaknesses highlighted.
-
Surveys
Use for collecting insights into opinions, experiences, or impacts. Surveys can be paper, online, or verbal, simple and quick, or more in-depth.
-
Informal Group Conversations
Informal group conversations are a relaxed way to explore people's feelings, experiences, and any changes your work has brought about for them.
-
Wall of Words
A quick and informal way of capturing immediate reactions of participants at an event through written comments on a shared display.
-
Photo Stories
Participants document their experiences and thoughts over time through photos or drawings, providing rich insights into the impact of a program.
