Lisa Baxter

Lisa is a creative facilitator, process designer, speaker, trainer, writer and Fellow of the Royal Society of Arts. Since founding The Experience Business in 2012 she has pioneered the application of human-centred design with arts and cultural organisations internationally. Her mission is to refocus vision, reimagine core purpose and rebuild brands that are wholly centred on the delivery of appealing, vibrant, relevant, meaningful and impactful audience experiences.

Her transformational programmes are process-based and her methods gently disruptive. Lisa prefers to work co-creatively with multi-disciplinary teams in order to dissolve silos and shift the dynamic away from ‘doing your job’ to becoming ’the creative producer of the audience experience’, which is much more engaging and empowering for all involved.

At NEMO European’s Museum Conference, Lisa will facilitate a webinar on Tuesday 17 November 2020.


Lisa’s work with museums has seen her working on projects big and small, practical and strategic, with institutions including the National Football Museum (Manchester), Swiss Science Centre Technorama, Imperial War Museum North (UK), Varldskulturemuseet (Gothenburg), V&A Museum of Childhood (UK), Landesmuseum Wurttemberg (Germany), BALTIC Centre for Contemporary Art (UK) and the National Coalmining Museum (UK).

Her keynotes and masterclasses have taken her to major conferences and events in South Africa, Germany, Australia, New Zealand, Sweden, Norway, Helsinki and Canada.

Lisa’s publications include The Performing Artist’s Audience Workbook (Creative Scotland) , Creating Audience Value by Design (Journal of Arts Marketing), Capital Works! A Spotlight on the User Experience (Arts Council England) and she has also contributed chapters to Marketing the Arts: A Fresh Approach (2010, London, Routledge), and The Audience Experience: A Critical Analysis of Audiences in the Performing Arts (2013, Sydney, Intellect).

Lisa has lectured on audience development, brand experience, experience design and creative thinking for The Arts, Philanthropy and Fundraising Summer School, University of Leeds (UK), University of Groningen (Holland), Deakin University’s Arts Participation Incubator Unit, Melbourne (Australia) and the University of Warwick (UK).

She is also the Partnership Manager for the recently established Centre for Cultural Value (UK), and is responsible for a £200K research innovation fund that brings the UK arts and cultural sector and academic researchers together to co-develop pioneering research methods into cultural value.