As Jüniör, we believe that better experiences in cultural sector can only be designed by understanding users and by bringing different perspectives to create solutions that are timeless and timely. We also acknowledge that every institution is unique with valuable content and knowledge, therefore, solutions, formats and strategies should be uniquely designed as well. The workshop has this overall scope of going beyond the standard formats and strategies by working specifically on innovating institutions’ strategies in making collections online through the “thinking” competencies of design. For this aim, we are offering a creative workshop with hands-on activities to learn about the fundamentals of user experience and service design where we’ll be experimenting with design tools and frameworks that are useful for museum professionals on any level. On a first level, we’ll focus on users and use-modes to learn how to immerse ourselves in their context of use, behaviours and motivations and how to define insights that can inform design directions. In this way, we’ll allow the participants to exercise on bringing empathy to users, understand their needs/interests rather than working through assumptions and conventional applications. On a second level, we’ll work on an envisioning exercise in groups with the scope of ideating strategies and formats that would fit their specific museum and users/audience. For this, we’ll use case study cards and experience offer templates in order to start ideating strategies for their museum and explain its value per that specific user/audience. This activity covers the first steps in understanding how to work on engagement strategies for audiences, as well as getting updated by innovative projects all around the world specifically related to online collections. At the end of the workshop, we’ll have time for sharing and gathering feedback on these first initial ideas.