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3. Structured experiences are good, but unstructured ones arecan sometimes be better.

Having a hierarchical, structured content organization might make it easy for navigation, but allowing a bit of room for messiness can facilitate serendipity.

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4. Visitors want to know what they can see, right there, right now.

While putting everything from the museum's collection online or on an appliance/device has its uses, what most visitors are really interested in is what they can see at the museum. Frustration ensues when a visitor sees the object online, but can't find it in the museum.