Professional Bio

A consultant to museums of all kinds and a resident of Chicago since 1965, Serrell shares her expertise and passion for creating enjoyable and rewarding museum experiences through exhibition planning, label writing, and exhibit evaluation. She is the author of two professional books, Exhibit Labels: An Interpretive Approach and Paying Attention: Visitors and Museum Exhibitions, which have been used in museum training courses across the country. Her most recent book is Judging Exhibitons: A Framework for Assessing Excellence in Museum Exhibitions.


In 2006 Serrell was honored by the American Association of Museums as one of the 100 “Museum Champions” who have truly shown leadership to the field and service to the public throughout their careers, working to innovate, improve and expand how museums in the United States serve their audiences.

Expertise & Interest Descriptors

Serrell consults with all types and sizes of museums, her exhibition development expertise includes the "big idea," label writing and editing, and exhibition evaluation (front-end, formative, and summative).

Planned Conference Participation