Most museums view the online components of their exhibitions as secondary appendages or marketing materials, designed to bring visitors into the galleries. Rui Guerra is combatting that attitude and helping museums address the internet as a medium in its own right. Exhibition websites receive many visitors who will never see the shows in person—why not design the online experience with that reality in mind?

The web’s fundamental question is, “Why wasn’t I consulted?" How are visitors going to engage with the artwork and the institution online? Guerra wants to improve that experience through consulting, independent art projects, and building websites for museums. He talked to us about what museums are doing wrong, why we should be skeptical of the cloud, and how curators can address their “invisible visitors.”