The Problem
Tourists in Barcelona feel overwhelmed by the numerous options for purchasing attraction tickets, making it difficult to choose the best option efficiently.
In Numbers
~ 42.4% of tourists found finding the ticket purchasing booth in person to be difficult
~ 30% of tourists who were students had the lowest confidence in purchasing tickets
~7% of tourists prefer buying tickets in person over online
The Goal
Redesign the ticket buying process in order to:
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Ensure seamless ticket scanning to prevent disruptions and minimize the need for assistance or device troubleshooting.
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Improve guidance for ticket purchasing locations, especially at large attractions like Park Güell and La Sagrada Familia.
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Enhance digital ticket purchasing accessibility by simplifying the online process for users unfamiliar with technology and providing clear instructions on in-person vs. online-only sales.
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Clarify ticket options and pricing to eliminate confusion around different tiers
Paper Prototype
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We created a paper prototype. The solution streamlines ticket purchasing for major attractions, providing a seamless and intuitive booking experience. A paper prototype allowed us to identify pain points that may be overlooked on a digital prototype.
Designed with usability and accessibility in mind, the app eliminates the frustration and cognitive load tourists often experience when navigating multiple third-party sites. Prioritizing clarity and efficiency ensures users can quickly discover attractions and purchase tickets without unnecessary complexity.
We then tested it with users for user testing, feedback, and a complete list of instructions.
Final Solution
Research Process
User Personas​
​Before starting the research process, we identified target users in order to understand user behaviors, goals, and pain points. Creating user personas helps to empathize with the user and ensure the solution created is user-centric and effective.
Observations
Field notes were taken during on-site visits to record behaviors and interactions. Photographs and videos were captured to document visual aspects.
Surveys
Online surveys were distributed to a diverse group of participants to gather quantitative data.
Interviews
Structured interviews were conducted with key stakeholders to delve deeper into specific topics. Transcriptions were analyzed to identify recurring themes and patterns.
Proposed Solutions
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The next step involved diverging on 100 different solutions. We combined them based on similarity to narrow down options and then rated the solutions from 1-5 into the following design criteria: Convenience, Accessibility, Versatility, Feasibility, and Security
Final Solution
Paper Prototype
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Based on the highest-rated solution, we created a paper prototype. The selected solution streamlines ticket purchasing for major attractions, providing a seamless and intuitive booking experience.
Designed with usability and accessibility in mind, the app eliminates the frustration and cognitive load tourists often experience when navigating multiple third-party sites. Prioritizing clarity and efficiency ensures users can quickly discover attractions and purchase tickets without unnecessary complexity.
We then tested it with users for user testing, feedback, and a complete list of instructions.
Iterations
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Based on user feedback and thinking out loud notes, we iterated the design for improvement.
