Museo del Prado: redesigning the ticket-purchase experience.
Product research and design to renew the Museo del Prado’s ticket-purchase journey, from choosing a visit to the digital ticket, as Telefónica España’s Product Design partner.
The Museo del Prado set out to renew its technology to improve the quality of service for its visitors. As part of a comprehensive digital transformation led by Telefónica España, we worked as the Product Design team for the new online ticketing app, with the aim of radically simplifying the purchasing process for more than three million visitors a year.
Services
We investigate people’s needs, motivations and behaviours alongside the business context. We combine qualitative and quantitative methods to identify opportunities and inform design decisions with evidence.
We design the complete experience people have with an organisation. We connect moments and touchpoints to identify friction and create a consistent journey before, during and after using a service.
We organise a digital product’s information, navigation and flows so people can understand it and achieve their goals. We make tasks clear, straightforward and appropriate to their context of use.
We shape interfaces through hierarchy, typography, colour and components. We design screens and interaction states that reflect the brand’s identity, with attention to readability and accessibility.
We create interactive representations of a product to explore and evaluate how it works before development. Prototypes help test ideas and user journeys and build a shared understanding across teams.
Our process
Buying a museum ticket can involve more decisions than it might seem: dates, time slots, access types, individual visitor needs and the particularities of a cultural visit. The experience needed to resolve this complexity without turning the process into a sequence of difficult-to-understand steps.
We approached the project as an end-to-end journey, from arriving on the website to entering the Museum. Each decision had to reduce friction, support different visitor profiles and deliver a consistent experience across devices.
A cultural experience begins before the visit
The Museo Nacional del Prado is one of Europe’s leading art museums and welcomes more than three million visitors each year. Yet the visit begins well before crossing its doors: at the moment people choose a date, select a ticket and start planning their experience.
Through a technology renewal initiative aimed at improving service for visitors, the Museum needed its online ticketing channel to live up to the cultural experience it represents. The challenge was not simply to update a digital transaction, but to make booking clearer, more accessible and smoother from the first interaction.
As part of a digital transformation led by Telefónica España, Paginar served as Product Design partner for the new online ticketing service. The work spanned research, experience definition, information architecture, user flows, interface design, prototyping and digital-ticket design.
From insight to experience
The process began with requirements workshops and a thorough analysis of data generated by the Museum’s website. We studied behavioural patterns, demographic profiles, browsing habits and interaction metrics to understand how people engaged with the platform and turn that information into product decisions.
A study of the statistical data generated by use of the Museum’s website, designed to understand visitor behaviour patterns. The analysis covered visitor profiles, browsing habits and interaction metrics, enabling evidence-based decisions to improve the experience.
Building on those insights, we explored the audience in greater depth by creating user profiles. We identified the motivations, behaviours and needs of the different visitor types so that the new ticketing system would respond to concrete expectations rather than a generic view of the public.
An in-depth study of the Museo del Prado audience to create user profiles for the new ticket-purchase journey. These profiles guided the design of a system centred on people and the needs of the different visitor segments.
With the profiles defined, we designed the customer journey and user flows. The aim was to bring together the key moments in one experience: the first interaction with the website, planning the visit, purchasing the ticket and preparing to arrive at the Museum.
Design of the Museo del Prado’s new digital visitor experience based on the different user profiles. The journey brought together needs and behaviours from the first website interaction through ticket purchase and the post-visit relationship, creating an experience that is smooth, inclusive and engaging.
A purchase journey designed for mobile and every visitor
Strategy and research led into a mobile-first design phase. We created detailed wireframes to define the structure and flows of the new interface, prioritising usability on smartphones and tablets without sacrificing adaptability on desktop.
Redesign of the Museo del Prado ticketing journey with a mobile-first approach. The wireframes defined the structure, flows and calls to action of the new interface, making purchase clearer and more efficient on mobile and desktop devices.
On that foundation, we developed the art direction and interface design for the new purchase journey. The proposal combined the clarity and accessibility needed to complete a transaction with a visual identity aligned with the Museum’s prestige and aesthetic standards.
Graphic interface design for the Museo del Prado’s new ticket-purchase journey, optimised for mobile devices. The interface prioritised hierarchy, intuitive navigation and accessibility to make ticket selection, checkout and visit preparation easier on any device.
The work did not end when the purchase was confirmed. We also designed a new digital ticket, downloadable and printable as a PDF, that brought together essential visit details and a QR code to speed entry to the Museum.
Design of the Museo del Prado’s new entry ticket as a downloadable and printable PDF. The asset combines functionality with an aesthetic consistent with the Museum’s identity, including the essential visit information — name, date and time, ticket type and QR code — to make entry easier.
The result
The result was a clearer, people-centred ticket-purchase experience, designed to accompany visitors from their first decision to their arrival at the Museum. Research, strategy, design and technology came together in a single process to make an essential transaction a simpler and more considered part of the cultural experience.
For Paginar, the project shows how product design can make cultural services more accessible: by understanding data and people, translating those insights into clear journeys and bringing them to life in an interface that works naturally on every device. For the Museo del Prado, it meant having a stronger digital foundation for its relationship with visitors.
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