Rijksmuseum tickets: the price appears on step three

One night, one agent pipeline, one world-famous museum. We walked the mobile ticket flow, found where visitors lose the thread, and rebuilt it as a working prototype.

The core problem

On mobile, a visitor selects tickets, a date and a time slot before seeing what it costs. The first price shows up at checkout. For a tourist comparing options, price is the first question, not the last.

What we found

1. Price hidden until step 3Tickets, date and time are chosen before any amount is shown.
2. No running totalAfter adding tickets, only counts change. The sticky bar holds the button but not the sum.
3. Seven ticket types at onceFive of them are passes and Dutch lottery cards that most international visitors do not have.
4. Repeated content above the taskThe same three selling points appear twice and push the selector below the fold.
5. Step indicator cut offOn a 375px screen the second step label is truncated, so remaining steps are unclear.
6. Free entry for under 18 behind an iconA strong reason to book as a family is hidden in a tooltip.

Full audit with all eight findings: audit.md

The redesign

Three short steps instead of five long ones, with the total visible from the first tap.

Open the prototype on your phone

Hypothesis to test

Showing price and total from the first step lowers drop-off between ticket selection and checkout, because visitors no longer have to proceed to learn the cost. Measure: continuation rate from step 1 to step 3, as an ab-test against the current flow.

Foundations

Colours sampled from the live site and set up as variables in Figma, with text styles and core controls. The prototype uses the same tokens in CSS.

How it was made