# Case 001: Rijksmuseum ticket flow (mobile)

Run date: 11 November 2026. Viewport: 375 x 812 (mobile). Flow walked from the ticket landing page up to the checkout overview, stopping before personal details and payment.

## Why this flow

Three world-famous museum ticket flows were checked on mobile:

| Museum | Result |
| --- | --- |
| Louvre | Ticket site sits behind a bot check. Not audited. |
| The Met | Prices on the first screen and a live subtotal in a sticky bar. Strong baseline. |
| Rijksmuseum | First price appears on step 3 of 5. Most room for improvement. |

The Rijksmuseum was chosen because the gap between intent and information is largest, and because ticketing is the museum's core online conversion.

## Flow as observed

1. Ticket landing: hero image, three USP checkmarks, then two products (exhibition combi, museum entrance). No prices.
2. Ticket selection: the same USP block repeats above the selector. Seven ticket types with steppers. No price per type and no total, also after adding tickets.
3. Date and time: calendar plus time slots. Still no price.
4. Checkout overview: first moment a price is shown (2 adults, EUR 50.00). 30 minute countdown, cross-sell cards below.
5. Your info and payment (not entered).

## Findings, by impact

### High
1. **Price is hidden until step 3.** Visitors commit tickets, date and time before they see any amount. Price is the first thing a tourist compares, so this delays the decision and invites a second tab to check elsewhere.
2. **No running total.** After adding two adults the selector shows counts only. The sticky bar has room for a total but only holds the CTA.
3. **Seven ticket types shown at once.** Adults, under 18, Museum Pass, EYCA, two Dutch lottery cards and "other". For an international visitor, five of seven are irrelevant and push the CTA area into a long scroll.

### Medium
4. **Repeated USP block.** The same three checkmarks appear on the landing and again above the selector, pushing the actual task below the fold on mobile.
5. **Step indicator is cut off.** "2. DATE, TIME AND EXT..." is truncated on a 375px screen, so the visitor cannot see how many steps remain.
6. **Free entry for under 18 is not stated.** It sits behind an info icon instead of next to the stepper, while it is a strong reason to book as a family.

### Low
7. **Cross-sell image renders as a black block** on the overview step in this session.
8. **Low contrast on disabled steppers** (grey on grey) makes it hard to see which controls are active.

## What the redesign tests

- Price per ticket type and a live total from the first tap.
- Common ticket types first (Adult, Under 18 free), pass and discount cards folded under one row.
- One compact progress bar: Tickets, Visit, Pay.
- Date and time on one screen, with the total kept visible.

## Hypothesis

Showing price and total from the first step lowers early drop-off on the selection step, because visitors no longer need to progress to step 3 to learn the cost. Measurable as step 1 to step 3 continuation rate.

## Notes

- Brand font RijksText is proprietary. The prototype uses a close system substitute.
- Observations are from one session on one date. Prices and products may change.