Artis / Micropia

Building a highly modular design system

  • Role
  • Concept
  • Prototyping
  • User Research
  • Customer journeys
  • Team
  • Fabrique
  • Type
  • Cultural & events

I was part of a multidisplinary team as UX designer that revamped the website for Artis and Micropia, Amsterdam's beloved zoo and museum. Our goal was to create a user-friendly website that improved the overall visitor experience. We focused on optimizing ticketing flows, simplifying school outing planning, and maintaining a cohesive design. To achieve this, we implemented a modular design system that allowed for iterative design and validation. The same system was successfully applied to the website for Micropia.

Modular Design System

We prioritized scalability and flexibility by adopting a modular design system, ensuring future adaptability. Thorough user research and analysis guided our design decisions and helped identify pain points. The system seamlessly extended to Micropia's website, using a darker theme, creating a unified user experience.

Ticketing flows and school outings

We conducted extensive research to understand the challenges of purchasing tickets online. Based on user insights, we redesigned the ticketing flow to enhance usability. The result was a seamless and user-friendly ticketing experience, increasing online ticket purchases. Collaborating closely with the company's service teams, we created dedicated ticket flows for school outings, making the experience for teacher's planning process more streamlined by providing comprehensive information and booking capabilities. The solution boosted educational visits to the zoo and museum.

Impact

The redesigned Artis and Micropia website received positive feedback, enhancing the visitor experience. Optimized ticketing flows increased online ticket purchases, improving revenue generation. Simplified school outing planning led to a rise in educational visits. The modular design system fostered efficient collaboration and laid the foundation for future growth.

Next up

De Kleine Komedie

Laughing out loud

Would you like to know more?

Hi! I am Jesse. I create intuitive products that solve problems and people love to use. Most recently, I led the Experience Design team at VanMoof, orchestrating the experiences of our riders, our potential customers and our service-layer colleagues.

Want to talk work? Simply reach out.

Jesse Timmermans

Experience Design Director

What I do

  • Strategic UX
  • Concept design
  • Design leadership
  • Scrum master
  • UX consultancy
  • Creative facilitation

Companies

  • VanMoof

    Currently

  • The Valley

    2021

  • The Garage by E.ON

    2019

  • Fabrique

    2013

Education

  • Industrial Design Engineering MsC, Technical University of Delft. Specialised in Design for Interaction and Strategic Product Design

    2007 - 2013

Selection of clients

  • Nike, ING, Daikin, Zelus, IKEA, Blokker, Isabella Stewart Gardner Museum, EON, Essent, Yale Center for British Art, Southbank Centre, Anytime by Interamerican, National Gallery, Independer, Ymere, De Key, Stadgenoot, NEMO Science Museum, GVB Amsterdam, Nationaal Militair Museum, Rijksmuseum, De Kleine Komedie, ONVZ zorgverzekeraar, SmartOcto, Braingineers.

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