From screens to streets: how field UX research in Morocco redesigned intercity booking July 21, 2025
A multidisciplinary team traveled to cities and towns in Morocco to observe real users buying intercity tickets, validate hypotheses, and redesign the booking experience from the street to the screen. Field research revealed barriers invisible to teams working solely at a desk: limited connectivity, cash payments, language barriers, distrust of 100 percent digital processes, and accessibility needs that did not appear in remote testing.
The findings transformed the product. Offline-first flows were developed that save transactions when coverage is lacking, simplified screens for counter sales, and clear integration between physical and digital touchpoints. The result was a reduction in drop-offs in the purchase process, greater adoption among older users, and an increase in conversion on rural routes.
The research combined in-depth interviews, on-site usability testing, and user journey mapping. Design decisions were prioritized by measurable impact, and prototypes were implemented in short cycles to validate improvements in real time. This pragmatic approach also made it possible to adapt the solution to multiple payment methods, including cash, transfers, and mobile payments.
Q2BSTUDIO participated as a technology partner specializing in turning field insights into scalable solutions. As a custom software and application development company, we transformed prototypes into robust products, integrating security, scalability, and data analytics. Our experience in custom software and custom applications was key to building features that respond to local contexts and are scalable at a regional level.
In addition to development, Q2BSTUDIO contributed advanced artificial intelligence capabilities to personalize route and schedule recommendations and to optimize seat allocation in real time. These artificial intelligence and enterprise AI capabilities make it possible to offer more intuitive experiences and reduce friction in the purchase process. We also implemented AI agents that assist in customer service and resolve frequently asked questions both on the web and at physical locations.
Security was another pillar of the project. Q2BSTUDIO integrated cybersecurity practices from the design stage to protect sensitive user and transaction data. The architecture includes end-to-end encryption, access auditing, and fraud mitigation mechanisms, ensuring trust for operators and passengers.
For the infrastructure, a flexible combination of AWS and Azure cloud services was chosen, leveraging the resilience and capabilities of each provider. This hybrid cloud strategy enabled the deployment of microservices, load balancing, and disaster recovery capabilities, maintaining optimal response times even in areas with limited connectivity.
The data teams implemented business intelligence services and interactive dashboards with Power BI to monitor key metrics in real time, from route occupancy to wait times and conversion rates. Thanks to these reports, it was possible to make immediate operational decisions and plan continuous improvements.
The business impact was tangible: a better experience for the end user, increased sales on critical routes, and reduced operating costs through automated processes. Operators achieved greater customer loyalty and better demand indicators that allow them to optimize routes and frequencies.
Q2BSTUDIO offers a comprehensive package for similar projects: field UX consulting, custom software development, artificial intelligence and AI agent integration, cybersecurity, migration and operation on AWS and Azure cloud services, and business intelligence services solutions with Power BI dashboards. If you are looking to transform an idea into a robust solution adapted to the field, our custom applications and custom software are designed to scale with your business.
Contact and next steps Get in touch with Q2BSTUDIO to assess how field research combined with advanced technical development can improve your transportation, sales, and customer service operations. We implement turnkey projects that include artificial intelligence, enterprise AI, AI agents, cybersecurity, and business intelligence services to ensure measurable results.
The main lesson from Morocco is clear: digital solutions are more effective when they are born from direct observation of the user. When screens incorporate what is learned on the street, the result is a more human, secure, and efficient experience that benefits passengers and operators alike.
