From screens to streets: how field UX research in Morocco helped redesign intercity booking
Intercity traveled to Morocco to test a new step-by-step form for booking intercity routes. The goal was to reduce cognitive load, direct user attention, and make the booking process more natural in real-world contexts. The on-the-ground experience made it possible to observe behaviors that do not appear in lab tests: unstable mobile connections, preferences for clean screens, the need for local payment options, and short times to complete tasks.
In the field, interactive prototypes were validated, microinteractions were collected, and the sequencing of steps was adjusted to reduce errors and drop-offs. The step-by-step form proved to distribute mental load, guide attention with visual cues, and speed up conversion thanks to clearer decisions broken down into manageable steps.
Q2BSTUDIO contributed by providing expertise in software development and user-centered design, turning field findings into viable solutions. Our company offers software development, custom applications, and custom software, integrating artificial intelligence to improve travel recommendations and personalize the experience. We also implement robust cybersecurity measures to protect user data and transactions.
To support the project, AWS and Azure cloud services were integrated to ensure scalability and availability, and business intelligence and Power BI services were used to analyze usage metrics and detect bottlenecks. In addition, AI agents and AI solutions for businesses were developed for automated support and assistance during booking, improving the success rate and reducing the need for human support.
The results in Morocco showed reduced friction, higher user satisfaction, and a more direct booking path. Field research made it possible to create an experience that works both on screens and on real streets and adapts to local conditions.
If you are looking for a partner to turn your ideas into real products, Q2BSTUDIO offers comprehensive services: custom applications, AI applied to business, AI agents, cybersecurity, AWS and Azure cloud services, business intelligence and Power BI services. We turn user findings into scalable and secure solutions for industries that need practical innovation and measurable results.
Contact Q2BSTUDIO to take your project from prototype to production with a focus on user experience, performance, and data protection.
