Piscilago

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Colsubsidio hired the team to modernize Piscilago’s full digital experience: a broken ticket-purchase flow, an outdated website, and no mobile app. All three products had to launch within 15 months — built accessible, mobile-first, and ready to serve users on low-end Android devices.

Challenge

The ticket checkout took 12–15 minutes to complete. Users had to enter email, phone, and ID for every companion — and only saw the total price at the very end. On mobile it failed entirely. The website had no map, no attraction listings, no clear path to purchase. And the park had no app at all, despite its flagship mega-slide generating constant queues and complaints. NPS scores on peak days fell below 4.

Specific scope:

• Redesign the ticket checkout flow for web and mobile, WCAG 2.1 compliant
• Redesign the Piscilago website within Colsubsidio’s new design system
• Design the Piscilago iOS and Android app from scratch
• Lead a team of 6 UX designers and 8 visual designers across all three products simultaneously

Solution

Discovery & Alignment

Before touching screens, the team ran stakeholder workshops, contextual interviews with park operators, and a full Service Blueprint covering physical and digital pain points. The output — a Journey Map and Service Blueprint — became the shared source of truth for prioritizing work across all three tracks.

Ticket Checkout — Web & Mobile

The checkout was the highest-priority fix: it touched revenue directly. The existing flow required personal data for every companion before revealing the price. The redesign restructured the information architecture to show the correct price from step one — based on Colsubsidio membership category (A, B, C, or non-member) — and grouped companion data logically. The result was a 10-step flow validated with wireframes first, then tested with 10 real users at a Colsubsidio service center. Eight usability findings were incorporated before handoff. The checkout was designed to meet WCAG 2.1 AA across visual, motor, and cognitive disabilities — with accessible icons, clear labels, and a purchase button visible above the fold.

Web Redesign

The website was rebuilt on Colsubsidio’s new design system with a content strategy led by Rubén to structure animal, attraction, and service data — information that was previously unstructured and impossible to filter. Four navigation conventions were established to unify the experience with Colsubsidio’s wider product ecosystem. A competitor analysis benchmarked Disney World, Xcaret, Busch Gardens, and London Zoo to set the bar for information density and visual quality.

iOS & Android App

The app was Piscilago’s first. Core features: QR entry, park map with GPS navigation, real-time queue times, attraction filters, push notifications (pre-visit, arrival, in-park, satisfaction survey), and a virtual queue system for the mega-slide. The virtual queue allowed up to 10 people to reserve a slot, check available launch times, and receive a 5-minute alert — replacing a physical queue that caused the most friction in the park. An operator web tool was also designed so park staff could manage virtual queues without requiring users to have the app.

The app was designed against WCAG 2.2, Apple HIG accessibility guidelines, and Android accessibility guidelines, with a minimal event footprint optimized for the low-spec devices common among the user base.

Outcome

Usability tests on the new checkout validated the flow with zero structural changes needed after testing. The checkout time dropped from 12–15 minutes to under 3 minutes. The apps launched to strong reception.

• 75% reduction in checkout time (from ~15 min to under 3 min)
• 4.3★ Google Play Store rating
• 5.0★ Apple App Store rating
• 3 products shipped in 15 months: checkout redesign, website, and iOS/Android app
• 6 UX designers + 8 visual designers led across simultaneous tracks
• Full WCAG 2.1 AA compliance across all three products
• Stakeholder maps, customer journey maps, contextual interviews, service blueprint, IA, mid-fidelity wireframes, prototypes, and high-fidelity mockups delivered

Services

Accessibility audit · UX strategy · Information architecture · Interaction design · Usability testing

Tools

Figma, Miro, Google Slides

Industry

Leisure & Entertainment

Web

piscilago.com