Service design for the tourist visit to the Mosque-Cathedral Monumental Ensemble

The project consisted of an analysis of the current customer journey in the tourist visit, a study of the service process (staff involved, management system, interest groups and other reference monuments), the identification of contact points and critical points, and a proposal for a customer journey to improve the visitor experience. The implementation and monitoring plan was also developed in the following areas: behaviour/reception, history/content and interfaces/design.

The management of such a complex building, with multiple uses and one of the highest visitor numbers in the country, made it necessary to carry out a study of the tourist visit and to make decisions to improve its management and the visitor experience.

The entire process of the tourist visit was analysed from the point of view of both the visitor and those involved in providing or managing the process. In addition, the managers of other important monuments in Spain were involved in order to learn about their experiences in implementing improvements.

The elements designed are the result of the diagnosis and the first stage of the implementation of the new customer journey for the tourist visit service. The institution has learned about the visitor’s journey, how the work of all those involved in the process is coordinated, and the points for improvement. This will allow the implementation of measures to improve the visitor experience following this manifesto

We seek an experience that is exciting, moving and transcendent, but above all one that is sufficiently informed and functionally clear to allow the temple and the complexity of the monument to establish a possible dialogue with the visitor.
We want to free the visitor from obstacles, contamination and “noise” and provide him/her with tools and stimuli that will allow him/her to have the best possible experience for each type of visit.

The three main action lines of the implementation plan are:

• Behaviour/Homecoming: Actions aimed at defining, ordering and standardising the behaviour and relations of the organisation and its staff with tourists, media, etc.

• Narrative/Contents: Actions aimed at consciously managing the narrative of the monumental ensemble and providing it with the necessary contents.

• Interfaces/Design: Actions aimed at designing physical or virtual points of contact and interaction.

The basis for a new, more up-to-date account of the monument was also defined.