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Final presentation (3).jpg


Scavenger hunt offering an exclusive reward tailored to their event

Client: Creative Media for Social Change
Mentoring agency: Deloitte
Designers: Karina Shan, Jasper Boot, Bryan Jansen, Paula Lopez Mascarin
Hogeschool van Amsterdam, Master of Digital Design

Are you in a rush?




Desk research



User survey

Expert interviews






User journey




Requirement list



Flow charts



Final concept




User testing



The major venues in Amsterdam (ArenA, Ziggo Dome, Afas Live) wanted to reduce the environmental impact of population and traffic congestion in the Arena district during events days.

Our design had to make sustainable travel an integral part of attending an event at these venues.

The goal of this project was not to discourage the use of cars, but to encourage the use of sustainable means of travel, and to disperse the amount of commuters at one time. This should be accomplished by creating awareness in event-goers, of their surroundings.


Spreading the number of visitors approaching the Bijlmer Station at one time on Thursdays, Fridays, and Saturdays.


The research for this project was conducted using different methods such as desk research, first-person and field research, surveys, and interviews. The desk research involved studying various articles and news related to the area of focus, specifically the advancements and challenges of the Arena Boulevard. The goal was to gain an in-depth understanding of the experiences of residents and visitors in that area and how different stakeholders have been addressing the problem. Additionally, the research incorporated findings from previous student projects to gain insights into their approaches to the challenges.


The involvement of many stakeholders was difficult to manage. In order to focus on our main goals, we must identify and prioritize the most important stakeholders. It may not be feasible or reasonable to address all stakeholders equally.

Stakeholders of the project

Survey general visitors

To gain insight into visitor experiences and gain a comprehensive view, we conducted a 20-question survey that was primarily answered by individuals between the ages of 20 and 25, roughly numbering ten participants.

Graphic of how long took to leave the Arena venues
Graphci of how people arrive to Arena area
Experience of users arriving to arena area

Survey rewards

We conducted a survey with 31 participants to gather evidence on people's preference for avoiding crowds and their preferred rewards when engaged in activities.

Graphic of what people prefer after a concert
Graphic of most appealing rewards

Field research

First stage

We went to recognize the area to examine the daily life of the residents and workers there. We spoke with community members to learn about how events may disrupt their routines, as well as any physical or mental strain they may experience. However, after some insights, we eventually decided to shift our focus and conducted a second field research understanding the perspective of the area's visitors.

Second stage

We attented to two different events. 

The first one took place at the Ziggo Dome, where the area was bustling with people from the Johan Cruijff ArenA, as well as those heading to the Afas Live for another event. Additionally, it was Black Friday, so the area filled with shops was also crowded.

The second event, organized for Huis van Oranje, helped us determine our target audience by observing their behavior. We observed that some attendees chose to stay at the event for a longer period to collect physical mementos.

crowd of people iin the train platform waiting
Screen showing delayed train
Crowd of people in an electric stairs


To gather information about a problem in a particular area. We interviewed residents and contacted the local government to understand their plans to solve the problem. However, we did not receive an answers from the government. We also sought the perspective of a consultant from the Johan Cruijff ArenA to focus on concert-goers instead of football fans, as changing the behavior of the regular football attendees would be more difficult.

User journey

We developed a comprehensive user journey that encompasses all touchpoints from the initial ticket purchase to post-show arrival at home. In this way, we will have a full user experience.

Full user journey part two
Full user journey part one


Crazy eight was the method that we used for the two ideation sessions that we had. Many ideas come from it but finally, we could be able to use many of them as part of the final one.

Draws of a first ideation
Draws of a second ideation
List of final potention ideas

Final concept

By a scavenger hunt at the ArenaBoulevard, where visitors can take part in activities and earn merchandise rewards from the show they just saw, in this case the Dutch singer, Antoon. However, the look and feel of the web app should be adapt to the branding of the artist that is playing.

The visitors will be informed about the scavenger hunt throughout their journey at the event, starting at the moment to buy the ticket.

User journey

Step one - visuals in the website
Step two - visuals in the venue
Step tree - people scanning the QR
Step four - typing code in the phone
Step five - people walking to the spot
Step six - person answering the questions in the app
Step seven - person grabing reward from the vending machine


To start the journey above they need to be in the web app. Here you can see some wireframes and play with it.

home wireframe
AR - Camera wireframe
Trivia - Question wireframe
Trivia - Answer wireframe
Reward -wireframe

Information architecture

Information Arch image

Rewards and stops

We brainstormed different options of rewards and how to give it to the visitor, leading to the idea of installing a vending machine where visitors can input a code to receive a reward specific to their location. The more stops the visitor makes, the more valuable their rewards become. The decision of where to install the reward points was based on field research and focused on selecting public spaces that were spread out to prevent crowding.

maps of the spots
visuals of the rewards


These kind of posters can be seen in the website, in the venue and surrounding it.

Antoon qr visual
Antoon visual rewards
Ancla 1


Grab a ticket for a chocolate:

We did two tests with the same idea, just changing the distance.


The first one was to test our concept, people will enter the school building and see tickets for free chocolate that they can grab.  The people have to walk a small distance to get the reward.


We did this test to see the behaviour of our potential users. On this way we want to nudge and trigger the people to do something for a reward. 


  • 10 people go up for a chocolate.


  • Some of them discuss with other people that where grabbing tickets where the orange elephant was.

Testing concept preparation
testing concept people grabing tickets
testing concpet people looking for the spot
testing concept person grabin reward

Secondly, we used the same idea but with tickets in different colors to represent a building from the campus. In this way we could tested how far people are open to go for a reward.

Finally, we tested the web app with a few or potential users to get more UI feedback and iterated it.

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