The hiking experience in the digital era

We have shaped a physical and digital integrated service capable of guiding people in the discovery of hiking trails.

We have shaped a physical and digital integrated service capable of guiding people in the discovery of hiking trails.


Travel & Tourism




Ticino Turismo

An integrated service for tourists, invaluable to the area

Ticino is the region with the most extensive network of walking trails in Switzerland: more than 4000 km.

A resource that already generates a significant economical return and could be even more strategic for the local economy in the future.

The goal of the project was simple: to fully exploit the routes’ potential, attracting an increasing number of tourists and providing them with an unforgettable experience during their trip.

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UX Design Award - Nominated 2015
UX Design Award - Nominated 2015


We have provided an integrated experience encompassing both the physical and digital world, which can create expectations for all types of hikers/tourists and, at the same time, allows those arriving in the area to discover and explore the routes.

physical touchpoints

Trails for everyone

Thanks to the huge knowledge gained (field research, interviews with users and local professionals, observation, routes’ exploration), we were able to identify the dynamics which encourage people to use the trails in Ticino. Some important insights emerged from this: for example, contrary to expectations, the main users of the service are not (only) experienced hikers, but also families, the elderly, local residents and many daily visitors.

This confirmed that there is a huge pool of potential users, and each one has a different range of expectations, needs and tastes to satisfy. Another interesting fact is about how the trails are used: it became clear that people often organize an excursion when they are already on site, or even that they start a walk just for the sake of it, unaware that they are on a trail. Therefore offering tourists in-depth discovery opportunities throughout the end-to-end cycle of the experience is of paramount importance.

km of digitalized hiking trails

Inspire, welcome, guide

We designed an integrated ecosystem made up of 15 physical and digital touchpoints that guide people throughout the trailing cycle.

We expanded the points of contact – by integrating new tools with the existing structure – to ensure that anyone, at any time, can discover the best route for them and can be supported throughout their exploration.

The app, which also works offline, has been designed to enable hikers to orientate themselves, travel and navigate the routes via GPS.

Multiple touchpoints to advise the visitors

Hike Ticino is meant to inspire, welcome and guide the tourists, so we got by their side even beyond the app and the website, by completing the hiking experience with multiple physical and digital touchpoints.

Informative sheets

Documents that provide the user with all the information for each route and let hikers quickly consult the maps and information along the way.

Interactive Totems

Located in strategic places around the region, these displays support the user when exploring the available routes and choosing their ideal itinerary. Using a screen interface, the info point displays the local trails, the weather forecast and photos submitted by other users in a targeted way and as part of an animated sequence.

On-site tablets

These tools are located at the tourist offices and allow users to virtually explore the nearby routes and find the one most suited to their expectations.

Flying over the trails

Google Trekker and Drones to experience the trails in advance: the hiking trail network has been mapped with Google Street View Trekker™ and photographed by drones to offer hikers an emotional expectation of the routes to be discovered.

Hike Ticino promotes the routes to the medium/long range tourist who wants to take an easy planning trip, creating awareness about the existing routes to all the local people and support regarding guidance and organization. The ecosystem supports walkers and hikers with prompt tools and information and let people share their routes and their hiking experiences.

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