research

Improving the darshan queue experience at Mahakal Temple

A field research & service design study on crowd flow, waiting anxiety, and operational clarity.

What did I do?
What did I do?

Research strategy

Research strategy

Research

Research

Interviews

Interviews

Contextual inquiries

Contextual inquiries

Affinity Mapping

Affinity Mapping

Opportunity mapping

Opportunity mapping

DFV

DFV

Business model

Business model

Brief
Brief

As part of an exploratory exercise, I was asked to pick a hypothesis and test it through real-world research. Being in Ujjain, I chose Mahakaleshwar Jyotirlinga, where thousands of devotees visit daily. Observing this scale made me wonder if such a dense and emotionally driven environment might have gaps.

As part of an exploratory exercise, I was asked to pick a hypothesis and test it through real-world research. Being in Ujjain, I chose Mahakaleshwar Jyotirlinga, where thousands of devotees visit daily. Observing this scale made me wonder if such a dense and emotionally driven environment might have gaps.

I didn’t start with a solution. I started with uncertainty.
I didn’t start with a solution. I started with uncertainty.

Before fieldwork, I explored:

Before fieldwork, I explored:

1 star reviews from devotees on google

Temple footfall & operations data

News reports on crowd + security

Patterns kept pointing to:
Phone deposit → Queue confusion → Waiting stress

Field research on ground
Field research on ground

9 Interviews

Devotees + Security + Staff

Fly-on-the-wall observations

Phone deposit & queue behavior

Survey

Validate physical strain patterns

First-hand queue experience

To feel waiting & uncertainty myself

From chaos to insight
From chaos to insight

After fieldwork, I had 150+ fragmented data points, quotes, observations, behaviors, and emotional cues from devotees and staff.

Affinity mapping became the core method to transform:
raw observations → patterns → insights → design direction.

Affinity mapping became the core method to transform:
raw observations → patterns → insights → design direction.

After fieldwork, I had 150+ fragmented data points, quotes, observations, behaviors, and emotional cues from devotees and staff.

At this stage, the challenge was not collecting more data, but making sense of it without bias.

Affinity mapping became the core method to transform:
raw observations → patterns → insights → design direction.

What it revealed
What it revealed

The clusters surfaced repeatable, observable patterns across devotees and staff.

The clusters surfaced repeatable, observable patterns across devotees and staff.

Inconsistent Communication Breaks Compliance

Devotees deposited phones only when explicitly instructed.

Waiting Becomes Physically & Emotionally Stressful

Tight barricades, lack of exits, and long standing times increased fatigue, anxiety, and visible frustration.

Security Checkpoints Create Bottlenecks

Mansarovar gate became a convergence point,
where checking, crowd merging, and rerouting overlapped.

Waiting Is Accepted, Uncertainty Is Not

Devotees were prepared to wait,
but stress increased when progress and duration were unclear.

Phone Deposit Isn’t Slow, Its Placement Is

Phone deposit was quick, but unclear timing and location caused confusion and delays.

In Absence of Guidance, Devotees Follow the Crowd

Without clear signage, devotees relied on crowd behavior.

Queue Movement Is Staff-Dependent

Queues progressed mainly when staff intervened.

Queue Confusion Is Structural, Not Volume-Driven

Even moderate crowds felt chaotic due to poor segmentation and lack of visible queue boundaries.

The problem
The problem

At one of India’s busiest temples, devotees don’t just wait, they experience confusion, physical strain, and uncertainty before darshan.

Queues weren’t slow because of crowd size alone. They were slow because of unclear decisions, unpredictable enforcement, and chokepoints in flow.

Result: Stress, unfairness perception, and heavy staff intervention.

Image source: MP tourism

Image source: MP tourism

System insight
System insight

Queues slow down not because people don’t cooperate, but because the system design makes errors likely.

From patterns to persona
From patterns to persona

Personas Derived from Affinity Mapping

Affinity mapping revealed repeated behavior patterns, pain points, and expectations across devotees with different visit contexts.

Personas Derived from Affinity Mapping

Affinity mapping revealed repeated behavior patterns, pain points, and expectations across devotees with different visit contexts.

Opportunity areas
Opportunity areas

From research + benchmarking

Pre-entry phone deposit clarity & decentralization

Queue flow & choke-point management

Predictability of waiting time

Information & decision-making before queue commitment

Prioritising opportunities using the DFV framework
Prioritising opportunities using the DFV framework

DFV Maps were created for the opportunities.

Translating insights into System-Level changes
Translating insights into System-Level changes

Based on prioritised opportunities identified through the DFV framework, the following recommendations were taken forward to improve clarity, fairness, and queue flow across the darshan journey.

Clear and Informed Darshan choices

Introducing clearly marked phone deposit checkpoints, before joining the Darshan queue, reducing violations during check and rerouting near the entries

Values supported:

  • Reducing enforcement friction

  • Informed darshan choices

Reconfiguring queue paths

Paths to be rethought using barriers and visual cues to prevent unauthorized queue switching and ensure fair movement across general and paid channels

Values supported:

  • Fair and predictable Darshan access

  • Smoother queue flow

Real wait time communication

Displaying approximate wait time to the devotees which will help them set realistic expectations for the Darshan and will make them mentally prepare and make informed decisions

Values supported:

  • Predictable waiting experience

  • Balanced queue usage

Dedicated exit routing and signage

Separated exit paths with signages to avoid cross flow with other incoming devotes and reducing congestion near queue merge points

Values supported:

  • Improved queue flow

  • Lower enforcement dependence

What improves if these changes are implemented
What improves if these changes are implemented

These recommendations were evaluated not just for feasibility, but for the value they create for both devotees and temple operations.

Clear and Informed Darshan choices

Early stage information allows devotee to choose correct darshan and phone deposit queue, reducing last minute rerouting and conflicts

Predictable and fair Darshan access

Clearer rule enforcement and guidance reduce queue jumping and unauthorized switching, enabling general queue devotees to get a more fair darshan without unnecessary delays.

Predictable Waiting Experience

Visibility into waiting time for Darshan helps devotees to set realistic expectations and choose appropriate queue, reducing anxiety, impatience and unnecessary queue switching.

Smoother queue flow

Improving guidance and flow design to reduce reliance on enforcement, enabling smoother queue functioning while minimizing confrontations between devotees and security staff

Reframing crowd management as a clarity problem
Reframing crowd management as a clarity problem

Let’s connect!

Looking for a high-signal, low-friction intern? 🚀 I help teams turn "what if" into "what’s next." I’m currently open to internship opportunities where I can support your design sprints, site audits, or creative jams.

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© Copyright 2026

Let’s connect!

Looking for a high-signal, low-friction intern? 🚀 I help teams turn "what if" into "what’s next." I’m currently open to internship opportunities where I can support your design sprints, site audits, or creative jams.

Designed in

By

© Copyright 2026

Let’s connect!

Looking for a high-signal, low-friction intern? 🚀 I help teams turn "what if" into "what’s next." I’m currently open to internship opportunities where I can support your design sprints, site audits, or creative jams.

Designed in

By

© Copyright 2026

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