This paper aims at presenting part of a Master´s Degree research developed by Feijó (2014), highlighting the evaluation stage of brand experience in applications for smartphones, based on the study of the Barcelona Official Guide application. It takes into consideration the perception that technology, especially from cell phones, has enabled a greater approximation between brands and users, opening space for new forms of experiences. The smartphones are no longer mere tools of communication, they have become emotional tools and social facilitators, connecting users and enhancing interactions. Today, besides products and services, territories and places realize the importance of this experience and its impact on the individual, having found an efficient way to develop brand experience in technological tools and also to stand out in the market. It is important to emphasize the importance of constant evaluation of the experience, seeking to improve the relationship and the perception of the users. For the development of the research, the application of an evaluation checklist was used, which was adapted from Hassenzahl (2011) and Petterson (2007), in which elements considered essential in the composition of a brand experience in relation to an application interface were listed. The results demonstrate that, although it is an aesthetically pleasing application, the Barcelona Official Guide focuses much more on pragmatic issues than those that will actually be able to involve the user.