Digital Transformation. Customer Experience. Service Design. Product Design.

NPS 79%

C-Sat 83%

From 1 to 4.5/5*

App ratings

66% uplift in

Average Order Value

“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source

Overview

A research-driven incubator, trialling digital-powered innovations to make measurable improvements to the guest experience.

The brief led us to analyse the end-to-end customer journey in its entirety, identifying opportunities across the resorts for improvements to physical and digital touchpoints, including marketing, operations, service as well as designing apps, wearables, content, e-commerce solutions and even robotics.

The ask

Make the current broken customer journey a seamless, frictionless and fun experience. Key business drivers were to increase revenue and retention.

What we did

  • Desk research & competitive analysis

  • Context-of-use studies

  • Persona development

  • Customer experience mapping to drive actionable insight from pain points & opportunities

  • Design & evaluation of lean experiments to prove the case from hypotheses.

  • Rapid prototyping and lean testing for early validation

  • Testing via contextual enquiry and on-site user research

  • Technology & vendor evaluation

  • Oversight and collaboration to launch & scale each initiative.

  • Onsite training, support and operational adoption.

We delivered

  • Personas & customer experience map to deepen understanding of customers and drive business strategy

  • New park app that ended up being white labelled for all Merlin themeparks that included new features; In app tickets, plan your visit, F&B ordering, in app photos

  • F&B ordering kiosk

  • In store interactive game

  • Improved hotel check in & consierge

The results

  • App ratings went up to 4.5/5* from 1*

  • Over 2 million downloads 60% usage in the park 

  • 62% of those surveyed said “using the app had a positive impact on my experience”

  • F&B kiosks increased AOV by 66%, Revenue uplift of £109k per annum

  • Mobile F&B ordering delivered 54-65% uplift in AOV compared to walk up orders with, NPS 79% and C-Sat 83%

  • In app tickets, hotel check in, F&B kiosks and mobile ordering all reduced queues.

The project required the following services:

  • We shadowed families and conducted qualitative research to understand the customer experience and different personas in-depth

  • We transformed our research into a visual map that outlined the customer experience from start to finish and highlighted key pain points

  • We identified customer pain points and produced hypothesis so we could run trials to validate our ideas

  • We rapidly pulled concepts together so we could get them in-front of real customers

  • We tested with park visitors to validate our hypothesis quickly and efficiently

  • We designed a new mobile app, self serve kiosks, mobile ordering, interactive in-store game and hotel concierge.

  • We worked side by side with tech partners to deliver and quality check each digital solution.

  • We mapped the hotel concierge service and identified key areas that could be improved operationally.

  • We help leadership communicate our approach and projects, helping up-skill staff on changes, ensuring overall success.

This project was delivered in collaboration with;