Go City
TRANSFORMING THE WORLD'S LARGEST SIGHTSEEING PASS EXPERIENCE
ABOUT
Brand: Go City
Project: Customer Experience Transformation
Year: 2023
Role: Lead Experience Designer
WHO ARE GO CITY?
Go City are the world's largest sightseeing pass business, offering their customers access to over 1300 attractions across 30 countries with a single pass.
THE BRIEF
There was a disjointed customer journey across web and app platforms which hindered users from fully understanding the benefits of the Go City passes.
The brief was to create a seamless experience across web and app to improve customer's understanding and confidence in the product.
A HOLISTIC REDESIGN APPROACH
We took a holistic approach to redesign the customer journey, introducing clear user flows and guided journeys across vital touchpoints on both web and app platforms. We reimagined the experience from initial browsing through to final purchase and in-travel product use.
Provided clarification on different pass types and their unique benefits. A new page layout with consistent signposting and CTAs ensured a seamless experience for users exploring any city. Thoughtful use of colors and component breakdown contributed to an intuitive, user-friendly experience.
ABOVE: Go City Location and Attraction Pages
DESIGN SYSTEM FOR GO CITY
Creating a design system for Go City streamlined the design process and boosted efficiency with standardised design elements, components, and guidelines. Benefits include consistency, strong brand identity, reusability, collaboration, scalability, and cost savings.
THE RESULT
- Simplified key user journeys across web and app
- A scalable design system for all Go City digital products
- Clear presentation of pass variables
- An accessible, intuitive best-in-class checkout flow
- Improved customer understanding and confidence in the product
- Enhanced brand identity and consistency across platforms
- Seamless and efficient collaboration with Go City's teams
- Faster and cost-effective design processes