The Purpose

As the world’s biggest attraction pass company it was imperative that Leisure Pass Group remain ahead of the curve and build on the success of their line-up of attraction pass apps.

Having established themselves as a market leader offering passes for major attractions in some of the world’s biggest cities, Leisure Pass Group prioritised a business transformation drive that put apps at the centre of their digital-first strategy.

They required a partner that was adept at creating consumer-facing apps and that could challenge their team to find new solutions that would benefit their millions of customers.

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The Brief

With a presence in 36 cities across 5 continents and sales of over 3m passes worldwide each year, the new apps had to appeal to a wide user base.

In transforming their digital customer offering, Leisure Pass Group wanted their apps to be a bigger part of the customer experience, placing their apps at the centre of their customers’ trips and helping them get the most out of visiting a city.

Their vision was for their apps to be a trusted companion for users on their travels with an expanded feature set that included in-app purchases, offers and nearby attraction discovery utilising GPS, all while utilising the latest user experience (UX) methodologies and design.

The Product

Launching first with the New York Pass, which is Leisure Pass Group’s most popular pass, hedgehog lab worked as an extension of the organisation’s team with both closely involved in the ideation, design and development of the new user-centric app.

By analysing the entire user journey, including a full code review, we fleshed out a consistent look and feel for the new apps as well as an expanded feature set encompassing everything from their CMS to maintenance for the business’ current suite of apps.

Utilising a detailed roadmap of their current and proposed technical architecture, we worked together to develop a scalable solution that would future-proof their digital assets and drive even more users to their apps.

Launching to both the New York and London markets within a few short months, the stylish, modern designs, improved user flow and accessible UX have helped to drive significant in-app revenue growth and engagement.

 

“Working with hedgehog lab has been a huge success. The team have provided a raft of innovative ideas and advice throughout the process. They’ve been an invaluable asset in helping us take this significant step on our app journey with world-class design and UX.”

Adam McIntosh, Head of Product Management at Leisure Pass Group

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Insights

Design psychology for eCommerce

User Experience Researcher and hedgehog lab's resident psychology expert, Emily Hewitson, has already shared a number of posts on the psychology of design and its use in user research. Here, Emily delves deeper into a specific sector, expanding on some of the most common psychological practices employed by those in eCommerce 

Research Paper

Wearables - How are they changing the world?

Neither novelty value nor ‘cool factor’ will bring wearables to the fore. Instead, the data that this technology generates will drive market growth. Learn how data from wearables can transform healthcare, all whilst leading to the disruption of a number of other industries.

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