Go City, the world's largest sightseeing pass business, offers customers access to over 1300 attractions across 30 countries with a single pass. However, a disjointed customer journey across web and app platforms hindered users from fully understanding the benefits of the Go City passes. The challenge was to create a seamless experience to improve customers' understanding and confidence in the product.
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.
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.
We embedded our UX and UI design expertise within Go City's teams to help build in-house design capabilities. Our close collaboration included daily stand-ups, regular working sessions, sprint planning and demos, on-site work, and involvement in hiring in-house design talent.
design system for all Go City digital products
and consistency across platforms