Merlin’s leadership understood that delivering a magical experience couldn’t stop at the gates of their attractions. They recognised a gap between the high standards of their physical sites and the quality of their digital journeys.
With such a wide and varied portfolio, customers were encountering inconsistent booking flows and fragmented user experiences.
For LEGOLAND Discovery Centre and SEA LIFE Centre, there was a clear need to unify the customer journey. Merlin wanted a more customer-centric approach, developing a deeper understanding of their audiences and digital expectations. This was about future-proofing their online presence and delighting guests before they arrived on site.
383 immersed themselves in Merlin's world through desk research, on-site visits and stakeholder sessions. Eight interviews with internal stakeholders defined priorities, while customer research across four audience segments uncovered insights into family and non-family tourist expectations.
Collaborative workshops with Merlin's team surfaced over 70 opportunities to improve the experience. Using 'How Might We' statements, we prioritised solutions based on impact and feasibility, creating a clear roadmap tailored to Merlin's needs.
The outcome was a complete digital strategy with annotated journey maps, design concepts and a phased roadmap. Eight key focus areas were identified, covering initial booking through to post-visit engagement.We created high-fidelity designs for a unified booking journey, prototypes for 'Manage My Account', and a refined hotel booking journey.
User testing validated ideas with real guests. Designs visualised Merlin's future digital vision across account management, queuing, food, retail and media services, ensuring the online experience reflected the physical one's joy and simplicity.
This partnership delivered tangible improvements. Merlin improved conversion rates at key attractions, with standout results at Gardaland where UX initiatives significantly raised booking conversions ahead of the 2024 season.
Standardising digital journeys created a cohesive brand experience, while new upsell mechanisms unlocked revenue opportunities. Merlin now makes decisions based on customer insight rather than assumptions, creating a foundation for continuous optimisation and long-term growth.
