The New York Pass

Client

Liesure Pass Group

Location

London

My Roles

Lead Designer, UX/UI Designer & Researcher

The Problem

Defining themselves as the world’s biggest attraction pass company LPG(Leisure Pass group) wanted to improve their digital presence and give new life to all their online platforms, starting with their customer-facing iOS app. They wanted a partnership that could challenge their in-house team to find new solutions and spark new ideas that would benefit their millions of users.

Discovery

Initial stages of the project saw myself looking into LPGs existing products to get a greater understanding of what they were working with internally as well as what there existing customers were used too. Following on from this I and others ran a series of workshops with key stakeholders to understand what their overall goals were for the app as well as seeing what the roadmap looked like for the future.

During this time I also dug a little further and expanded on my research by looking at the competitor market, reading review/feedback, and speaking to LPGs internal design team to gather as much information as I could.

One of many scribbled on whiteboards during discovery phase

Wireframing 

Getting the ideas down quickly was key to keep momentum after our workshops. I opted for simple whiteboard wireframes to get the ball rolling. This meant I could share ideas rapidly with the team and come up with solutions quickly. Once happy, I created digital high-fidelity wireframes to be shared with the client. 

Early stages of the purchasing a pass flow

Onboarding and My Pass sections

Incorporating a Design System

Work alongside LPGs internal team we defined the look and feel of the app creating a small design system for the app team but with the ability to expand to the wider team if needs be.  This keeping consistency throughout the brand whilst they enhanced their digital presence. This came in handy later down the line when GoCity(LPG partner company) also wanted a revamp. 

This is small selection out of  the main componant library.  

Outcome

LPG launched their new New York pass app on both iOS & Andriod allowing users to scan into attractions, purchase passes, create itineraries, and give offers to their customers. With the app rolling out to London and its partner company Go City shortly after. 

Key results

Stats correct as of June 2020

4.7*

iOS Go City App

4.4*

iOS London Pass App 

4.5*

iOS NY Pass App 

500,000+

Android NY Pass installs