Digital Showcase

The challenge

Merlin Entertainments Limited hired a new Digital Director of Products and Services to transform the digital guest experience.

Our role

We were hired as a small team of services designers to innovate and transform the digital guest journey for the merlin flagship franchise LEGOLAND parks. We started by reviewing customer feedback, engaging in the products and interviewing key business stakeholders to identify the key pain points in the guest journey. From there we worked with a product owner to define a strategy that would move the levers on guest satisfaction, data acquisition and revenue.

At present we continue to consult the global devision Merlin Digital, of Merlin Entertainments.


We continue to assist the Merlin Digital team with the following

  • Strategy

  • Service design

  • User experience design

  • User research and testing

  • Workshops and training

  • Customer journey mapping

  • Data analysis

  • Design thinking

  • Digital transformation

If you’d like to hear more about our projects with Merlin Entertainments, please get in contact.

A typical day at LEGOLAND Windsor

A typical day at LEGOLAND Windsor

User Journeys for a ride reservation service

User Journeys for a ride reservation service

LEGOLAND App high fidelity wireframes

LEGOLAND App high fidelity wireframes


The outcomes

  • A new identity and strategy for the Merlin Digital team

  • 10 showcase trials delivered in 18 months

  • A brand new app delivered across 7 parks

  • App ratings now 4.5*/5 up from 1.6

  • In app revenue up by 25% from ticket sales, ATV higher in app than on mobile web

  • Proven incremental revenue from offering a new ride reservation service online

  • A positive relationship that continues today