BORN was approached to transform Big Bus Tours online customer journey for their worldwide customers by centralising their global e-commerce operations into one omnichannel experience.
This included a complete re-design of their global e-commerce website, online booking platform and content across 18 cities.
We designed and built a fully responsive, multi language, multi currency website on Magento 2 to inspire customers to take a tour, sell tickets; provide city information and upsell attractions - like Madame Tussauds and the Empire State Building. Mobile was at its core to deliver an all-new innovative experience that immerses the consumer into buying tickets.
MY role
The biggest challenge of this project was the global element, while we needed to build a single platform for Big Bus Tours, that platform needed to cater for the needs of all global regions. For this reason, we started by running a UX & Creative workshop in order to bring everybody on board and look in the same direction.
I ran this workshop with the help of the Head of UX and we took the stakeholders through the customer journey of someone getting to know about Big Bus Tours and then trying to hop on a bus. This helped us to understand the differences across regions but more importantly enable us to start thinking about what the new experience for the website but also for the brand could be.
Once we had gathered the stakeholders requirements and defined the ideal customer journey, I started looking at the information architecture of the site and defining the templates that will be needed. Following this, all that was left was to create the wireframes that would support this new digital experience and annotate the wireframes for the Tech team to build the platform accordingly - once built I also reviewed the solution before it went live.
Source: Magento Commerce
Detailed tasks
♦ Run a discovery workshop to gather the stakeholders' requirements and understand exactly what were the business limitations and regional differences.
♦ Refine the customer journeys and build the site information architecture along with the template inventory to map the effort required.
♦ Create a set of interactive wireframes in order to test the new designs.
♦ Gather client feedback and amend wireframes, followed by the annotation of said wireframes.
♦ Work closely with Visual designers and Developers to ensure the quality of the final solution.
♦ Review and QA the solution once built.
Examples of deliverables
Customer journey & Sitemap
