Merlin Entertainments approached Jaywing with a complex concept to deliver a better customer experience for their London visitors.

The project was to build a website that highlighted the connection between all of Merlin’s Magical London attractions, and enabled multi-attraction ticket purchases.

This was to be accompanied by the attraction information a customer might need when planning their visit.

Another critical aspect was that it was key for delivery to launch the site before the summer season, the peak tourism period in London, to enable maximum ROI.

A UX and tech-led solution delivered a mobile-first site to meet the client’s multiple ideals, within budgetary and time limitations.

Jaywing’s combined agile and scrum approaches offered a flexible framework to meet Merlin’s needs. Regular and close work with client stakeholders helped achieve delivery from brief to launch of just 12 weeks. 

The approach utilised Umbraco CMS to rapidly and effectively construct a site robust to heavy traffic and able to serve all pages at speed. 

Results for Merlin included an increase on website sales across all attractions within the campaign period.

"In my 9 years of working in e-commerce, this was one of the smoothest builds I have been involved in. Timeframes from brief to complete were very short and, unlike other projects, we didn’t have to de-scope the requirements to meet deadlines. Once live, we continued to optimise the experience using the data to focus on mobile key journeys. Jaywing also presented several options to future proof the site and consider for future developments."
- Head of E-commerce, Merlin Entertainments