Since 1997 CityPASS has helped travelers save up to 50% off admission costs at top sightseeing attractions in major cities across the US and Canada. Recently CityPASS took the game to a whole new level by launching a modern, streamlined new site that is optimized for mobile users.
Over the span of 8 months, The ZaneRay Group collaborated with CityPASS on the redesign and development of the new responsive website. The team at ZaneRay was tasked with assisting CityPASS in creating a customer-driven experience that best represented the company brand, developing a responsive layout to deliver an optimal mobile experience, and posturing the site for high organic search engine rankings through best practice techniques.
“Our goal for the redesign was to strengthen the core shopping experience, focusing on mobile first, while also connecting emotionally with our audience through photography and content,” said Megan Allen, President & CEO of CityPASS. “From the start, ZaneRay took the time to fully understand our business and customers, many of whom transition between devices before and during their trip. ZaneRay helped us construct a thoughtful, fully responsive design which allows for a more seamless experience regardless of screen size or device preference. ZaneRay’s fresh perspective, industry experience and collaborative approach also allowed us to create a more compelling site and brand experience.”
The project was achieved by designing and prototyping in ZaneRay’s environment with the goal of ultimately transitioning the files to CityPASS’s development team. The custom site adapts unique business rules, and employs many nuances across multiple products, challenging the design team to provide a clean and simplified user experience with lots of complexity under the hood. In addition, the entire site was designed by ZaneRay with the ability to work well across multiple languages to service their sizeable international markets.
“ZaneRay’s fresh perspective, industry experience and collaborative approach also allowed us to create a more compelling site and brand experience.” - Megan Allen, President & CEO of CityPASS.
For ZaneRay, collaboration with the CityPASS brand was an obvious match. The site’s objectives of mobile-first design and path to purchase flow optimization are two of main cogs in the ZaneRay wheelhouse. The ZaneRay team worked as an extension of the CityPASS group to simplify the overall structure of the site for ease of customer use - with the end measurability metric being purchase conversion.