Crich Tramway Village is a unique family-friendly attraction in the Peak District and home to the National Tramway Museum, an independent educational charity, drawing its revenue from the trams themselves plus sales, donations and volunteers giving their time.
We’ve been working with the attraction for a number of years, developing their website and customer experience proposition including wayfinding signage.
The main aims for the website were to improve functionality and increase engagement. They wanted the website to reflect a theme park atmosphere, moving away from the previous history museum-feel in order to attract more visitors and family groups.
The Crich Tramway Village website previously received an average of 26, 000 views per month of which 16, 000 were unique and 60% of users were previously spending less than 30 seconds on the site.
Assessing the types of guests that visit the Tramway Museum and the information they look at pre-visit was key in figuring out the user journey to best display information across the homepage and internal navigation.
Producing full user flows, wire frames and prototypes allowed us to show the client the full user engagement, ensuring the customer journey was fully mapped out before the design stage.
We created a revised look and feel to the site to make it more appealing to a wider audience. We also focussed on restructuring the site to make it easier to navigate. This included making events, promotions and calls to action more visible.
The website was built using an Open Source CMS making it easy for Crich Tramway Village staff to update images and content. This also enabled us to improve social media integration helping to increase engagement and dwell time.
In the first month of the website going live, the average visitor duration had increased from the previous 30 seconds to 3 minutes – a 600% increase – and with more than 4 pages viewed per visit.
Guest Experience & Wayfinding Signage
Having developed a relationship with the Crich Tramway Village marketing team, we identified a need for the attraction to develop their Guest Experience. From a series of site visits, we identified the need to improve wayfinding signage and branded displays, queue management structure and a clearer route of entry to ensure visitors receive the best experience from the moment they reach the attraction until the end of their visit.
The objectives of the project were to provide a clearly defined and branded admissions building that is welcoming, easy to operate (for staff and visitors) and feels an integral part of the Crich Tramway Village offer. The project aimed to encourage sales of basic items to help the visitor get the best out of their visit and enable them to find their way around the attraction with ease, incorporating directional signage and positive customer messages.