Warner Bros.

Challenge

Warner Bros. Studio Tour London needed an intuitive customer experience that delivered real-time responses to queries and surfaced the most relevant information about bookings, schedules, and special events.

Approach

We began by building an AI-powered chatbot, the behavioral research for which laid the foundation to a revamped site that could deliver the same captivating experience as the tour itself.

Value

We increased user engagement and site bookings by reorganizing the architecture, reprioritizing the content, and dramatically improving the mobile experience.

 

Lean Research & Validation

We discussed product vision, goals, and user-needs with stakeholders, and then conducted rounds of interviews with current Customer Service and Community Management team members for a clearer view of user-needs before content creation process. The result of this collaborative approach created faster results that worked well for the business, because people from the inside contributed to shaping the direction the whole way.

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Information Architecture

Understanding the needs of both stakeholders and visitors to the Warner Bros. Studio Tour London: The Making of Harry Potter site, we designed a new site structure that led users to the information they most needed — and were most lacking. The resulting architecture clarified what visitors should expect of the tour, reduced customer service inquiries, and increased bookings for additional facilities.

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Software Development

To ensure every customer had a personalized experience, we built an automated human with a personality and huge lexicon. The final product not only adhered to the Warner Bros. brand requirements, but could think, feel, and respond in a variety of scenarios.