Building the world's favourite city sightseeing app


Big Bus Tours


Retail, Travel and Commerce


Strategy, Experience Design, Technology


Creating a real-time travel app

Operating across 22 cities globally, with a fleet of 150 buses, Big Bus Tours are the largest open top sightseeing tour operator in the world.

In a competitive market, BBT briefed us to create a new channel to communicate with customers. The mobile channel must engage customers early and upsell attractions as well as improving its NPS through delivering improved customer service. Our brief included developing and curating customer personas to build a 360-degrees evolutionary picture of customer behaviours/needs across their journey with Big Bus Tours. Big Bus Tours new offer had to remedy two key customer struggles: frustrations around delays, and awareness of diversions or closures on routes.

They faced the additional challenge that most sales interactions were by street vendors, meaning customer details were not captured which limited further communication with customers other than on the bus, on the day. We needed to evolve the relationship that customers had with BBT. To respond to the age of TripAdvisor-type channels where customers’ opportunity to generate a negative review led to a detrimental impact on the brand and sales opportunities. To leverage opportunities to meet customers’ broader ranging requirements, for example, attraction tickets.

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