London Eye – UX Architecture & CRO for a Global Attraction
Services: User Journeys, UX Backlog Planning, UX & Content Strategy
Redesigned the booking experience to boost mobile revenue and ticket conversion — delivering 77% uplift on mobile and a scalable architecture used across global attractions.
Highlights
✔️ 31% increase in ticket conversion
✔️ 77% uplift in mobile revenue from improved UX and reduced friction
✔️ Scalable IA adapted across international sites including the Orlando Eye
✔️ CRO-driven design embedded into lean UX process
✔️ Enhanced upsell visibility and simplified ticket selection
Problem Statement
The London Eye’s ticketing site was underperforming, especially on mobile, where conversion rates lagged despite high traffic. With a changing sponsor landscape and a need to support future rebranding across Merlin’s global attraction portfolio, the platform needed a UX overhaul — but without a full rebuild. The booking flow was unclear, friction-prone, and not responsive to CRO needs.
Solution
I led a CRO-focused UX redesign of the booking journey, using lean methods and rapid A/B iteration. Through information architecture refinements, mobile-first interaction design, and behavioural insights, we restructured flows to maximise clarity and reduce decision fatigue. The solution delivered immediate commercial results, proved the ROI of UX within legacy constraints, and became a blueprint for Merlin’s wider attraction portfolio.
Situation
The London Eye’s ticketing platform had high traffic but stagnant conversion rates, particularly on mobile. With shifting brand sponsorships and multiple international sites……
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