Insights and creative strategy are key parts of Katapult ’ s design thinking . process
Anything known about a guest is powerful but here are five key topics the insights team at Katapult have put together to explore :
1 . Why do the guests choose to go out at all ? And why visit this attraction ? 2 . What are their biggest pains and gains ? 3 . What are their expectations , both immersive and practical ? 4 . What is their emotional and physical journey through your attraction ?
5 . How do they feel after they have visited the attraction , and what does this prompt them to do ?
Katapult ’ s work is enjoyed by over 50 million visitors every year .
The commercial goal could be to increase dwell time at the attraction , but perhaps the graphics are displayed too high for children to engage with , leading to boredom and a rushed , disappointing visit . Undertaking a guest audit and observing families in the space could uncover this issue and lead to a really simple , low-cost fix . This is a real life example found on a recent guest audit by the team at Katapult .
Perhaps the goal is greater footfall to fill the attraction , which requires widening the drive time reach . Maybe this could be as simple as giving clear directions and accurate sat nav codes on the website , embellished with fun in-car activities for the kids , getting the whole family to the attraction in a happy state of mind , ready to have a great time . The guest experience starts when they choose the outing , not when they reach the gates !
Creating a unique attraction Many attractions are similar , but that doesn ’ t matter . It ’ s the way key elements are layered together into something unique that creates a stand-out experience in a busy market .
Storytelling is a critical part of being desirable and memorable . From immersive world-building stories , to simple practical ones , all the messaging used by the attractions and marketing teams need to be original and in sync with the guests . For example , the Eden Project and Kew Gardens are both garden attractions , yet both are so different and both are amongst the UK ’ s top visited . This is because they create experience and messaging aligned to their authentic personalities and their guest profiles .
A family entertainment centre , a farm park , or a museum may be similar to many others , but it will be the way the designs and stories align to the guests that will set it apart . Ask first ‘ what is it the guests really want ?’ before jumping into what you want to build or what you assume will work . Starting the creative process with guest insights is a way to challenge assumptions and be truly open-minded , resulting in the very best design for the guest and the very best commercial results .
By using an insights driven design approach , companies will develop stronger , longer-lasting relationships by putting guests first in the design process . It will become a more successful attraction , beloved and uncopyable .
Contact us + 44 ( 0 ) 1332 294416 hello @ katapult . co . uk www . katapult . co . uk experienceuk . org 85