CityPass offers a simple way to enhance a vacation in America's most popular city destinations. Now available in New York, Boston, Philadelphia, Chicago, Seattle, Hollywood and San Francisco, CityPass is a ticket booklet containing an actual admission ticket to the top attractions in each city. With CityPass, you pay one substantially reduced price and avoid main entrance ticket lines at most attractions.

With the success of their initial concept, CityPass desperately needed to renovate their site in order to remedy some of the headaches they were experiencing with their current site design. Gratuitous use of frames and multiple layers of navigation resulted in visitors lost within a complex architecture rather and hundreds of customer support calls and emails each month.

Site redesign

After discussion and planning, our design team organized the site from a user's point of view. Flash animation and imagery on the home page invites the visitor to enter the site. Once inside, visitors find the information they need without laborious scrolling and clicking through drill-down menus. All the important information is presented clearly and "above the fold."

The week after the new site was launched, our CityPass contact ebulliently remarked, "Every Monday morning we have at least 30 email messages to answer. This morning we had only one!" Ongoing anecdotal experience shows customer service inquiries have been cut by 80% - a great example of implicit CRM.