Crich Tramway Village

Crich Tramway Village
The award winning Crich Tramway Village is a unique family-friendly attraction in the
Peak District and home to the National Tramway Museum, an independent educational
charity, drawing its revenue from the trams themselves plus sales, donations and
volunteers giving their time. Established in 1959, the Museum is set in a re-created
village scene with exhibitions, shops, café, pub, workshops, a woodland walk and
unlimited tram rides.
katapult.co.uk
Office +44 (0)1332 294416
The Brief
We were invited along with a small number of
agencies selected by Crich Tramway’s marketing
team, to tender for a website development
project for the organisation.
The main aims for the new site were to improve
functionality and increase engagement. They
wanted the website to reflect a theme park
atmosphere, moving away from the previous
history museum-feel in order to attract more
visitors and family groups.
The Crich Tramway Village website previously
received an average of 26,000 views per month
of which 16,000 were unique and 60% of users
were previously spending less than 30 seconds
on the site.
katapult.co.uk
Office +44 (0)1332 294416
User Experience
Design Process
Assessing the types of guests that visit the
Tramway Museum and the information they look
for pre-visit was key in figuring out the user
journey to best display information across the
homepage and internal navigation.
The Tramway Village has a broad audience, with
the majority being tram enthusiasts aged 35+.
Therefore, the site layout and structure needed
to be simple and intuitive with information
placed where the guest would expect to find it.
Producing full user flows, wire frames and
prototypes allowed us to show the client the
full user engagement, ensuring the customer
journey was fully mapped out before the
design stage.
katapult.co.uk
Office +44 (0)1332 294416
Website Development
We set out to create a revised look and feel to
the site to make it more appealing to a wider
audience. We also focussed on restructuring the
site to make it easier to navigate and more
user-friendly. This included making events,
promotions and calls to action more visible.
The website was built using an Open Source
CMS, Drupal, making it easy for Crich Tramway
Village staff to update images and content.
This also enabled us to improve social media
integration helping to increase engagement
and dwell time.
www.tramway.co.uk
1st Month
10,000
Unique Visitors
Visitor Duration
600%
Increase Compared
to Previous Site
katapult.co.uk
Office +44 (0)1332 294416
katapult.co.uk
Office +44 (0)1332 294416
katapult.co.uk
Office +44 (0)1332 294416
Guest Experience
& Visitor Centre Refurb
Following on from the success of the new
website launch, Crich Tramway needed to
enhance their physical presence in order to
create a better atmosphere and improve the
overall experience for guests. The old visitor
centre was plain and outdated, signage was
unclear and it wasn’t very inviting.
After undertaking an on-site audit to assess
the current infrastructure and define the visitor
flow and visitor types coming to the attraction,
we were able to identify key visitor touch points
and a design style which reflected Crich
Tramway’s family attraction and heritage
centric brand values.
As well as developing new interior and exterior
signage, we designed both interior and exterior
vinyl wraps for the visitor centre building, using
the style of a historical tramway station to
inspire the look and feel.
Since opening in Spring 2014, the new visitor
centre has made a huge improvement to the
visual appearance of the attraction and has
benefited the overall guest experience.
katapult.co.uk
Office +44 (0)1332 294416
katapult.co.uk
Office +44 (0)1332 294416
katapult.co.uk
Office +44 (0)1332 294416
katapult.co.uk
Office +44 (0)1332 294416
Building Brands That Make a Difference
Commercially, Culturally & Socially
Telephone
Email
Location
Call and speak to a member of our team
E-mail us for any general enquires
+44 (0)1332 294416
[email protected]
Katapult Ltd, 28 Ashbourne Road
Derby, DE22 3AD England