Project overview
Six Flags Qiddiya City is an ambitious and groundbreaking theme park project in Saudi Arabia, aimed at leading the revolutionising of entertainment and tourism in the Kingdom.
Gravitas was engaged by the client to design their digital customer experience and create a robust marketing and e-commerce platform to drive sales.
The problem statement
Theme parks are a new to country entertainment experience in the Kingdom and the local citizenry are not entirely familiar with the product category and the experience.
The Symptom
There are no theme parks in Saudi Arabia. While some portion of the population have been exposed to them through media or visiting the UAE they largely not familiar with the product.
The Impact
How do you buy something that you have never bought before, especially for families.
The Scope
Design a path to purchase journey, build a website and mobile application along with e-commerce.
The Ask
Design a mega project experience that elevates the Six Flags brand, captures the imagination of the local market and builds heightened anticipation and sales pre opening.
Challenge 1: Pre-opening ticket sales.
How might we capture the imagination of citizens and drive pre opening ticket sales?
Reality
Theme parks do not exist in the Saudi Arabia and many citizens have not been to one.
Desired Outcomes
- Excitement and anticipation.
- Product understanding.
- 50% pre sold tickets for opening quarter.
- Simplified purchase journey.
Solution
A digital entertainment experience that build excitement, anticipation & sales on the path to customer day 1.
A purchase journey that anyone can understand.
What we did…
- Experience Strategy.
- Content Strategy.
- Website.
- Mobile App.
- Customer research & Testing.
Challenge 2: A scalable marketing platform.
How might we build an integrated marketing platform that scales from pre-opening to well beyond launch?
Reality
A venture the scale of Six Flags QC requires a digital marketing platform for launch and beyond.
Desired Outcomes
- Scalable digital platform.
- Low cost of ownership.
- Simplified marketing management.
- Personalisation.
Solution
Architect a connected experience composable tech stack engineered for a smart city.
What we did…
- Solution Architecture.
- NEXT.js & REACT.js.
- Headless CMS.
- API Integration.
- CRM Integration.
- eCommerce (Ticketing).
Challenge 3: Unified e-commerce experience.
How might we integrate with a single digital ID across Qiddiya City starting with Six Flags QC?
Reality
The Six Flags park is not a stand alone destination. It’s part of a multifaceted experience destination, Qiddiya City.
Desired Outcomes
- Reduction in cost to serve.
- Digital ticketing only.
- PoC scalable to other planned QC products.
Solution
Adapt and enhance an existing Digital ID product to enhance the e-commerce Six Flags & Qididiya City experience.
What we did…
- Customer Journey Mapping.
- Solution Architecture.
- Microservices.
- Website & Mobile Integration.
Challenge 4: Partner integration.
How might we harness collaboration and synergies of all partners to deliver velocity and quality of outcome?
Reality
Gravitas is one of many digital partners across an evolving technology landscape.
Desired Outcomes
- First time right delivery.
- Output aligned to strategic intent.
Solution
Provide a program leadership team to harness the collective output & quality aligned to the project ambition.
What we did…
- Program Management.
- Integrate project plans.
- Combined Agile Rituals.
- Design System.
- DevOps.
Partnering with Gravitas to launch the Six Flags Qiddiya City digital experience was the right decision. Their expertise, dedication, and innovative approach brought our vision to life, delivering a seamless and engaging digital experience for our users. From concept to execution, their team demonstrated outstanding professionalism and creativity, ensuring the project was completed on time and beyond our expectations.
