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W5

Innovating the children’s discovery centre experience with intuitive digital design, custom booking and UX.

782% Increase in Booking Views

782% Increase in Booking Views
Visitor Attraction

Next-Gen Visitor Experience

W5 is an award-winning interactive discovery centre based in Belfast, welcoming families, school groups and tourists from across the UK and Ireland. As part of a major digital transformation, W5 partnered with Eyekiller to launch a cutting-edge new website and custom booking engine that increased visitor engagement, enhanced UX, and supported year-round programming and learning at scale.

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Project Highlights

  • Fully responsive website with mobile-first design and intuitive UX.
  • Integrated a bespoke booking engine to support upsells and dynamic pricing.
  • Gave the W5 team full control with a powerful Craft CMS.
  • Boosted traffic and bookings through streamlined journeys.

Creating the Digital Destination

Our approach focused on putting W5’s visitors at the heart of the digital journey. From wireframes and moderated user testing to a dynamic seasonal design system, we built a site that reflects W5’s brand and replicates its energy online. Fully immersive exhibition pages, an itinerary planner, and intuitive What’s On filtering allow users to plan unforgettable experiences across any device.

Behind the scenes, we developed a seamless custom booking engine, integrating the Gamma API to handle ticket sales and memberships across all platforms. Advanced UX Design removed friction and increased engagement, while features like group pricing logic, checkout upselling, and a birthday party booking engine helped drive revenue. Craft Commerce powered the sale of special ticketed events, including W5 Late, giving the team added flexibility. With a modular Craft CMS, the marketing team can easily build rich, branded pages — and optimised speed and Search Engine Optimisation (SEO) keep performance strong long after launch.

Close-up of a smartphone screen displaying event details for "Live at the Lyric" fundraiser on the Lyric Theatre website.
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Expert Partners in Digital Growth

"Eyekiller are an absolute pleasure to work with. They are undoubtedly experts in their field and we are delighted with our user-focused website that puts our customers at the centre of our online offering. I am very excited to continue to work with Eyekiller as W5's digital development partner."

Ann Graham, W5

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