The impact of the experience, as validated by two independent trials, has been phenomenal. From a business perspective, ‘dwell time’ was identified as a key metric at the outset, with a target of increasing it by 10%; trials showed that visitors using the app spent on average 25% longer in the aquarium than those without, with dramatically higher satisfaction scores and perceived value for money from their SEA LIFE experience.
As importantly, if not more so, kids and parents alike expressed their excitement and delight with their interactions with Roxy. Parents in particular appreciated the educational benefit and appreciated the way their kids slowed down and took their time to engage with both Roxy and the sea creatures themselves.