← Case studies2023 / Interactive experience · Digital design

PIP’s Trail.

turning a visit into a digital adventure.

A self-guided digital trail that invites families and school groups to discover Esplanade through storytelling and playful interaction.

Client: Esplanade – Theatres on the Bay
My role: Web App Developer
Year: 2023

/01

The challenge

Esplanade needed a flexible, paperless way for families and large school groups to explore beyond scheduled tours.

PIP’s Trail visitor experience at Esplanade — image 01 — PIP’s TrailFig. 01

PIP’s Trail mobile interface at Esplanade — PIP’s TrailFig. 02

/02

The approach

HOL developed a self-guided quest that connects the venue’s spaces through stories and play. Visitors can follow the trail at their own pace.

PIP’s Trail visitor experience at Esplanade — image 03 — PIP’s TrailFig. 03

PIP’s Trail visitor experience at Esplanade — image 04 — PIP’s TrailFig. 04

/03

The experience

Station activities include puzzles, wordplay, a piano game with concert-hall views, an augmented-reality quiz and customisable selfies. The digital format supports content updates and visitor insights.

PIP’s Trail visitor experience at Esplanade — image 05 — PIP’s TrailFig. 05

PIP’s Trail visitor experience at Esplanade — image 06 — PIP’s TrailFig. 06

/04

Reported outcomes

The trail recorded more than 1,300 completions, ten minutes of average screen time and an 8% membership conversion rate. Launched in October 2023 as a month-long activation, it was subsequently extended.

PIP’s Trail visitor experience at Esplanade — image 07 — PIP’s TrailFig. 07

PIP’s Trail visitor experience at Esplanade — image 08 — PIP’s TrailFig. 08

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My contribution

As Web App Developer, I developed the interactive digital trail to support visitor navigation, exploration, and engagement.

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