Designing for discovery at Denmark’s National Aquarium
Den Blå Planet, Denmark’s National Aquarium, is a place where learning meets wonder. With millions of visitors each year—from curious kids to marine life enthusiasts—it’s more than just a tourist destination. It’s an experience.
Our mission was to elevate that experience through a redesigned mobile app. The goal was clear: create a tool that enhances each visit through thoughtful, user-friendly features. From multilingual audio guides to simpler ticketing and membership renewals, we focused on making every step easier, more informative, and more enjoyable.
Balancing functionality with atmosphere
Designing for a place like Den Blå Planet means capturing more than just practical needs. The app had to reflect the unique, immersive feel of the aquarium—calm, engaging, and educational—without becoming overcomplicated or overwhelming.
We needed to create something functional but subtle, helping visitors navigate, learn, and interact without distracting from the physical experience. On top of that, the app had to serve a broad audience: international tourists, Danish families, school groups, and regular members.
Built on research, shaped by the aquarium’s mission
We began by diving deep into visitor behaviour and expectations. Through interviews, on-site observations, and stakeholder workshops, we mapped out key pain points and opportunities in the existing app experience.
We found that visitors wanted two main things: more information about the exhibits and less friction throughout the visit. That insight led us to design a multilingual audio guide, giving context and stories behind each aquatic species—accessible with just a tap.
Ticket purchasing and annual pass renewal were also major pain points. We streamlined both, reducing steps and making payments faster and more reliable, especially during busy periods.
Throughout, we collaborated closely with the aquarium’s internal team to ensure the design stayed aligned with their brand and vision. The look and feel had to reflect the calm and curiosity of the underwater world—not just another utility app.
A smoother, smarter visit from start to finish
The redesigned app transforms how visitors explore Den Blå Planet. It now offers a more seamless experience before, during, and after each visit. The multilingual audio guide helps visitors engage with exhibits in their own language. Buying tickets is faster. Renewing a membership takes seconds.
The app is intuitive, educational, and visually consistent with the aquarium’s identity—enhancing rather than competing with the physical experience. It invites discovery and supports the aquarium’s mission of connecting people to life under the surface.
By blending practical design with a sense of wonder, the app makes every visit smoother, more accessible, and more memorable.
