2018 Passes and permits


As a key destination page to learn about and order season permits, the page needed to clearly show the four user options and highlight new promotions for the 2018 season AND be optimized for a mobile-first experience.

URL: http://pc.gc.ca/en/voyage-travel/admission

Reduce frustration
Clearly describes choices.

Better experience
Fully optimized for mobile.

Highlight promotions
Make cost saving promotions visible.

Complete task
Order a pass or have enough information to make a trip planning decision.





  • Single purpose page
  • Call to action below the fold
  • Variety in visuals needed


  • Clearer calls to action
  • Buttons for actions
  • Diversity of visuals
  • Mobile first design
  • Promotions highlighted


Who was involved?

  • Promotions team
  • Pricing team
  • Web team
What we changed

  • Repurposed 2017 page with high search ranking
  • Enhanced scannable content
  • Attention to microcopy
  • Mobile presentation

  • Improved mobile experience
  • Visitors easily navigated to the passes ordering site
  • Time sensitive promotions were easy to find