Pride in London wanted to showcase that the celebration is not only a parade but a two-week festival filled with amazing things to do across the Capital. We needed to create an application that allowed visitors to plan their perfect Pride experience, make new friends and attend new events throughout the Pride season.

How we helped do the right thing

Based on feedback from past users and industry research, we created a new app to enhance and compliment the experience at the Pride festival and parade. The app was built to do four key tasks:
• aid discovery of events being held during Pride London,
• explore LGBT+ groups and charities through browsing and filtering organisations featured on the app,
• plan a personalised itinerary by ‘hearting’ events and receiving notifications on venues and timings,
• access for users offline, so as not to miss a thing during the festival

What happened next

The app was incorporated into the overall theme of Pride 2017: ‘Love Happens Here’. As well as all of these features, the app included a map with stories ‘pinned’ to locations all over the city highlighting powerful personal moments from hundreds of LGBT+ Londoners that users could add to as well.


Thousands of people downloaded the app and 76% of people said they were likely or very likely to recommend the app to a friend. The app achieved a 5 star rating on both app stores.


of users would recommend the app to a friend