Universal Studios online ticketing - REDESIGNED
Universal Studios online ticketing page example - BEFORE
Issues:
1. Conversion rate too low (< 2%)
2. The online ticketing pages were long scrolling pages filled with an overwhelming amount of text.
3. It was difficult for an end user to determine quickly which product would best meet his/her needs
4. Each category of ticket had a separate section from which to enter a quantity – causing the end user to scroll quite a bit to that area to purchase a ticket
5. Branding lacked Universal Studio Theme park excitement
3. It was difficult for an end user to determine quickly which product would best meet his/her needs
4. Each category of ticket had a separate section from which to enter a quantity – causing the end user to scroll quite a bit to that area to purchase a ticket
5. Branding lacked Universal Studio Theme park excitement
Wireframe - redesign.
Solution:
The redesigned pages were more graphically oriented, text was minimized to bring the pertinent information above the fold in an interactive roll-over to quickly show the differences between products.
Incremental pricing made preferred pass seem less of a jump in price
All legal text was then moved to a pop-up where most of it already resided
All ticket types are grouped together in one area to enter a ticket quantity – eliminating scrolling and confusion
All legal text was then moved to a pop-up where most of it already resided
All ticket types are grouped together in one area to enter a ticket quantity – eliminating scrolling and confusion
Graphic Design: Branding infused more with feel of the park
Process:
- I analyzed the usage analytics reports to identify potential bottlenecks and bounce points
- Aggregated and synthesized user feedback from OpinionLab and customer service cases
- Conducted a thorough heuristic review of the theme park’s online ticketing system along with a competitive analysis of their top 3 competitors
- Provided short-term as well as future state re-design solutions of the overall online shopping experience leveraging industry and non-industry best practices while working within the existing technical constraints and business goals
- Provided short-term as well as future state re-design solutions of the overall online shopping experience leveraging industry and non-industry best practices while working within the existing technical constraints and business goals
- Helped mend broken relationships between Marketing and Product management
- Helped secure $1MM additional funding for the website redesign
For the short-term build, we (UI developer created all code) provided:
- HTML and static mock-ups of the redesigned screens
- CSS/Java/HTML code to allow designs to be utilized with the current templates
- Re-written more user-friendly copy for all shopping screens
For the future state, I provided:
- Static mock-ups of possible solutions
- Roadmap for building and testing these solutions
