SeaWorld

E-Commerce Mobile Experience

SeaWorld aimed to enhance the mobile ticket purchasing journey across all its brands and websites to drive higher conversion rates.

My Role

Concept
UX/UI Design
Portotype
Art Direction

Deliverables

RFP
Creative Strategy
UX/ UI Design
Prototype
Technology Implementation Plans

*This RFP outlines a design strategy and provides prototypes to assist SeaWorld in achieving this goal.

The challenge lay in refining the existing ticket purchase process, which was burdened with unnecessary complexities and an excessive number of steps.

Our objective was to streamline the mobile experience, ensuring consistency, user-friendliness, and improved upsell opportunities tailored to customer preferences. To address this, we conducted a thorough analysis of competitors, including Disney, Lego, Universal, and Six Flags. We then meticulously examined the SeaWorld Orlando ticket and annual pass purchase journey. Our primary focus was on eliminating redundant steps and minimizing distractions throughout the purchasing flow.

Results

Selected as the winning agency

My Role

I was tasked with creating prototypes for the mobile ticket purchasing experience, focusing on UX strategy and UI/visual design. In addition to designing a streamlined purchase experience, I collaborated with the executive creative director to develop a creative strategy that aligns with SeaWorld’s overarching mission as a champion for animal welfare and environmental conservation.

We introduced the "Ticket with a Mission" concept to the purchase decision, leveraging SeaWorld’s unique positioning. The result was a more streamlined and user-centric experience that met customer expectations while reinforcing SeaWorld’s commitment to conservation and education.