SeaWorld

E-Commerce Mobile Experience

SeaWorld, renowned for its immersive and educational experiences centered around the natural world, aimed to enhance the mobile ticket purchasing journey across all its brands and websites to drive higher conversion rates.

My Role

Design strategy
Art direction
UX/UI Design
Prototype

Problem

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

Process

We aimed to streamline the mobile experience, ensuring consistency, user-friendliness, and improved upsell opportunities tailored to customer preferences. To tackle this, we analyzed competitors such as Disney, Lego, Universal, and Six Flags, then thoroughly examined the SeaWorld Orlando ticket and annual pass purchase journey. Our primary focus was eliminating redundant steps and minimizing distractions throughout the purchasing flow.

Solution

We implemented intuitive mobile navigation cues and highlighted relevant content for easier accessibility. Leveraging location and behavioral data, we strategically offered personalized recommendations for upsells and cross-sells. Additionally, real-time updates to the cart size display gave users constant visibility as they added tickets, passes, and parking options.

Result

The redesigned mobile ticket purchasing experience simplifies the process and resonates 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 outcome is a more streamlined and user-centric experience that meets customer expectations and reinforces SeaWorld’s dedication to conservation and education.