Challenge
PROJECT SUMMARY SeaWorld’s sales were hurting. To counteract this, they decided to reduce resistance and increase satisfaction in the pre-purchase process by streamlining the path-to-purchase for guests on all 8 of their park websites. This UX work spanned 3 projects over 12 months to arrive at the final designs through usability testing of the original websites, wireframing and prototyping possible improvements, and creating redline documents to make the new design standards clear and actionable to SeaWorld's internal teams. Due to an NDA with SeaWorld, we didn't include all the details in this case study. OBJECTIVES Dramatically improve overall shopping experience for guests on all 8 SeaWorld park websites to increase satisfaction and convert them from shoppers to buyers. Measure the usability of the existing websites via user research methods like Usability Testing with guests from all SeaWorld Parks. Design prototypes and redline documents for desktop, mobile and tablet to unify the experience across parks and devices. Guests were overwhelmed with too many options, many of which were irrelevant to their needs. Guests were shown form elements before needing to see them, a violation of Progressive Disclosure - the process of reducing complexity by only presenting information relevant to the current context.
Solution
Implemented a geo-centric strategy that offered Annual Passes, Fun Cards, Dining & Shopping to targeted local guests. Created opportunities for SeaWorld parks to cross-sell between each other through priming - the psychological technique of creating context that draws the user towards your desired action. Added hyperlinked breadcrumbs that enabled guests to quickly modify their order without abandoning their cart. More clearly conveyed savings offers to emphasize value. Displayed product order forms only after clicking “Add to Cart” to reduce complexity and save screen space. Cleaned up and prioritized ticket items available to guests from primary dropdown. Grouped and made ticket items more scannable and available to guests after initial dropdown selection.
UX 4Sight
If you're an established or rapidly growing company that's looking for a recognized user experience (UX) authority to boost the performance of your website or application as done with other clients like AT&T, Citi, SeaWorld, State Farm, and Verizon...then read on! We’re a Chicago-based digital user experience (UX) agency that specializes...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.