Universal Studios
Experience Design / Strategy
Modernizing a global Theme Parks digital platform
The Parnership
In collaboration with Universal Destinations & Experiences (UDX), we focused on enhancing and streamlining the brand's presence in its key markets: Universal Orlando, Hollywood, and Japan. As the business experienced rapid growth, there was a crucial need to modernize digital platforms, enhance the online consumer experience, and develop scalable design systems to support future market expansions.
The Challenge
Enhance the digital experience for park visitors, focusing on seamless navigation and user experience, captivating design and voice, and high-quality content production
How does a global theme park elevate its digital brand presence?
We started by reviewing past implementations to pinpoint successes and areas for improvement. This included a detailed audit of their current digital platforms. We then conducted one-on-one interviews with key stakeholders to gather current insights.
Additionally, we analyzed the navigation systems at Universal Orlando, Hollywood, and Japan, focusing on all breakpoints and assessing them across four critical areas, aligning our efforts with UDX’s goals for enhancing their online presence and preparing for future expansions.
Stakeholder interviews
Extensive site audit of all 3 global sites
User archetype analysis
Competitive Audit
The Current State
Analogous Research
Stakeholder Reviews
Audit Results
Validation
Latest design significantly outperformed the original.
Users praised the new design for its cleanliness.
Improved usability was highlighted.
Overall, the experience was noted as enjoyable.