Nickelodeon Universe
Optimizing the booking process to drive upsell and boost overall revenue.
TL;DR: Project Overview
Nickelodeon Universe, a renowned indoor theme park, recognized the need to modernize its website to streamline the booking process. The primary objective was to make it easier for visitors to explore bundle packages, season ticket options, and add-ons while accommodating different types of users—those who prefer to book in advance and those who seek the convenience of last-minute bookings. They also wanted to update their checkout process to streamline the process to add-on additional experiences, like Crayola Experience or Moose Mountain Mini Golf.
Methodologies: Content Strategy, Information Architecture Diagramming, Wireframing, Interactive Prototyping, Usability Testing
The Problem
The old website lacked the vibrancy and interactivity necessary to capture the essence of the park's attractions and entertainment, making it challenging to engage potential visitors. In addition, the ticket booking process was cumbersome and did not highlight the variety of ticket options, making it difficult for users to make informed choices. Lastly, the website had limited capabilities to upsell add-ons or package deals that would enhance the overall park experience.
The Solution
An updated site to better mirror the Nickelodeon Universe experience and make it easier than ever to plan a visit, so users didn't have to come back to the site, but would want to.
Strategy
The project began with a thorough understanding of the target audience's preferences and needs. With the majority of users only coming to the site once, the site experience needed to be easy to use, as well as update for employees, so users got the most recent park information. To make an effective planning tool, we utilized user journeys to determine the information architecture for the site, and key content to form a clear path and meet their needs when and where they needed to be met.
User Experience
One of the standout features of the redesign is the emphasis placed on bundle packages and season tickets, offering visitors the opportunity to explore cost-effective options tailored to their specific needs. By prominently showcasing these offerings, Nickelodeon Universe has empowered users with greater choice and flexibility, encouraging them to explore and take advantage of the available options that best suit their preferences. With a focus on user centric design we came up with a strategy to simplify the ticket booking process with clear options for single-day, multi-day, and group tickets.
Wireframes
Through a series of high-fidelity wireframes the site structure was revamped to present ticket options in a clear hierarchy. Visitors could easily compare and select tickets based on their needs. We also included and interactive calendar feature allowed visitors to select specific dates and times for their visit. Season ticket options were highlighted with clear benefits and pricing to encourage visitors to invest in longer-term passes and easily differentiate between the options. In addition we allowed for more flexible booking options. For users who prefer to plan ahead, the website offered the option to book tickets, bundles, and add-ons well in advance, as well as cater to those seeking spontaneity.
Optimizing Checkout
In order to optimize the checkout experience and improve customer satisfaction, we strategically integrated a feature within the checkout process to suggest additional add-ons to visitors. These suggestions are designed to inform customers about current promotions, special offers, and bundled deals that may provide them with added value or cost savings. By proactively presenting these options at the point of purchase, we aim to enhance the overall shopping experience and encourage customers to explore and take advantage of relevant opportunities for savings and enhanced value. This initiative aligns with our commitment to providing a seamless and customer-centric shopping journey while maximizing opportunities for engagement and conversion.
Visual Updates
Nickelodeon Universe's brand radiates the joy of a theme park visit, featuring vibrant colors, beloved characters, and playful nods to its iconic slime. Balancing this excitement with a clean and uncluttered design posed a challenge, ensuring a user-friendly experience. Drawing inspiration from park kiosks, we integrated cohesive design elements for a seamless brand journey from trip planning to park visit. Emphasizing familiar characters throughout the user journey, we aimed to capture the essence of Nickelodeon Universe's unique story.
Assess
Nickelodeon Universe's website redesign successfully addressed the challenges of simplifying the booking process and accommodating diverse user preferences. By adopting a user-centered design approach, highlighting bundle packages and season tickets, and providing flexible booking options, the park enhanced the overall booking experience and saw and increase in revenue of more than 10%. The results demonstrated that aligning the booking process with user needs and preferences is key to increasing user satisfaction, conversion rates, and revenue in the competitive theme park industry.
Final Thoughts
The results of Nickelodeon Universe's website redesign underscore the importance of aligning the booking process with user needs and preferences in order to drive user satisfaction, increase conversion rates, and ultimately boost revenue in the competitive theme park industry. By prioritizing the user experience and implementing user-centric design principles, Nickelodeon Universe has not only succeeded in meeting the needs of its visitors but has also set a benchmark for excellence in online booking.
