Multi-Channel Commerce Digital Transformation

Challenge

Create UX/UI strategy and design for customer planning and purchase of a personalized Universal Orlando vacation across multiple integrated channels through simple and elegant fulfillment process.

Highlights

• Process is key in agile environment

• Design for flexible booking paths

• Component based approach works, but it can break when designing incrementally

• Web and mobile app parity can be challenging to maintain

• Enjoy the ride!

Discovery

The current browsing/booking experience doesn’t allow guests to vacation like they mean it.

Scope: Focused on content and the booking flow

Things we looked for:

• What are the linkages and relationships between the various booking flows?

• What content is available to build into our new booking flow to support the guest?

• Are there content redundancies, exclusions and/or differences across sites?

• How is the content voice and tone?

• Is it personalized?

• Is categorization and nomenclature consistent?

• Are CTAs and cross-sells/upsells available and in the right places?

Findings

1. Content variations across sites contribute to a disjointed booking journey and inconsistencies

2. Lack of holistic guidance to build a package itinerary results in customer confusion and drop offs during booking flow

3. Lack of personalization is a missed opportunity to tailor guest experience based on factors such as residency, profile preferences, past site visits, past guest status, etc.

4. Missing upsells for cross sales of tickets, add-ons, and merchandise where it contextually is relevant

Guest Journey

Opportunities

• Over 65% of travelers agreed they do online research before deciding where and how they want to travel

• Branded keywords (organic and paid search) make up a large majority (over 90% of the 5,000 keyword subset we analyzed) of inbound traffic to UO

• While this is a strong testament to the UO brand and attractions, it also tells a larger story –there’s a massive opportunity for UO to capture additional traffic and inspire it to choose UO as the destination

• This means targeted content creation aimed at capturing pre-purchase (pre travel decision) traffic

• In addition to pre purchase traffic, UO is missing out on post purchase “things to do” traffic. Over 84% of leisure travelers use search engines to plan activities once at their destination. We should consider how planning content should address this need in the mobile app.

Problem Statements

• Direct shopping experience: What's the optimal hierarchy for users to select the right tickets for themselves, including Upsell/Cross-sell Opportunity?

• Direct shopping for bundles + packages: Do custom bundles improve conversion rates?

• Guided shopping / recommendations + search: What is the best model? (question based, observed behavior, suggestion) for recommending packages? How can we make recommendations authentic to optimize conversions?

Solutions

Our goal is to have a flexible booking experience for guests that also gives UO the opportunity increase conversion by reducing friction points configuring their vacation options.

Comp Examples