A Seamless Journey
Nickelodeon Universe at the Mall of America is an entertainment destination, and they wanted their website experience to reflect a day of fun at the park. To bring that vision to life, barriers to purchasing tickets and general trip planning needed to be removed for a seamless experience. I analyzed analytics to develop audience segments and their digital experience journeys to inform the optimizations on the website.
Defining Users & Their Needs
I used Google Analytics and secondary research to define who the audience segments were, and determine key areas they were using on the site that could be optimized. The key areas were designing the site to be more mobile friendly and simplifying the experience to increase conversion, since users were only coming to the site once. Restructuring the information architecture, as well as content strategy was necessary to ensure different audiences could find all the information they needed to plan a trip and successfully purchase the right tickets for their visit.
The audiences were broken out into deal seekers, as well as two types of trip planners - those who planned in advance and those who were visiting the park that day, but still wanted an idea of what the would experience that day. The journeys helped to pin point where on the site users would be making key decisions, as well as what questions they’d have to determine what content would help them convert.
Results
The finished product was a bright, fun and impressionable planning tool that not only helped users plan their visit, but got them excited to do so. For the first two months after launching, traffic to the site increased 506% compared to the previous two months. Users were primarily navigating to the page to buy tickets and convert and could easily do so now with the simplified site.