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multi product checkout
The Booking Builder

ClientAmerican Dream

Timeline+3 moths

What we did/01
User Research
Benchmark
Product Strategy
Wireframes
About American Dream/02
American Dream is one of the biggest indoor Amusement Parks in United States.
Tickets to venues are the biggest revenue drivers, so we needed to make it into a key experience in our homepage.
My Role/03
I had been Leading this client for a year now, working on several projects that came along. 
A booking builder had always been in mind, so after redesigning the homepage, this became a priority.
  • I was in charge of managing the project, research and design.
  • I determine design priority and scope of projects & manage deliverables
  • I work closely with the dev team to create experiences from ideati
    • on to execution.
  • Of course, one person can’t do all, so I delegated some tasks to my team, which helped me along the process with everything I needed.
Jobe Done/04
Product Lead
Researching
Designing
Discovery Phase
Understanding the problem
American Dream is a huge mall with a lot of activities to do. Shops, Restaurants, Events, Birthdays englobe some of them, but the biggest revenue drivers are the themed parks (e.g. Nickelodeon Universe, Dreamworks Waterpark or Angry Birds Mini golf). Up until now, users could only book one venue at a time, so it became a problem to plan a full day in our mall.
Main goals of the session
/01
Problems and solutions
Understanding stakeholders’ point of view and coming up with ideas helped us break down problems on the booking experience and how to solve them.
/02
Make stakeholders part of the process
Getting the entire American Dream team on one session was pretty special, as teams didn’t usually worked together. Providing them with more visibility and showing them the importance of their participation left everyone really pleased.
/03
Come to an agreement
As the experience could become really complex, it was important to settle expectations from the beginning and make ideas visibile for every member of the team.
research
Who’s our User?
After several projects working non stop, I dediced it was time to step back from design and understand what was our user like and what was their journey through American Dream, from the moment they knew about it, to purchasing a ticket, to actually visiting the venue.
User Surveys
Some of the users were asked some questions during their visit to the venue. The goal of this excercise was to get to know the user and their behaviour.
User feedback
How did they experience the checkout process?
We gathered some users during a half an hour session and asked some questions regarding the current checkout process. Our main goal was to understand pain points in the experience and find opportunities to solve them.
Problems
  • There is no clear path to booking a ticket (Should it be done by phone, through the navigation, personally?)
  • Users can only buy one venue at a time, making the experience hard to plan a visit with more than one park.
  • There is no easy access to bundles or ways to save money. Are there packs of venues?
  • There is too much content and products, users get confused and overwhelmed and takes them more time to understand what to book.
Goals
  • Generate more conversion with bookings
  • Build a checkout experience that allows users to discover as well as purchase
  • Allow users to plan a visit in a more friendly way
Solutions
  • Build dedicated packs of venues for different types of experiences
  • Provide recommendations across the checkout (events, add ons, merchandising, etc)
  • Provide an alternative path to a more guided purchase, throughout an onboarding experience
  • Allow price and detail comparisson
research
Customer Journey Workshop
This workshop was one of the biggest and most insightful workshops we held with American Dreams’ stakeholders. It us with a lot of clarity on how our user behaved throughout their experience and many ideas on how to move forward with the project. Even though this session was supposed to help us work on the Booking Builder, it also gave us a lot of valuable information on how to make the user’s experience richer from every touchpoint possible.
Main goals of the session
/01
Opportunities
Through the understanding of the user journey, we could set a number of opportunities to make the experience better, not only in Design, but also on other parts of the experience (Social Media, Marketing)
/02
Defining next steps
By setting ideas clear, all team members were able to understand which were the next steps on the project and how to achieve them personally.
/03
Booking Builder Ideas
For our UX/UI team, it was very important to lay down the ideas that had came up during the session, to use them during the next steps designing flows and screens.
Design
Doing what we are good at
After some weeks of research and sessions, it was time to get to design. Through a series of iterations and meetings with the stakeholders, the Booking Builder started coming to life.
How it continued
This project is still ongoing and I’m no longer part of the design team, as I got to travel to New Zealand. I handed over everything to my amazing team, who I’m sure will do an amazing job finishing this Booking Builder.
Check the prototype now