Universal Orlando
2017
SAPIENTRAZORFISH
TYPE
iOS
Android
ROLE
Senior Art Director
While Universal Orlando offers world-class immersion, its legacy digital app struggled to keep pace with modern guest expectations. Visitors were often left juggling disconnected touchpoints for ticketing, navigation, and real-time data, creating friction in an environment designed for thrills. As part of a large multi-office design team, my focus was on enhancing the in-park navigation experience, turning ad hoc planning from a logistical chore into a seamless, intuitive part of the journey.
Engaging Guests in the Heart of the Action
Once inside, park guests are immersed in a full sensory driven environment. I knew that anything we provided them for ad hoc planning needed to be incredibly simple with key information to spark quick decisions.
Inspired by simple choice driven applications such as Tinder, we came up with Choice Cards which allow us to focus on a single Universal brand experience at a time, call out wait times and a focused action to either “swipe left or right.” This sticky behavior of getting guests to what they really want can be immersive and satisfying.
Streamlining the Path to the Next Big Thrill
Once a guest knows where they want to go, we needed a seamless path to get them there. In-app wayfinding provides both clarity to guests and optimization for the park to manage traffic and congestion.
Automated Planning that Stays One Step Ahead
Harnessing initial guest preferences gathered during app setup, Up Next acts as a dynamic personal itinerary that evolves in real-time. By analyzing user location and current wait times, the feature curates a smart playlist of attractions tailored to each visitor.
Beyond simple navigation, it serves as a proactive assistant by alerting guests to ticketing windows and suggesting tactical schedule pivots to bypass sudden crowds, ensuring the focus stays on the fun rather than the logistics.
Results
The new Universal Orlando app saw a marked increase in guest satisfaction. Navigation became part of the magic with a redesign that prioritized seamless exploration and tailored content. By anticipating guest needs and surfacing hidden gems, the app turned logistical hurdles into personalized adventures.
The final result was an experience that felt as special as the park itself—a cohesive digital companion that inspired guests to spend less time looking at their screens and more time immersed in the excitement.
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