Painpoint 1
Disconnected product channels confuse users. They do not know where to browse.
Universal BJ
Full Experience Booking
A new feature for tourists to easily purchase all their desired experiences in one place.
Overview
Universal Beijing Resort is a premier entertainment destination offering immersive rides, dining, and shopping experiences. The official app supports trip planning, ticket purchases, wait times, personalized itineraries, and park navigation for a smoother guest experience.
Problem Statement
The app had two separate shopping entry points with different product selections. Single items and bundles were mixed together, creating cognitive load and making it harder for visitors to decide what to buy.
Painpoint 2
Messy page hierarchy frustrates users. They cannot find what they need.
Painpoint 3
Unclear detail pages overwhelm users. They struggle to make decisions.
Painpoint 4
Redundant form filling annoys visitors. It slows them down during purchase.
Impact
Reduced 15%
Task efficiency improvement through streamlined purchase page structure.
Increased 25%
App engagement after introducing the end-to-end booking feature.
Boosted 12%
Average order value by optimizing the user experience.
Ideation Process
Solution1
Shopping Cart, One-Time Checkout
The shopping cart model made bulk purchases easier but didn’t suit tickets and express passes, where prices and availability change quickly. Items could expire, and it slowed decision-making.
Solution2
Add-on, Personalize Your Order
The add-on model enables users to purchase extras in one transaction, speeding up checkout. However, for items requiring confirmation, frequent page switches can disrupt the flow and cause confusion.
Iterated Solution
Progress Indicator
Guiding users with visual steps while reducing page transitions and enhancing immersion.
Boosted 12%
Average Order Value (AOV) by optimizing user experience
Increased 25%
App engagement after introducing the “end-to-end booking” feature
Reduced 15%
Task efficiency improvement through streamlined purchase page structure
“The updated progress bar makes the process much more intuitive and streamlined.
It’s easy to see exactly where I am.”
Hold on for a second...
Consider edging user scenarios:
If the hotel and ticket usage dates selected by the user are inconsistent,
should an error be reported?
Scenario 1: Prompts during the selection process
Scenario 2: Prompts during the order confirmation process
Hold on for a second...
Integrate brand personality into UI design
As a theme park, our goal was not just to simplify the user journey, but to start building a sense of cinematic immersion right from the app. We carefully embedded the brand’s tone and visual language into key touchpoints, allowing users to feel part of the story even before they entered the park.
Takeaways
- Insights are more important than feedback. The value of user interviews is understanding the essence of the problem, not simply executing every request.
- Consider extreme situations as well as the ideal path. Edge scenarios reduce frustration when the real product environment becomes messy.
- Design is a continuous process of trade-offs and iteration. Real-world constraints require the most suitable solution for the current scenario.
Full Deck
If you are curious about the journey behind the final design, the full slide deck has the twists, turns, and lightbulb moments.
View Full Deck
Other works
Universal BJ
Designed a new feature for tourists to purchase desired experiences in one place.
Meetpals
A social app helping international students build career connections with less pressure.