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Universal Orlando

I had the amazing experience of working at Universal Orlando resort to reimagine the Universal Orlando’s mobile application. Transforming it into an intuitive and immersive experience that guides guests before, during, and after their resort visit.

Role

Design Lead

Employer

SapientRazorfish

Platforms

iOS, Android

Area

Digital products, Design systems

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Background

Universal Orlando’s previous mobile app was limited to static park information that often left guests juggling multiple sources for tickets, wait times, and park maps. This approach had gradually fallen behind modern user expectations, creating friction for visitors seeking a cohesive, on-the-go planning tool. By addressing outdated navigation flows and a fragmented interface, our goal was to create a more dynamic digital companion—one that could adapt to each stage of the guest’s vacation journey while promoting both planning efficiency and fun surprises.

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Approach

My team and I recognized that the new app would need to be both practical and magical. From a utility perspective, we streamlined planning, booking, and everyday usability by introducing features like easy account setup, a personalized trip feed, and a digital wallet to keep all tickets and passes at guests’ fingertips. Simultaneously, we elevated immersion by surfacing insider tips, “easter eggs,” and park highlights to enrich the overall Universal Orlando experience.


To achieve this dual focus, we structured the app around core features: a tailor-made onboarding flow that gathered preferences, a dynamic map reflecting location and interests, and “What’s Next” recommendations that guided guests every step of the way. By blending thoughtful UX strategy with Universal Orlando’s storytelling, we designed an app that both reduced friction and ignited excitement for visitors of every age and background.

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Guests set up their account, trip details,  and preferences during onboarding. This builds the foundation of a tailored recommendation feed prior to their trip.

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The app Tripfeed provides contextual recommendations according to guest types and journey stage.

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Maps highlight locations in-park based on interest, timing, proximity and discovery

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Wallet features keep tickets, passes, and payment at guests’ fingertips

Impact

The redesigned app saw a marked increase in overall guest satisfaction, with more seamless planning, shorter search times, and clearer park navigation. By surfacing timely content based on guest preferences, the new experience fostered higher engagement and encouraged users to discover features they might otherwise overlook, making each visit feel personalized and special. The end result was a cohesive, easy-to-use platform that not only smoothed out logistical challenges but also inspired visitors to embrace the full excitement of Universal Orlando—from ticket purchase to the final ride of the day.

In-park touchpoints

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