PRODUCT DESIGN

Hyde Park Winter Wonderland Booking Flow

PROJECT OVERVIEW

Launching the mobile app for Hyde Park Winter Wonderland (HPWW) saw increased revenue primarily because of the optimized purchase flow (Quick Buy). The mobile app converted significantly better (177% increase) than HPWW’s existing website.


Using the lessons from the mobile app, we aimed to replicate this success by building a mobile-first and user-friendly web experience to buy tickets.

MY ROLE

Lead Product Designer

TEAM

1x Product Designer, 1x Product Manager, 2x Engineer

SKILLS

Product Design

TIMELINE

Q4 2023

EVENT OVERVIEW

Hyde Park Winter Wonderland (HPWW) is a 6-week Christmas Market that is the premier way to celebrate the holidays in London. It features a wide range of attractions, activities, entertainment, food, drinks, and more for friends and family.

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LEGACY BOOKING FLOW

Primary Issues

  • You are forced to view every ticket type even if you just want an admission ticket

  • There is too much copy on each screen which can overwhelm users

  • You can’t edit your basket until the end of the flow

  • Top navigation is not clickable

  • Too many ticket types are shown for each activity causing cognitive overload and increasing the chance of cart abandonment

  • The UI is very different from the native mobile app potentially confusing users when they’re sent here to purchase a ticket

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INTRODUCING: QUICK BUY

Benefits of Quick Buy

  • Quick Buy allowed customers attending the event to buy more tickets to specific activities swiftly.

  • Users could select an activity from the explore tab or home screen and buy tickets in seconds

  • The UI/UX is consistent with the mobile app creating a cohesive experience for users

  • Breadcrumb navigation is clear and interactive

  • Copy is concise

  • The purchase portion of the flow is the legacy booking flow

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Booking Flow Prototype

While designing this flow I wanted to empower users to easily buy more tickets. Filters gave them an efficient way to browse the entire catalog.

Key Improvements:

  • Users can easily filter through all ticket types

  • Copy is concise and shown when needed

  • Editable basket with clear breadcrumb navigation

  • Free admission tracker component to encourage larger purchases

  • Consistent UX/UI with the Quick Buy flow

You can also try the mobile prototype.
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ADD ACTIVITIES

This gif shows a user browsing through the Activities section and then adding an Attraction ticket to their basket.

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EDIT TICKET

Users could edit their ticket at anytime from the Basket or Order Review screen. This gif shows a user selecting a new time for an Attraction from the Order Review screen.

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