PRODUCT DESIGN

Hyde Park Winter Wonderland Mobile App 2.0

PROJECT OVERVIEW

Hyde Park Winter Wonderland (HPWW), a 6-week Winter Festival in London, is one of the highest-grossing events in the Endeavor portfolio. Our team believed there was a huge revenue opportunity if we could make buying tickets online easier for customers. Working alongside the Lead Product Designer, we developed a seamless experience for users to quickly buy tickets and navigate around the park with the mobile app.

MY ROLE

Product Designer

TEAM

2x Product Designer, 1x Product Manager, 4x Engineer

SKILLS

Product Design, Mobile App Design, Motion Design

TIMELINE

June 2022 - November 2022

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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HPWW MOBILE APP 2.0

HPWW Mobile App 1.0 launched in 2021 and proved customers found value in a digital product for the event.


For HPWW Mobile App 2.0, we rebuilt the app based on customer feedback to deliver a better experience in 2022.

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EXPLORE HOME

This gif shows how users would access their admission ticket, wallet, and detailed info on activities.

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IN-APP PURCHASE: FOOD & DRINK

HPWW Mobile 2.0 allowed food/drink purchases for select vendors onsite. Users could select a vendor from the map then complete their purchase with Square launched in a web view.

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

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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