The Universal Orlando App RFP (Request for Proposal) centered on a new mobile strategy with a completely reimagined UX and visual design for the end-to-end park experience: from trip planning and booking, to the visit itself, through post-trip engagement.
Current Problems
The existing app buried key content, lacked basic capabilities, and failed to meet guest needs in real time. Poor structure and limited personalization made interactions impersonal, while outdated technology limited its full potential. The app was nearly useless outside the park, leaving large parts of the vacation journey ignored.
Design Approach
A completely new approach that prioritized the user and dynamic content delivery was the solution. The UO brand and park attractions were placed front and center, guiding users through every stage of their vacation. Guests could book hotels, buy tickets (park, performances, and special events), and set daily schedules for the entire family before their visit. Inside the park, a GPS-enabled map highlighted ride wait times, alerts, special nearby deals, and route planning, all working to maximize the trip.
Beyond the Visit
The mobile experience no longer ended at the park boundaries. Post-trip features supported ongoing engagement, including sharing and viewing photos, personalized offers and merchandise, and planning future visits. The vacation might be over, but the connection remained alive and well.
Graphics Note: Background maps are adapted from existing Universal Orlando materials for illustrative purposes only. A production-ready map system was outside the scope of the initial RFP and intended to be addressed later in the design cycle.
