Skyland Ranch

I was asked to design a modernized ticketing and checkout process and an overall site design refresh for Skyland Ranch. The focus was a streamlined process that included all special events and upsell items. I devised a system with clear steps, allowing the user to effortlessly view and consider all available options and navigate forward and backward through the process. The new system also utilized a revitalized design language that was incorporated across the site.

I encountered uncertainty regarding where to begin the ticketing process. Through A/B testing and soliciting user feedback, I arrived at a bifurcated approach where customers select their primary activity first then add supplementary activities as they move through the steps of the process. This method facilitated users’ ticketing decisions, making the large amount of special events and add-on tickets organized and clearer. Additionally, displaying the cumulative savings in the cart resulted in a heightened incentive for additional add-on purchases.