Driving Return Visits and Revenue for the Aquarium Experience
A user-centered approach to flexible ticket extensions and service upselling.
The newly built aquarium combines themed zones with a marine animal rehabilitation center. The park is so large that it is difficult to fully explore it in one visit.
Problem:
Research has shown that visitors want to return to explore the remaining zones, but the price of a full ticket for a second visit feels too high, especially if they only need access to 2-4 locations.
Goal:
Design an intuitive ticket purchasing interface that:
- Allows users to select specific locations for a repeat visit.
- Encourages return visits.
- Increases sales of additional products and services.
Research & Hypotheses
Analyzed user behavior scenarios at different stages: first visit and attempt to return.
Developed hypotheses aimed at increasing second-visit conversion and boosting additional service sales.
Key insights:
Developed hypotheses aimed at increasing second-visit conversion and boosting additional service sales.
Key insights:
- First visit: minimal complexity when purchasing the initial ticket, quick access to the map and ticket, minimal choices upfront.
- Return visit: motivation through personalized offers, flexible conditions (zone and date selection), limited-time offers to encourage action.
- Contextual behavior: users are more willing to extend their visit while in the park — the interface supports this with timely prompts.
- Business goal: drive additional revenue through segmentation and personalization rather than simple discounts.
Navigation on the Day of the Visit and Access to the Ticket
Concept:
- Why: Ensure a convenient and quick way for users to access their ticket on the day of the visit, allowing them to immediately start exploring the park without unnecessary navigation.
- Problem Solved: Users often struggle to quickly find their ticket information, especially if they haven't interacted with the app beforehand. This solution addresses the need for fast access and reduces cognitive load.
- Context-Sensitive Access: The button for accessing the ticket appears only on the day of the visit, preventing interface overload on non-relevant days.
- Interface Logic: The Guide section on the main page displays a full-screen map, helping users navigate the park efficiently. The ticket button is available only when it is needed most, ensuring timely access to essential information.
Ticket Access and Extension Offer
Concept:
- The ticket opens quickly via a bottom sheet, allowing users to easily return to it at any time during their visit.
- A contextual offer to extend the visit appears under the ticket at the moment of highest engagement.
- After purchase, the updated ticket is immediately displayed, reinforcing the sense of control.
- Different interface states are designed for each stage of the user journey (before purchase, after purchase, on the visit day).
Extending the Visit via Shop
Concept:
- The offer to extend the visit is prominently featured as the first option in the Shop section, making it easy to find.
- Tapping the banner opens a bottom sheet where users can customize their extension: choose the date, select zones, and plan their visit.
- Users feel they have control over the cost and experience, lowering the barrier to purchase.
- The interface highlights limitations (not all tickets are extendable) and helps users estimate the time needed for the visit.
Managing Purchases and Ticket Extensions
Concept:
- All purchased tickets and additional options are available in the Purchases section after logging in.
- Users can view their current purchases and edit their ticket extensions before the second visit.
- This approach increases transparency, user control, and encourages users to add more services.
Final Thoughts:
This project focused on solving a real business problem through a deep understanding of user behavior. By combining research, hypothesis building, and interface design, we created a flexible ticketing experience that encourages visitors to return, improves their satisfaction, and increases additional sales. Thoughtful work on user scenarios, flexible settings, and timely offers made it possible to align user needs with business goals.
This project focused on solving a real business problem through a deep understanding of user behavior. By combining research, hypothesis building, and interface design, we created a flexible ticketing experience that encourages visitors to return, improves their satisfaction, and increases additional sales. Thoughtful work on user scenarios, flexible settings, and timely offers made it possible to align user needs with business goals.
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