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Universal Orlando
Halloween Horror Nights
A mobile-first, responsive e-commerce redesign that broke attendance records and drove double-digit growth in online ticket sales.
Universal Orlando
A mobile-first, responsive e-commerce redesign that broke attendance records and drove double-digit growth in online ticket sales.
The Challenge
Halloween Horror Nights is Universal Orlando's biggest annual event—and the World's Best Halloween Event. We needed to build a new responsive website that captured the event's immersive atmosphere while driving ticket conversions, especially on mobile where traffic was growing rapidly.
Challenge 01
Mobile traffic was growing fast, but the existing site wasn't optimized for it. We needed a mobile-first approach that didn't sacrifice the immersive, horror-themed experience.
Challenge 02
The site offered seven different ticket options, overwhelming users and creating confusion. Complex navigation buried what guests were actually looking for.
Challenge 03
The digital experience needed to align with advertising and marketing campaigns. I collaborated with Creative and Art Directors across teams to ensure a unified brand expression.
The Approach
We took a mobile-first approach, simplifying content, CTAs, ticketing options, and navigation to give users a more direct path to buy tickets and learn about the event. Every design decision balanced conversion optimization with maintaining the immersive horror atmosphere.
The Solution
We streamlined the ticket pricing options from seven down to two—making it dramatically easier for users to find the right tickets. We separated Tickets, Extras, and Vacation Packages into individual pages to keep users focused on what they were looking for.
Responsive experience optimized for the growing mobile audience without sacrificing atmosphere.
Reduced ticket options from 7 to 2, eliminating confusion and speeding up purchase decisions.
Separated Tickets, Extras, and Vacation Packages into dedicated pages for clearer user journeys.
Feature
The streamlined ticketing experience made finding the best tickets easier for users—a cleaner path from interest to purchase that reinforced HHN as the World's Best Halloween Event.
My Role
I was the lead designer on the project, collaborating with the design lead and creative leadership to build the new responsive website. I worked closely with Creative and Art Directors who led the advertising and marketing efforts to ensure a cohesive design across all touchpoints.
Impact
The new online experience and mobile-first approach delivered measurable business results—breaking attendance records and significantly growing online revenue.
Broke attendance records
2X
Double-digit sales growth
Increased mobile traffic & sales
Reflection
Sometimes the best design decision is removing options, not adding them. By simplifying choices and focusing user journeys, we created a better experience that drove real business results—proving that user-centric design and conversion optimization aren't at odds.