Universal Destinations & Experiences
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Shipped 2023—2024
Implementing seasonal campaigns across Universal Orlando & Hollywood's digital platforms
My projects across Universal Mardi Gras, Halloween Horror Nights, and the Studio Tour 60th Anniversary were shipped as seasonal webpages & mobile app content throughout 2024!
At Universal Destinations & Experiences I was on the Global UX/UI Design team, where I closely collaborated with 3 cross-functional Scrum teams to ship ~30+ webpages for 3 major seasonal campaigns at Universal Orlando Resort & Universal Studios Hollywood.
I also assisted senior designers on my team & Universal Creative with usability testing for the Wizarding World of Harry Potter's Play Universal experience, which rolled out in 2025 across Universal Studios Florida, Islands of Adventure, and Epic Universe.
Role
UI/UX
Usability Testing
Accessibility Compliance
TimeLine
8 months
Team
1 UX/UI Manager
4 Senior UX/UI Designers
1 Senior UX Researcher
2 UX Copywriters
3 Marketing Scrum Teams
Results
I shipped ~30+ webpages for 3 major seasonal campaigns: Universal Mardi Gras, Halloween Horror Nights, and the Studio Tour 60th Anniversary. Universal Orlando Resort & Universal Studios Hollywood saw a combined total of 21M+ and 8.7M+ annual visitors, respectively.
Context
Shipping design work in a Scrum setting
I collaborated closely with 3 cross-functional Scrum teams — Yoshi's Island (Orlando campaigns), Voldemort's Army (Hollywood campaigns), and DTM (D2C content for Universal Orlando) — to ship webpages & app content for Universal Orlando Resort and Universal Studios Hollywood.
In addition to shipping work for major seasonal campaigns on web & app platforms, I implemented limited-time ticket package promotions on Universal Orlando's ICE e-commerce platform as well as adding evergreen content from the Discover Universal blog on Universal Orlando's attraction pages.
Some screens I shipped for Universal Mardi Gras 2024
Usability testing
I also supported senior designers on my team with usability testing for the new Play Universal experience for the Wizarding World of Harry Potter within Universal Orlando's mobile app. We conducted initial user testing sessions in-office before conducting larger-scale play testing sessions with Universal Creative.
The Wizarding World of Harry Potter's Play Universal experience within the Universal Orlando Resort app
Results
Takeaways
Special Thanks…
To Melissa Tchen, Trang Thoman, Hannah Shackles, and Alex Manresa for giving me their guidance while learning how to design & collaborate on a larger scale. And huge shoutouts to Nicole Ciar and Sydney Wallace for giving me the opportunity to learn more about usability testing and accessibility. Designing & collaborating for the needs of a business over just pushing pixels, I even took the initiative on some projects in the process!
My internship cohort in Spring 2024!
Want to learn more?
Unfortunately I cannot share any further details here, but I'd be happy to talk more about my process over a call!