The purchase flow for tickets and passes to SeaWorld parks did not account for the increased mobile transactions, and was confusing. Customers were dropping off from the purchase flow, and SeaWorld's online presence did not reflect the brand.
The final deliverable included wireframes, designed for both desktop and mobile, created in Axure. The redesigned purchase flow was a big improvement over the previous experience in the following ways:
Reducing clutter by prioritizing options in the mobile version of the website.
Using options within context, leveraging up- sell and cross sell options at pivotal points in the purchase flow.
Reducing redundant data entry and cognitive load during navigation.