Designing a More Relevant First Visit
Personalization · Product Discovery · Experimentation
Role:
Senior UX/UI Designer / Creative Lead
Focus:
Personalization
Tools:
Figma, Adobe Target, Adobe Analytics
Overview
Making product discover more relevant through personalization
Explored how personalization could create a more relevant product discovery experience for first-time Universal Orlando visitors. I designed a guided module that surfaced park tickets, hotels, and vacation packages earlier in the Product Hub journey. Following a successful experiment, the experience was adapted for the live site, establishing an approach for featuring relevant products to specific audiences.
Problem
The Product Hub presented the same experience to visitors with different levels of familiarity and trip-planning needs. First-time visitors had to navigate the existing page to understand their purchase options, creating an opportunity to introduce clearer guidance earlier in the journey. The challenge was to make relevant products easier to discover without disrupting the existing page experience or creating a solution limited to one audience.
Solution
I designed a personalized module positioned below the hero, introducing three guided paths to park tickets, hotels, and vacation packages. The design elevated existing card components into a new placement, supported by a component enhancement and development considerations for future audience-specific experiences. Following the experiment, the module was rolled out and transitioned into the permanent site. The BAU implementation required adjustments to the background and text styling to accommodate existing platform capabilities, while retaining the guided product discovery experience.
