redesign the ticketing experience to help users
complete purchases confidently
The Shedd Aquarium reached out to improve the “Programs & Events” checkout flow to reduce call center issues. Eye tracking revealed key pain points in information findability and checkout navigation clarity.
Primary Testing Method
Secondary Testing Method
Users struggle to understand the difference between Programs, Events, and Experiences, making it harder to choose the right option.
The cart progress bar does not clearly show checkout status
or how add-ons affect the total cost.
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We redesigned program headers to make each offering immediately clear, and introduced badges to surface financial perks at a glance, giving users everything they need to make a confident decision.
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We redesigned the checkout flow with a step-by-step progress sidebar that keeps users oriented at every stage. A transparent cost breakdown updates in real time as users make selections.
The redesigned checkout experience was delivered directly to the Shedd Aquarium, addressing the friction points uncovered through eye tracking and user testing. The final solution introduced clearer program headers, transparent pricing, and a structured checkout flow built to reduce confusion and support confident purchasing decisions.
The Deliverable The redesigned checkout experience addessed the friction points uncovered through eye tracking and user testing. The final solution introduced clearer program headers, transparent pricing, and a structured checkout flow built to reduce confusion and support confident purchasing decisions.
Eye tracking revealed that small language and layout decisions carry significant weight. What feels intuitive to a designer can create real friction for users This project allowed me to explore how eye tracking not only reveal user patterns but also areas to improve how user's process information digitally.
