Shedd Aquarium

The shedd aquarium reached out to

Improve the “Programs & Events” checkout flow to reduce call center issues.

Our goal was to resolve points of friction and reduce user confusion. Eye tracking revealed key pain points in information findability and checkout navigation clarity.

Research Strategy

testing method

Eye tracking using
Tobii Lab Pro

Post-testing method

Questionnaire

goal

Find pain points in Shedd Checkout flow

Category Confusion over Program and Events page

Users struggle to understand the difference between Programs, Events,
and Experiences, making it harder to choose the right option.

Hidden Add-On Costs Causes User Frustration

The cart progress bar does not clearly show checkout status
or how add-ons affect the total cost.

after user research, Our main insights were to

Improved language provides users an understanding of the offerings and allows easy navigation

Implemented transparent checkout pricing to boost user confidence and reduce support calls

Solutions addressing key pain points in the Programs and Events checkout flow:

Clarified Program offerings and highlighted extra perks with badges.

Updated the program header to clearly showcase what’s included in each offering, helping users quickly understand the options. Added standout badges to Program and Event headers to call out additional financial incentives, making it easier for users to see value and make informed decisions.

Added step-by-step checkout with transparent cost breakdown

Clarifying the user’s current stage in the checkout flow reduces uncertainty around navigation and timing. A redesigned cart progress sidebar provides step-by-step guidance while clearly surfacing how each selection and add-on affects the total cost, helping users make confident, informed decisions throughout checkout.

Takeaways

We improved checkout clarity and transparency by introducing updated pricing, a clear progress indicator, and real-time total updates.

These changes reduced confusion, built user trust, and lowered cart abandonment by keeping users informed at every step.

A clearer text hierarchy provides context and makes navigation intuitive, while a visible progress bar keeps users informed and builds trust throughout the booking process. Adding a live-updating price component ensures users always see the impact of their selections, helping prevent cart abandonment and creating a smoother, more satisfying experience overall.

Shedd Aqaurium