American Dream offered a huge selection of first level entertainment and retail experiences, however their value proposition wasn’t clear enough on their website, which was their main online channel.

Specially during the pandemic, failing in communicating American Dream’s true potential was an important issue to solve, so we understood we needed to work on reframing the value proposition through the website.

Additionally, some users weren’t finding important information for planning a visit to the mall. This was the cause of an overhead of customer service contacts so we had to find a way of integrating frequently requested information, usually hours, parking and overall operative information for visitors.

We also had some internal assumptions and functionality we wanted to incorporate into the homepage, hoping visitors would get more value when visiting the website.

Putting it all together, we decided to approach the homepage redesign taking into consideration both the informational aspect and also the value proposition and branding.

This redesign project could later be refocused to start including new elements and showcase an even clearer value proposition, making use of a more expressive presentation of the American Dream brand.

One key differentiators for American Dream is its selection of Parks and Attractions that include some prominent brands like Nickelodeon Universe, DreamWorks Waterpark, Legoland, Sea Life and many others. Each park has its own page inside the main website, which tells the story and value proposition of the park and offers a portal to buying tickets online.

We went back to customers requests and realized that some basic information was not stated clearly enough. Users couldn’t get relevant information nor see actual images of the space, rides or people going into those attractions, so the value proposition was nearly inexistent.

One additional layer of complexity is that venue pages have to consider how different external brands have to coexist in the same website. In time, this complexity generated inconsistencies and  were hard to mantain as new venues came into American Dream’s venue portfolio.

This level of variability encouraged us to start focusing on creating component systems rather than static templates, so that we could include new richer content, have new clear customization rules for each existing and upcoming IPs and have a clear structure that the dev team could handle faster integrating with their CMS.

With this approach we were able to create a single venue page structure that could tackle those requirements. As a result, venue pages gained a relevant increase in ticket purchase intent, and also made things easier for the marketing and dev team.

The previous approach proved successful so we took that process even farther and went beyond just venue pages and tackled a lot of new upcoming use cases by creating a design system.

The component system was a key resource that allowed our team to quickly redesign strategic journeys of the website (like the Ticket purchase flow or the directory / venue pages) while enhancing usability and consistency across the board.
This was particulary valuable in a context of project priorities constantly changing due to adapt to business.

Thanks for reading! 🙌