Universal Orlando Resort
The Moments that matter
Role: Ideation | Art Direction | Oversight
For Universal Orlando Resort, we set out to meet potential guests at the right place and time in their planning journey. Through data and research, Questus developed detailed journey maps across seven phases of the customer journey for five key guest personas, uncovering the questions, motivations, and moments that mattered most.
Using those insights, we created snackable mid-funnel content designed to show up precisely where guests were in their decision-making process. The work focused on building confidence through education and relevance, helping travelers better understand their options and move from consideration to intent with clarity and excitement.
TEAMMATES
AD/Motion: Alex Miller, Baozhen Li, Meghann Kennedy, Chuk Nwankwo
Copy: Callahan Kennedy
CD: Emily Yates
5 Key AUDIENCE PERSONAS
SUPERFAN
MEMORY MAKER
THRILL-SEEKER
DAY VISITOR
ANNUAL PASSHOLDER
Audience: Thrill-seekers
All-day coaster stacking
We showed thrill-seekers how to keep the screams going at Universal Orlando—by “coaster-stacking” their way from warm-up rides to all-out epic finales.
Journey Map Insight: Unsure how to get the most out of a UO trip to satisfy their need for thrills
Content: Video - Island of Adventure LP
Audience: Superfans
All The Magic Awaits
The Wizarding World of Harry Potter is a major driver for fans planning a Universal vacation.
We showed superfans what mattered most across all three lands—the best rides, must-see shows, can't-miss snacks, and hidden gems, giving them just enough to fuel their excitement before they went all in.
Journey Map Insight: The idea of immersing themselves in a magical world
Content: Video carousel - The Wizarding World Landing Page
Audience: Each
Hotel Vibe for your tribe
We helped guests decide which Universal hotel to choose through a short video series highlighting each hotel’s unique theme, vibe, and amenities—helping them find the perfect fit for your adventure.
Journey Map Insight: Confidence that they are well-informed, making good decisions and getting a good value.
Content: Video carousel - Hotel Overview Page
BUILD PERSONAS →
JOURNEY MAPPING →
⌾ CREATE CONTENT (This is where I came in)