SeaWorld Parks

6 parks, 3 brands, 1 app

In 2013 I was part of the team that launched SeaWorld's cross platform mobile app for SeaWorld, Busch Gardens and Sesame Place. The app was built as a joint effort between multiple agencies and businesses to create a unique in park experience.

I was primarily responsible for creating the design system for the app and applying it across all 3 brands: SeaWorld, Busch Gardens, and Sesame Place. This was a joint effort across multiple teams, so there was lots of “translation loss” that had to resolved for engineering. As the lead between multiple teams I was the go to guy for resolving UX issues and clarifying intent across teams.

Working on this app gave me a great appreciation for a well defined design system. Each branded app used the exact same framework, however with the change of a primary and secondary color, imagery and iconography each app took on a unique look and feel.

MY ROLE

–– UX design
–– Production & asset management
–– Acceptance criteria
–– Go-to-guy

BRAND DESIGN

Sapient

Backend technology

The Experience Engine

Xamarin Development

Nick McCollum
Michael Henke
Zi-ning Liang