Yorkshire Wildlife Park were able to simplify booking journeys, improve pricing clarity and create a more guided visitor experience across tickets, events, experiences and short breaks, following task and journey-focused usability testing.
- Who: Yorkshire Wildlife Park, a wildlife attraction and resort destination offering a broad range of visitor experiences, including park admission, events, and short breaks
- What: Usability testing exploring how visitors navigate planning and booking journeys across the website
- How: Moderated usability testing sessions with a range of visitor types to reflect their diverse audience across mobile and desktop devices
- Result: Prioritised recommendations to simplify booking journeys, improve navigation and better support visitor decision-making online
“We had an internal session with the owners and chief officers and I’ve taken them through a full playback of all the testers experiences. It was really positive and I’ve now been green lighted to start building new features, revamping pages and working on solutions for all the issues you found so thank you!” Head of Digital Innovation, YWP
The challenge
Following the launch of a new website and ticketing system, Yorkshire Wildlife Park wanted to better understand how effectively the digital experience supports visitors across key planning and booking journeys.
The project focused on understanding how visitors discover and evaluate the attraction, navigate the website, plan visits and progress through booking journeys. The research also explored how visitors interpret pricing and package information, alongside the role of trust and reassurance during planning and checkout.
Outcomes and impact
The research gave Yorkshire Wildlife Park a clearer understanding of how visitors navigate the journey from initial research through to booking, and where the experience could better support confidence and decision-making.
The testing highlighted opportunities to simplify how tickets, events, experiences and short breaks are structured and presented, helping visitors more easily understand what is included and how different parts of the offering fit together.
The findings informed prioritised recommendations focused on improving consistency, strengthening journey clarity and creating a more guided and confidence-building booking experience across the platform.
How we did it
We conducted moderated usability testing with a mix of Yorkshire Wildlife Park audiences, including families, couples, first-time visitors and returning visitors.
The sessions explored realistic visit planning and booking scenarios across a range of journeys. Testing covered the full journey from initial exploration and practical planning through to booking and checkout.
Alongside task-based usability testing, the research also explored broader visitor expectations around value, pricing, planning behaviour and digital booking experiences, helping provide both tactical usability insight and wider strategic understanding of the visitor journey.
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