Dubai Aquarium & Underwater Zoo

Back in 2016, most visitors were buying on a phone, often already inside Dubai Mall, deciding between a single aquarium ticket and a combo with another Emaar attraction. That audience is not browsing. They are standing somewhere, deciding quickly, and the flow had to survive thirty seconds of patience.

The work started with the operations team rather than with a design brief. They were flagging. Guests arriving with the wrong ticket type, queues at the counter for changes, combo confusion, date errors, whichever it actually was. I designed the concept, the flow and the interface around solving that, then worked alongside the in-house development team through implementation to make sure what shipped still answered the problem we started with.

Conceptualisation, design and HTML/CSS build of the site, developed on Bootstrap and built responsive for a mobile-heavy visitor audience. One of five consumer leisure brands within Emaar Entertainment, each with its own audience inside a single group identity.