Creating a Holistic Digital Experience for Georgia Aquarium’s Seasonal Campaigns

My Role: Wireframes, UX Writing, Testing, and Launch
Tools: Figma, Iterable, and WordPress

Platform: Desktop and Mobile

With over 3 million visitors a year, Georgia Aquarium regularly promotes online seasonal campaigns to incentivize new and returning visitors, drive ticket sales, and increase membership growth. Each campaign includes creative assets and messaging integrated throughout the site, customized ticket flows, and targeted email campaigns.

My responsibilities for connecting the Aquarium’s audience with these promotions included creating relevant content to promote each campaign on GeorgiaAquarium.org, updating user flows based on stakeholder input, crafting custom content for each email campaign, and collaborating with our team to test, launch, and sunset each campaign.

Driving Conversion with Engaging Content and Effortless Experience

Strategic Site-wide Updates and User Flows

For each campaign, I created homepage heroes with call-to-actions to the purchase flow and featured messaging and graphics that align with Georgia Aquarium’s brand and mission. The dev team and I implemented updates using existing WordPress templates.

President's Day Celebration: Each campaign includes a homepage hero section, a landing page, and complementary emails, all with clear messaging and prominent CTAs.

Frictionless Ticket Flow: Considerate messaging during the ticket flow ensured users were informed about discounts and pricing.

Email Campaigns Featuring Thoughtful Messaging

Each new campaign included an email campaign sent to over 300,000 subscribers. Campaigns featured strategic messaging and prominent CTAs, helping recipients learn more about each campaign and quickly click to purchase. Emails were designed in Figma and built, tested, and sent via Iterable.

Holidays at the Aquarium: Well-timed emails were delivered to over half a million recipients during the holiday campaign.

Measured Success

Through Google Analytics and Tessitura ticket sale reports, we accurately measured the success of each campaign.

President's Day Sale

  • 20,000 tickets sold

  • 40% increase in revenue (58% of total sales)

  • $680,000 in ticket sales within 48 hours

Fall Bounce Pass

  • $5.6 million in revenue

  • 20,000 tickets sold in the first week of the campaign

  • 280,000 Pass reservations made during campaign

2024 Holiday

  • $178,000 in revenue

  • Cyber Monday email brought in $151,000 within 24 hours

  • Email campaign accounted for 61% of total revenue