We conducted this heuristic evaluation at the request of Universal, as preparation work for a potential UX design pitch. We did a competitive analysis within the entertainment industry, comparing Universal to other providers such as Walt Disney World and Busch Gardens. 

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Our evaluation addressed four different spectrums: engagement, selection, commerce, and continuity, pinpointing Universal’s strengths and weaknesses in relation to its competitors. The insights gained during this process helped inform Universal’s future decisions in terms of strategy and redesign.