The challenge
Universal Kids Resort needed guest-facing content that could balance excitement with practical clarity. Families needed useful planning information. Stakeholders needed accuracy across operational, legal, accessibility, and business requirements. The brand still needed to feel warm, playful, and distinctly Universal. I helped connect those needs through content that felt clear, purposeful, and easy to act on.
My role
I supported UX writing and content strategy across pre-arrival lifecycle emails and operational web experiences, helping shape copy, structure, hierarchy, and messaging flow across guest-facing touchpoints.
That included:
Guest planning and pre-arrival messaging
Operational and policy-based web content
Accessibility and rider safety content
SEO-informed copy and metadata
Figma-based copy QA and editorial review
Messaging frameworks for guest-facing product and experience content
The work
Pre-arrival emails
The pre-arrival email work helped prepare guests before their visit by connecting key planning information across email, web, hotel, ticketing, and purchase-related touchpoints.
Rather than treating email as a one-off communication, the content was shaped around the larger guest journey: what families needed to know, when they needed to know it, and how each message could help move them closer to arrival with less friction.
Pre-arrival messaging helped connect excitement with practical planning, giving guests clearer ways to prepare before their visit.
Operational web content
The operational web work focused on high-intent guest questions: accessibility, rider safety, parking, hotel guidance, dining, family services, Annual Passes, FAQs, and more.
These pages needed to be accurate, scannable, and easy to trust — especially when the topic was practical, policy-heavy, or tied to a guest’s ability to plan confidently.
Operational content helped turn complex planning information into clearer, more useful guidance for guests.
The approach
Start with guest intent.
Identify what the guest needs to understand, decide, or do in that moment.
Simplify the path.
Turn operational complexity into content that feels clear, helpful, and actionable.
Connect the journey.
Make email, web, hotel, ticketing, and planning touchpoints feel like part of the same experience.
Protect the brand.
Keep practical content warm, useful, and aligned with the larger Universal experience.
The value
This work helped support a more cohesive planning experience for Universal Kids Resort, giving families clearer ways to understand their options, prepare for their visit, and move through the guest journey with confidence.
For me, it represents the kind of UX and content strategy work I enjoy most: making big experiences feel easier, clearer, and more human.