Medieval Times, an immersive dinner and tournament experience, needed a digital transformation. Their website struggled with usability, fragmented navigation, and duplicated content that hindered both customers and search engines. I led a redesign that clarified the brand’s purpose, streamlined the booking flow, and optimized the site structure—ultimately making it easier for guests to discover, explore, and purchase tickets.
The Challenge:
The existing Medieval Times website presented multiple barriers:
1. Redundant Information Architecture which damaged SEO
2. Disjointed navigation without a clear call to action
3. Booking Flow was cluttered and unclear, causing user frustration
4. Ineffective visuals that were disconnected from the guest experience
Medieval Times needed more than a website refresh—it required a cohesive, purpose-driven platform that supported both the business and its customers.
I began by running stakeholder workshops and interviewing both internal teams and customers to uncover the purpose behind the Medieval Times experience.
The workshops revealed that the brand’s true value lies in offering guests an escape from the ordinary—a chance to immerse themselves in a shared, unforgettable experience with family and friends.
This insight became the North Star for the redesign: every decision—from navigation to visuals—needed to reinforce the sense of anticipation, adventure, and connection.
To understand pain points, I developed end-to-end journey maps covering discovery, booking, arrival, and post-visit engagement.
These maps highlighted critical friction: confusing booking steps, difficulty choosing castles, and uncertainty about showtimes and pricing.
On the business side, the fragmented content structure made it harder for marketing teams to maintain consistency and for customers to find accurate information.
The maps also illuminated opportunity areas: simplifying booking, consolidating redundant pages, and reframing content around guest needs.
The old site map included eleven local sites all with duplicate content about the show, which was damaging SEO.
I proposed simplifying the information architecture by using data modeling and geo-targeting to change the content of the site itself based on the visitor’s IP location.
This makes choosing a castle unnecessary, making buying tickets as seamless as possible.
Research showed that users wanted quick answers to just a few key questions: Where is my nearest castle? When are the shows? How do I buy tickets?
I redesigned navigation to prioritize these questions, reducing the steps needed to reach the ticketing funnel.
Progressive disclosure techniques revealed detailed content (like FAQs, menus, or add-ons) only when relevant, preventing information overload.
A simplified visual hierarchy guided users seamlessly from browsing to booking.
The original ticketing process was cluttered and confusing, leading to frequent drop-offs and customer service calls. I simplified it into a clear, step-by-step flow with progress indicators, inline error prevention, and mobile-first design. The result was a faster, more intuitive booking experience that boosted conversions and reduced support volume.
The brand’s photography previously emphasized the theatrical combat and spectacle, which, while dramatic, didn’t connect emotionally with customers. To bridge that gap, I recommended a content shift:
Guest-Centric Storytelling: Highlight families, groups, and friends enjoying the shared experience of Medieval Times.
Balanced Visuals: Combine the excitement of the tournament with authentic moments of joy, laughter, and togetherness.
Inclusive Representation: Ensure that imagery reflected the diversity of Medieval Times’ audience, making the experience feel welcoming to everyone.
This strategy not only enhanced emotional resonance but also provided marketing with more versatile assets for campaigns across digital channels.