The Empire State Building
Product
The Empire State Building is a 102-story skyscraper and the number 1-voted tourist attraction in New York, with maximum 4M offline visitors and 24k daily unique users on the website
My Role
Data-driven growth design at a landmark scale. Analytics-led methodology translated into measurable outcomes across UX, UI, Branding, and Design System.
Platforms
Mobile web, Desktop and Tablet breakpoints
Timeline
2025 – 2026
Team
Design & Research, Product, Engineering
Potential for growth
Data from Clarity and other analytics sources revealed a massive disconnect: while traffic was high, users were abandoning their journey right at the ticket selection stage
Potential
Buy Tickets Location: 5% of scroll depth
Biggest research findings
The content that matters most was effectively invisible
Only 27.1% of mobile visitors reach 5% of page depth
Solution
Focused hero with instant pricing and value props
Biggest research findings
Buy Tickets is the primary action on Homepage
Desktop attention drops sharply after the first 10–15% of content
Solution
Optimized the above-the-fold area by tightening the hero, separating the CTA and headline from the video, and surfacing key info early (hours, today's lights)
Round 1
“I would love to see an option for All , it’s hard to compare if you don’t see them all on the same page.”
Round 2
“It’s very glitz and glamour-y , it definitely resonates with what the Empire State Building symbolizes.”
Usability Testing Insights
7 out of 10 participants found filter names unclear , forcing them to tap multiple options before finding the right category.
Solution
Use more authentic ESB views instead of solely lifestyle/influencer-style imagery.
Solution
Optimized the above-the-fold area by tightening the hero, separating the CTA and headline from the video, and surfacing key info early (hours, today’s lights)
+20%
1 in 4 visitors actively view & interact with non-default ticket categories on Buy Tickets page
+5%
Premium Ticket Conversion: This sales have higher revenue and feature prominently in ESB's business priorities
Breakpoints & Components
The Empire State Building redesign is built on a concise, scalable UI kit
All components are reusable across ticket flows and navigation, incorporating accessibility from the start, with color contrast, touch targets, and focus states meeting WCAG 2.1 AA standards.
Design System
From tokens to production , a Figma UI kit with structured dev handoff and Claude-powered audit.
