Designing a clearer path from wonder to welcome
The Challenge
A magical experience, hidden behind friction
Meow Wolf’s mission is to inspire creativity through art, exploration, and play. But while their physical portals transported visitors to new dimensions, their website and ticketing experience left many confused, overwhelmed, or unsure where to start. From inconsistent navigation and buried content to unclear pricing and limited accessibility info, the journey from curiosity to confirmed ticket needed clarity—without sacrificing the weird, wonderful voice of the brand.
"The site was doing too much and guiding too little. For a brand like Meow Wolf, the magic is essential—but visitors still need to know where to go, what to expect, and how to get tickets. This redesign brought that clarity without sacrificing personality. It gave people a smoother path in, and gave the team a structure they could grow with."
Our Approach
An audit designed to spark alignment
We began with a full UX audit of Meow Wolf’s marketing site and ticketing platform to understand where the current experience was creating friction—across storytelling, navigation, and ticketing. Our goal was to preserve the magic while removing the barriers. From this foundation, we mapped a path toward greater clarity, accessibility, and narrative cohesion.
Reduce cognitive loadWe identified areas where information was overwhelming, duplicated, or hard to find, and proposed a content hierarchy that guides visitors without exhausting them.Rethink the ticketing flowThe checkout experience was reimagined from top to bottom—simplifying steps, adding transparency, and better supporting accessibility needs and local nuances.Infuse brand personalityWe looked for moments to inject Meow Wolf’s distinct voice—from microcopy to surprise-and-delight elements—without compromising usability.Design for scalabilityThe new structure allows Meow Wolf to grow confidently—supporting new portals, events, and content types while maintaining a unified user experience.
Creative Work
A digital foundation as layered as the multiverse
We reimagined Meow Wolf’s web experience as more than a wayfinding tool—it became an extension of the adventure. Every element was reconsidered to make discovery feel intuitive, booking feel effortless, and the magic feel ever-present. The result is a system that invites exploration, supports growth, and welcomes every kind of visitor.
An expressive ticketing system
From clear pricing to accessible ticket types and sensory-friendly scheduling, we reshaped the checkout flow to reduce friction and build trust. Thoughtful touches—like playful moments and optional easter eggs—make the transactional feel magical.
Tools for travelers of all kinds
Whether you’re planning solo or leading a group, the system now supports the full journey. Calendar sync, wallet integrations, and planning tools help every visitor arrive ready to explore.
Scalable storytelling
We built a content and navigation system that grows with the universe—making it easy to introduce new locations, highlight events, and keep the narrative unfolding across time and space.
The Results
A more intuitive, expressive, and inclusive web experience
Visitors now arrive at the right story faster—whether they’re new explorers or loyal superfans. The friction that once clouded the booking process has been replaced with fluidity, flexibility, and fun.
"The site was doing too much and guiding too little. For a brand like Meow Wolf, the magic is essential—but visitors still need to know where to go, what to expect, and how to get tickets. This redesign brought that clarity without sacrificing personality. It gave people a smoother path in, and gave the team a structure they could grow with."
Meow Wolf
The Results
A more intuitive, expressive, and inclusive web experience
Visitors now arrive at the right story faster—whether they’re new explorers or loyal superfans. The friction that once clouded the booking process has been replaced with fluidity, flexibility, and fun.
What it meant
Making the Meow Wolf universe more discoverable
In this project, we found the perfect intersection of chaos and clarity. We didn’t tame Meow Wolf—we translated it. By rooting our work in accessibility, user needs, and creative expression, we helped make the digital journey feel as vibrant and intentional as the physical one. Now, every visitor can move from wonder to welcome with confidence.