A phygital solution for Disney Parks
Client
Group project
Rol
Product designer
Product
Smartwatch App
Industry
Entertainment
In 2023, Disney faced a financial challenge that forced them to rethink their approach and refocus on their theme parks. It was no longer just about offering attractions, but about reinventing the visitor experience in a world where expectations had changed. The goal was clear: to enhance the user experience through an innovative digital solution that would also bring Disney back to the forefront of innovation, without losing its magical essence.
Challenge
The challenge was to understand the emotions of visitors and simplify their experience by eliminating obstacles such as long waits, lack of information, and the stress of planning their day. Our goal was to create a tool that would organize their visit in a simple and personalized way, allowing them to enjoy their day without worries.
Listening to users
The main goal of our project was to deeply understand the profiles of visitors to Disney parks, as well as explore their experiences and emotions during their visit. The initial research focused on identifying the key challenges and frustrations visitors faced when interacting with both digital and physical services within the park.
To do this, we conducted a series of in-depth interviews and surveys with users, which allowed us to uncover key areas where they felt frustrated and wished to improve their experience. One of the most common findings was the widespread desire to make better use of their time within the park, without missing important details or feeling disoriented in their journey. The analysis of the interviews revealed clear patterns: long lines, lack of precise information about attractions, and difficulties in organizing their day efficiently, which led to stress and a sense of chaos.
Key insights and opportunities
Based on the data collected, we developed three representative user personas, which allowed us to better understand their motivations, frustrations, and needs. These personas were essential in defining the characteristics of our ideal users and guiding the design solutions.
With the personas in hand, we created a customer journey map to identify friction points throughout the visitor experience and uncover new opportunities for intervention. Through this tool, we understood that users wanted to better manage their time, reduce the stress caused by long lines, and access more precise and useful information during their visit.
The insights gathered were clear: users wanted an experience that would allow them to optimize their time and avoid the frustrations of waiting. This was our opportunity to create a digital experience that anticipated their needs, enabling them to move more efficiently and make the most of everything the park had to offer.
To translate these opportunities into tangible solutions, we used the HMM (How Might We) exercise to generate user-centered design ideas. We then selected the solutions with the greatest potential using a criteria matrix, prioritizing those that improved time efficiency and reduced visitor stress.
Flowchart and initial wireframes
Solution
The solution was to develop a platform for planning the day in a personalized way, with itineraries tailored to their interests, providing real-time information on wait times and attraction locations, helping visitors navigate efficiently and enjoy more.
Next steps
· Prototype testing
· Design iteration
· Technical validation
· Technical planning and development
· Q&A
· Launch
· Ongoing monitoring and iteration
Conclusion
We faced the challenge of optimizing user interaction in the current context through digital innovation, developing dynamic and effective experiences. From trip planning to the visit to the park, we worked with the purpose of making each stage memorable and seamless. After an exhaustive design process, we are fully confident that our solution meets the initial goals and perfectly adapts to the particular needs of those who use it.