discover disney: re-imagining the journey to the magic kingdom

DISCOVER DISNEY !RE-IMAGINING THE JOURNEY TO THE MAGIC KINGDOM

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RE-IMAGINING THE JOURNEY TO THE MAGIC KINGDOM

We wanted to introduce people to thinking about a Disney adventure based on things

they like and do and what’s important to them. Our team set out to create something in a

short design sprint that solved a design problem many of us had seen.

THE INSPIRATIONPlanning and booking a trip to a Disney resort should be the beginning of a magical

adventure. The current experience lacked the magic Disney is known to deliver. We saw

an opportunity to re-imagine this experience, and improve it.

THE CHALLENGEAdd magic to the experience of planning a trip to a Disney resort through unique content

consumption practices and user personalization.

TABLET PURCHASES IN HOUSEHOLDS MAKING $75K+ ROSE 64% IN THE

LAST YEAR !!

42% OF TABLET OWNERS USE LISTS WHILE

SHOPPING !!

NEARLY 60% OF TABLET OWNERS RESEARCH

ITEMS PRE-PURCHASE ON THEIR TABLET

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TABLET-OPTIMIZED EXPERIENCEWe know that this could shine on a tablet. We also wanted to take advantage of

incorporating gestures to create a fully immersive experience within the application.

THE DNA OF AN EXPERIENCEIndividual moments in the park — a friendly smile when greeted at the gates, a surprise

parade on Main Street, an elaborate build-up while waiting in line — all create a series of

seamlessly interwoven touch points mean to fully immerse the visitor in the experience.

This is the Magic of Disney.

CUSTOMER JOURNEY: DISNEY

At its core, the Disney brand is filled with “magic.” But this high standard is not always present. At every touch point the customer should feel that Disney is providing that best-in-class experience. Whether you’re in the Park, meeting Mickey for the first time or planning an adventure, every touch point should be held to the same standard.

OUR FOCUS: RESEARCH THROUGH BOOKING

DESIGNING FOR YOUWe chose to draw from classic park design methodology: immersive presentation, rich

visuals and elaborate surprises. To tell a complete story, we needed to take a user through

a core path: Personalization, Exploration, Itinerary & Booking, and Anticipation.

MEET ELEANOR.She is the mother of two and is planning a vacation for her family. Being a first-timer,

she is unsure of which Disney Park to go to.

SHE IS GREETED BY A WELCOME SCREEN AND IS PLEASANTLY

SURPRISED BY THE SIMPLICITY OF THE ACCOUNT SETUP.

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SHE STARTS HER DISCOVERY BY CHOOSING EVENT AND THEMES SHE KNOWS HER FAMILY WILL ENJOY AND REMOVES ONES THEY AREN’T INTERESTED IN.

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SHE THEN ADDS MEMBERS OF HER FAMILY AND THEIR AGES.

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PROFILE COMPLETE.After completing her profile, Eleanor is ready to start discovering Disney.

ELEANOR BEGINS EXPLORING RIDES AND ATTRACTIONS SUITED TO HER TASTE PROFILE. THE

PAGE IS LAID OUT IN AN INTUITIVE AND EASILY SCANNABLE WAY THAT MAKES BROWSING SIMPLE.

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SHE FILTERS HER RESULTS KNOWING THAT HER SON

LOVES RIDES AND THAT HER DAUGHTER REALLY WANTS

TO MEET ELSA. !

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SHE FINDS AN ATTRACTION SHE LIKES AND FAVORITES IT FOR LATER. SPLASH MOUNTAIN LOOKS

INTERESTING SO SHE TAPS TO LEARN MORE. !

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ON THE DETAIL PAGE, SHE QUICKLY FINDS A MORE

DETAILED DESCRIPTION AND IS CHARMED BY THE FUN ANIMATED

FACTS. !

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AFTER SELECTING A FEW ATTRACTIONS, ELEANOR DECIDES TO LEARN MORE ABOUT THE FOOD AT DISNEY.

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FROM THE DINING PAGE, ELEANOR FINDS GUIDES AND INSIDER TIPS FOR DISNEY PARKS.

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ITINERARY & BOOKINGAfter exploring, Eleanor is confident that a Disney vacation is right for her family. She is

ready to choose her location and start planning a trip.

FROM HER ITINERARY PAGE, ELEANOR SEES THAT THE

MAJORITY OF HER ITEMS ARE IN DISNEYLAND. SHE GIVES

AN ESTIMATE FOR HER DURATION AND BEGINS

PLANNING HER TRIP. !

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SHE STARTS PLANNING OUT EACH DAY OF HER FAMILY’S TRIP. !

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FROM HER CART, ELEANOR SEES AN OVERVIEW OF HER

TRIP INCLUDING DETAILS LIKE HER FLIGHT AND HOTEL

RESERVATION. !

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ANTICIPATIONWhile waiting for their vacation, Eleanor and her family are updated on trip milestones

through mobile notifications, building excitement about their upcoming adventure.

WE LOVE TO DREAM BIGWe approach the design with the customer in mind first. There isn’t anyone in the

world more important than them. They have real problems, real needs, real

emotions. Once we’ve walked in their shoes for a while, we begin to think about how

design can take them farther.

We hope you’ve enjoyed this peek into our world. Want to know more?

Let’s grab coffee and chat.

ADDITIONAL RESOURCES !

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