2023
MARCH
Developing an understanding of the Walt Disney World ecosystem, its components, & relationships. Designing an improved waiting experience by integrating cast member and guest interactions by leveraging MagicBand's capabilities.
field
Service Design
client
Walt Disney World, SCAD
professor
Timeline
12 weeks
Team
Tools Used
Contextual interviews
Stakeholder Analysis
Ecosystem Mapping
Blueprinting
Co-creation Workshops
Sensory Queues
THE CHALLENGE
Disney World's digital ecosystem currently poses significant challenges, including guest confusion from multiple apps, frequent scanning glitches and quick battery drain with the MagicBand+, and a complex pairing process with the Disney app. Our goal was to simplify this experience, enhancing guest satisfaction, and optimizing MagicBand+ functionality to create a seamless and magical experience.
Current State
ECOSYSTEM MAP
STAKEHOLDER ANALYSIS
CUSTOMER JOURNEY MAP
CURRENT STATE BLUEPRINT
Design
Principles
1
User needs to manage time efficiently between rides, attractions and other shows while at the park.
2
4
3
User needs to feel 'special' while experiencing the park with MagicBand+.
User needs to feel excited about experiencing the park using the magic band.
User needs to have a seamless journey across all digital touch-points with the MagicBand+.
5
User needs to feel valued for their time after completing an attraction for which they waited long at the park
7
6
User needs to experience the promised 'magic' when they use the MagicBand+ in the park.
User needs to feel present in the moment while in the park