Disneyland Reservation

Adding a Feature

Introduction

The project aims to enhance the Disneyland app by integrating the reservation process directly within the app, eliminating the need for users to exit to a browser and re-login, which currently creates unnecessary friction. By implementing in-app reservation capabilities and streamlining user authentication through single sign-on or saved credentials, we will provide a more seamless and convenient experience for users. The goal is to increase reservation completion rates and overall user satisfaction by simplifying the workflow for booking attractions, dining, and experiences.

Details

Role: Product Designer

Tools Used: Figma, Figjam, Canva

Duration: 4 weeks

Overview

Problem

Adding a feature to minimize the process.

Disneyland Magic Key holders must navigate an extra layer when making reservations. Upon initiating a reservation through the app, users are redirected to a web browser to log in. This additional step can add complexity to the process, requiring users to switch between the app and the browser. Once in the browser, they still have to log in which adds another unnecessary time to making reservations.

Solution

Integrating this process into the app would enhance user experience by removing the need to exit the app for browser sign-in. This streamlined approach can lead to increased user engagement and satisfaction, as it allows for a more seamless interaction with the app's features. Reducing friction in the login process will encourage users to utilize the application more frequently and may contribute to improved retention rates. Overall, this adjustment would align well with modern user expectations for convenience and efficiency in digital applications.

01. Research

Competitor Analysis

This analysis highlights the importance of a smooth, efficient reservation experience, combining strengths from both amusement park and booking apps to enhance user engagement and increase reservation completion rates in the Disneyland app.

The analysis reveals that direct competitors in the amusement park apps (Universal Studios and Knott’s) prioritize seamless, in-app reservations with minimal friction, which is crucial for user satisfaction.

Meanwhile, booking apps like ClassPass demonstrate effective processes for handling various reservations, emphasizing personalization and efficiency.

By combining the strengths of both competitor types—such as streamlined navigation and integrated booking options—our project can create a superior reservation experience within the Disneyland app, ultimately improving user engagement and increasing reservation completion rates.

User Research

I conducted 5 virtual user interviews with magic key holders of different ages and attendance frequency.

  • A 41 year-old pharmacist who goes to Disneyland twice a month and goes very casually

  • A 42 year-old creative director who goes twice a year when she comes to CA for work

  • A 40 year-old risk analyst who takes his kid every week

  • A 30 year-old attorney that goes twice a week, sometimes after work just to relax

  • A 31 year-old attorney that goes once a month, with family

In user interviews with five Disneyland Magic Key holders, a diverse range of motivations for visiting the park emerged, from enjoying the attractions and dining experiences to celebrating special occasions.

Despite their enthusiasm, all participants reported significant difficulties when making reservations through the app.

Common pain points included navigating the current multi-step process that requires users to exit the app and re-login, leading to frustration and abandoned bookings.

Users expressed a desire for a more seamless experience that allows them to make reservations directly within the app, highlighting the importance of convenience in enhancing their overall Disneyland experience. This feedback underscores the need for a more integrated reservation system to better serve the diverse needs of Magic Key holders.

02. Analysis & Planning

Affinity Map

The affinity map created from the user interviews with Disneyland Magic Key holders reveals key insights into their challenges and desires regarding the reservation process.

Users expressed a strong need for a seamless in-app booking experience, highlighting frustrations with the current multi-step process that involves exiting the app and logging in again.

Common themes emerged around the desire for quicker access to reservations, simplified navigation, and enhanced user support. Additionally, participants emphasized the importance of a personalized experience that aligns with their diverse reasons for visiting Disneyland. Overall, the findings indicate a clear opportunity to improve the app's reservation system, which could significantly enhance user satisfaction and engagement among Magic Key holders.

User Personas

The two final personas developed from the user interviews represent distinct segments of Disneyland Magic Key holders.

Jasmine is a frequent visitor who values spontaneity and quick access to reservations, often visiting for dining experiences and special events. This persona highlights the need for an efficient, user-friendly reservation process.

David is a family-oriented visitor who plans trips around children’s activities and special occasions, seeking a more guided booking experience. This persona emphasizes the importance of clear information and support throughout the reservation process.

Together, these personas underscore the necessity for a streamlined, intuitive reservation system that caters to the varying needs of Disneyland guests.

I’d like to explore ways to improve the current reservation process in the Disneyland app to help users make reservations and access their reservations without any challenges.

HMW redesign the current reservation process to be in the app to make it more efficient and streamlined?

 I’d like to explore ways to provide a better navigation experience for users, including those who aren’t great with tech.

HMW create or add a feature that would help users navigate the park better to find what they are looking for?

 I’d like explore ways to help users navigate the park easier and improve their visit experience.

 HMW improve the navigation in a way that users could find exactly what they’re looking for without challenges?

Problem Statements

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03. Design

User Flows

Booking a reservation

The user flow was designed by integrating insights from competitor analysis and user interviews, resulting in key design decisions that enhance the reservation process. By leveraging the strengths of the existing flow and the fully in-app dining reservation system, we have streamlined the entry points, simplified navigation, and created a cohesive confirmation step. This approach addresses user frustrations while incorporating successful features from competitors, ensuring a seamless and efficient experience. Ultimately, the redesigned user flow aims to boost user satisfaction and increase reservation completion rates, aligning with the overall goals of the project.

Low Fidelity Wire Frames

The low-fidelity wireframes were developed directly from the user flow, emphasizing design decisions that enhance the reservation process.

By incorporating elements from the existing flow and the fully in-app dining reservation system, the wireframes feature a streamlined layout, intuitive navigation, and clear entry points for making reservations.

These choices aim to create a seamless user experience, reducing friction and improving overall satisfaction while booking within the app.

High Fidelity Wire Frames

The high-fidelity wireframes incorporate insights gained from user testing, resulting in a polished design that enhances the reservation process. Based on user feedback, adjustments were made to improve clarity and navigation, ensuring a more intuitive experience. The refined layout emphasizes ease of access and seamless interaction, directly addressing previous pain points. Overall, these wireframes are designed to elevate user satisfaction and streamline reservations within the app, aligning closely with user needs and expectations.

First Step

There are three actions when coming to the reservation page.

  • Booking Reservations

  • Modifying Reservations

  • Canceling Resevations

I consolidated them all to one page to provide a frictionless experience.

When?

Each step of the process expands and collapses as the user works through them. As seen here, the focus is for the user to choose the date of reservation but for the party size and the park selection, the steps are collapsed but it is easy to go back to the party step if necessary.

The date picker borrows design elements of existing date pickers, providing a familiarity to users.

Choose Party

Using checkmarks to select all the people in your party and make reservations for them to save time on their end.

Where?

The Disneyland Resort has two parks: the Disneyland Park and Disney California Adventure Park.

The original set up worked well as is.

  • If a park is full, the selection is greyed out.

  • The time is included for better planning

One last step

The review page serves as the final opportunity for customers to verify their booking details prior to confirming their reservation. Ensuring all information is correct can enhance customer satisfaction and streamline the check-in process.

Directly in-App

From the research, the biggest pain point was that when making reservations, the app kicked each user over to a browser and they would have to log in with their credentials.

I wanted to add that feature directly into the app to eliminate those pain points.

Booking Complete!

04.

Test

User Testing

Usability testing confirmed that users found the updated reservation process intuitive and efficient. Participants appreciated the clear navigation and noted that the changes addressed previous frustrations. While some minor adjustments were suggested, the overall feedback indicated a significant improvement in the user experience.

Objectives

The goal of this usability test is to evaluate the ease of use, user satisfaction, and overall experience with the app's core functionalities: event planning, meeting people, discussion boards, and meetups.

Specifically, we want to assess:

  • How intuitively users can navigate the reservation booking process

Results

Success Measurements

  • Task Completion Rate: Percentage of tasks completed successfully.

  • Time on Task: Time taken to complete each task.

  • Error Rate: Number of errors encountered

Successes

  • 100% of participants completed successfully.

  • 100% of participants completed within two minutes.

  • 3 of the participants wished this was the real process. (1 cheered, “no more logging in!”)

  • 100% agreed that this is very similar to the current process which makes it easy.

The prototype is a high-fidelity representation of the redesigned Disneyland app reservation process.

It features a clean, user-friendly interface with intuitive navigation elements that guide users seamlessly through booking steps. Key screens include a streamlined entry point for reservations, an easily accessible menu for selecting options, and a clear confirmation page that summarizes details. The prototype effectively highlights the enhancements made based on user feedback, ensuring an engaging and efficient experience for Magic Key holders.

Prototype

Lessons Learned

Lessons learned from the project include the importance of user feedback in shaping design decisions, as insights from interviews and usability testing were crucial in identifying pain points and areas for improvement. Additionally, integrating successful elements from existing features, like the dining reservation process, proved effective in enhancing user experience. The value of iterative design was reinforced, as each phase of testing allowed for refinements that significantly improved the final prototype. Lastly, maintaining a focus on simplicity and clarity in navigation emerged as a key factor in ensuring user satisfaction and encouraging successful reservations.