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Discover Disney: Re-imagining the Journey to the Magic Kingdom

Copious
Copious

A recurring discussion with the Copious team is how people discover, explore, research and ultimately buy products or services. Planning and booking a trip to a Disney resort should be the beginning of a truly Magical experience. Our team has re-imagined how people could approach planning a Disney adventure based on things they like and whats important to them. Take a look at our case study: http://copio.us/design/discover-disney/

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DISCOVER DISNEY !RE-IMAGINING THE JOURNEY TO THE MAGIC KINGDOM 息 2014 COPIOUS ALL COPYRIGHTS RESERVED TO THEIR RESPECTIVE OWNERS
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 whats 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 INSPIRATION Planning 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 CHALLENGE Add magic to the experience of planning a trip to a Disney resort through unique content consumption practices and user personalization.
TABLET-OPTIMIZED EXPERIENCE We 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. 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 ! !
Discover Disney: Re-imagining the Journey to the Magic Kingdom
THE DNA OF AN EXPERIENCE Individual 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 youre 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 YOU We 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. ! !
SHE STARTS HER DISCOVERY BY CHOOSING EVENT AND THEMES SHE KNOWS HER FAMILY WILL ENJOY AND REMOVES ONES THEY ARENT INTERESTED IN. ! !
SHE THEN ADDS MEMBERS OF HER FAMILY AND THEIR AGES. ! !
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. ! !
SHE FILTERS HER RESULTS KNOWING THAT HER SON LOVES RIDES AND THAT HER DAUGHTER REALLY WANTS TO MEET ELSA. ! !
SHE FINDS AN ATTRACTION SHE LIKES AND FAVORITES IT FOR LATER. SPLASH MOUNTAIN LOOKS INTERESTING SO SHE TAPS TO LEARN MORE. ! !
ON THE DETAIL PAGE, SHE QUICKLY FINDS A MORE DETAILED DESCRIPTION AND IS CHARMED BY THE FUN ANIMATED FACTS. ! !
AFTER SELECTING A FEW ATTRACTIONS, ELEANOR DECIDES TO LEARN MORE ABOUT THE FOOD AT DISNEY. ! !
FROM THE DINING PAGE, ELEANOR FINDS GUIDES AND INSIDER TIPS FOR DISNEY PARKS. ! !
ITINERARY & BOOKING After 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. ! !
SHE STARTS PLANNING OUT EACH DAY OF HER FAMILYS TRIP. ! !
FROM HER CART, ELEANOR SEES AN OVERVIEW OF HER TRIP INCLUDING DETAILS LIKE HER FLIGHT AND HOTEL RESERVATION. ! !
ANTICIPATION While 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 BIG We approach the design with the customer in mind first. There isnt anyone in the world more important than them. They have real problems, real needs, real emotions. Once weve walked in their shoes for a while, we begin to think about how design can take them farther. We hope youve enjoyed this peek into our world. Want to know more? Lets grab coffee and chat.
ADDITIONAL RESOURCES ! Copious Site Blog | Video Animations
Discover Disney: Re-imagining the Journey to the Magic Kingdom

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Discover Disney: Re-imagining the Journey to the Magic Kingdom

  • 1. DISCOVER DISNEY !RE-IMAGINING THE JOURNEY TO THE MAGIC KINGDOM 息 2014 COPIOUS ALL COPYRIGHTS RESERVED TO THEIR RESPECTIVE OWNERS
  • 2. 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 whats 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.
  • 3. THE INSPIRATION Planning 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.
  • 4. THE CHALLENGE Add magic to the experience of planning a trip to a Disney resort through unique content consumption practices and user personalization.
  • 5. TABLET-OPTIMIZED EXPERIENCE We 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. 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 ! !
  • 7. THE DNA OF AN EXPERIENCE Individual 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.
  • 8. 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 youre in the Park, meeting Mickey for the first time or planning an adventure, every touch point should be held to the same standard.
  • 9. OUR FOCUS: RESEARCH THROUGH BOOKING
  • 10. DESIGNING FOR YOU We 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.
  • 11. 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.
  • 12. SHE IS GREETED BY A WELCOME SCREEN AND IS PLEASANTLY SURPRISED BY THE SIMPLICITY OF THE ACCOUNT SETUP. ! !
  • 13. SHE STARTS HER DISCOVERY BY CHOOSING EVENT AND THEMES SHE KNOWS HER FAMILY WILL ENJOY AND REMOVES ONES THEY ARENT INTERESTED IN. ! !
  • 14. SHE THEN ADDS MEMBERS OF HER FAMILY AND THEIR AGES. ! !
  • 15. PROFILE COMPLETE. After completing her profile, Eleanor is ready to start discovering Disney.
  • 16. 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. ! !
  • 17. SHE FILTERS HER RESULTS KNOWING THAT HER SON LOVES RIDES AND THAT HER DAUGHTER REALLY WANTS TO MEET ELSA. ! !
  • 18. SHE FINDS AN ATTRACTION SHE LIKES AND FAVORITES IT FOR LATER. SPLASH MOUNTAIN LOOKS INTERESTING SO SHE TAPS TO LEARN MORE. ! !
  • 19. ON THE DETAIL PAGE, SHE QUICKLY FINDS A MORE DETAILED DESCRIPTION AND IS CHARMED BY THE FUN ANIMATED FACTS. ! !
  • 20. AFTER SELECTING A FEW ATTRACTIONS, ELEANOR DECIDES TO LEARN MORE ABOUT THE FOOD AT DISNEY. ! !
  • 21. FROM THE DINING PAGE, ELEANOR FINDS GUIDES AND INSIDER TIPS FOR DISNEY PARKS. ! !
  • 22. ITINERARY & BOOKING After 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.
  • 23. 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. ! !
  • 24. SHE STARTS PLANNING OUT EACH DAY OF HER FAMILYS TRIP. ! !
  • 25. FROM HER CART, ELEANOR SEES AN OVERVIEW OF HER TRIP INCLUDING DETAILS LIKE HER FLIGHT AND HOTEL RESERVATION. ! !
  • 26. ANTICIPATION While waiting for their vacation, Eleanor and her family are updated on trip milestones through mobile notifications, building excitement about their upcoming adventure.
  • 27. WE LOVE TO DREAM BIG We approach the design with the customer in mind first. There isnt anyone in the world more important than them. They have real problems, real needs, real emotions. Once weve walked in their shoes for a while, we begin to think about how design can take them farther. We hope youve enjoyed this peek into our world. Want to know more? Lets grab coffee and chat.
  • 28. ADDITIONAL RESOURCES ! Copious Site Blog | Video Animations