PARKAPP
Your in-pocket theme park app
MY ROLE
UX Designer owned end to end Experience and research
PROJECT
Enhancing the amusement park visitor experience through a theme-park-in-your-pocket app
BACKGROUND
Amusement parks by nature are crowded spaces. The experience economy requires that amusement parks still deliver a seamless visitor experience. Theme parks need a system to personalize and improve visitor experiences.
The goal of this project was to create a mobile app that improves guest experiences while helping parks to boost revenues.
A PROBLEM TO SOLVE
With the many touchpoints in a crowded amusement park, skip the line options are a major selling point for visitors. Visitors also need to be able to navigate and find facilities easily. They should be encouraged to purchase in-park items (especially food) despite the often-long lines.
The mobile app needed to customize information about a theme park and its facilities to suit the visitor and encourage spending.
THE SOLUTION
A mobile app that can personalize park data to user’s preferences, enhance the visitor experience, and improve revenue generation from in-park purchases.
RESEARCH
Industry research
1.1B
Visitors
44.8B$
Customer expenditure
8%
Annual growth
4X MORE
Spending on experiences then physical goods
״The rise of the experience economy, in which increasing numbers of consumers place greater emphasis on the quality of an overall experience, rather than a single purchase, meal, or ride.״
Competitive and comparative analysis
Research using competitive analysis and reviews. I concentrated mainly on first-hand accounts of park visits and reviews on the user experience of the most high-profile apps.
Key Takeaways:
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The apps are often used for trip booking in advance, from Fast Passes to reservations.
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Today’s visitors want an app to help them organize their visit, avoid queuing, and generally assist them to make the most of their time.
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In addition to saving time, the apps can keep the kids busy while waiting, through in-app content and activities.
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Lack of information is the number one frustration the app needs to resolve. (As for queues, show times and general information about rides and more)
Sources:
1)https://www.forbes.com/sites/csylt/2018/11/04/experience-economy-boosts-theme-park-spending-to-a-record-45-billion/?sh=42f70bc929e4
2)inc.com/anne-gherini/cash-in-on-experience-economy.html
3)https://www.ausleisure.com.au/news/iaapa-report-highlights-global-surge-in-the-experience-economy/
4)https://www.themouseforless.com/blog_world/2018/09/review-play-disney-parks-app/
5)https://allears.net/reviews/my-disney-experience/
6)https://www.influenster.com/reviews/my-disney-experience/
7)https://www.influenster.com/reviews/my-disnhttps://play.google.com/store/apps/details?id=com.universalstudios.orlandoresort&hl=en_US&gl=US&showAllReviews=trueey-experience”>https://www.influenster.com/reviews/my-disnhttps://play.google.com/store/apps/details?id=com.universalstudios.orlandoresort&hl=en_US&gl=US&showAllReviews=trueey-experience
OUR USERS
Today’s visitors, for whom apps are second nature for everything from dating to managing their finances, have definite ideas about what they want
We collected information from surveys and interviews conducted by the International Association of Amusement Parks and Attractions (IAAPA
#1 PRIORITY
Avoiding queue
68%
Chose avoiding queues is their first priority while visiting an amusement park
TOP CHOICE OF FUNCTIONALITY
Queues visibility
56%
Would choose to have visibility of queuing times for food and rides as their top choice of functionality
SHOPPING BOOSTS
Pre-order
84%
Said they are either very or quite likely to use an app to order food and drink ahead so they can avoid queuing
It all comes down to queuing...
Research by omnico found that 70% of us amusement park visitors choose not to buy food and beverages at a park because of the lines.
Journey map
I was able to determine the emotional journey of theme park visitors at each stage of the visit (and pre-visit) experience. From that, I devised opportunities for improvement from the low points in the journey.
PERSONAS
Joe
35, Married +2, Financial Analyst, Denver, CO.
GROUP MEMBERS
TYPE
Rational
BACKGROUND
Joe and his family are planning a 3-day vacation to one of the largest amusement parks in the world.
Joe is the planner of the family vacations and he enjoys it, especially with his kids. He knows that activities need to be planned in advance, so everything goes smoothly…
QUOTE
"I've been waiting for this trip for so long! I hope we won't waste a lot of time in queues Because I really want my kids to be able to see as much of the park as possible"
GOALS
Enjoy the rides, not the queues
navigate. not waste energy walking
MOTIVATIONS
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Likes order, organization and saving time
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Make the most of the time in the park
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FOMO
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Likes to be in control
Keep the kids busy (and happy)
get information about special shows&events
FRUSTRATIONS
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Likes order, organization and saving time
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Make the most of the time in the park
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FOMO
-
Likes to be in control
RESEARCH INSIGHT
The rise of the experience economy sees increasing numbers of consumers placing greater emphasis on the quality of an overall experience, rather than a single purchase, meal, or ride.
Patrons avoiding queues for food, drinks, merchandise, and other park offers lead to lost revenues.
Visitors preferred apps that allowed them to pre-organize their visits, especially to avoid lines, so they can make the most of their time
The apps are often used to book in advance, e.g., reservations and fast passes.
Parents wanted in-app content and activities to keep kids occupied while they wait.
Users want special offers or rewards as incentives to download an app
Lack of information is the number one frustration apps needed to resolve. This included queue wait times, show times, ride information, etc
THE OUTCOME
ONBOARDING
Our research has helped us make sure we are investing in the right kind of functionality that is irresistible to visitors but also boosts revenues.
The ParkAPP provides a tailored theme park visitor experience comparable to the top-ranked visitor apps. It’s designed to encourage long-term use through its reward programs, and information is customized to each visitor group. By prioritizing visitor experiences, it helps to boost park revenues by addressing the key visitor challenge – avoiding long queues.
VISITOR PERSONALIZATION
A short, user-friendly intake questionnaire clarifies the needs, preferences, characteristics, and limitations of the visitor (group or individuals). Then, the app gives personalized suggestions and information in keeping with the responses.
QUEUE BOOSTING
With so many persons choosing fast passes, those fast pass lines can get long and lead to additional frustrations. ParkApp allows visitors to check queue length before going to a specific attraction.
They can also enter virtual queues for food, restaurant tables, and rides which solve the lack of information about queue lengths and waiting times.
Map view – see each attraction individually
Visitors can view queuing times and their proximity to specific attractions to help manage their time more efficiently.
List view – see the attractions according to preferences
When changed from map view to list view, the user can arrange the attractions by queue length, proximity, and more.
REWARDS PROGRAMS
The rewards program features in-app activities that encourage use through real-time points accumulation that can be redeemed in the park. Activities include adding location information, preferences, needs, status
Use the app > Earn points > Redeem points in the Park
PRE-PLANNING AND PRE-ORDERING
This functionality allows for pre-planning to address the key pain point – waiting times. Visitors can either pre-plan the day or choose more flexibility in their actions. It provides real-time information about on-site events and allows visitors to find a seat when food courts or restaurants are busy.
INTERACTIVE CHILDREN’S ACTIVITIES
The activities keep kids engaged in a challenging environment – waiting in line. Kids (and adults) can play ParkAPP games, discover new places, and check wait-time.
Real-time information, customized offers, and checking in when it’s your turn!
Custom notifications
KEEP THE KIDS BUSY AND EARN POINTS!
FINAL THOUGHTS
Beyond the many functions of the app and the goals it was designed to achieve to both the park and the users, I faced the challenge of changing the tangible experience of experiencing the park without digital aids.
Changing the habit of navigating through maps, waiting in line, not planning the visit but simply coming to terms with the shortcomings of the theme park experience - is the greatest achievement of this design.
While providing significant value from the first use and creating incentives focused on pain points we were able to produce an experience that is capable of holding within the hustle and bustle of the distractions of an amusement park.