I recently had the pleasure of visiting Disneyland, and while the magic of the park remains undeniable, it offered some fascinating food for thought on the intersection of digital experiences and the real world. As product managers, we're increasingly focused on omnichannel strategies, but what happens when those digital experiences face real-world complexities?
Let's talk about the good. Disneyland's app excels in many ways. Entering the park with mobile tickets is a breeze. Mobile ordering saves time. Even queuing for ride reservations is streamlined. But even in the Magic Kingdom, there's room for improvement.
- Simplify the UI: The Disneyland app is packed with features, which can lead to a cluttered user experience. On several occasions, I found myself lost, struggling to locate specific features (like those free ride passes I received for a customer service recovery). Like all products, more features equals more screens. Its not just Disneyland, but all apps need to look at contextualizing the UI to make it relevant for the specific users's needs.
- Address App Glitches: Technical glitches can disrupt the user experience. For instance, after redeeming a ride pass, the app fairly consistently required a restart to allow booking the next one. In another case, the mobile food ordering flow would say preparing the food order, but if you left the screen and then it came back it then partially regressed to the last step.
- Account for Edge Cases: This is where things get interesting. In one dining experience, a restaurant power outage revealed a significant gap in the app's functionality. The app continued to display a "preparing your food" message, offering no indication that the order could not be fulfilled. I only discovered the issue after physically going to the staff and asking about it. Product managers must anticipate potential failure points and design systems that communicate effectively with users, even (and especially) in unexpected situations. Systems that cross into the real world need to have ways for front line staff to be able to support service recovery in a graceful way for customers and for themselves.
- Align Digital with Physical Operations: At another restaurant, the pizza and pasta sections seemed disjointed, creating confusion and delays. The app didn't reflect this internal separation, leading to a disconnect between the digital order and the physical fulfillment process. Product managers need to collaborate closely with operations teams to ensure seamless alignment between digital and real-world processes.
Elevating the Experience with Location and Personalization ?
While digital tools enhance convenience, there's a risk of losing the "magic touch" of personalized service and human connection. How can product managers design digital experiences that not only streamline processes but also delight users?
Here are a few ideas inspired by Disneyland's potential, focusing on location-based personalization:
- Location-Aware Ride Recommendations: Imagine if the app used location services to present your ride passes on the home tab or even in a push notification so that you could skip screens in the app. The app could also push the user to take certain actions if say they are near Space Mountain, the app could encourage them to get right back in line for the same ride because the wait time is so short or nudge them to other nearby rides with shorter wait times. This capability would help to enhance spontaneity and maximizing enjoyment. It would help to take the app from being transactional to adding in some magic.
- Delightful Push Notifications:
- Afternoon Pick-Me-Up: Instead of generic notifications, the app could send targeted messages suggesting a nearby treat or a relaxing show precisely when users might need a break. "Feeling tired? Grab a Dole Whip at Aloha Isle, just five minutes away!"
- Fireworks Viewing Tips: To enhance the nighttime spectacular, the app could leverage location data to provide users with optimal viewing spots based on their location. "For a magical view of the fireworks, head to Main Street, near the Plaza Inn!"
- Human-in-the-Loop: Even with automation, provide opportunities for users to connect with a real person when needed. A prominent "Chat with a Cast Member" feature could offer immediate assistance and a personal touch. I would have liked to see more nudging in app for the chat dynamic especially say after the restaurant losing power. That would have been a slick way to proactively reach out to impacted customers and digitally provide service recovery. Delightful experience for guests and a way for Disney to scale the service experience.
The Disneyland app offers valuable lessons for product managers. By prioritizing user experience, accounting for edge cases, and leveraging location and personalization to delight, we can create digital experiences that not only meet user needs but also add a touch of magic to their lives.
#ProductManagement #UXDesign #Omnichannel #CustomerExperience #DigitalTransformation #Innovation #Disney #LocationServices #Personalization
