Disneyland — MaxPass
UX & Product Design, Visual Design - 2016
Translating the classic paper PastPass to a new digital product
There is a “Disney culture” in Southern California that is centered around Disneyland. There are cars with AP stickers on the freeways and people with Disney inspired tattoos. So the “Disneyland-going” culture is very different in California, where Guests do not necessarily plan in advance, and might go multiple times a week because they have Annual Passes.
Disclaimer: Internal process and materials are a sensitive subject at Disney, so in order to respect that, I only share the final product below.
One of the classic features of Disneyland is the paper FastPass, which allows Guests to reserve access for a specific attraction at a given time, and skip the standby queue. Studying the contextual and cultural Guest behavior, and leveraging the interaction patterns developed for Walt Disney World FastPass+, we were tasked to design MaxPass, a brand new digital product which allowed Guests to purchase digital FastPass and PhotoPass for the day of their visit.
As the “acting lead” senior visual designer on this project, I partnered up with the lead interaction designer to drive the end-to-end delivery of this product. In this process, we worked very closely with our product management counterparts to re-envision what MaxPass and digital FastPass for Disneyland would be. Here is a list of my responsibilities: Ideation and conceptual development, stakeholder presentations, visual design, photography art direction, usability testing and iteration, visual design specs delivery to the development team, and checking the quality and accuracy of the developed product
Final design — Familiar logic, different product.
Our goal was to design a product that maximized Disneyland Guest day trip by allowing them to easily book FastPasses on their phones across both parks, which was a great advantage compared to the classic paper FastPass. Also, keeping the new product aligned with Disney’s design language was our priority. So, we built upon what we have developed for Walt Disney World, and made it more “Disneyland appropriate”. As the foundational functionality of the Disneyland App is mainly around planning for the day-of-the-visit, we designed MaxPass to reflect such user behavior.
Step by step flow.
First step, park tickets/Annual Passes need to be linked to Disney account. If tickets are purchased on the app, the tickets will appear by default.
If MaxPass is previously not purchased, Guests are prompted to purchase MaxPass, which includes PhotoPass for the day as well.
Second, Guests decide “who is going?”
Now the fun step! Once the party is selected, the focus turns to the park they planned to hop to and then the next available time for the desired attraction.
Once FastPass is reserved, Guests can view their FastPass selections, along with any additional plans they might have made, like dinner reservations, in their “My Plans”.
Lastly, when it is time to redeem the PastPass, Guests get a notification, from where Guests can open the barcode screen to redeem their FastPass at the attraction entrance.
As this product was brand new to Disneyland Guests, we prototyped and conducted multiple usability testings and iterated based on the feedback we received, and tested more. In addition to the digital product usability testing, we were involved in testing the physical barcode scanner to asses screen lighting, barcode readability, as well as evaluating workflow of the whole experience from booking to scanning. All of such studies resulted in a very successful launch and positive reception from our Guests, which inspired the localization of the digital FastPass to be expanded to Shanghai resort.
Leveraging successful features and design patterns already developed for a different park, while applying site-specific functionalities, in order to establish a new product was a great learning experience for me. This process showed me the value of studying cultural and geographical context and users’ corresponding behavior, and how such motivations translate to micro and macro design interactions.
Other designers on this project: Nicholas Brill, Sarah Burley and Kevin Bauer