Overview

Year after year our team worked on improving trip planning content by focusing on what content.
Finally, we focused on how the content was delivered.

This is the story of creating a digital tool to transform frustration to fun.


Less labor and more delight

Less this...
More this...

User Need

Park Guests research told us:
1) It's hard to plan a Disney Vacation
2) We need guidance and tips

Product Need

Product team wanted:
1) Simplify trip planning
2) Empower Guests with knowledge,
3) Create a "trusted advisor" 

Strategy & Solution

Approach:
​1) Validate user goals
2) Review current content
2) Partner with design to ideate
3) Prioritize and structure content
4) Shape an interactive tool

Action & Process

My process:

  1. Understand the user, needs, and context 
  2. Define the problem / user need
  3. Validate need through research
  4. Ideate solutions with product designer to explore solutions and flows. 
  5. Refine content, text, and imagery
  6. Prototype experience to share for feedback
  7. Test prototype in usability testing (Test)
  8. Deliver final content and documentation 
Discovery

  • Research
  • Content audit - existing trip planning content
  • Stakeholder interviews
  • Competitive analysis
  • Current metrics
  • Search log analysis
  • User testing feedback
Picture
UX Research

We started with research to investigate users and produce data and insights to formulate requirements from users

Results
  • Guests find planning difficult
  • Guests believe Disney knows the perfect itinerary
  • Guests enjoy exploring itineraries more than creating

 

User Personas / Use Cases

  • Identify users 
  • Align on primary persona
  • Create persona

Giselle: mother (38) planning for a family
User journey
Content strategy
 - Convert content-based trip planning into an interactive experience
 - Create a vacation recommender tool to playfully gather criteria and produce a trip itinerary
 - Generate sample itineraries based on user criteria
 - Enable users to modify elements and discover new itineraries 
 - Leverage contextual content
Picture

Content Identification  

  1. Content audit to identify current content
  2. Content inventory to capture content
  3. Content usage analysis to identify what most used
  4. Identify new content to sketch scope
  5. Content hierarchy to structure content by weight and need
  6. Content brief to share findings and align on strategy
Picture
Ideating with design


  • ​Collaborative white boarding - with product and broader design team
  • Customer journey map - journey through planning / touchpoints 
  • User flows - steps to reach their goals


Prototype solutions for feedback  
Picture
Content principles

My content design shaped components that are
  • contextual
  • visual
  • immediately actionable


Contextual content
UI Writing – let the interface speak

The UX writing created content that is
  • simple
  • human
  • engaging

To achieve this, I partnered with:
  • product to agree on content needs
  • product design to shape the look, feel, and experience 
  • engineering to enable contextual education 

Approach
  • Structure content into a progression 
  • Identify optimal user touch points 
  • Reflect Disney tenants and values -- "distinctly Disney"
  • Test for usability and comprehension
  • Optimize from test results, analytics and data

Solution: Playful, yet productive, interactive tool

Invite

Interactive content to entice the user
to share the criteria for their dream trip.

Engage

Engaging content that playfully encourages users to share vacation goals and priorities. 

Accomplish User Goal

Narrative-based interaction to fulfill users' trip-planning goals with a custom itinerary 
Building awareness

Results


Success metrics / data:
  • 3-4% decrease use of request for help from call center for planning advice
  • 5.7% opt-in to tool 
  • 4.6% decrease in bounce rate from existing planning pages
  • 5% increase in time on page after adding tool


What I learned:

1. Sometimes its not the what, but the how
  • Users wanted a different way of accessing trip-planning content

2. Interactive, progressive digital tool that
  • Create tools based on user criteria and engagement.  an engaging framework and writing made the flow playful. 

3. UI writing is about engagement
  • Write to make the flow fun, progressive and playful
  • Build a pace and flow to the experiencd

4. Leverage narrative storytelling
  • Lead the user through a story of their upcoming vacation 



Proudly powered by Weebly