EY Design Sprint

In this two-day case competition hosted by Big 4 firm Ernst & Young (EY), our team of 5 utilized design thinking to find innovative ways to solve a case problem. Our task was to redesign the theme park experience to better serve customer need while keeping up employee engagement.

We developed an app as the core asset to our solution. I partnered up with a fellow student to rapidly prototype the app interface during the 24 hour challenge, and following the competition, I individually did a second iteration of the mockups.

Work Focus

Product Strategy,

Product Design

Role

Product Manager, Product Designer

Timeline

February 2019

Problem

Long wait times
Difficult website interface
Too many physical tickets
Poor employee engagement

Key Insight: Weak consumer experience

Solution

Gamification system: Beginning with a base number of points, spend points by reserving 15 min time slots for the hottest rides, and earn points by riding less popular rides. Point allocations determined by supply and demand of rides in real time.
Mobile-first approach: Instead of improving the website interface (used more pre-park visit), we proposed an app to support the bulk focus of the consumer journey– their time at the park, where they are mainly using mobile devices as their source of information.
Convenience & accessibility: No more physical tickets– all reservations for rides and admission ticket are found on the app.
End-to-end solution: Employees have a parallel but different portal to increase employee engagement via their new app resource that can help them better serve customer needs.

Overall, our app improves the consumer in-park experience.

Tap on locations to view details

Screen Shot 2020-12-09 at 6.21.44 PM.png

First Iteration

Adobe XD

Completed during the initial 24 Hour Challenge

View record of past attractions visited in "My Journey" and pending visits in the "My Reservations" section

"Route Me" to get guidance towards destination, or reserve to hold a virtual spot in line

Tap on locations to view details

Visitor Facing

Employee Facing

The employee-facing platform gives detailed answers to FAQs customers may have. Although it is ideal that employees are trained well enough that they can adequately guide customers without the platform, this function reinforces and provides extra detail for employees to meet customer needs.

Secondary Iteration

Sketch

First Iteration Issues

Very economized highlight of key features
Harsher/flat interface; too high contrast
Limited map engagement capabilities
Lack of clarity in park routing features

Secondary Iteration Improvements

Simple, clean, streamlined– crucial as park experiences are often fast-moving and highly stimulating (may feel chaotic for some), and so this more relaxing interface can ameliorate user anxiety
More organic forms are easier on the eyes
More detail on map usage
Mockups shown for park routing features