Skipper
How do you...
make theme parks accesible?
My Role
UX Designer
Information Architecture
Visual Design
Prototyping
Developer Handoff
Information Architecture
Visual Design
Prototyping
Developer Handoff
Tools Used
Figma
View Prototype
Theme parks have exploded in popularity over the last decade around the globe. Many parks have already attempted to establish footholds in the rapidly growing mobile app market. These apps are designed to improve relationships with guests and address common tension points of guests, yet many of which are bogged down by slow and outdated interfaces.
Food and beverage offerings have become a significant part of the amusement park's business. As the demographics of theme parks begin to shift from local populations to more global ones, it's important these guests be able to find offerings that fit their needs and wants.
A multi-park compatible app that gets park guests to their next meal faster, informs users of important nutritional information, and allows them to order with flexibility.
I wanted to better understand the current state of affairs of the global theme park industry. I used Omnico's Theme Park 2019 barometer, an annual report detailing guests' interactions, expectations, and wants from theme park apps all around the world.
I also conducted an online survey with 25 participants where I asked about what they consider when ordering food at a park, their experiences with currently available park apps, and what features would most interest them.
Using the information yielded by research, I created a main problem statement to sum up the main implications:
HOW MIGHT WE....
create a platform that cuts down time spent waiting, gets the user to their food quicker, and makes the user feel rewarded for using the app?
After compiling the data I collected, I created user personas that I felt best represented the survey demographics. One concern about my original personas was that they may feel too "US-Centric". My research findings revealed and exposed me to the habits, preferences, and attitudes of other cultures, particularly in Asia, where there is a massive market and appeal for theme parks.
As a result, I revamped Janae's persona to be more reflective of a broader, global audience. These personas helped drive my decision-making and ensure my design solutions stay on track with the targeted app users and focused on solving user pain points and frustrations.
Soren's user journey when visiting a new theme park.
.png)
To begin brainstorming, I went back to popular theme parks and restaurant apps to observed their current layouts and navigation patterns to see which steps could be optimized.
.png)
❌ Disney's app hides mobile ordering onto separate page, requiring guesswork. Must login to view menus.
✔️ McDonald's app immediately shows you menus and deals. It also indicates which restaurant is closest to you.
To start visualizing my app, I sketched out variants of key flow pages with pen and paper before delving into Figma. Using the feedback from my survey participants, I tested out different displays to help define and establish the app's visual hierarchy.
.png)
I compared my sketches and identified elements of each sketch I thought were most effective and in line with my design goals.
Users with an account can save and earn rewards for using the app to order, as well as save payment types for easy checkout.
I placed the Deals & Promotions category further down to avoid making users feel pressured into purchasing things.
As theme parks expand, their offerings need to be inclusive of park guests who may have different dietary needs, so I included filters and customization choices Additionally, the app should communicate key information (nutritional, location, price, etc.) to avoid making the user do more guesswork.
At a theme park, every second of the day counts. Users shouldn't have to spend precious vacation time swiping through endless menus just to get their food. I wanted to ensure the checkout process was simple to under
I knew I wanted to have a nautical theme for the app, to instill the feeling of exploration and vastness of a theme park. I received some early feedback on the colors make sure they met accessibility standards.
I conducted a remote usability test with 6 users. For the 1st test, users tested with the low-fidelity prototype shown above. They were instructed to complete the ordering and checkout process, and to find their order number on.
After refining the design, I conducted a 2nd usability test to get feedback on the visuals and overall feelings about the app's concept. Users reported they felt more comfortable using Skipper to order their food, and the points & coupons feature made the app feel rewarding.
This was pleasing to hear as one of my main goals with the app was to make the app feel like it is enhancing your vacation, rather than being a nuisance.
Your Multi-Park Food Guide
Discover new restaurants, what's close to you, ongoing promotions, or explore other parks' offerings. You can even keep track of parks you've visited!
Find a meal that fits you.
Looking for something fancy? Or short on time? No problem, Skipper lets you easily filter through different restaurant types.
Get important restaurant information and other nutritional info fast with real time updates.
Order to your liking - and with confidence.
See available customization options. Have a special request? Leave a note to the chef. Prefer ordering in advance? See available pick up times and get your food when you want it.
Explore and get rewarded.
Every order earns your points that can be redeemed for coupons. Complete missions for even more points!
Building an app centered around theme parks means there’s numerous demographics you have to account for. It’s important we do not take things for granted as designers; one thing that seems easy to me might be completely inaccessible for another.
The usability studies helped me overcome designer bias and hear directly from everyday users what they look for in an app of this nature. In the future, I must always consider the diverse range of users using my apps and incorporate their perspectives to ensure my designs are effective and inclusive.