Tasked with developing a self-service system, I aimed to streamline the process for Disney Cruise Line guests to connect their Castaway Club accounts with their Disney accounts, enhancing user experience and convenience.
About Castaway Club & Disney Accounts
Disney Cruise Line's Castaway Club has unique guest IDs for tracking sailings and membership tiers. However, these IDs are often not linked to a guest's Disney login, creating a need for a system that allows guests to connect these accounts without resorting to call center assistance.
My Role & Key Contributions
As lead designer, I engaged with product and tech teams to understand the intricacies of our platforms. My focus was crafting an intuitive self-service solution, backed by extensive user testing on UserTesting.com to ensure usability and gather data for iterative improvement.
Role
Senior Product Designer (Lead)
Launch Date
April 2023
Industry
Travel
Skills
Figma, Design Thinking, Information Architecture, User Research, Data Analysis, Visual Design, Interaction Design, Wireframing, User Flows, Mockups, Prototyping, User / Usability Testing, Accessibility
the challenge
How might we create an intuitive, secure method for guests to connect their accounts?
The primary challenge was to develop a straightforward method for guests to connect their Castaway Club and Disney accounts, while considering the complexity of different backend systems. Additionally, it was crucial that this process didn't hinder guests from completing other essential tasks. Thus, the solution had to be optional but engaging enough to encourage guest participation, all while maintaining security measures to protect personal information.
Our Main Goals
Design a user-friendly process for connecting accounts that is easy for guests to navigate.
Implement the connection feature in logical areas to ensure ease of access.
Prioritize security measures to safeguard personal data.
Kickoff
To begin, it was important to understand why this project was so pivotal. Beyond the obvious advantage of reducing the number of accounts and logins for a guest to manage, it promised a seamless experience both on and off the ship, unlocking access to onboard features, PhotoPass, and more. My approach began with an in-depth audit of the platforms holding the two distinct accounts. This audit was key to understanding how data could be cross-referenced and to identify any limitations between the two systems.
I also dived deep into potential security risks. By setting up comprehensive discussions with product and tech teams, I gathered insights on essential security requirements. These discussions were crucial in shaping our approach, especially in designing automatic validations to minimize human error. We meticulously combed through user and data flows, ensuring we covered every scenario, no matter how minor or unlikely.
As we delved into the details, it became evident that while the surface-level task seemed simple, the underlying complexity lay in the myriad variables and the intricacies of the system architecture. We also faced the added pressure of a tight timeline, as this functionality was a prerequisite for other features in development and tied to an upcoming major announcement for a new onboard experience.
the Solution
Pre- and Post-Sailing Integrations with Streamlined Flows
Considering the limitations of the existing systems, full automation of the linking process wasn't achievable within our timeframe. However, we managed to streamline several steps to expedite the process.
The solution offered two pathways for guests to link their accounts: pre-sailing, via the web portal or app and post-sailing, through the Castaway Club dashboard.
Pre-Sailing Solution
Before their upcoming sailing, guests could initiate the linking process on their reservation via the web portal or through a hybrid experience in our app. Here, they would log into their Disney account, claim the reservation, and identify themselves on the list of stateroom guests. If they are the primary guest, they would also be able to connect other travel party members by identifying them on their Family & Friends list. This process was particularly valuable for those less inclined to undertake the linking on their own.
To confirm individual accounts, we required six unique identifiers to match. Recognizing the possibility of human error, such as missing or incorrect information, we implemented a manual selection and confirmation option. This was crucial for individuals who had booked entire travel parties, ensuring they could manage multiple staterooms accurately.
Self-Connecting (Individual Guest)
For guests simply identifying themselves, the process was straightforward. After claiming their reservation, a to-do list item on their reservation overview page would guide them into the flow. We utilized matching information to auto-populate selections wherever possible. If a guest's data didn’t match or they selected the wrong reservation, we provided an error message to rectify the situation.
Connect Your Stateroom Guests (Primary Guest)
For primary guests with other individuals in their travel party, the system would also prompt them to "connect your stateroom guests." We facilitated as much automation as possible, categorizing stateroom guests into three buckets: unconnected with likely matches, unconnected without matches, and already connected. Our system would also suggest the most likely matches for confirmation or adjustment and there was a simple flow to invite guests to connect themselves if they did not have the information.
Guest Accounts Categorization
Suggested Accounts & Invitation to Connect
Post-Sailing Solution
After completing a sailing, guests could log into their Disney account and navigate to the Castaway Club dashboard. Here, a simple tool will help them look up their Castaway Club account using their ID or past reservation number. If the entered data matched the required parameters, the accounts will successfully link.
Error States
A critical aspect of the solution was anticipating and effectively managing potential error states. Given the diversity of scenarios that could impede successful account linking, it was important to have a well-defined strategy for each possible issue. We meticulously identified various scenarios – from mismatched information to system glitches – that might hinder the linking process.
I collaborated with the tech team to outline specific error codes corresponding to each unique situation. This allowed for precise troubleshooting and clearer guidance for guests encountering issues. My partnership with the copywriting team was also key in this phase. Together, we crafted clear, concise, and helpful messages for each error state, ensuring that guests received the right guidance to resolve issues without frustration or confusion.
This thorough approach to error management was not just about addressing technical hiccups; it was also about maintaining trust and confidence in the system. By providing guests with understandable and actionable information, we aimed to minimize any disruption to their experience and maintain the integrity of the feature.
A "Distinctly Disney" User-Centric Design Philosophy
Throughout the entire process, my goal was to create an experience that felt "distinctly Disney" – helpful, engaging, and sprinkled with magic. Feedback from user testing highlighted the appeal of character illustrations, enhancing the task's enjoyment and aligning with Disney’s enchanting aesthetic. Collaborating with the Art & Animation team, we created custom illustrations, featuring beloved Disney characters, to be used throughout the linking process. These illustrations were more than just decorative elements; they were strategic tools to captivate guests, making the process feel less like a task and more like an integral part of the Disney experience.
The feedback from user testing was overwhelmingly positive. Guests frequently mentioned how the character illustrations not only made the process more enjoyable but also heightened their anticipation for their upcoming sailing. This response was a testament to the value of integrating Disney’s storytelling and aesthetic into even the most functional aspects of our digital platforms.
By focusing on the finer details and incorporating elements of storytelling and delight, we were able to transform a standard procedural task into an engaging and memorable part of the guest's journey. This approach not only improved the usability of our digital tools but also reinforced our commitment to creating magical experiences in all guest interactions.
Results & Impact
Encouraging Developments in Our Digital Integration Effort
The implementation of the account linking feature yielded tangible and encouraging results. One of the most significant indicators of success was the high engagement with the pre-sailing option. We observed that 5.1% of visits initiated the connect account feature, and more than half of these attempts (54%) successfully completed the process. This high completion rate was a clear sign that our design was resonating with guests and meeting their needs.
Furthermore, the self-service feature significantly reduced the volume of calls to the call center related to connection requests. Many guests were able to independently rectify incorrect information and connections on their accounts, demonstrating the efficacy of our solution in empowering guests to manage their accounts autonomously.
As we celebrate these encouraging developments, it's important to recognize this effort as a key component of a larger initiative aimed at creating a seamless guest experience. This project represents just one step in our ongoing journey to unify accounts, simplifying and enhancing the way guests interact with our digital ecosystem.
Reflections
This project was a quintessential example of navigating complex challenges in the digital realm. The simplicity of the feature's concept stood in stark contrast to the intricacies of the data, security considerations, and system limitations we faced. It highlighted the reality that the ideal outcome isn't always immediately attainable, and sometimes, you have to work creatively within the constraints at hand.
Throughout the project, we encountered numerous unforeseen variables and challenges. These instances underscored the importance of having a cross-functional team that communicated effectively and was adaptable. Our ability to quickly assess and respond to new developments was crucial in maintaining our tight timeline.
The experience reinforced my belief in the power of collaborative problem-solving and the importance of maintaining a guest-centric focus. It was a reminder that in the world of design and technology, the journey is often as important as the destination, and that every challenge is an opportunity to learn, grow, and innovate.
