D IS NEY + S CA D G U ES T ROOM EX P ERI EN C E
CONTENTS 5
OVERVIEW
17 INITIAL MEETING
21 DISCOVER
39
DEFINE
67 DEVELOP PHASE I
89 MIDTERM
95 DEVELOP PHASE II
105 DELIVER
22 Secondary Research
40 Research Synthesis
69 Synectics
90 Presentation
96 Additional Research
106 Final Concepts
30 Primary Research
42 Insights
70 Initial Concepts
93 Feedback
100 Teams
132 Mode Maps
10 Timeline
47 Encounters Map
83 Phase I Prototypes
102 Approach
136 Possible Theming
12 The Team
48 Service Blueprint
140 Decision Matrix
50 Bi-Polar Persona Matrix
145 Conclusion
7 Project Overview 8 Phases
19 Challenge
53 Personas 65 Value Proposition
OVERVIEW At the beginning of a promising 2016, fifteen intrepid students of diverse origins came together to participate in an exciting collaboration between Walt Disney Imagineering Research and Development (WDI R&D) and the Savannah College of Art and Design (SCAD).
THE PROJECT The Walt Disney Imagineering Research & Development team collaborated with SCAD to research and develop design concepts to improve the Guest room experience within Disney Resorts, including both services and entertainment, focusing on the use of technology. The team acquired primary research touring three Disney Resort hotels in Orlando, Florida, conducting ten Guest and Cast Member interviews, and launching a wide-reaching survey with questions regarding the Disney vacation experience. Additional secondary research explored the nature of living spaces, hotel industry trends, technology, and The Walt Disney Company. After affinitizing the data collected, the team generated a series of Human-Centered Design tools to map out various elements of the Guest’s journey and established a collection of ten major insights from their findings. The design team split into three groups based on identified categories for service and technological advancement to develop initial concepts. The teams then worked together to refine their concepts, while a prototyping team constructed physical and digital demos. Following a critique from the Disney partners, the entire design team refocused their efforts towards 6 | DISNEY + SCAD CLC WINTER 2016
two design directions, again developing and refining their ideas before regrouping to integrate their thoughts together. The overall mission set forth by the team sought to capture the essence of the “magic” within the Guest room experience, creating memories for families, even the everyday activities. The team took this concept a step further by anchoring their solutions within the narrative “the Guest is the magic in the room.” For example, one concept features the use of a simple, ‘magic' box.The family staying in the room is encouraged to work together to open the box, using their MagicBands. When the box opens, projections illuminate the walls, ceiling, and floor with effects and even characters relating to the Resort’s theme. This concept emphasizes, within the first few moments in the room, that the Guest is empowered to bring the magic of the space to life. The team presented four core categories of Guest room experiences, each with its own set of concepts, as well as digital and physical prototypes to WDI for the final presentation. A theater-like environment was built in which the Disney partners were entertained by a narrated projection show that highlights the concepts within the context of a Guest room experience. OVERVIEW | 7
DISCOVER
The journey of this design process began with a challenge. The Discover phase explored Guest needs and expanded the team's understanding of the Disney hospitality environment.
During the Define phase, the team analyzed the research conducted in the Discover phase. The data points were then synthesized and affinitized into key insights and opportunities that led to the development of initial concepts.
DEFINE
DEVELOP
Research based solutions were defined and iterated throughout the Develop phase. These concepts were refined to address the opportunities found during the Define phase and the design criteria delivered by WDI.
The Deliver phase resulted in a series concepts from ideation are visualized and prototyped. These offerings are the culmination of the team's entire design process.
DELIVER
DESIGN PROCESS TIMELINE
WEEK 1: KICKOFF
WEEK 5: INITIAL DEVELOPMENT
• Project Kickoff with Disney Imagineers • Secondary Research: Technology, Industry Trends, Narrative and Disney Magic
• Interviews and surveys
• Concept development using three main categories: Everyday Magic, Immersive Spaces, and Personified Technology
• Online reviews analysis
• Prototype development
WEEK 3: RESEARCH
• Preparation for research trip to Orlando, Florida
• Field research trip to Orlando, Florida • Secondary Research: Demographics, The Walt Disney Company, Competitors, Business Environment, Technology
WEEK 2: RESEARCH
• User-centered Design Tools: Persona Bipolar Matrix, Persona generation, User Journey Maps • Service Design Thinking Methods: Service Blueprinting, Encounters Map • Affinitizing and developing insights from research findings • Synectics sessions to organize research findings, insights and idea generation
WEEK 7: CONCEPT DEVELOPMENT
WEEK 9: PROTOTYPING • Prototyping
• Archetype of Disney family and their journey through modes
• Presentation production
• Concepts and sketching
• Finalizing process book
• Midterm meeting
• Concept refinement
• Final meeting
• Feedback analysis
• Prototyping
• Project wrap-up
• Team splits into two main directions: Zoning and Projection Mapping • Concepting into two main directions
WEEK 8: CONCEPT REFINEMENT
WEEK 10: DELIVERY
WEEK 6: MIDTERM
WEEK 4: MAPPING AND INSIGHTS
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OVERVIEW | 11
SUANNE FU
POLLY ADAMS
AVA BERNACKI
Interactive Design & Game Development Harrison, NJ Professor
Service Design Denver, Colorado Service Designer
Interactive Design & Game Development Troy, Michigan Production Engineer
XENIA VILADAS
MADI BURKE
MENGYING CHEN
Service Design Barcelona, Spain Professor
Service Design Fort Myers, Florida Assistant Project Manager
Interactive Design & Game Development WuHan, China Visual Designer
THE PIONEARS In the early stages of their quest, the design team took a hard look at the nature of their group, the client, and the quest before them. Comprised of a diverse team of artists and designers, the team knew itself to be a collection of people driven to explore a new frontier of exciting concepts and solutions. Once the team paired itself with the legendary Disney brand, it was discovered that they gained a very iconic symbol of exploration, determination, and adventure, making them the “PionEars�.
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OVERVIEW | 13
MOMO CHEN
RACHEL DEMEYER
MARIA DE LA VEGA
XIOPENG SHEN
EVAN SMITH
ANA SOTO
Urban Design NanJing, China Layout Designer
Motion Media Military Family Production Manager
Service Design Cartagena, Colombia Service Designer
Interactive Design & Game Development Beijing, China Concept Artist
Interactive Design & Game Development San Francisco, California User Experience Designer
Service Design San Jose, Costa Rica Content Manager
STEPHANIE KRELL
EMILY MUELLER
ABHINAV NARAIN
JIAOLONG WANG
KEYUE QI
Design Management Akron, Ohio Project Manager
Graphic Design Albany, New York Art Director
Interactive Design & Game Development Los Angeles, California Copywriter
Design Management DaLian, China Production Manager
Interactive Design & Game Development DaLian, China Visual Designer
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OVERVIEW | 15
INITIAL MEETING Our intrepid PionEars found their “Call to Adventure” during an exciting Kickoff Week at SCAD. After warm greetings and hearty introductions, the first meeting between Walt Disney Imagineering and the PionEars featured an engaging client presentation. This reflected upon the history of WDI, an overview of Disney’s R&D Resort Lab, their processes, and the experiences they maintain for Guests around the world.
THE CHALLENGE The Disney partners posed the question "If we were inventing the concept of a Disney themed resort today, how would this experience look and feel?" This challenge was matched with the reminder to design and deliver with a deep understanding of the Disney Guest and to make great places, create experiences, and tell stories. Over the course of the discussion, a two-phased approach was put forth. It was established that the team would focus on open concept and ideation for the first half of the project’s timeline, and practical execution and integration of the agreed upon concepts for the second. Above all, the dialogue between the two parties centered around the unique qualities that make a Disney vacation so special and memorable. Indeed, as the meeting ended, this quintessential “Disney Difference” (as it was called by WDI) was agreed to be the signature priority for the team as it prepared to embark forward on its new quest. 18 | DISNEY + SCAD CLC WINTER 2016
INITIAL MEETING | 19
DISCOVER To further understand the nature of the industry, the Disney company, and the resort Guests, the team explored a wide variety of information and data, gathering useful insights from articles, books, and online sources. The team also gained valuable insight from an expedition, touring several resorts at Walt Disney World Resort in Orlando, Florida.
SECONDARY RESEARCH The coming quest called for a wide breadth of research and preparation. For the PionEars, truly understanding the nature of the task, the development of global trends, and the priorities of Disney and its Guests, were crucial first steps. Throughout their diligent fieldwork and investigations, the adventurers began to formulate their findings into a system of seven categories.
DEMOGRAPHICS The Disney Guest has always been the number one priority within Disney Theme Parks and Resorts. Anchoring the focus of research around Guest values and behavior was quickly agreed to be an important facet of research for the PionEars. Beyond the Guest, a valuable element of Disney’s Resort experience is the Cast Members they employ and empower to truly bring the magic to life. The team considered demographic
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information from both categories, gaining futher insights. Among their discoveries, the PionEars found the typical high season for theme park goers to be March to April, mid-June to mid-August, and mid-December to early January. Facts and numbers began to develop, revealing useful statistics including discoveries stating that travelers stay an average of 4.1 nights at a theme park.
DISCOVER | 23
COMPETITORS Understanding Disney’s competitors was key for the design team to truly conceptualize a one-of-akind experience that only the magic of Disney could accomplish. In addition to Disney’s main competitors, the PionEars also made sure to examine indirect competition beyond the Theme Park Industry. Guest’s choices for vacation-living accommodations and experiences are always expanding. From user personalization, including social-media based profiles
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INDUSTRY TRENDS for hotel guests, to theatrical wow-factors, like the robot hotel in Japan, the hospitality industry was found to be integrating itself more and more with modern technological infrastructure and innovation. Closer to home, satisfaction ratings regarding popularity and guest attendance reveal Disney dominates in the industry with staggering statistics. This also highlights the important areas of the vacation experience that signaled the true key Disney differentiators.
As a business, Disney's role in the hospitality industry as a whole was a significant thought on the mind as the team continued its research process. The PionEars believed it exceptionally important to understand how the business of providing for user comfort and accessibility throughout all walks of life, and researched the various trends and innovations throughout a variety of business environments beyond entertainment. Sharing economy models like AirBnB, Hoteliers, and Uber were found to be differentiators through faceto-face interaction, personalized service, social media engagement, and streamlined mobile accessibility.
In other tourism segments, market leaders were discovered to be prototyping and experimenting with high technology, including British Airway’s approach to guest service through the use of mood-detecting blankets and Google glass for their staff to help identify individual needs of their passengers. And with Millennials poised to dominate nearly half of the business market in the next coming years, the needs of Guests have evolved to crave detail oriented services that result in long lasting memorability. Overall, the tourism industry has doubled in the last 20 years and is expected to double again over the next 20.
DISCOVER | 25
THE WALT DISNEY COMPANY Insight into the Walt Disney Company itself was an extremely important phase of research. Knowledge and understanding of Disney resort ecosystems enabled the PionEars to successfully integrate their concepts with the logistics of an already well established vacation enterprise. An understanding of the company’s overarching goals and beliefs would bring the design team closer to accessing the desired “Disney Difference.”
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At the core of their findings, the PionEars found that the Disney Company focuses on generating the best creative content, fostering innovation and new technology into new markets around the world. When it comes to a Disney Vacation experience, everything is about the Guests. This ensures they have as much opportunity as possible to experience happiness and magic together, while making memories that will last a lifetime.
DISNEY MAGIC Magic is a word almost synonymous with the name Disney itself. In hopes of gaining insight into how this magic could blossom in the Guest room, the PionEars investigated various techniques utilized within the parks and resorts to create those truly Disney-esque memories and experiences. A prominent theme in their findings centered around Disney’s ability to create their magic through the optimization of the mundane, innovating many of the inevitable obstacles that arise within a Theme park experience. Additions such as interactive games and activities bring life to what would
have otherwise been a standard queue line for a ride or attraction in the park, for example. Beyond these insights, however, the team took time to step back from understanding the creation of Disney Magic to investigate what factors within any vacation experience could dampen the fun. From the chaos of tired and hungry children, to the simple distraction of mobile notifications, this added perspective would enable the PionEars to identify new opportunities for fostering and maintaining the Magic within their designs.
DISCOVER | 27
TECHNOLOGY
NARRATIVE If magic is the heart of the Disney experience, storytelling is the backbone behind it. Beyond the resort rooms and the theme park rides, the Walt Disney company is fundamentally a powerhouse for telling meaningful and compelling stories in infinite media for all ages. Understanding both the elements that make up the Disney story and new technological and societal trends emerging for the art of storytelling were both crucial to the research process. Mobile technology and interfaces were found to provide storytellers with new levels of accessibility and customization for their audiences, while
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interactivity, transmedia, and atmosphere were found to be expanding the degree of immersion storytellers could achieve. Understanding full well that the original Disneyland was built as a mechanism to transport Guests into the movies and animations of the Disney Company, the team researched plot-development methodologies. This included the Hero’s Journey and the Three-Act Structure in storywriting, unlocking the notion of treating the Guest as a protagonist in an emotional journey, empowering them to be the active participant in a compelling narrative experience.
Inspiring new technologies are at the forefront of Disney’s neverending quest to reinvent and redefine what it means to have a fulfilling vacation experience. The PionEars have embraced this notion wholeheartedly, researching a wide variety of present day advancements, as well as innovations being developed for the future. The team investigated technology already employed by the Disney parks and resorts, allowing themselves the opportunity to integrate concepts into already existing cutting-edge systems. Focusing on main factors that
directed their search were: cost of technologies, ease and accessibility of use, as well as opportunities for growth and adaptation. The focus of the research embodied the principle of technology as a solution, which would further enable the team to conceptualize new ways to both improve and streamline employee operations within a resort to better service the Guests. This would enable the room experience to elicit the same magic found in the parks for its occupants, holding true to the heart of the Disney vacation experience.
DISCOVER | 29
PRIMARY RESEARCH Early along in their journey, the PionEars deemed it necessary to venture out beyond the borders of Savannah to gather much needed primary research. Trekking forth to nearby Orlando, Florida, the team explored and documented the current Disney Guest room experience throughout three of Walt Disney World’s exciting Resorts.
DISNEY'S ART OF ANIMATION RESORT First on their stop, the team was led through one of Walt Disney World’s most popular Value Resort hotels, Disney’s Art of Animation. The PionEars uncovered valuable information regarding some of the more common comments and concerns brought forth by Guests, as well as some of the innovative new techniques being implemented by the Resort to increase the level of comfort, accessibility, and magic that resides within the Guest space.
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DISCOVER | 31
DISNEY'S CORONADO SPRINGS RESORT The PionEars then moved on to Disney’s Coronado Springs Resort where they learned how the design of the Guest experience at this Resort differed from others, incorporating its own theme and atmosphere for families and groups of all sizes. It was also revealed that a major defining factor in the nature of the Resort’s experience stemmed from the fact that Coronado Springs Resort features a convention center, necessitating an important degree of added accommodations and services.
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DISCOVER | 33
DISNEY'S ANIMAL KINGDOM LODGE On their last stop, the team visited one of Walt Disney World’s most well known Deluxe Resort hotels, Disney’s Animal Kingdom Lodge. In addition to appreciating the value and wonder of the live animal enclosures the resort holds for Guests to enjoy, the PionEars had a memorable opportunity to learn the true magic provided by Cast Members. The experience came upon them thanks to the spontaneous tour they received from African-native Resort Greeter Makho, and a young Guest who couldn’t resist running up to him in the middle of the tour to surprise him with a giant hug.
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DISCOVER | 35
SURVEYS
INTERVIEWS
Beyond qualitative findings, the team understood the importance of also acquiring quantitative data. With this in mind, the PionEars created a survey to be sent out to previous Disney Guests via social media, with questions focused on emotions and general concerns the Guests had in their resort experience. A total of 190 responses were collected and used to enhance the understanding of the existing perception of Disney Resorts. Demographics of these past Guests varied wildly, but ultimately led to a deeper comprehension of what Guests staying in different levels of Resorts desire and take away from their stay. The PionEars were empowered with crucial intel regarding the needs, desires, and expectations of both the infrequent and the highly dedicated returning Guests.
To dive deeper, the PionEars conducted a total of 10 Guest and Cast Member interviews. The interview sessions with Guests allowed for better understanding of the background of typical user segments, the planning process they underwent in booking their stay, the reasons they had for choosing to stay with Disney and their overall resort experience. In turn, these qualitative findings helped build the personas that the PionEars were developing. They also were intent on interviewing former Cast Members to better understand how they each brought Disney magic to Resort Guests. When they had completed the interviews, the team found themselves well-equipped with an understanding of the motivations and desires that fueled all those who chose to stay or work at a Disney Resort. The new knowledge became valuable when working towards forming more refined concepts that could meet and exceed the needs of Guests and Cast Members, alike.
Who did you travel with?
GUEST INTERVIEW QUESTIONS Did staying at a Disney Resort enhance your vacation?
95%
FAMILY
• Which resort did you stay at? For how long? • Have you stayed at that resort before? How many times?
Would you stay at a Disney Resort again?
91% YES
87% YES
• List the top three reasons you chose to stay in that Disney resort. • Describe the “feel” of the resort in three words: • Where there moments during your stay that surprised you or stood out as magical? • Did your room meet all your expectations? Did it exceed them? Were there any challenges? • When returning from the parks what type of atmosphere would you like to experience at the resort? • Is there anything about your stay with Disney resorts that stood out as different from regular hotels you’ve stayed in before? • How do you spend your down time while at the resort?
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DISCOVER | 37
DEFINE Though research is a crucial part of the process, raw data is too vast an ocean to explore when timed deliverables are a factor. After acquiring a mass of information, the team found themselves ready to add definition to the disarray. Their process culminated in a series of insight summaries and Human Centered Design tools that mapped out in-depth projections of the current Disney Guest room experience, as well as the industry trends and opportunities they could take advantage of moving forward. In addition, the team used this part of their journey to define their own goals and values, providing a thematic anchor upon which to ultimately base their decisions as they continued on their quest.
RESEARCH SYNTHESIS After the team concluded secondary and primary research, all of the findings were synthesized by using an affinitizing process. This process consisted of finding similarities between data points and grouping them into clusters. Each cluster was labeled with a summarized sentence. The team went through a second round of affinitizing, finding more similarities between the clusters that had already been made, and developed higher level insights from them. They repeated this process for a third time, and the result was a group of ten insights that later guided the concept development phase.
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DEFINE | 41
KEY INSIGHTS ADAPTABILITY IS KEY TO DIVERSITY Because of Disney’s diverse demographic they need to provide adaptable experiences to fit Guests’ needs. We (Disney) want design solutions that are considerate to diverse Guest needs
We (Disney) want to offer solutions that respond to user’s needs (through reviews)
ALL ABOUT THE DETAILS Disney’s great attention to detail within the Resort’s environment and services allow the Guest to have unique and memorable experiences even with the mundane.
The great Disney experience encompasses extraordinary services which include the amenities, transportation, and dining options.
We (Disney), need to provide our Guests with more integration between their vacation needs and real life needs brought into our resort experience
Little details in the decor help to create the magical Disney experience
We (Guests) want motivation to come back
We choose Disney Resorts because of the amenities
Disney goes above and beyond by making sure every detail is planned
We (Guests) need ample and convenient access to the resort and amenities
Positive dining experiences enhanced our overall enjoyment
We (Guest) want to be engaged during mundane activities
Disney Resorts have a sense of “home away from home” that is unique to Disney
We (Disney) want design solutions that keep Guests engaged We (Guests) want unique experiences
All of the amazing details amount to an overall happy experience and exceptional “Disney Spirit”
We (Disney) want spaces that are easy to maintain
We appreciate how Disney caters to our kids’ enjoyment
We (Guests) want excuses to celebrate
We have fun times at Disney Resorts and as time passes we keep those memories close to our hearts
We (Guests) want rooms that are temperate and smell nice
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DO IT ALL RIGHT, NOT JUST ALRIGHT
We (Disney) must ensure our physical spaces are comfortable for Guests We (Disney) want to provide the best experience possible for everyone We (Disney) want to create solutions that reflects Disney values Disney transportation system is convenient and organized which allows Guests access to the resort and parks which maximizes our Disney experience
Convenient access to amenities (food etc.) made for a positive experience We had a great experience due to superior quality of service Access to the parks through Disney transportation is extremely convenient
THE BEST SUPPORTING ROLE AWARD Cast Members don’t go unnoticed because of the impeccable and consistent customer services. We (Guests) are welcomed into our resort experience by the warmth and unique Disney qualities of our Resort’s Cast Members Housekeeping ensured spotless rooms Cleanliness of the rooms is highly appreciated
Cast Members go above and beyond to make interactions happy and memorable The friendly Cast Members made the resort feel like home Cast Members are knowledgeable and proactive, leading to overall incredible Guest services
Cast Members are key to making our vacation exceptional We think Cast Members are friendly, appropriate, welcoming, and always willing to help
DEFINE | 43
KEY INSIGHTS DON'T KILL MY VIBE
Guests are unhappy when their time and planning is interrupted due to resort services. We (Guests) do not want to feel like we live in a limited space We (Guest) want the ability to have privacy while being in close proximity to amenities We (Guests) want services that optimize time We do not like waiting for the buses for long periods of time
Guest issues: Tacky (room) Out of date (room) Out of shampoo/soap (room) MagicBand activation (room) Not magical Long walk to any of the amenities Bad food Cost < Experience Not enough activities/entertainment Crowed and cramped public spaces Led to a loud and unpleasant experience
A WHOLE NEW WORLD
Theming makes the Resort Experience enjoyable and immersive, it transport us to a different world, making it worth the price. We (Guests) want some elements of the theme park in the room We (Disney) want our Guests to be fully sensory immersed (sight, sounds, smells) We (Guests) want authenticity within the experience We (Disney) strive to implement immersive and aesthetic details within our physical spaces We (Guests) want to escape reality
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The Disney resorts are worth the price because they are convenient and people like the themes We have had other resort experiences but none of them compare to Disney Resort, they are more enjoyable and pleasant We feel completely immersed by the Resort’s theming, it transport us to a different world without ever leaving the Disney feel behind We enjoyed how well maintained the resort was
THE LEARNING CURVE
Although Disney services are innovative and facilitate functionality, their uniqueness creates confusion among Guests. We (Disney) need intuitive solutions that prioritize functionality Even though we (Disney) use the highest technology, it is not being used to its highest potential/ or it has issues We (Disney) need easy to use innovative technology solutions We can be confused and/or simply don’t know how to operate in some of “Disney’s unique” services
We felt like our Disney experience fluctuates such as MagicBand issues and poor customer service We felt like the MagicBand enhanced our Disney experience (e.g. convenience) by providing personalized system We had issues with our MagicBand such as activating it to open our room door and connecting it to our PIN number
TIME TO UNWIND
Cast Members don’t go unnoticed because of the impeccable and consistent customer services. We (Guests) are welcomed into our resort experience by the warmth and unique Disney qualities of our Resort’s Cast Members Housekeeping ensured spotless rooms Cleanliness of the rooms is highly appreciated
Cast Members go above and beyond to make interactions happy and memorable The friendly Cast Members made the resort feel like home Cast Members are knowledgeable and proactive, leading to overall incredible Guest services
Cast Members are key to making our vacation exceptional We think Cast Members are friendly, appropriate, welcoming and always willing to help
DEFINE | 45
KEY INSIGHTS
ENCOUNTERS MAP
ENCOUNTERS MAP
WE WANT MORE
T R IGGER
IT TAKES MORE THAN JUST TIME
SOCI AL M E DI A RE VI E WS
- T RI P ADVI SOR - G OOG LE - DI SNE Y WE BSI T E
H OT E L RE SE ARCH
E M AI L SU RVE Y FI ND H OT E L
Disney Resorts meet our basic needs but lack a differentiating factor within the value resorts. We gave negative feedback for resort experience because of the bad amenities in the room We enjoy the Disney theme but it is still just a standard resort We feel that the rooms are standard and most of the “Disney feel” was in the lobby/gift shop/dining areas
We expect rooms to be a little bigger based on the price We have enjoyed our stay at other resorts that are not necessarily themed, but offer bigger rooms and family activities, more or less within the same price range. The resort lacked the “wow” factor
Planning a Disney Trip requires a lot of financial resources, logistical planning and time. Our main challenge while purchasing the “Disney Package” (resort, park tickets, dining plan etc) was due to financial reasons “Life is hard” We used a travel agency to avoid confusing booking process
We started planning our vacation early because rooms fill up quickly depending on the season
A IR PORT BOOK RE SE RVAT I ON
T RAV EL HOM E
PRE PL ANNI NG
D E PART
S E RV IC E E N CO U N T E R M A P
C HEC K OU T
T RAVE L
R ESO R T EX PER IENCE
MAGIC A L EX P RES S
- M AG I CBAND - RE SE RVAT I ONS - LU G G AG E TAG S
AI RPORT
A R R IV E GIF T S HOP & TA KEAWAYS M AG I CAL E XPRE SS
PA RK EX P ERIENCE
LOBBY CH ECK I N
T RAVE L TO PARK
G O TO ROOM
SI T UAT I ON APPROVAL
SOCI AL M E DI A RECE I VE BAG S
SE T T LE I N
This tool was used to identify the activities that trigger Guests’ interaction with Walt Disney World Resort services. It shows the overarching steps in which the Guests have an interaction with the Resort before, during, and after their stay.
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DEFINE | 47
The service blueprint is used to map the Guests’ journey across their stay at the Walt PRE-RESORT EXPERIENCE Disney World Resorts in specific detail. The blueprint is composed of different layers that explain the various levels of service interactions that Guests come in contact with directly (frontstage) or indirectly (backstage). It explains the activities that happen ‘backstage’ that they don’t see, but have to be included in order for the service to develop. Primary research and the service blueprint allowed the team to identify areas where Guests encountered challenges and to discover opportunities for Resort Receives Goes to Arrives at Selects innovation. Reserves Reserves Airport Receives luggage tags Travel to Takes the Magical
MagicBand preference
dinning options
FastPass and selections
Packaging
Packaging
Magic Bands
Luggage tags
MagicBands
(Magical Express)
Luggage tags
airport
"Driver (cab)"
MagicBand system
Dinning reservation system
Aircraft
check-in and bags
Disney counter
Orlando airport
flight
Airline staff check-in
Airline staff
Bus
Magic Bands
Bus entertainment
Manufacturing and delivery
Airport + airline operations
Airport + airline operations
Mail delivery
Mail delivery
Magical Express system
Magical Express system
Building Gardens
Rides the bus
Cast member greeting
Manufacturing and delivery
Fast pass system
Mickey to Mickey pole
Express counter
Cast member
RESORT EXPERIENCE
Arrives to resort
Cast member
Costumes
Reception desk
Is greeted at entrance
Cast member greeting
Checks in
Lift Lighting Decor Signs
Brochure
Re-confirms info: credit card, reservations
Receive info package
Goes to the room
Door
Furniture Decor
Magicband
Appliances Objects
Opens the room
Reservation/ Card system
Printing house
MagicBand system
Research Resorts in Disney Park area
Finds preferred Resort
Books room, ticket, dinning plan, etc
Receives confirmation email
Receives follow-up e-mails
Downloads and creates My Disney Experience account
Selects MagicBand preference
Reserves dinning options
Reserves FastPass and selections
Mickey to Mickey pole
Bus
Luggage tags
Magic Bands
Bus entertainment
Receives luggage tags (Magical Express)
Goes to Magical Express counter
Packaging
Packaging
Magic Bands
Receives MagicBands
Luggage tags
Travel to airport
BACKSTAGE
"Driver (cab)"
Strategy and Marketing tactics
Analytics
Booking platform
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Automated email system
Automated email system
MagicBand system
Dinning reservation system
Fast pass system
Entrance
MagicBand
Bus
Receives luggage
Social media check-in
Explores resort: eats, visits pool, spa, etc
Cast member sees Guest approval
Luggage operations
MagicBand system
Luggage tracking system
Walks to bus spot to wait for bus
Leaves the bus and goes to park
Takes the bus
Cast members greetings and availability
Communications
Park interactions
Cleaning, gardening, maintenance
Disney transportation operations
Enters the park and is greeted
All day in park
Cast member greeting
Park interactions
Finds, wait and takes bus to resort
Takes the bus
Cast member greeting
Arrives to resort
Airport check-in and bags
Airline staff check-in
Aircraft
Takes the flight
Airline staff
Disney counter
Arrives at Orlando airport
Cast member
Manufacturing and delivery
Manufacturing and delivery
Airport + airline operations
Airport + airline operations
Mail delivery
Mail delivery
Magical Express system
Magical Express system
Cast member greeting
Rides the bus
Building Gardens
Arrives to resort
Cast member
Costumes
Is greeted at entrance
Cast member greeting
Reception desk
Checks in
Re-confirms info: credit card, reservations
Receive info package
Lift Lighting Decor Signs
Goes to the room
Door
Furniture Decor
Magicband
Appliances Objects
Opens the room
Reservation/ Card system
Printing house
Settles in
Guest's phone
Buildings Gardens
Social media check-in
Explores resort: eats, visits pool, spa, etc
MagicBand system
Telephone
Suitcases Clothes
Magical express desk
Orders pizza through room service
Packs
Hands over bags
Disney transportation operations
Park operations
Cast member receives and deliver order
Cast member check in bags
Food services
Luggage system
Magical Express + luggage system
Park operations
Bus
POST-RESORT EXPERIENCE
Entrance
MagicBand
Bus
Telephone
Suitcases Clothes
Magical express desk
Reception desk
Bus
Airport Counter
Orders pizza through room service
Packs
Hands over bags
Checks out
Takes bus
Arrives at airport
E-mail Survey
Park
Receives luggage
Cast member sees Guest approval
Luggage operations
MagicBand system
Luggage tracking system
Walks to bus spot to wait for bus
Cast members greetings and availability
Cast member delivers luggage
Brochure design
Computer/ reservation system
Approves room
Cast member gives information brochure
Cast member checks in
Resort operations
Magical Express system
Brochure
Walks to room
Cast member greeting
RESORT EXPERIENCE
CUSTOMER SERVICES
USER ACTIONS
PHYSICAL EVIDENCES
Laptop Tablet Phone
Bus
Park
Cast member delivers luggage
Brochure design
Computer/ reservation system
Settles in
Cast member gives information brochure
Cast member checks in
Resort operations
Magical Express system
Approves room
Buildings Gardens
Guest's phone
PRE-RESORT EXPERIENCE
SUPPORT PROCESSES AND SYSTEMS
nloads reates isney rience ount
SERVICE BLUEPRINT: RESORT GUEST
Communications
Cleaning, gardening, maintenance
Takes the bus
Leaves the bus and goes to park
Park interactions
Disney transportation operations
Park operations
Park operations
Enters the park and is greeted
All day in park
Cast member greeting
Park interactions
Finds, wait and takes bus to resort
Cast member greeting
Disney transportation operations
Takes the bus
Arrives to resort
Cast member greeting
Walks to room
Takes flight back home
Collects luggage at destination
Receives survey
Cast member receives and deliver order
Cast member check in bags
Assists Guest with Checkout
Food services
Luggage system
Check out operations
Airport + airline operations
Luggage operations
After sales operations
Magical Express + luggage system
Computer/ reservation system
Computer/ reservation system
Luggage system
Analytics
Shares experience on social media
Reviews photos and purchases
My Disney Experience account
Analytics
Automated photos sorting per user
DEFINE | 49
BI-POLAR PERSONA MATRIX: GUEST DISNEY MARAT HO N E RS
L ARGE MU LT I G EN ER ATI O N A L FA M I LY
I N TER N ATI O N A L N EWLY WEDS
BI-POLAR PERSONA MATRIX: CAST MEMBER H OUSEKEEPING
BABYB OOM E R P LUS TOD D LE R
FR O N T D E S K MA N AG E R
R EC UR R E N C Y
-
+
D I S NE Y-NE S S
-
+
IN TR OVE R T/OU TGOIN G
-
+
G U E S T I NT E RACT I O N
-
+
-
+
CO M PA NY LO NG E V I T Y
+
+
LE A D E RS H I P
-
+
T EC H NI CA L S KI LL
-
+
AG E
-
+
I NCO M E
-
+
O RI G I N
-
+
I M PA I RM E NT S
-
S C H E D U LI NG
-
H O U RS O F DAY
-
S E AS O N OF VISI T
AGE S PR E A D
B UD GE T
-
OR IGI N
-
N U M B E R IN PAR T Y
-
LE VE L O F D IS N E Y FA N
-
IM PAIR M E N T S
-
D UR ATION O F S TAY
-
TEC H C APAB ILIT Y
-
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+ +
+
+ + + + + + +
Primary research allowed the team to identify different types of Guests that visit Walt Disney World Resorts. By using a bipolar opposites matrix they were able to map extreme personality traits, motivations, age groups, and budgets to create different types of personas. The purpose of this matrix is to cover a broad range of characteristics to incorporate into the personas that would later be developed, in order to create solutions and concepts that could be applied to a diverse Guest range.
DEFINE | 51
PERSONAS After selecting the four main Guest types from the Bipolar Matrix, the PionEars created different personas. A backstory was developed for each one to better understand the motivations behind their stay at a Walt Disney World Resort hotel. By using personas the team was able to put themselves in a specific Guestâ&#x20AC;&#x2122;s shoes and understand the Resort experience through their eyes. This process allowed the team to tailor their solutions and concepts to Guestsâ&#x20AC;&#x2122; specific needs, aspirations, and the things they value. Personas for two Cast Members were also created. During the research process the team found that many of Guests that were interviewed and surveyed mentioned how much the Cast Members impacted their stay. Since Cast Members are an integral part of the service delivery, the solutions should keep them in mind, and by developing personas around them, it is made sure that they were included in concept development. 52 | DISNEY + SCAD CLC WINTER 2016
DEFINE | 53
PERSONA 1: QIANG ZHEN, 27 Software Engineer Loves video games and drones
LILY WANG, 25 Interior Designer Loves shopping and photography
INTERNATIONAL NEWLYWEDS Qiang Zhen and Lily Wang got married in March and are celebrating their honeymoon in the U.S. They began their journey in New York and drove down to Orlando where they will spend four days at the Walt Disney World Resort. The newlyweds decided to stay at Disney’s Grand Floridian Resort & Spa, visit the parks, and take advantage of the Orlando shopping scene. They want to relax, celebrate, and enjoy all of Disney’s luxury services. GOALS: celebrate union, consummate marriage, romance VALUES: high tech, privacy, personalization, special treatment, and Disney’s unique magic MOTIVATIONS: broadcasts high financial status, Disney fanatics, all inclusive seamless planning, and international travel RESORT: Grand Floridian STAY: 4 days/5 nights SEASON: Spring BUDGET: High RECURRENCY: 1st visit
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DEFINE | 55
PERSONA 2: JOHN, 68
Small business owner Loves brewing beer
KRISTINE, 65
Small business owner Loves Zumba
CHRIS, 7
Full-time kid Loves soccer, biology, reading and being a Boy Scout
BABYBOOMER + GRANDSON Kristine and John are taking their only grandson, Chris, to Walt Disney World Resorts. They take Chris on vacation to spoil him, and to take him off his parents’ hands for a week. John recently had knee replacement surgery and they want to make sure that he will have the proper amenities. They are Disney Vacation Club members and decided to stay at the Animal Kingdom Villas because Chris is an animal enthusiast. GOALS: see animals, go to the parks, family time, memories for Chris, alone time for Chris’ parents VALUES: African authenticity, memories, convenience, accessibility MOTIVATIONS: to spoil Chris who loves animals (especially lions, zebras and crocodiles) and relaxation RESORT: Animal Kingdom Lodge STAY: 5 days/6 nights SEASON: Winter BUDGET: High RECURRENCY: 12th visit
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DEFINE | 57
PERSONA 3: MARY, 33
Yoga instructor Loves cooking
STEVEN, 35
Marketing Consultant Loves hiking
JORGE, 33 Nutritionist Loves yoga
MICHAEL, 34 Orthodontist Loves working out
MARATHON FRIEND GROUP Mary and Jorge are old college friends who have kept in touch. Now Mary is married to Steven and Jorge is dating Michael. Theyâ&#x20AC;&#x2122;re looking for a weekend to escape from their daily routines. Mary and Steven are looking forward to having free time without the children. Both couples are extremely health conscious and want to continue their tradition of participating in The Wine & Dine Half marathon. GOALS: to run/win, to give the best of themselves, to bond, party VALUES: comfort, convenience, proximity to race, healthy meals, disconnect, natural environment MOTIVATIONS: Wine & Dine Half Marathon, Food & Wine Festival, adult weekend, RunDisney fans RESORT: Caribbean Beach STAY: 2 days/3 nights SEASON: Fall BUDGET: Medium RECURRENCY: 5th visit
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DEFINE | 59
PERSONA 4: PHIL + SUE, 71 Grandparents/retired Love fishing
ADELE, 36
Aunt/bookstore owner Loves cycling
CINDY + SCOTT, 45
Parents/mom + web designer Love karaoke and camping
HOLLY, 16
Loves social media
SEBASTIAN, 11
Loves baseball/comics
IZZY, 4
Loves Disney princesses
MULTI-GENERATIONAL FAMILY The Santos’ have had a tough year. Cindy and Scott came up with the idea of taking the family down to Walt Disney World. They’re taking Grandpa Phil, Grandma Sue, and Auntie Adele with them. Their budget is limited, therefore they have decided to stay at Disney’s Art of Animation, a value resort. They’re looking forward to having fun, making new memories, and spending quality time. GOALS: uplift everyone’s spirits, vacation, relaxation VALUES: family time, price, getting the most out of their money, entertainment for all ages, convenience MOTIVATIONS: rough year, need a fresh start RESORT: Art of Animation STAY: 6 days/7 nights SEASON: Summer BUDGET: Low RECURRENCY: 3rd visit
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DEFINE | 61
PERSONA 5: RICARDO, 23
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FRONT DESK CAST MEMBER RESORT: Fort Wilderness
PERSONA 6: JANICE, 46
HOUSEKEEPING CAST MEMBER RESORT: Saratoga Springs Resort & Spa
LONGEVITY: 1 year
LONGEVITY: 10 years
SHIFT: Mornings
SHIFT: Mid-day
GUEST INTERACTION: High (face-to-face, phone calls)
GUEST INTERACTION: Low-medium (room delivery, pass by)
GOALS: make some money, have an enjoyable job
GOALS: support family back home, earn money, get tips
VALUES: Guests, working for industry leader in hospitality, proximity to his hometown
VALUES: proximity to daughterâ&#x20AC;&#x2122;s family, being recognized, sharing benefits with her family
MOTIVATIONS: graduated with a BA in hospitality recently, wants to move up in company, upholding Disney standards
MOTIVATIONS: benefits, would like to go back to school, saving money to visit home
Ricardo recently graduated with a hospitality degree. He wanted to be able to gain professional experience from an industry leader like Walt Disney Resorts. He started working at Fort Wilderness one year ago, and is now working at the Front Desk. He is a people person and enjoys interacting with Guests. Technology comes easily to him.
Janice has been working at Walt Disney World Resorts for 10 years as a housekeeper. She is originally from Trinidad and Tobago, and is saving money to go visit her family. She is the primary source of income for her family. She recently has decided to go back to school and continue her education in order to make more money. She enjoys working for Walt Disney Resorts and is extremely efficient when completing work tasks.
DEFINE | 63
VALUE PROPOSITION
The PionEars decreed it their primary objective to provide an immersive and entertaining experience for every Guest who stays at a Walt Disney Resort hotel that is looking to celebrate life and make magical memories. Their process involved combining new technologies with exceptional Disney service and detail, towards creating a truly unique Guest room experience that only Disney could create. Fundamentally in their search to uncover how best to transport the magic that Guests enjoy at the parks back into their rooms, the PionEars uncovered a simple truth. Within a Disney Guest room experience, THE GUEST IS THE MAGIC, their very presence in the space, a tool to bring their own personal Disney story to life. By approaching the quest set forth by their Disney clients, the PionEars anchored themselves in this concept throughout their journey, seeking and exploring all possible methods of servicing and empowering the Guests to be their own Disney hero on their own memorable Disney adventure.
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DEFINE | 65
DEVELOP PHASE 1 Once target opportunities were identified, the next part of the process involves the development of design-led concepts and solutions. The time had come for the PionEars to take on their challenge directly. Latching onto their summarized findings, the team let their creativity loose on an unsuspecting population of white boards and post-it notes. Before long, their raw ideation gave way to three overarching categories, around which the team based the continued development of their developing designs.
SYNECTICS With a series of design questions and key insights affinitized from their research, the PionEars were ready to begin another major part to their quest: ideation. Comprehending the impact of what their groupâ&#x20AC;&#x2122;s diversity and size could have on this next step of the journey, a facilitation process was used to streamline the overflowing number of thoughts that had filled the teamâ&#x20AC;&#x2122;s heads in the previous weeks. Together, the team progressed through several carefully timed and lightning-fast conceptualization phases, during which a plethora of ideas were conceived.
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Once the Synectics process was completed, they logged the thoughts and ideas accumulated throughout the session. The team discovered an opportunity to group the concepts together under broad patterns. This streamlined their focus into three loose, but encompassing categories.
DEVELOP PHASE I | 69
INITIAL CONCEPTS The first category was populated with concepts that focused on the idea of EVERYDAY MAGIC, honing in on the principle that the true wonder and surprise of a Disney experience is the company’s ability to transform even ordinary, mundane elements of everyday life into a memorable experience for the Guests. Initial concepts ranged from advanced and automated baby cribs to a centralized nightstand hub for convenient control of the room’s many functions. The second category, IMMERSIVE SPACES, grouped together any and all of the initial ideation that dealt with the physical and digital aspects of the Guest room. This explored how spaces could evolve to truly immerse Guests in a narrative of their own, beyond the immersion of the parks - an experience potentially fueled by technological innovation, hence the misnomer. Initial concepts ranged from Modular furniture and architecture, to multi-sensory points of interaction and atmosphere throughout the room and Resort.
EVERYDAY MAGIC
PERSONIFIED TECH
IMMERSIVE SPACES
• WIFI PICTURE FRAME
• MAGIC MIRROR
• 360 IMMERSIVE PROJECTIONS
• LIGHT CONTROLLED BY SOUND
• ELEVATOR MAGIC MIRROR
• POD VR TECHNOLOGY
• SMART HOUSE
• 3D PROJECTED AVATAR
• HIDDEN INTERACTIVE SPACES
• 3D PROJECTIONS
• PRESENT BOX
• MODULAR FURNITURE
• MUNDANE TASKS MADE EASIER
• PERSONAL GUEST STORIES (RFID)
• SIMULATION ROOMS
• PERSONAL GUEST STORIES (RFID)
• TAKEAWAY
• COMMUNITY SPACES
• TAKEAWAY
• PERSONAL GUEST STORIES (RFID)
The third category, PERSONIFIED TECHNOLOGY, focused even more heavily on the role technology could play within the Guest room experience. This grouping cast its net over a series of the concepts that seemed to share a focus on utilizing tech to either enhance or recreate a human connection between Guests and the Resort, while catering to the needs of the individual and not just the masses. Initial concepts ranged from Siriesque personal assistants to customized floor and wall projections throughout the Resort.
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DEVELOP PHASE I | 71
CONCEPT: MY DISNEY SIDEKICK PERSONAL ASSISTANT KEY BENEFITS
FEATURES
OPPORTUNITIES
CONCEPT: HOME-HUB NIGHT STAND KEY BENEFITS
FEATURES
OPPORTUNITIES
• Improves planning and enhances room services
• Utilizes voice activation
• Makes the ordinary magical
• Centralizes functionality
• Wireless charging station
• Reduces issues of outlet availability
• Supports personalized technology
• Provides park information
• Provides immersive room communication
• Increases Interaction
• Scheduling and alarms
• Provides hub for smart technology
• Creates passive entertainment
• Enhances amenities
• Increases convenience
• Improves accessibility
• Information display / room environment control
• Creates environmental integration
Within a transparent prism, a holographically animated Disney character acts as the Guest’s personal room assistant, partnering with a My Disney Experience mobile app extension to entertain and assist Guests, enhancing both the room’s immersion and customer service.
An entertaining and functional night stand that provides Guests with a centralized, state-of-the-art interface for control of all the room’s technical features and amenities, from wireless power-charging, to thermostat control, to customer services including housekeeping, room service, and front-desk communication.
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DEVELOP PHASE I | 73
CONCEPT: NIGHT TIME TEEPEE
CONCEPT: INSTANT PHOTO FRAMES KEY BENEFITS
FEATURES
OPPORTUNITIES
KEY BENEFITS
FEATURES
OPPORTUNITIES
• Personalization
• Centralized asset management
• Mobile Sharing
• Encourages rest
• Non invasive / retractable
• Mobile integration
• Connectivity to Park experience
• Cloud access
• Resort Theme Adaptability
• Promotes privacy
• Projected visuals
• Thematic room adaptability
• PhotoPass Promotion
• Digital purchasing
• Interactive Map of Guest’s Travels
• Optimizes space
• Immersive viewing experience
• Personal entertainment pod
Following an exciting day at the parks, Guests will return to their room each day to find their PhotoPass images and videos instantly uploaded wirelessly to the room’s decorated digital picture frames as magical way to commemorate their day.
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This retractable projection screen extends from the bed’s headboard to clip into the footboard, providing Guests with a Virtual Reality pod that expands entertainment options, adds a sense of privacy, and enhances immersion all from the comfort of between the bed sheets.
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CONCEPT: MODULAR ROOM BUILDING BLOCKS KEY BENEFITS
FEATURES
OPPORTUNITIES
CONCEPT: FLOOR TREASURE MAP KEY BENEFITS
FEATURES
OPPORTUNITIES
• Enables adaptable spaces
• Interchangeable pieces
• Encourages play
• Enhances transport time
• Animated guides
• Adapts to public space
• Optimizes room layout
• Seamless environmental integration
• Cater towards Guest needs
• Promotes safety
• Facilitated navigation
• Guides Guests
• Multi-functional
• Thematic extension of resort
• Entertainment value
• Usable for all Guests
• Subtle and non-invasive
• Reduces foot traffic
A section of wall within the Guest room is made up of large, light, removable blocks that can be utilized for a variety of purposes, from additional seating, playful games and construction, or even to reveal hidden nooks and spaces behind.
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The floor of the room and the resort is magically transformed into a subtle interactive surface, providing fun, but useful navigation tools or room services to Guests who need help finding their way to the bathroom in the dark or directions to the room on their first day.
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CONCEPT: YOUR HERO’S JOURNEY KEY BENEFITS
FEATURES
CONCEPT: HIDDEN ADVENTURE SCAVENGER OPPORTUNITIES
KEY BENEFITS
FEATURES
OPPORTUNITIES
• Personalizes private entertainment
• Guest as the hero
• Customization
• Guest engagement
• Magic band connection
• Difficulty & thematic adaptability
• Provides physical or digital take away
• Classic Disney storytelling
• Parental input and participation
• Long-term “Legacy” program
• Catered towards age
• Multi-Generation “Disney Dynasty”
• Reinforces positive memories
• Disney IP integration
• Storytelling expands with technology
• Non-invasive design platform
• Entertainment value
• Guest discovery and delight
Throughout their vacation, the Guest’s RFID-chip Magic Bands track the experiences they take part in at the parks. At the end of their trip, the Guests are presented with a theatrically programmed story of their journey through their vacation that plays on their TV, narrated by the Disney Sidekick and complemented by the special effects of the room’s Magic Aura. The Guests are given the option to purchase a digital or print version of their story, a magically personalized take-away for them to keep as they leave the Resort.
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Guests are encouraged to explore their room and resort while using their own mobile device applications to discover hidden technological interactions and surprise environmental stories that grant points and rewards for all ages.
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MINI-CONCEPT: AUTOMATED BABY CRIB (KEY PROP)
CONCEPT: MAGIC AURA KEY BENEFITS
FEATURES
OPPORTUNITIES
• Stimulates 5 senses
• Subtle technical features
• Transformation over time
• Non-invasive engagement
• Integrated into room design
• Interaction with Cast Members
• Immersive and responsive to Guests
• Environmental immersion
• Magical memory reinforcement
This crib can sense when its infant occupant requires attentive rocking and automatically accommodates with gentle sways and even projected animations to help calm the child, freeing the parents of at least one task.
MINI-CONCEPT: MAGIC-MIRROR (KEY PROP) This wall-mounted smart device provides an extra channel of interaction for the guests, providing subtle atmospheric effects and voice or touch activated amenities for the Guests, including Room Services, News and Communications, and Park Information. The Guest room is equipped with a wide array of subtle, but diverse light, audio, and technical triggers that are sequenced together in a variety of small ways to react to the Guest’s movements, behaviors, sounds, and emotions, immersing them in a room that only comes alive through them, as if magically enchanted by their very presence.
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DEVELOP PHASE I | 81
INITIAL PROTOTYPES AUGMENTED REALITY WALLPAPER: Through the design of custom wallpaper, the testing of multiple pattern iterations, and the rigging of a Mickey Mouse 3D model, the PionEar’s prototyping team was able to create a streamlined demonstration on the potential of AR technology. They demonstrated a simple, but fun “Hidden Mickey” game involving the camera of a mobile device that instantly recognize a specific pattern in their custom designed wallpaper. The result is a 3D model of Mickey displayed on the mobile device screen. DISNEY SIDEKICK APP & HOLOGRAM: After creating the structure and design of the My Disney Sidekick application, the prototyping team used mobiledevelopment software to create a functional prototype, showcased on a mobile platform. This featured the ability for the Guest to select an avatar sidekick assistant, an anchor of the application’s experience. To create the hologram feature concept, which would display the Guest’s avatar in their very room, outside their mobile device, the team laser cut plexiglass to make a pyramid prism. A shadow box and platform for the hologram was created using foamcore and glue, and finally, the holographic image was reflected off of the glass from an ipad, displaying a virtual image of the character Bruce, from Pixar’s “Finding Nemo.” 82 | DISNEY + SCAD CLC WINTER 2016
MAGIC MIRROR: Several of the PionEar’s bright prototypers attached an Android tablet screen behind the top corner of a large piece of glass. With just a touch of spray paint to transform the glass into a reflective “mirror-like” surface and a frame to unify it all together, the team had the foundation for their Magic Mirror concept. The final piece of the puzzle involved creating a small app for the Android tablet to display a custom interface with access to weather, transportation, events, and room services. GUEST ROOM MODEL: After creating a small-scale model of a Disney Guest room out of foam board pieces, the prototyping team was able to position a series of lights underneath select holes in the model. The lights could then be turned on and off from a small switch, also hidden in the model’s floor. After further detailing the model, the team began to plan for projection mapping, staging a standard projector on a tripod pointed down onto the model connected to a laptop. Using digital computer software to sketch, color, and animate various designs, the team channeled a magical environment of light and color through the projector and onto the physical model, itself, matching the scale and proportions accordingly with their digital content.
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PROTOTYPE: MY DISNEY SIDEKICK APP & HOLOGRAM KEY FEATURES
OPPORTUNITIES
RELATED CONCEPTS
PROTOTYPE: AGUMENTED REALITY WALLPAPER KEY FEATURES
OPPORTUNITIES
RELATED CONCEPTS
• Voice activated friendly holographic liaison
• Thematic extension to room resort
• My Disney Sidekick
• Usable on printed patterns or digital displays
• Scalable: printed media or digital screens
• Scavenger Hunt
• Communication portal between Guest and Cast members
• Connected to My Disney Experience app avatars
• Home-Hub Night Stand
• App downloadable to Guest’s own devices
• Modernized “Hidden Mickey”
• My Disney Sidekick
• Information hub to Disney Parks and Resort activities
• Expandable, releasable in stages
• Your Hero’s Journey
• Non-invasive interaction in Guest rooms or resort activities
• Low cost technology
• Your Hero’s Journey
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PROTOTYPE: MAGIC MIRROR KEY FEATURES
OPPORTUNITIES
PROTOTYPE: GUEST ROOM MODEL RELATED CONCEPTS
KEY FEATURES
OPPORTUNITIES
RELATED CONCEPTS
• Digital display of Park and Resort information
• Connection to My Disney Experience app
• My Disney SideKick
• Smart lighting
• Assisted guidance and safety
• Floor Treasure Map
• Personalized interface display
• Control of room environment
• Home-Hub Night Stand
• Interactive floor
• Personalized lighting
• Modular Room Block Wall
• Hidden room technology
• Thematic extension with UI graphics
• Instant Photo frame
• Modular furniture placement
• Mood features
• Magic Aura
15:30
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MIDTERM The next milestone of their quest was upon them. Completing the first half of their journey together, the PionEars regrouped with their client, looking to highlight and discuss their findings and their ideas. The design teamâ&#x20AC;&#x2122;s presentation to Disney featured a lively narrative about a hypothetical family staying at a Walt Disney World Resort, and what magical memories their vacation could entail when the teamâ&#x20AC;&#x2122;s concepts were integrated into their Guest room experience. At the end of the day, the team bid farewell to Disney, and left the meeting in deep consideration of the counsel and direction their clients had bestowed upon them.
PRESENTATION To best illustrate the nature and potential of their concepts, the PionEars were inspired by the basic values of Walt Disney Imagineering and decided to tell their clients a story. Focusing on one of their six developed personas, the team told the story of the multigenerational Santos family, and their memorable adventure through the new Guest room experience. Opportunity points along the family’s vacation experience were highlighted, featuring some of the team’s concepts with which the hypothetical Guests could interact. Following the presentation, the gathering broke off into several groups where conversation and ideation flowed actively and organically between members of the team and representatives of Disney. The groups rotated around three stations that touched upon the team’s research process and findings, their concepts, and functional technological prototypes. Ultimately, the clients assisted the PionEars in redirecting focus from a few ideas that Disney was already looking into, internally, and instead concentrating their efforts onto the remaining concepts which they identified as fitting within two new primary categories: Zoning and Projection Mapping. 90 | DISNEY + SCAD CLC WINTER 2016
MIDTERM | 91
ZONING • Question dimensions of the room (adult vs. child size) • Think vertically • Use the five senses to section the room • Reinforce privacy • How could a sleeping hierarchy be created • Optimize space (Modularity)
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PROJECTION MAPPING • Different modes/atmospheres • Pressure flooring • Consider functionality during daytime & Placement of projector • How can this be used to reinforce intended behaviors • How can this be used in all spaces of the room
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DEVELOP PHASE 2 With the sage counsel provided by their clients backing them up, the PionEars set forth on the next leg of their journey. To initiate this next phase, the team aimed their horizons, once again, towards gathering more information and research in regards to their new goals and priorities, as set forth during Midterm. The new data led the team to construct a brand new persona and journey map. Then, moving forward, the team split into two groups to tackle their final round of ideation and development towards the clientâ&#x20AC;&#x2122;s two new directives: projection mapping and zoning within the Guest room experience.
ADDITIONAL RESEARCH
GUEST MODES WHAT IS A MODE? A way or manner in which something occurs, is experienced, expressed, or carried out.
Following the midterm, the team complied with Disney's request to concentrate on the typical Guest that stays in a Disney Resort, a family of two parents and two children (ages 6 and 10). To move forward with this approach, the PionEars created a new archetypal family persona to target when crafting new and refining existing concepts. Additionally, the Disney partners directed the team to hone in on two main areas of focus in final solutions: projection mapping technology and the zoning. These areas of focus lead to the research team to segment the Guest room into emotional and behavioral modes that the family would enter and exit at varying points during their stay. The PionEars continued by mapping which mode each family member might enter during their actions in the room so that final concepts could be catered towards encouraging these transitions, based on Guest needs and desires.
PERSONAL When Guests need time alone, away from the rest of the family, in a separated space where they can be by themselves and enjoy private time.
ARCHETYPE: FAMILY OF FOUR JOANNA "THE MANAGER," AGE 36 Boutique owner, $52K a year Drives a sedan
JIM “MR. MOM”, AGE 38 Carpenter, $55K a year Drives a truck
SOPHIE “SOCIAL BUTTERFLY," AGE 10 Budding cheerleader Uses Instagram and Facebook
CHRISTIAN, “SCIENCE FAIR STAR”, AGE 6
Clone Wars #1 Fan
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RELAXATION When Guests are finding new ways to wind down and rest.
“The attention to detail and set design for our suite was mind blowing… the stay was extremely special. It felt as well designed as any of the top rides inside the parks themselves. You will never have an experience like that at any normal hotel” - JoAnna
WORK When Guests need to focus on work related activities and space to be productive.
Resort: Art of Animation Stay: 6 days/7 nights Season: Summer Budget: $2000 Recurrency: 2nd visit
FAMILY When Guests are spending time together as a family, creating memories, doing activities together in the Resort.
SLEEP When Guests need the perfect environment to sleep at night.
PLAY When Guests are engaged in fun activities that empower them with the spirit of discovery, enjoyment and entertainment.
PREPARATION When Guests need to take care of logistics, planning, and preparation to carry out crucial activities during their adventure at Disney.
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GUEST MODE JOURNEY MAP
Sophie wants privacy to change and uses “Room Webbing” to create her own separate space.
PERSONAL
Dad needs to catch up on some work. Uses the “Room Webbing” to create his own separate space.
WORK
PREPARATION
Mom goes under the Jelly lamp to call grandparents
Dad takes Parents receive shower in wake-up call “Shower Tower” and begin preparations Mom wakes up for the day kids.
Parents store away the luggage above “Multi Level Bed”
Arrive at the Guest room door. Touch the MagicBand
Kids start getting ready.
Christian wakes up in the middle of the night and has to go to the bathroom. “Firefly Floor” guides him. “The Grand Entrance”
Sophie gets ready for bed Spend day at the park
“The Magic Box”
Come back from the park.
Family heads out to dinner with characters
Family goes back to room
Head home
MOM
FAMILY
DAD SOPHIE CHRIS
Go to the park
PLAY
RELAX
Chris takes a bath and plays with the tub’s projections
Christian stays entertained while watching the animations coming to life on the walls. “Life among the Walls”
Kids explore the room
Christian is playing with the “Modular blocks”
Sophie relaxes while watching a movie inside the “Dome”
Mom takes nap.
SLEEP
Go to sleep
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Dad relaxes watching TV
Go to sleep
DEVELOP PHASE II | 99
PROJECTION MAPPING
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ZONING
MADI BURKE
AVA BERNACKI
RACHEL DEMEYER
MARIA DE LA VEGA
XIOPENG SHEN
KEYUE QI
POLLY ADAMS
EVAN SMITH
MOMO CHEN
MENGYING CHEN
ANA SOTO
ABHINAV NARAIN
JIAOLONG WANG
DEVELOP PHASE II | 101
PROJECTION MAPPING APPROACH
ZONING APPROACH
The Projection Mapping team began the ideation process by discussing the feedback received from Disney. The team made sure to focus on the core family demographic, feasibility and creative applications of the concepts.
After analyzing the feedback received at the Midterm meeting, the Zoning team began their process by researching current applications of the micro-housing development, transportation passenger comfort, and the innovation of modular furniture.
The team did additional research to get a better understanding on projection mapping technologies and how other companies are applying it. Different surfaces that could be used for projection mapping were also explored. During the ideation process, the team asked themselves how to create different modes within a room and how to immerse the Guest into an experience through projection mapping, while making sure the Guest is the Magic. Sketches of a room floor plan helped the team further assess the resort room experience from the very first touchpoint of opening the door to the family packing up and getting ready to leave. The team concluded that the Guest experience should start before the Guest even enters the room thanks to projection capabilities on the door, welcoming the Guests. Throughout the rest of the stay, the room would have subtle non-invasive projections to ensure the Guest is able to relax.
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Upon understanding and analyzing how a space can be divided and zoned in these case studies, the team began to sketch and ideate new concepts--concepts that achieved the application of zoning the room, while also emphasising the team’s intended narrative in which the “Guest is the Magic in the Room.” The ideation was then filtered through the team’s design criteria matrix, attributing each concept with an individual score and analysis, pertaining to its effectiveness in matching the criteria set forth by the client. The team continued to refine the concepts into four loose experiences and explored the potential of different theming opportunities. The four experiences are illustrated through overhead maps, sections maps and an overhead view with the potential zoning modes. All maps and sketches are not based in scale or proportion, and are solely designed to illustrate the concepts.
103
DELIVER The culmination of their entire design process was now upon them. After developing ideas under two design focuses, projection mapping and zoning, the team was able to apply these concepts to the modes explored during their additional research. The team also returned to the core narrative: â&#x20AC;&#x153;THE GUEST IS THE MAGIC.â&#x20AC;? But how exactly is the Guest the magic in the resort room? The PionEars identified two answers to this question and, consequently, two unique styles of experiences that their concepts fall under. The Guest is the magic by TRANSFORMING the room, building and inventing new spaces in a physical and tactile way. The Guest is the magic by ILLUMINATING the room, their presence bringing the space to life with audio and light.
CONCEPT: ROOM WEBBING THE GUEST IS THE MAGIC BY TRANSFORMING P R I M A RY M O D E
CO N C E PT
Personal
ROOM WEBBING
Personal
JELLY FISH LAMP
Personal
HIDDEN DIVISION
Personal
PUSHABLE WALL
Personal
PIZZA BED
Personal
INCEPTION ROOM
Play
MODULAR BLOCKS
Play
TOWER BLOCKS
DESCRIPTION The elastic fabric webbing can be extended out and anchored to metallic, outlet-like points at various sources throughout the room, enabling Guests to create private spaces, seating, or storage locations within their space.
FEATURES
OPPORTUNITIES
• Adjustable anchor points in walls and furniture
• Different fabric textures
• Durable and elastic fabric webbing
• Smart textile technology in fabrics
• Projection Mapping surface
Primary Mode:
Relax
MULTI-LEVEL FURNITURE
Relax
DOME
Personal Secondary Modes: Sleep
Sleep
BOOK BED Relax Play
DELIVER | 107
CONCEPT: JELLY FISH LAMP DESCRIPTION From a centralized ceiling location, stretchable fabric can be pulled down and extended across the room to create a large private space within the room. Light emitting from the central lamp is casted through the fabric to create a beautiful and fluidly illuminated chandelier.
CONCEPT: HIDDEN DIVISION
FEATURES
OPPORTUNITIES
• Flexible and elastic
• Theming adaptability
• Easily pulled down and retracted
• Projection screen
• Different lighting settings
• Smart textile technology
Primary Mode: Personal
DESCRIPTION Retractable wall panel that is made up of smart textiles. It can be opened to divide a room and provide Guests with personal spaces.
FEATURES
OPPORTUNITIES
• Smart textiles
• Customization
• Retractability
• Room division
• Easy to set up and put away
• Reinforces zoning
Secondary Modes: Sleep Relax Play Work
Primary Mode: Personal Secondary Modes: Sleep Relax Prep
108 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 109
CONCEPT: PUSHABLE WALL DESCRIPTION Certain sections within the wall are indented in, and covered by a panel that can be clicked open with a simple push. The panels then swing open and can be attached to each other to create a new private nook out of thin air.
CONCEPT: PIZZA BED FEATURES
OPPORTUNITIES
DESCRIPTION
• Wall section folds or unfolds
• Scalability for group spaces
• Non-invasive when pushed in wall
• Audio integration for sensory immersion
• Multi-sized tiles for multi-sized wall
The dividable pizza bed is an adaptive piece of furniture that allows Guests to modify its form as needed. The bed is a set of stacked round platforms that rotate out to create a table and two beds, as well as storage space below.
FEATURES • Sleeping, storage, table, and seating • Easily modifiable form
OPPORTUNITIES • Work in coordination with the webbing to create an enclosed bed space • Additional puzzle chairs could further enclose the space
Primary Mode: Personal Secondary Modes: Relax Work Primary Mode: Personal Secondary Modes: Relax Work
110 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 111
CONCEPT: MODULAR BLOCKS
CONCEPT: INCEPTION ROOM DESCRIPTION The central section of the room is a rotating platform embedded in the floor that can be slowly turned according to the space needed or atmosphere wanted.
FEATURES • Central platform has 360 degree rotation
OPPORTUNITIES
DESCRIPTION
• Integrate with projection mapping • Slow, timed rotation for environmental diversity
Primary Mode: Personal Secondary Modes: Play
112 | DISNEY + SCAD CLC WINTER 2016
Blocks of various sizes are removable from the room wall. The blocks have openings that could fit smaller blocks within, or be used as storage space. The modular building blocks are a fun and customizable solution that allows Guests to design and use the space as desired through visual and tactile zones.
FEATURES
OPPORTUNITIES
• Easy storage
• Play/Entertainment
• Space saving
• Different textures per block
• Multiple uses
Primary Mode: Play Secondary Modes: Personal
DELIVER | 113
CONCEPT: TOWER BLOCKS DESCRIPTION Rectangular blocks can be remotely raised from the floor to add or subtract to the architecture of the room, empowering the Guest to customize their own space in designated areas. The blocks also provide immersive, yet functional, access to projection map technology creating visual and tactile zones.
CONCEPT: MULTI-LEVEL FURNITURE FEATURES
OPPORTUNITIES
• Rectangular prisms
• Create private space
• Rises from the floor
• Projection Mapping
DESCRIPTION The furniture is found at different levels within the room, opening up the opportunity to create new space vertically.
• iPad or room interface control
Primary Mode: Play Secondary Modes:
114 | DISNEY + SCAD CLC WINTER 2016
FEATURES
OPPORTUNITIES
• Platformed furniture opens up space
• Furniture could be adjustable, up and down
• Added privacy through verticality
• Play platforms for entertainment
Primary Mode: Relax Secondary Modes:
Personal
Personal
Family
Sleep
DELIVER | 115
CONCEPT: DOME
CONCEPT: BOOK BED FEATURES
DESCRIPTION A retractable dome is used as an immersive space for the Guests. The dome is stored in the wall or headboard of the bed and can be easily set up. It provides multiple modes for the Guests to enjoy features such as movies, 360 projections, and games. It can be used for family time or as a personal pod.
OPPORTUNITIES
DESCRIPTION
• 360 projection
• Personal space
• Directional speakers
• Creative space (using the interactive screen to project your drawings)
• Retractable • Panorama TV Tv mode
• Family movies
The book bed has a modular design that allows the Guest to fold or modify the form to accommodate varying sleeping or space arrangements. The design folds out into two beds like a book, but can also be rotated out to expand and adapt the space it takes up.
FEATURES • Modular adaptable design
OPPORTUNITIES • Integrate with projection map concepts
• Can feature two zones at once (sleep or work) • Folds to open up space and transform daily experience
• Efficient and functional
Primary Modes:
Primary Mode: Relax Projector and speakers installed in headboard with retractable dome ceiling for privacy.
116 | DISNEY + SCAD CLC WINTER 2016
Secondary Modes:
Sleep
Personal
Work
Relax
Secondary Modes: Play Personal
DELIVER | 117
THE GUEST IS THE MAGIC BY ILLUMINATING
CONCEPT: THE GRAND ENTRANCE DESCRIPTION
P R I M A RY M O D E Family
GRAND ENTRANCE
Family
GUEST BOX
Family
LIFE AMONG THE WALLS
Prep
SINK ECOSYSTEM
Prep
SHOWER TOWER
Prep
SENSORY BED
Prep
TEMPERATURE CHANGING BATHROOM
Prep
FIREFLY FLOOR
Relax
SENSORY BED
Relax
DOUBLE HUDDLE
Personal
118 | DISNEY + SCAD CLC WINTER 2016
CO N C E PT
FEATURES
When the family arrives at their room they place their MagicBand M2M, and before they enter an animation occurs upon the door “activating the magic”.
OPPORTUNITIES
• Projection mapping
• Strong first impression
• MagicBand integration
• Guest activates the magic
• Customization to different narratives
• Creates anticipation
LIGHT ZONES
Play
FAIRY DOOR
Play
ZORBS
Play
TUB PROJECTION GAMES
Primary Mode: Family
Secondary Mode: Play
DELIVER | 119
CONCEPT: GUEST BOX DESCRIPTION When the Guest enters into the room, a lit pathway illuminates on the floor leading the Guests to a table with a Magic Box on it. In order to open it, they must collectively place their MagicBands M2M. Once everyone has joined together to unlock the box, it opens up and triggers various lights, animations, and sound effects to turn on and reveal the room to the Guests.
CONCEPT: LIFE AMONG THE WALLS FEATURES
OPPORTUNITIES
DESCRIPTION
• Projection design and animation
• Excitement within the room- “wow moment”
• Possible takeaway
• Reinforces the “Guest is the Magic”
• Controls lighting and sound
• Incorporates narratives to the room
FEATURES
While the Guest is in the room, subtle projections will illuminate the ceiling as well as the crown molding. Various narratives and character animations will be happening on existing crown molding, while the ceiling will depict scenes and environmental animations. During the daytime, animations will self illuminate on smart textiles found in wallpaper and curtains.
OPPORTUNITIES
• Can be turned on and off
• Subtle magic
• Non-invasive
• Could be adapted for various rooms and themes
• Calming yet entertaining
• Adds height to the rooms without construction
PROJECTORS
Projectors strategically around the room to create immersion
Projectors placed below the crown molding for subtle animations
Primary Mode: Family
Primary Mode: Family
Secondary Mode: Play
Secondary Mode: Play
120 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 121
CONCEPT: SINK ECOSYSTEM FEATURES
DESCRIPTION Whenever one of the family members picks up or places something on the counter in the bathroom, the counter displays a small subtle animation. Water might appear to ripple out when someone places a glass on the counter, or if one of the kids is brushing their teeth in the Animal Kingdom resort, giraffes appear to be walking around the countertop.
CONCEPT: SHOWER TOWER OPPORTUNITIES
• Projection mapping
• Added subtle magic whenever used
• Non-invasive
• Guest activates the magic
• Customization to different narratives
• Unexpected area of interaction
DESCRIPTION The cylinder projection allows the Guest to customize their environment while taking a shower. It allows the Guest to turn a mundane task into an immersive space.
FEATURES • Wide-angle immersive display
OPPORTUNITIES • Dynamic and immersive space • Customization
Projector
Pressure sensitive countertop
Primary Mode: Prep Secondary Modes: Personal Primary Mode: Secondary Mode: Prep
Relax
Play Play
122 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 123
CONCEPT: TEMPERATURE CHANGING BATHROOM DESCRIPTION For the shower: hidden images appear on the wall from an increase in temperature and water exposure. For the bathtub: bathroom surfaces will change when guests touch them. Guest can use different hand temperature to draw anything they want.
FEATURES
OPPORTUNITIES
• Hydrophobic paint
• Make more fun in the room
• Customization to different narratives
• Guest can change room surfaces by themselves
• Immersive environment
• Guest is the magic
CONCEPT: FIREFLY FLOOR DESCRIPTION After the family entered the room. Using pressure sensitive lighting, a road shows on the ground and guides the family to the magicbox. The floors also act as a nightlight to illuminate the way to the bathroom. Pressure sensitive floors allow the Resort to understand their Guest’s activities within the room and cater to their needs.
FEATURES
OPPORTUNITIES
• Projection mapping
• Strong first impression and creates interaction
• Pressure sensitive
• Guest become magic
• Way-finding and position tracking
• Housekeeping knows when guests are not in the room
Sensors installed under the floor. When guests walk on the floor, this triggers the lights.
Primary Mode: Secondary Mode: Prep
Play
Primary Mode: Secondary Mode: Prep
Sleep
DELIVER | 125
CONCEPT: SENSORY BED DESCRIPTION The Guest room bed is transformed into a sensory oasis, providing visual barriers and entertainment through a retractable canopy, specialized lighting, and directional speakers for auditory isolation. These features allow the Sensory Bed to become a hearth of comfort, relaxation, and personalization.
CONCEPT: DOUBLE HUDDLE FEATURES
DESCRIPTION
OPPORTUNITIES
• Retractable canopy
• Sync with special wearables
• Directional speakers
• Disney-fied Waking/Sleep sequence
• Unique lighting settings
After getting ready to sleep for the night, the kids can section themselves off in their separate bunks. As they lay down and look up, they notice that a screen faces them from directly above. This screen can be projected onto, and can play shows, movies, and even just simple animations.
OPPORTUNITIES
FEATURES • Projection mapping
• Adds to subtle magic of the room
• Customization to different narratives
• Can also be more involved and entertaining
• Hidden in plain sight, takes up little room
• A way to unwind alone
• Directional speakers
PROJECTOR IN HEADBOARD
Primary Mode: Relax Secondary Modes: Sleep Primary Mode: Secondary Modes: Personal
126 | DISNEY + SCAD CLC WINTER 2016
Relax
Sleep
Personal
Play
DELIVER | 127
CONCEPT: LIGHT ZONES DESCRIPTION The light zones can be created by Guests as they decide to project different colors into certain areas of the room. This feature can be used to create colored areas for specific purposes and needs, dividing the room into visual zones.
CONCEPT: FAIRY DOOR FEATURES
OPPORTUNITIES
• Centralized light projection
• Emotional zoning
• Mobile or room interface control
• Mobile integration/customization
• Non-physical Zoning
• Projected/immersive entertainment
DESCRIPTION There is a small door hidden in the Guest guestroom, room,ititwill willchange changethe location place everyday. every day.IfIfguest guestscan canfind findit,it,and andopen openthe thedoor, door,it itwill willchange changethe theroom’s room’s decoration and appearance of the theroom view through out of the projection window. mapping.
FEATURES
OPPORTUNITIES
• Projection mapping
• Guest discovery discover and anddelight delight
• Immersive Environment
• Interaction with the room • Guest turn on the magic by themselves themselves.
Primary Mode: Personal Secondary Modes: Sleep Relax
Opening the fairy door magically transforms the scenery in the window Primary Mode: Play Secondary Mode: Family
128 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 129
CONCEPT: ZORBS DESCRIPTION These small, soft, and plush spheres can be clustered and stuck to surfaces, or to one another through magnetism. The Zorbs operate in unison to project light and sound ambiance, creating unique visual and audible zones within a room space.
CONCEPT: TUB PROJECTION GAMES FEATURES • Light and plush with magnetic core • Bluetooth-operated light and audio
DESCRIPTION
OPPORTUNITIES • Size variation • Private light/audio shows • Personalized sound/music customization
When parents are trying to get their children to shower or take a bath, games and animations could be projected on to the floor and walls of the tub, distracting the children while they are bathed and making the experience more enjoyable and fun.
FEATURES
OPPORTUNITIES
• Projection mapping
• To include play in day-to-day activities
• Customization to different narratives
• Facilitate parent’s preparation for the day
• Guest interaction
• Turns a tedious activity into a magical one
• Timed activity
Projector
Projector
Primary Mode: Play Secondary Mode: Family Personal Relax
Primary Mode: Play Secondary Mode: Prep
130 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 131
MODES IN ROOM The team designed the following maps to demonstrate how Guest's could access multiple modes within one room experience. Each map features the integration of a small handful of concepts to experiment with.
PUSHABLE WALL
TOWER BLOCKS SENSORY BED
Play
Personal
ZORBS
Relax MODULAR BLOCKS
Play
Play
GLOWING FLOOR
Play
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DELIVER | 133
MODES IN ROOM
PIZZA BED
MULTI-LEVEL BED
WEBBING
Relax
Relax
INCEPTION ROOM
Personal Personal
BOOK BED JELLY FISH LAMP
Sleep Personal 134 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 135
POSSIBLE THEMING: PIRATES OF THE CARIBBEAN
136 | DISNEY + SCAD CLC WINTER 2016
POSSIBLE THEMING: STAR WARS
DELIVER | 137
POSSIBLE THEMING: AVENGERS
138 | DISNEY + SCAD CLC WINTER 2016
POSSIBLE THEMING: ROYAL ROOMS
DELIVER | 139
DECISION MATRIX ZONING
Sensory Bed
Tower Blocks
Light Zones
Zorbs
Book Bed
Room Webbing
Pushable Wall
Multi-level Furniture
Pizza Bed
Jellyfish Lamp
Inception Room
Modular Blocks
Is it awesome?
5
4
5
4
4
3
4
4
3
5
4
3
Is this appropriate for a Disney resort?
3
5
4
5
5
2
4
3
2
5
3
5
Is this something only Disney could do?
2
2
4
4
2
1
3
2
2
5
2
5
Does it make our Guests' vacations more fun?
4
4
4
4
2
1
4
5
1
5
5
5
Does it make our Guests' vacations easier?
2
3
2
2
4
4
4
3
3
3
2
5
Can we add/remove new tools easily?
1
3
2
5
2
2
4
1
2
2
1
5
Can Guests use their own device/content?
1
0
0
1
0
0
0
0
0
0
0
0
Did you think about how it might evolve over time?
2
2
3
3
2
1
3
2
1
2
2
3
Is it scalable (could it be implemented in thousands of rooms)?
2
5
5
5
4
4
5
3
2
3
1
5
Privacy
4
4
1
1
4
3
4
2
3
5
2
3
Senses Involvement
3
1
1
3
1
1
2
2
2
2
2
1
Space Optimization
2
5
1
2
4
4
5
4
3
3
1
5
How does this fit into the scope and span of the entire vacation?
4
4
3
3
4
3
4
2
3
4
2
3
Have you considered ongoing content creation?
1
1
5
2
2
1
3
2
1
3
1
2
Total
36
43
40
44
40
30
49
35
28
47
28
50
140 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 141
DECISION MATRIX PROJECTION MAPPING
The Grand Entrance
Guest Box
Life among the Walls
Double Huddle
Tub Games
Sink Ecosystem
Temp. Bathroom
Dome
Fairy Door
Jellyfish Lamp
Hidden Division
Shower Tower
Is it awesome?
5
5
5
5
3
4
4
3
5
3
4
5
Is this appropriate for a Disney resort?
5
5
5
5
4
5
5
5
5
5
4
5
Is this something only Disney could do?
5
5
5
4
2
4
5
3
3
5
2
4
Does it make our Guests' vacations better and more fun?
5
5
5
5
4
5
3
4
5
3
4
5
Does it make our Guests' vacations easier?
5
5
5
5
3
5
3
5
5
2
5
5
Can we add/remove new tools easily?
5
5
5
3
4
5
5
5
3
3
5
5
Does it consider multiple interfaces/inputs?
5
5
5
5
5
5
5
5
5
5
5
5
Did you think about how it might evolve over time?
5
5
5
3
3
5
5
2
4
1
3
5
Is it scalable (could it be implemented in thousands of rooms)?
5
5
5
5
5
5
5
5
5
5
5
5
Have you considered ongoing maintenance?
5
5
5
2
2
5
5
5
5
2
5
5
Have you considered ongoing content creation?
5
5
5
1
2
5
5
5
5
5
5
5
TOTAL
55
55
55
43
37
53
50
47
50
39
47
54
142 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 143
IN CONCLUSION Harnessing all their resources, insights, and values, the PionEars focused their final efforts in integrating a core selection of their concepts together to create one unified experience they could showcase in the final presentation. Additionally, the team went one step further, working together to create physical and digital prototypes of several of these core concepts. Early in the process, the PionEars had decreed it their objective to transport the magic into the room through the Guests. Their concepts were designed with this in mind. In addition to this internal priority, the final concepts held true to the clientâ&#x20AC;&#x2122;s criteria, reinventing the Guest room space into an immersive and entertaining experience that only Disney storytelling could accomplish. Finally understanding how that classic Disney magic could bloom within a Guest room experience, as well as how the Guests could be that magicâ&#x20AC;&#x2122;s driving force, the team had officially achieved victory in their quest. 144 | DISNEY + SCAD CLC WINTER 2016
DELIVER | 145
Every team needs a mentor when embarking on a heroic quest, and the team was fortunate enough to have several throughout their journey. The PionEars would like to thank their clients, the Walt Disney Imagineering team, for their guidance, their support, and for the opportunity to work together on such a tremendously rewarding collaborative project. Additionally, the PionEars would like to extend heartfelt gratitude to their professors SuAnne Fu and Xenia Viladas, as well as to Mary Kim, Josh Lind, Paul Runko, and everyone at the Collaborative Learning Center and SCAD.
146 | DISNEY + SCAD CLC WINTER 2016