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EY Design Sprint

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

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

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1ST PLACE TEAM | FEB. 2019

Redesigning the Theme Park Experience

Created on Sketch & Adobe XD

 Problem 

  • Long wait times

  • Difficult website interface

  • Too many physical tickets

  • Poor employee engagement

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Key: weak consumer experience 

 Solution 

  • Gamification system: Beginning with a base number of points, spend points by reserving 15 min time slots for the hottest rides, and earn points by riding less popular rides. Point allocations determined by supply and demand of rides in real time.

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  • Mobile-first approach: Instead of improving the website interface (used more pre-park visit), we proposed an app to support the bulk focus of the consumer journey– their time at the park, where they are mainly using mobile devices as their source of information.

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  • Convenience & accessibility: No more physical tickets– all reservations for rides and admission ticket are found on the app​.

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  • End-to-end solution: Employees have a parallel but different portal to increase employee engagement via their new app resource that can help them better serve customer needs.

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

Initial Mockup

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Completed during the 24 hour challenge on Adobe XD

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

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Tap on locations to view details

ROUTE ME to get guidance towards destination, or reserve to hold a virtual spot in line

 Customer 

Facing 

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 Employee 

 Facing 

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

The voice call option allows the employee to immediately contact the central help desk with the most resources when necessary.

Secondary Iteration

Revisions on Sketch

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view profile

select attraction

go

(begin routing)

pop up can be minimized

search bar drop down

side menu bar

Tap and hold to see an expanded view of the attraction

Start Here

 Employee Facing 

Prototype

 Customer Facing 

  • Very economized highlight of key features

  • Harsher/flat interface; too high contrast

  • Limited map engagement capabilities

  • Lack of clarity in park routing features

 First Iteration Issues 

  • Simple, clean, streamlined– crucial as park experiences are often fast-moving and highly stimulating (may feel chaotic for some), and so this more relaxing interface can ameliorate user anxiety

  • more organic forms are easier on the eyes

  • more detail on map usage

  • mockups shown for park routing features

 Second Iteration Improvements 

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