a case study from mymagic+ at wdw
TRANSCRIPT
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Disney Confidential
From Loyal Customers to Raving Fans
1
A Case Study from MyMagic+ at WDW
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Walt Disney World then…
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Walt Disney World now…
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Our challenge
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The opportunity
Info Everywhere Recognition PersonalizationCustomization
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Our approach
IMMERSIVE Connect the WDW experience for our Guests and Cast
Know our Guest at key points of interaction
PERSONALIZE
D
Be relevant with the products and services we offerCUSTOMIZED
Eliminate barriers and friction points that complicate the experienceSIMPLE AND SEAMLESS
Enable a more dynamic experience by responding to real-time Guest sentiment and
operating conditionsREAL TIME
Embark on a multi-year journey to transform the end-to-end WDW experience, with a
single-minded focus on the Guest
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So we created an experience system
MagicBand(Physical)
My Disney Experience(Digital)
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A digital experience platform
MagicBand(Physical)
My Disney Experience(Digital)
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A connection between the digital and physical world
MagicBand(Physical)
My Disney Experience(Digital)
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Enabling simpler access to core entitlements…
Park EntryRoom Entry Payment
MagicBand(Physical)
My Disney Experience(Digital)
Enabling…
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…and seamless association of experiences
Park EntryRoom Entry Payment
MagicBand(Physical)
My Disney Experience(Digital)
Enabling…
PhotoPass Memory MakerFastPass+
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Our Learnings
Empathize with Guests as you make any and all product/experience decisions(Over 90% of in-park MagicBand users rate their experience as “excellent” or “very good”)
Guest-Centricity
Maintaining
Trust
Personalization and customization offer tangible benefits, but there must always be an
experiential payoff to the consumer
Product
MentalityStart simple, deliver a great ‘minimum viable product’, and seek to enhance it over time
Change
ManagementA flawless product is useless if the broader organization doesn’t believe in, or can
deliver, the experience