Content

User%

Context

Image: Disney Infinity (2013)

How might Disney help teenagers to make friends using Experience Design?

Experience design is focused on the interactions between people and products,

and the experience that results.(Forlizzi & Battarbee, 2004)

it is designing and developing a product or service through storytelling leading to a

positive change in behaviour for the user and promoting an emotional affinity with brand.

Experience Design (XD) Ecosystem

Nature Empathy

interactive

immersive

Human interaction

Psychology Hardware

Promoting Positive Change

Software

Human

Image: Pink (2013) Pocahontas nature Image: Disney (1995)

“The villains of industry seek to deprive us of our humanity.” - Buley (2013)

XD Timeline

•  Brands will think about the holistic experience

•  Products will integrate into the experience simpler

•  Brands will be measured on show not tell

•  Design will balance the physical and digital

A brand is much more than the logo; it is the pattern our brains expect based on everything we have previously heard, seen, and felt. All of

these components roll up into the larger experience. – Steiger. (2012)

•  XD is an accumulation of many design processes such as User Experience Design and Interaction Design.

•  Don Norman is thought to have founded the terminology for Experience Design

•  The principles were in place earlier with Ogilvy who understood the importance of storytelling for the consumer to experience and attach emotion to the brand. - Booth (2013)

•  Advertising and product design are converging

•  Two way conversations between brands and customers

•  Brand value is keeping brand loyalty

•  Brands connecting deeper with customers on emotional levels through interaction and storytelling

-  Steiger (2012)

Past Present Future

Images: Disney

Good XD Bad XD

What it certainly is is a collection of experiences constructed in incredible detail, each one creating an alternate reality for each individual passenger. It's all of your what-ifs and if-onlys, brought to life. As Morgan Lloyd, one of the show's creators, put it: "The show lets you remember your potential again.” – Chandrasekhar (2012)

•  Immersive interactive performance experience •  Engaging personal interaction

•  Involvement promotes a positive emotional response •  User learning and improvising in a changing environment

•  Community building and sharing

“As an experience, it was almost literally unimaginable.” – Dickson 2012

•  Paper boarding pass is environmentally unfriendly •  Poor communication, a collection of acronyms,

numbers and sequences •  Easily to lose paper ticket, easily breaks and bends •  Complex data for 3 difference users – passengers,

airline staff and machines •  Different layout for different airlines •  Dissatisfied emotional outcome

Rethinking the airline boarding

pass

“In a busy, fast-moving environment, knowing where you need to be, at what time and how to navigate the airport labyrinth is crucial. Therefore this should be as simple and stress free as possible…” – Smart (2013)

Image: You Me Bum Bum Train (2012) Image: Smart, P. (2013)

Taking  Disney’s  powerful mantra…

DreamBelieve

DareDo

• Family orientated • Think big • Embrace the challenges

And why do people need friends…

Reason %

Feel connected 70%

Share interests 65%

Have fun with 50%

Feel supported 45%

% Where to find friends?

65% School

80% Hobbies/Interests

40% Friends of friends

25% Social Networks

introducing…

Disney Dares

Disney Dares is an immersive physical and digital adventure for teenagers to find friends and share experiences inside Disneyland  and beyond.

Disney Dares is the tool to bring teenagers together and connect them face to face and in the digital sphere. It is an app that provides an experience promoting a playful, challenging and interactive involvement in order to help guests find friends and create a lasting positive change in their lives. The app is also a safe social network keeping guests connected and sharing experiences in their own peer alumni.

. !Name: Joe

Age: 15 Likes: skateboards, music, playing guitar Siblings: younger brother

Name: Sam Age: 16 Likes: fashion, art, relaxing Siblings: younger sister

Name: Robert Age: 14 Likes: Sports, piano, cinema Siblings: 2 young brothers

Name: Kimberley Age: 14 Likes: books, films, boys Siblings: younger sister

Images: Hyung, R (2013)

Joe’s family have booked a holiday to Disneyland. Joe is excited to experience the rides but isn’t very excited to go with his family. He goes online and

finds Disney Dares. It’s an app he can download to his mobile device and use in the parks.

Joe downloads the app and logs in. He chooses a Disney character and adds his personal interests to his profile. He has to wait until he’s in the park for the app to activate.

Joe and his family arrive at a Disney park and the app automatically activates.

Disney Dares finds other players and locates them on the i n te rac t i ve map.

Joe can now connect with his new friends in the park. He can message them and chat with them, arrange to meet and find out about their experiences.

Joe’s Journey

Image: Disney (1995)

Image: Disney (2011)

Image: Hyung, R (2013)

Image: Disney (1995)

Image: Delin (2013)

Let’s meet! Go to Space Mountain with 3 friends for a

FastPass!

Disney Dares

D i s n e y D a r e s generates challenges and activities and alerts the player.

!

Joe meets his new friends face to face. They bump phones to activate app. He is at Space Mountain with his 3 friends. They get a FastPass® for the ride just for being their together!

After the ride Joe points his mobile device at the Disney Dares sign and gets points and a personal message. Disney Dares !

Joe and his friends can continue to challenge and share their activities with others in the park and beyond in the soc ia l network.

Image: Angiods. Space Mountain

Image: Apple (2012)

Image: Disney

Disney Dares begins before the guest reaches the Disneyland parks. The app can be downloaded to a mobile device. The guest can login and choose their Disney character of choice to play as. Once they select their character they will have access to their characters world and be able to find out more about their persona. The app officially becomes active once a guest walks through the park entrance at any Disneyland. By automatically activating on the guest’s mobile device, Disney Dares app will map other guests in the concentrated park and pinpoint their locations. This will display an interactive map of Disney characters on the device. The guest can connect with other players in the park network and is able to friend them. This will enable the guest to message and chat with their new friends through a digital means. They can arrange to meet or ask each other questions about challenges and activities, or maybe even what a ride is like they can see the player has tried. The Disney Dares app starts to generate dares and send alerts to the players mobile device challenging them to do activities. Dares can range from meeting face-to face with any another player, or with a player from your Disney characters ‘family’; or finding three players and riding Space Mountain with them. Disney Dare guests get FastPass® tickets for finding friends and completing challenges.

Each dare will generate reward points for the guests once completed. The app will know this when guests point their mobile device at special screen physically placed after each ride. The screen will have the Disney Dares logo and will appear blank to non Disney Dares players. Those playing will point their mobile device at the screen revealing a message for them and gaining points and rewards.

Disney Dares gives teenagers the opportunity to meet new friends, form groups, complete challenges, share in real life and on the app platform, a safe and private social network they have access to during and after their physical experience.

Image: Disney (1992)

Image: Disney (2012)

Questions?