Intro
Dreamline
My Role
UX Designer - UI/UX Design, Interactions, Research & User Testing, Wireframing, Motion Design
UX Designer - UI/UX Design, Interactions, Research & User Testing, Wireframing, Motion Design
Team
Andrea Da Silva
Andrea Da Silva
Nikki Hahn
Nikki Hahn
Alana Watts
Alana Watts
Kara Rivenbark
Kara Rivenbark
Overview
Dreamline is a compact self-driving electric car that we designed to enhance the park experience within the Disney parks. Utilizing amenities such as climate control, an interactive table, and personalization options helps enhance the Disney experience and create a ride that not only benefits visitors but also offers an experience in itself.
Dreamline is a compact self-driving electric car that we designed to enhance the park experience within the Disney parks. Utilizing amenities such as climate control, an interactive table, and personalization options helps enhance the Disney experience and create a ride that not only benefits visitors but also offers an experience in itself.
As a UX Designer for this project I focused on creating initial flows for our interactive table, user journey/stories, motion design and storytelling, as well as prototyping and wireframes. I also supported other teammates in UXR, and on site research at the Disney parks.
As a UX Designer for this project I focused on creating initial flows for our interactive table, user journey/stories, motion design and storytelling, as well as prototyping and wireframes. I also supported other teammates in UXR, and on site research at the Disney parks.
The Problem
Theme Parks Are Exhausting
Large theme parks such as the Disney or Universal parks can take a toll on people.
Large theme parks such as the Disney or Universal parks can take a toll on people.
Millions of people from around the world travel to Florida to experience some of the most immersive and unique experiences in the world. But because of the heat, crowds, and amount of steps, many people end up focusing on the negatives instead of the magical experiences offered by these parks.
Millions of people from around the world travel to Florida to experience some of the most immersive and unique experiences in the world. But because of the heat, crowds, and amount of steps, many people end up focusing on the negatives instead of the magical experiences offered by these parks.
Our Solution
Dreamline - A fully-autonomous vehicle for the Disney parks.
Ride Around the Disney Parks
Ride Around the Disney Parks
Ride around in style with the Dreamline. Turn even your transportation into a Disney experience using our themed exteriors and immersive interiors.
Ride around in style with the Dreamline. Turn even your transportation into a Disney experience using our themed exteriors and immersive interiors.
Control Your Experience
Control Your Experience
Utilizing the interactive table you can control your ride, shop online, and keep the family entertained during travel or long wait times.
Utilizing the interactive table you can control your ride, shop online, and keep the family entertained during travel or long wait times.
Research
Surveys & interviews.
As we landed on an idea we quickly identified this as a problem with customers.
As we landed on an idea we quickly identified this as a problem with customers.
We quickly jumped into secondary research as we decided on an idea, and ran into heaps of comments and threads from tired and frustrated Disney customers.
We quickly jumped into secondary research as we decided on an idea, and ran into heaps of comments and threads from tired and frustrated Disney customers.
These comments allowed us to gain valuable insights into a major problem.
These comments allowed us to gain valuable insights into a major problem.
Fatigue and heat was one of the biggest problems that customers run into when traveling to the Disney parks. From these initial insights, we were able to craft survey and interview questions to further validate customer needs and painpoints.
Fatigue and heat was one of the biggest problems that customers run into when traveling to the Disney parks. From these initial insights, we were able to craft survey and interview questions to further validate customer needs and painpoints.
Results from our survey.
Results from our survey.
We surveyed 129 recent Disney visitors, focusing on families with young children and those with mobility challenges. We deliberately chose to focus on this core customer base, as we felt those would be the most likely to run into issues with moving throughout the park.
We surveyed 129 recent Disney visitors, focusing on families with young children and those with mobility challenges. We deliberately chose to focus on this core customer base, as we felt those would be the most likely to run into issues with moving throughout the park.
For interviews we separated them into three key age groups.
For interviews we separated them into three key age groups.
We interviewed eight people and seperated each into three categories. We interviewed elders, parents, and children themselves to be able to understand their unique struggles and challenges while navigating through the parks.
We interviewed eight people and seperated each into three categories. We interviewed elders, parents, and children themselves to be able to understand their unique struggles and challenges while navigating through the parks.
To get insights from current visitors, as well as observation insights, we traveled to one of the Disney parks.
To get insights from current visitors, as well as observation insights, we traveled to one of the Disney parks.
Using our interview questions that we had formulated previously we made our way into the largest Disney park, Animal Kingdom. During our time here we conducted rapid interviews with people resting or in line for rides.
Using our interview questions that we had formulated previously we made our way into the largest Disney park, Animal Kingdom. During our time here we conducted rapid interviews with people resting or in line for rides.
Problem areas for customers.
Problem areas for customers.
As we wrapped up research we affinitized most of our data points, and landed on five major problem areas that customers currently are facing within Disney parks.
As we wrapped up research we affinitized most of our data points, and landed on five major problem areas that customers currently are facing within Disney parks.
Insights and Framework
Dreamline, not just a car but an experience.
Dreamline is built for the future of Disney.
Dreamline is built for the future of Disney.
Based off of our secondary and primary research our team landed on creating the Dreamline, a family sized, self-driving electric vehicle that allows guests a new way to get around the Disney parks. Featuring a climate controlled interior, immersive branding, as well as a central interactive table for control and entertainment.
Based off of our secondary and primary research our team landed on creating the Dreamline, a family sized, self-driving electric vehicle that allows guests a new way to get around the Disney parks. Featuring a climate controlled interior, immersive branding, as well as a central interactive table for control and entertainment.
Validating our solution.
Validating our solution.
To ensure that customers would be interested in our solution we surveyed another 87 frequent parkgoers. This confirmed our assumption that customers would appreciate having more methods of accesible transportation throughout the park.
To ensure that customers would be interested in our solution we surveyed another 87 frequent parkgoers. This confirmed our assumption that customers would appreciate having more methods of accesible transportation throughout the park.
Safety is a priority, especially within Disney.
Safety is a priority, especially within Disney.
Our research also revealed concerns about safety. To combat this the Dreamline would dampen some of these concerns with dedicated lanes, a limited fleet, and utilization and development of cutting edge safety technology.
Our research also revealed concerns about safety. To combat this the Dreamline would dampen some of these concerns with dedicated lanes, a limited fleet, and utilization and development of cutting edge safety technology.
Design
Crafting our interactive table experience.
With our assumptions and ideas validated with research, we got to designing.
With our assumptions and ideas validated with research, we got to designing.
Working off of our framework as well as our previous research, we began the initial stages of designing what the Dreamline experience would look like. This included crafting UI for the interactive table, exterior and interior renders, branding, and business implementation.
Working off of our framework as well as our previous research, we began the initial stages of designing what the Dreamline experience would look like. This included crafting UI for the interactive table, exterior and interior renders, branding, and business implementation.
Initial paper prototyping.
Initial paper prototyping.
To explore how some of the widgets on the interactive table would work we created some paper prototypes to play with and organize. We also experimented with interactions such as rotation, orientation switches, and scaling.
To explore how some of the widgets on the interactive table would work we created some paper prototypes to play with and organize. We also experimented with interactions such as rotation, orientation switches, and scaling.
Using the paper prototypes, we crafted a framework for interactions.
Using the paper prototypes, we crafted a framework for interactions.
One of the challenges that our team solved was how users would interact with our UI. We had to solve for swiping, expanding and scaling, roation, as well as how users might pass a widget across the table. Our solution involved intuitive gestures involving best practices on a touchscreen, similar to using a tablet.
One of the challenges that our team solved was how users would interact with our UI. We had to solve for swiping, expanding and scaling, roation, as well as how users might pass a widget across the table. Our solution involved intuitive gestures involving best practices on a touchscreen, similar to using a tablet.
We used the initial ideas sparked from the paper prototypes and real world examples to jump into Figma.
We used the initial ideas sparked from the paper prototypes and real world examples to jump into Figma.
Utilizing some of the great ideas that were manifesting through brainstorming with paper, we also referenced existing products as inspiration and to also reference what the best practices regarding navigation and interaction were. We did this to make things feel familiar and easy to navigate for users.
Utilizing some of the great ideas that were manifesting through brainstorming with paper, we also referenced existing products as inspiration and to also reference what the best practices regarding navigation and interaction were. We did this to make things feel familiar and easy to navigate for users.
Though as we began designing we realized we weren't all aligned.
Though as we began designing we realized we weren't all aligned.
As we began to push out initial screens, we realized that we were a bit misaligned on what we wanted as a style. So, the team came together and began discussing the miscommunication we were experiencing. During our session, we were able to unblock ourselves by diving deeper into a widget-style UI, confirming what our overall direction and style was moving foward.
As we began to push out initial screens, we realized that we were a bit misaligned on what we wanted as a style. So, the team came together and began discussing the miscommunication we were experiencing. During our session, we were able to unblock ourselves by diving deeper into a widget-style UI, confirming what our overall direction and style was moving foward.
As we unblocked ourselves we created an example moodboard, as well as a framework for us to folow.
As we unblocked ourselves we created an example moodboard, as well as a framework for us to folow.
Utilizing our moodboard we got together some examples that we wanted to follow. Using these examples we collectively created a framework for our UI styling to follow, and the reasoning behind each styling decision. This was a huge moment for the project, and allowed us to begin designing quicker and without blockers.
Utilizing our moodboard we got together some examples that we wanted to follow. Using these examples we collectively created a framework for our UI styling to follow, and the reasoning behind each styling decision. This was a huge moment for the project, and allowed us to begin designing quicker and without blockers.
After unblocking ourselves, we began to rapidly design.
After unblocking ourselves, we began to rapidly design.
We brought our UI up from Mid-Fi to High-Fi relatively quickly. Simply getting clarification on what we were aiming for sped up our process by a ton.
We brought our UI up from Mid-Fi to High-Fi relatively quickly. Simply getting clarification on what we were aiming for sped up our process by a ton.
The evolution of our UI.
The evolution of our UI.
We quickly brought up our UI to a very high level. As you can see above the changes that our UI went through in each stage, showing our iterations and results from good communications and alignment.
We quickly brought up our UI to a very high level. As you can see above the changes that our UI went through in each stage, showing our iterations and results from good communications and alignment.
Testing, testing, testing.
Testing, testing, testing.
As we developed our final flows and prototypes we brought it to user testing, testing with 6 users. From this testing only slight changes and tweaks were given to our flow, advising to increase touch targets and text sizes.
As we developed our final flows and prototypes we brought it to user testing, testing with 6 users. From this testing only slight changes and tweaks were given to our flow, advising to increase touch targets and text sizes.
Even testing with a projector.
Even testing with a projector.
We also projected our UI onto a tabletop for testing interactions. Our users interacted with the table in real time, opening widgets, passing them, and interacting with them. Feedback from this part of testing confirmed the success of our framework from earlier.
We also projected our UI onto a tabletop for testing interactions. Our users interacted with the table in real time, opening widgets, passing them, and interacting with them. Feedback from this part of testing confirmed the success of our framework from earlier.
Branding
Creating the Dreamline
With our assumptions and ideas validated with research, we got to designing.
With our assumptions and ideas validated with research, we got to designing.
Working off of our framework as well as our previous research, we began the initial stages of designing what the Dreamline experience would look like. This included crafting UI for the interactive table, exterior and interior renders, branding, and business implementation.
Working off of our framework as well as our previous research, we began the initial stages of designing what the Dreamline experience would look like. This included crafting UI for the interactive table, exterior and interior renders, branding, and business implementation.
During our trip to Disney, we also stopped by the Villages in Florida, and got some design inspiration.
During our trip to Disney, we also stopped by the Villages in Florida, and got some design inspiration.
During our visit to the Villages we took inspiration from the different styles and models of golf carts that were so prevalent in the community. Using their general scale and seating arrangements as inspiration for our own vehicle.
During our visit to the Villages we took inspiration from the different styles and models of golf carts that were so prevalent in the community. Using their general scale and seating arrangements as inspiration for our own vehicle.
Early iterations of our car were inspired by more futuristic concepts, but we needed to blend styles.
Early iterations of our car were inspired by more futuristic concepts, but we needed to blend styles.
While the sleek self driving concept cars looked good, we knew we also wanted something that would fit into the Disney experience. As we ideated we began to blend the two, coming up with interesting and unique concepts that would fit into a Disney park while still feeling sleek and futuristic.
While the sleek self driving concept cars looked good, we knew we also wanted something that would fit into the Disney experience. As we ideated we began to blend the two, coming up with interesting and unique concepts that would fit into a Disney park while still feeling sleek and futuristic.
After many iterations, we landed on some final designs of the car.
After many iterations, we landed on some final designs of the car.
We carefully crafted the exterior and interior of the Dreamline. The exterior representing the characters we know and love from Disney. Our exterior providing something that stands out but fits within the magic of the Disney parks. While the inside focused around comfort, accessibility, and engagement. Our interior has removable seats for accessibility, panoramic windows for sweeping views of the park, as well as under seat storage for safe keeping of items.
We carefully crafted the exterior and interior of the Dreamline. The exterior representing the characters we know and love from Disney. Our exterior providing something that stands out but fits within the magic of the Disney parks. While the inside focused around comfort, accessibility, and engagement. Our interior has removable seats for accessibility, panoramic windows for sweeping views of the park, as well as under seat storage for safe keeping of items.
Instead of using any existing Disney brand, we created our own.
Instead of using any existing Disney brand, we created our own.
We decided to create our own logo for this product, feeling that something like this could be expanded for other parks.
We decided to create our own logo for this product, feeling that something like this could be expanded for other parks.
Dreamline, Magic Between the Moments.
Dreamline, Magic Between the Moments.
This logo features a winding path through a cloud, and a "second star to the right," a homage to Neverland's legendary entry point.
This logo features a winding path through a cloud, and a "second star to the right," a homage to Neverland's legendary entry point.
Business Integration
How do we implement this?
Disney has already wanted to explore autonomous vehicles before.
Disney has already wanted to explore autonomous vehicles before.
In 2017 Disney partnered with both Navya and Local Motors to test self driving shuttles. Though, the partnerships were later dissolved due to poor driving test runs.
In 2017 Disney partnered with both Navya and Local Motors to test self driving shuttles. Though, the partnerships were later dissolved due to poor driving test runs.
Navya and Local Motors both struggled in their own ways.
Navya and Local Motors both struggled in their own ways.
Navya faced technological limitations, and Local Motors struggled with financial and regulatory issues. Though, both regulations and technology have gotten better since then.
Navya faced technological limitations, and Local Motors struggled with financial and regulatory issues. Though, both regulations and technology have gotten better since then.
“CEO Bob Iger committed $60B to a 10-year expansion of Walt Disney World, including new attractions and park redesigns”.
“CEO Bob Iger committed $60B to a 10-year expansion of Walt Disney World, including new attractions and park redesigns”.
Orlando Weekly
Orlando Weekly
Times change, and this is the perfect opportunity.
Times change, and this is the perfect opportunity.
As self driving technology has gotten better and Disney begins to overhaul their parks, the Dreamline perfectly fits with Disney's current long term strategy for their parks.
As self driving technology has gotten better and Disney begins to overhaul their parks, the Dreamline perfectly fits with Disney's current long term strategy for their parks.
As Disney begins to revamp their existing infrastructure, this leaves a perfect opportunity for our product.
As Disney begins to revamp their existing infrastructure, this leaves a perfect opportunity for our product.
With company investment into this technology as well as key infrastructure updates, Disney could begin to expand and include key infrastructure that the Dreamline needs to succeed. These things include dedicated lanes, charging stations, and parking.
With company investment into this technology as well as key infrastructure updates, Disney could begin to expand and include key infrastructure that the Dreamline needs to succeed. These things include dedicated lanes, charging stations, and parking.
This concept is scalable too, across multiple parks and experiences.
This concept is scalable too, across multiple parks and experiences.
While the Dreamline was designed specifically for Disney parks in mind, this concept could be expanded to other parks such as Universal, Six Flags, and other large theme parks.
While the Dreamline was designed specifically for Disney parks in mind, this concept could be expanded to other parks such as Universal, Six Flags, and other large theme parks.
Conclusion
Designing new and fun experiences!
This was one of my very first projects that didn't focus on mobile design, and it was difficult at first.
This was one of my very first projects that didn't focus on mobile design, and it was difficult at first.
Thinking about UI outside of the traditional mobile or website mold that we are used to is a bit difficult. You encounter unique challenges and problems that you end up having to solve. Though I feel I learned a lot from this and leveled up my foundations of UI design.
Thinking about UI outside of the traditional mobile or website mold that we are used to is a bit difficult. You encounter unique challenges and problems that you end up having to solve. Though I feel I learned a lot from this and leveled up my foundations of UI design.
Designing unique interactions takes time, and you need to make them as seemless as possible.
Designing unique interactions takes time, and you need to make them as seemless as possible.
Designing how users would begin to interact with the widgets was an interesting challenge to overcome. It taught me a lot about how to think about best practices when it comes to touchscreen interaction, especially on a larger screen.
Designing how users would begin to interact with the widgets was an interesting challenge to overcome. It taught me a lot about how to think about best practices when it comes to touchscreen interaction, especially on a larger screen.
Research that's been done with a purpose and executed well is great to have.
Research that's been done with a purpose and executed well is great to have.
From the start of the project we had a general idea of who would be most interested in this product. As we conducted our research and targeted these demographics we came out with amazing insights and feedback for the project that really helped us make decisions and validated some of our assumptions.
From the start of the project we had a general idea of who would be most interested in this product. As we conducted our research and targeted these demographics we came out with amazing insights and feedback for the project that really helped us make decisions and validated some of our assumptions.