Challenge
Disney Imagineering reached out to UEGroup to help define a dashboard that visualizes guest data. Data is currently spread across products, making it difficult to use and access. The design needed to bring this data together in a way that would empower Cast Members to put on the best show possible and increase their job satisfaction.
Role
As the lead designer on a team of two, I determined the process based on the unknowns, defined the design direction, and created wireframes for logging interactions and viewing guest data.
Results
The project delivered the product strategy and concept for Limelight, a generative AI tool that unifies data into a clear snapshot of each park and guest. It predicts issues, offers quick solutions, and automates tasks, freeing Cast Members to focus less on tech and more on personal guest interactions.
5
Data sources
3
Integrated products
90%
Value rating
How we did it
Feedback from 45 Cast Members
6 research methods
3 design iterations
7 concepts tested
Final design
Discovery
Goal: Use AI automations to improve cast members' job satisfaction.
Assumptions: AI will be a welcome tool, and reducing workload increases satisfaction.
Cast Members are multitasking, listening to guests' complaints as they find information.
Cast Members rely on their own experience and call each other for support when systems are too cumbersome.
Need to source large volumes of data across tools and pages, which makes it hard to understand the full picture
Logging interactions is time-consuming, so it is often done with inconsistent quality
Defining a UX vision
How do different automation approaches impact cast member emotions? What drives satisfaction?
We created concepts that pushed the boundaries of data privacy, data focus, automation, and emotional drivers. We tested these with cast members in focus groups to understand how the individuals reacted and how the group weighed the tradeoffs and voiced their concerns.
The outcome created a framework for desirable features and insight into users' prioritization to support a feature roadmap.
Design & iterate
Combine successful concepts, test, and refine
Built for multitasking, users can have a conversation and get basic information from visuals alone. Details are one click away.
Normalized method for recording interactions making them easier to understand and record with consistent quality.
Integrating team collaboration with featured solutions.
Encouraged reflection with the signature book, which highlights positive feedback from guests.
The Outcome
Improved Satisfaction through Efficiency
AI consolidates and summarizes data to facilitate meaningful interactions with guests, all while respecting guest privacy and the autonomy of cast members.
90%
Value rating
86%
helpfulness rating
86%
Ease of use rating
"We are visual beings, it feels way more interactive, more accessible and visually appealing. It keeps me more focused and more efficient. I would be more engaged."
"My job relies heavily on this information and I need to know what is going on in other areas of the park. Suggestions brings that extra step of guest service and more insight into what is going on in the park"
Contact me at nicodemusashley@gmail.com to talk more about this project or see more of my work.
