Shanghai Disney Resort
Embedded Files
Disney Premier Access optimization
Pay for convenience in an easier way
Disney Premier Access (DPA) is a premium feature on the Shanghai Disney app that offers priority access to rides and shows. However, sales and user data indicate opportunities to optimize the purchase process and bundle options. To better align with user needs and business objectives, we aim to enhance the DPA user experience.
The legacy design of Disney Premier Access
My role
As the lead designer, I was responsible for the overall UI and UX design of the product.
I worked closely with a product manager on this project which lasted approximately 3 months, supporting the process from consolidating business requirements and strategic planning to delivering the final design specifications.
What we want to achieve
Create an experience that assists users to explore DPA easier
Create a deeper engagement with users and increase the sales of DPA
We measure the success by an increase in
Click-through rate on attraction detail pages
Reach rate of DPA detail pages
Click-through rate on DPA detail pages
Conversion rate of DPA purchase
Target user
First-time visitors to Shanghai Disney make up approximately 70% of daily park guests and are often drawn to the park's most popular rides. They are also willing to pay for convenience, making them more likely to purchase Disney Premier Access (DPA) compared to Annual Pass holders.
This is because first-time visitors are more concerned with maximizing their time and efficiently experiencing all that the park has to offer.
The legacy design of DPA purchase flow
WHAT WASN'T WORKING
The click-through rate between the two entry points differs a lot
The click-through rate (CTR) for the entry on the dashboard exceeded 20%, while the CTR for the entry on the attraction detail page was below 10%. This disparity may be due to the dashboard being the first page users encounter upon opening the app, making it more convenient for those interested in purchasing DPA to access it directly from there.
Consequently, fewer users navigate to the attraction detail page for DPA purchases. This highlights an opportunity to improve the design and usability of the attraction detail page to better capture user interest.
The click-through rate of the purchase entrance > 20%
The click-through rate of the purchase entrance < 10%
WHAT WASN'T WORKING
The traffic to the DPA detail page is not properly redirected
Unlike most eCommerce platforms, the DPA detail page did not allow guests to navigate directly to other product detail pages for continued browsing.
As a result, traffic was not utilized efficiently, and guests were forced to return to the previous list page repeatedly to select different products, creating a less seamless browsing experience.
We assumed that…
The more information we disclose, the lower the barrier for users to enter the purchase flow
To increase the likelihood of DPA purchases, it is recommended to display clear and concise summaries of DPA products directly on the attraction detail page, where users are more likely to make purchase decisions. This will provide users with a better understanding of the benefits of DPA and encourage them to consider it as a viable option.
Instead of relying solely on a single icon and expecting users to explore DPA on their own, this approach equips them with the information needed to make an informed decision.
Through the links between DPA detail pages, users can find fitting products more easily
To augment product exposure and upsell potential, we ought to amplify the DPA detail pages by enabling interlinks and proposing associated products based on the current selection.
This will enable users to navigate and unearth supplementary options seamlessly, thereby boosting the chances of sales escalation.
The new user journey should be like
REDESIGN
Optimize the user flow and DPA touchpoints
Our proposal has two measures to improve user experience and access to DPA products.
Firstly, we suggest adding a Featured Experience module on the dashboard to reduce the time it takes for users to reach attraction detail pages where users' purchase intent is most likely to be aroused.
Secondly, we recommend displaying DPA products and prices prominently on attraction detail pages to highlight the entrance to DPA. This will provide users with more comprehensive information about DPA, increase the click-through rate and generate a stronger call-to-action.
REDESIGN
Improve the product-finding experience
We propose adding the DPA Cross-sell & Upsell Module to the current detail page, as there is no feature for related product recommendations, making it difficult for users to explore other options.
This module would display related DPA products with the current attraction, improving the product discovery experience, and creating a new opportunity for cross-selling and upselling.
Design exploration
Featured Experience Module
DPA Upsell Module
Final design
Featured Experiences Module on Homepage Dashboard
The entrance of DPA with a single icon will only attract guests who already have the intention to make a purchase.
Before
After
By implementing a direct link from the homepage to attraction detail pages where purchase intent is most likely to occur, we expected to increase the reach rate of DPA detail pages, as well as the conversion rate.
DPA Module on Attraction Detail
The CTR of the DPA entrance is lower than 10% which suggests that there is scope for improving the design of the attraction detail page.
Before
After
Showing related DPA products in conjunction with the current attraction streamlines the buying experience for users and provides an opportunity for cross-selling and upselling.
DPA Cross-sell & Up-sell Module on DPA Detail
With the introduction of the DPA cross-sell and up-sell module, users will have an easier time discovering related DPA products, eliminating the need to navigate back and forth to the previous product list page and reselect products.
Before
Before
After
After
The final design of DPA purchase flow
Outcomes
We measure the product metrics under similar attendance levels, DPA price, and guest mix for pre-launch and post-launch comparison. The data indicated really positive user feedback on the new design.
We largely improved critical business metrics as well as user engagement with Shanghai Disney app. Users showed more interest in browsing DPA products, which leads to a better reach rate and CTR on DPA detail pages and also increases the conversion rate of DPA purchases.
+16%
Dashboard page CTR
+10%
Attraction detail page CTR
+21%
Single DPA detail page CTR
+4%
Bundle DPA detail page CTR
Doubled
DPA detail page reach rate
50%
of DPA purchases were from the DPA Module
Takeaways
Define clear success indicators in the early stage
A well-defined desired outcome can guide you to make design decisions better and consistently which also helps to build consensus among the teams. In addition, it provides a lens to make you focus on the truly important product metrics after the product launch. And it's also the most effective way for designers to prove the value of design.
Be data-informed
Being data-informed means using both intuition and data to come up with testable hypotheses about the design strategy. Since data is never going to tell the full story, and it's never going to tell us exactly what to do to keep growing, we should let data act as a check on our intuition and assumptions.
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