Dining Plan Add On Redesign
Walt Disney World Responsive Web
Original Design
New Design
Summary
Background
Guests planning a trip to Walt Disney World can go through the Walt Disney World website to purchase resorts stays, tickets, and various other trip add-ons like Dining Plans. Dining plans are being sold currently with 68% and 62% conversion through Disney travel agents and other consumer travel operations respectively. Through the website, conversion is only a 48%. A 1% increase in consumer direct penetration is approximately $2.6 million dollars.
Goals
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1
Convince guests to buy a Dining Plan
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2
Encourage guests to purchase higher tiered Dining Plans
Identifying Problems
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Uncompelling Images
Heat mapping shows that users are not focusing on the images on the side panel. Concurrent A/B testing showed that by switching out the media for more sophisticated photos resulted in a conversion of an additional $6 million in one quarter.
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Poor Communication of Benefits
The dry descriptions of specific features does not adequately convey the value and added benefits of a dining plan to the user. Additionally, the heavy text might be deterring the user from reading through the descriptions at all.
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Undesireable default focus
By default, “No Dining Plan” is selected, thus funnelling users down the booking process, disregarding the Dining Plan options.
My Process
I started iterating out multiple designs while concurrently adapting the page to a more cleaner, more modern design system. Our team took the different iterations of the design through multiple rounds of user testing to help validate design decisions. After taking the design through leadership, we began finessing the final visual design.
First Iterations
User Testing
My Solutions
Adding Compelling Imagery
Adding higher quality photos of more interesting foods and associating them with each dining plan will draw attention to the plans themselves, incentivize guests to read the content, and purchase the product. The hero image also portays an experience that could only be achieved by dining with Disney.
Original Design
New Design
Easy Comparison and Deprioritizing "No Plan"
A side-by-side layout and shortened copy allows guests to easily see the benefits of upgrading to higher tier dining plans. Placing "Continue Without a Plan" at the bottom of the page makes this option the exception to the expected behavior instead of the default. This would compel the user to read through the benefits of the different plans that we are surfacing.
Original Design
New Design
Finalizing the Design
After accounting for all the different use cases for this design and finalizing the mobile state, I handed off my redlines to the developers.
