Bridging The Experience Between America's Most Famous Mall and Its Internal Amusement Park
The problems
Amusement parks are unique in that they are an all-encompassing experience for the customer. They have a wide range of products, from food and beverages to merchandise and amusement rides. The goal of an amusement park is to maximize profits and attract the most customers by creating a cohesive experience that makes the customer feel welcome and excited to spend more money. This is achieved through a combination of intuitive design, a unique experience for each individual, and encourage impulse purchases.
Scalability
The park should be able to easily add new rides and attractions to ensure that the park does not feel stale. The park should also be able to add new areas or zones to keep the experience fresh.
Speed and Flow
The park should be able to design experiences that keep the customers moving through the park at a fast pace. Customers should feel like they want to go back to the park and make it an enjoyable experience. People should not have to wait for their turn on a ride. The park should be able to get them from the line to the ride in the shortest amount of time.
Information Overload
People should not have to walk around the park looking for information. If there are maps, the map should be easily accessible. If there are guides to rides, those guides should be readily available. Information should be easily accessible, easy to understand, and presented in a way that is unique to the theme of the amusement park.
The Solutions
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Introducing: Smart Ticketing Kiosk
Nickelodeon Universe wanted to increase the speed of their ticketing process by reducing waiting time. We were brought in to build a self checkout kiosk for their ticketing process. The design process revolved around 3 key areas: the checkout process, payment process, and the post purchase flow. We worked with the client to identify the pain points and developed a checkout process that reduced the number of steps in the process. The design also worked to reduce the amount of options within the process to reduce cognitive load. The checkout process was then developed to provide users with clear and concise instructions. Finally, we worked with the client to design a post purchase flow that would provide users with relevant information and additional content.
Problems Addressed
Speed and Flow
Notable Features
Point Of Sale Integration
A custom extensibility layer was created on top of their existing point of sale system (Galaxy Ticketing Systems) to support Nickelodeon-specific self service checkout flows.
Custom Carriage and Ticket Printing Design
Nickelodeon's tickets double as wristbands and did not use standard paper sizes in length or thickness, plus they had an adhesive coating on the ends that typical printers could not handle so a custom carriage and printing mechanism was designed to support this.
Ticket Information Quick Access
Tickets are static and must be scanned to show remaining rides left. Scanning a ticket at any kiosk will reveal the rides remaining for that visitor's wristband.
Including Mobile and Web Ticket Integration
Purchases made on web or mobile also provided a scannable QR code that could then be redeemed as a ticket by scanning it at a kiosk. Upon scanning, a ticket would be automatically printed with zero button presses making for a seamless and fast process.
Point Of Sale Integration
A custom extensibility layer was created on top of their existing point of sale system (Galaxy Ticketing Systems) to support Nickelodeon-specific self service checkout flows.
Custom Carriage and Ticket Printing Design
Nickelodeon's tickets double as wristbands and did not use standard paper sizes in length or thickness, plus they had an adhesive coating on the ends that typical printers could not handle so a custom carriage and printing mechanism was designed to support this.
Ticket Information Quick Access
Tickets are static and must be scanned to show remaining rides left. Scanning a ticket at any kiosk will reveal the rides remaining for that visitor's wristband.
Including Mobile and Web Ticket Integration
Purchases made on web or mobile also provided a scannable QR code that could then be redeemed as a ticket by scanning it at a kiosk. Upon scanning, a ticket would be automatically printed with zero button presses making for a seamless and fast process.
THE RESULTS
Nickelodeon Universe saw a dramatic reduction in wait times due to the instant web and mobile redemption process. Most guests were in queue to either redeem online purchases or check remaining rides on their wristband. Being able to do this with a single scan and not relying on a person at the service desk not only led to less congestion at the service desk, but also visitors spent more time in the park and bought more merchandise because less time was spent walking to visitor services and waiting in line.
