Disneyland: Reimagining the Wait
The Goal
Improve the Disneyland guest experience by reducing the frustration of waiting in lines through digital product solutions in the Disneyland app.
My Approach
Wait times at Disneyland are not going away. Popular rides will always have long lines. But the way the wait feels can be changed, and that is where the app has room to do something meaningful.
I focused on families with young kids since they have the most at stake. Kids run out of patience fast, parents carry the stress of managing everyone, and one rough wait can throw off the whole day. From there I looked at the experience in three parts: before joining a line, during the wait, and how guests feel after. Each stage has a different problem and needs a different fix.
My Recommendation
I proposed one feature for each stage of the wait. After weighing the value each one delivers against the effort required to build it, QuestLine came out on top.
QuestLine turns the queue into part of the experience. Ride-themed challenges, collectibles, and rewards keep kids engaged while they wait. The line becomes something to do, not something to endure. It tackles the problem directly, works within the existing app, and can be tested on a couple of attractions before rolling out further.
QuestLine in Action
Take Pirates of the Caribbean. A family joins the standby line with a 45 minute wait.
- 1
The invitation
The Disneyland app sends a notification: "Start QuestLine Mission." The parents and kids get a mission: find the hidden treasure.
- 2
The challenges
They work through a series of pirate-themed challenges scattered through the queue, spotting wanted posters, decoding a message from Captain Barbossa, and tracking down three hidden treasure markers before boarding.
- 3
The reward
Each challenge unlocks a digital collectible, and completing the full quest earns a badge plus a small reward nearby.
By the time the family reaches the front, the kids are excited, not restless. The wait becomes part of the adventure before the ride even starts.