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Cedar Fair Mobile App
Cedar Fair owns and operates 12 amusement parks across the US and Canada. We were tasked with reimagining and rebuilding the mobile app that serves as an extension of the park experience.
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We launched MVP of the pilot app, Carowinds at the end of 2023 and have rolled out themes for the other 11 parks since then.
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As the UI Design lead, I managed a small team of designers to establish the design direction for the app and ensure visual consistency across the experience.
Role
UI Design Lead
Platform
iOS and Android app
Research Methodology
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Reviewed App Analytics
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Competitive Analysis
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Stakeholder Interviews
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Park Intercept Interviews (in-person)
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In-park Usability Testing
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User Surveys
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Remote Focus Group
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Tree Test
Key Pain Points
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Hard to find specific dining information
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Simple tasks take longer to complete than expected
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Use of iframes disrupt the experience
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Map and navigation are confusing/not always intuitive
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No ability to update payment methods
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Long load times
Opportunities
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Include more information about dining options - dining plan coverage, full menus, restaurant hours, dietary restrictions
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Comprehensive Wallet experience to easily access and use tickets, extras, payment methods
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No ability to update payment methods
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Reduce friction with wayfinding
Goal
Create efficiencies so users can focus on the fun of a unique, in-park experience
Tree Test Results
Related to Task 5, purchasing a Fast Lane Pass
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Despite having multiple options, users directness wasn’t as high as we would expect.
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Users were more likely to look under “More” than “Wallet” or “Map” or “Account”
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Feedback was similar for the Single Day Ticket task
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We’re planning to add a path to purchasing under “More”
Initial Wireframes - Single Use Fast Lane
Initial Wireframes - Wallet
01
Introducing a new e-commerce experience
The Single Use Fast Lane pass allows customers to skip the line for one ride, one time. They can purchase that pass on Carowinds mobile app in a streamlined experience that allows for the focus to be on enjoying their time at the park itself.
02
Incorporating animation to bring the experience to life
We found opportunities to incorporate interactivity and animations to the app, like this loading screen that displays after a purchase is made in park.
03
Explore all Carowinds has to offer
While in the park, patrons can see live ride wait times on the map, navigate to points of interest, and enjoy a new search and filtering experience to quickly find what they are looking for.
04
Manage your account directly through the app
Access tickets, passes, and add-ons for the whole family in one place. Purchase tickets, view and use your Pass Perks, and make payments within the app.
Custom icon library & illustrations
