🔎 Generative 📱 Mobile App 👥 B2C
Elevating the Park Experience through
the App
Six Flags, the world's largest chain of amusement parks, wanted to refresh their app's UX and enrich the in-park experience. Collaborating with Fueled, I led extensive on-site research to observe and interact with park guests, gaining insights into what visitors really needed.
Please note that some information has been removed or modified due to confidentiality.
My Strategic Contributions
👁️
Observational Interviewing
👔
Stakeholder's interviews
💬
Intercept Interviewing
🔍
Synthesis and Finding Analysis
📊
Journey Map
On-site Research by the Numbers
💬
+20 Interviews
General Managers, Supervisors & Staff
🎡
3 Parks
Los Ángeles, Georgia and México DF.
2 Languages
🇲🇽
🇺🇸
Spanish in México & English in LA and GA.
Background and Goals
The Product team needed research to map all UX issues in the current app and help prioritize them from a user perspective. My goal was to pinpoint what wasn’t working and suggest new features based on our findings to guide the product roadmap.
Generative Goals
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Understand how visitors were using the app at the park and what their behavioral usage is.
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Validate the key information visitors require at all times to improve the app's UX accordingly.
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Identify any problems with the physical experience at the location and with the existing app.
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Establish correlations between guests, teams, and their surroundings to gain a better understanding of each area's needs and culture.
Design Goals
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Collect printed documentation to understand what information is needed to ensure visitors have an enjoyable experience.
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Identify opportunities to enhance the Six Flags experience through the app while respecting the unique culture and context of each park.
Insights
Note that some information has been removed or modified due to confidentiality.
1
The awareness of the app was low, and most visitors didn't use it during their park visits as they didn't find it useful or practical.
2
The map experience didn't live up to visitors' expectations. They had a tough time navigating the park with maps that didn't help them plan their day efficiently,
3
The app fell short in performing some of the essential tasks users expected.
Impact
Strategic Impact
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Research findings supported and organized the prioritization of the Product Roadmap for V1.
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This project created a practical template for on-site research to be used in future projects.
Collaboration Impact
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UXR bridged communication between stakeholders and the Product team, leveraging bilingual expertise to understand and communicate user and staff pain points effectively.
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It provided insights to guide future feature developments in v2.
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Want to know more about Six Flags?
Book a meeting to learn more about the additional findings and insights.