The secret behind Disney’s MagicBand
How Disney MagicBand’s invisible technology makes it seem magical
“It’s like magic!”. Unlike decades prior, technology today has become much smaller, even invisible at times. Disney’s magical wristband is a prime example of that. 30 years ago, it may be a feat that a huge box could run computer like commands, but now, what is impressive is how invisible and automatic technology can become.
Affordances, signifiers, and feedback
How do we have a grasp of how to use new technology? Shouldn’t it be new and should we be completely lost of how to use it? No. In Donald Norman’s book The Design of Everyday Things, he explains the the concepts of affordances, signifiers, and feedback that help designers understand the users and allow them to make a product that’s easy and effective to use.
The term affordance refers to the relationship between a physical object and a person (or for that matter, any interacting agent, whether animal or human, or even machines and robots). An affordance is a relationship between the properties of an object and the capabilities of the agent that determine just how the object could possibly be used. (11)
Disney cleverly designed the wristband to look simple, hiding the massive amounts of technology under it’s rubber skin. The affordance between the user and the wrist is simple — wear me and everything will be done for you. Starting from booking your ticket online, the process has begun. All the actions, all the clicks you make while signing up allows you as a user to experience the “magic” this wristband emits. For example, by going to the restaurant the food will be coming to the table you currently reside in automatically.
On the other hand, signifiers are what the designers want the users to do. “Affordances determine what actions are possible. Signifiers communicate where the action should take place” (13). The Disney wristband does a good job because it actually strips a lot of the signifiers. In technology, we’re used to having to figure out how to use it (sometimes it would take way too long), but besides the initial “I’m yours, try me on” label on the wristband, there isn’t really much you have to do. With a simple Disney logo on the wristband matching the one on the scanner locations throughout Disneyland, they make the interactions simple and efficient to use.
Express users can board a park-bound shuttle, and check into the hotel. They don’t have to mind their luggage, because each piece gets tagged at your home airport, so that it can follow you to your hotel, then your room. Once you arrive at the park, there are no tickets to hand over. Just tap your MagicBand at the gate and swipe onto the rides you’ve already reserved. If you’ve opted in on the web, the MagicBand is the only thing you need.
…There’s no need to rent a car or waste time at the baggage carousel. You don’t need to carry cash, because the MagicBand is linked to your credit card. You don’t need to wait in long lines. You don’t even have to go to the trouble of taking out your wallet when your kid grabs a stuffed Olaf. (Source: Disney’s $1 Billion Bet on a Magical Wristband)
By reducing the actions they force upon users, the process almost seems magical. The truth is, users are doing what they’re used to doing. There is an usual process going to Disneyland, so by using that information, the wristband can predict what each customer needs and provides for them prior (which makes it seem like they can read your mind — magical).
Lastly, feedback is key to a product experience. Feedback is when there is a noticeable change when an action is made. The most common case of this is when you click a button and something happens because of it. The Disney wristband makes use of the user’s actions, but not something as simple as clicking a button. They use location information to trigger events — for example: by going into the restaurant, the chefs can start making what you ordered online, while serving to the table you currently reside in because they know your location. At various locations, you can use the MagicBand to scan to use. It gives you a direct feedback of green or blue, indicating if the process has been successful or not. With all these concepts well utilized by Disney’s wristband, it is no wonder that it would seem quite magical.
The MagicBand device takes advantage of prior user information to reduce actions users need to make. Products typically have signifiers that force an user upon an action, or make it seem like its affordances are quite limited. By collecting the user’s information and making signifiers seemingly invisible while create a lasting feedback to an action the user themselves naturally make, Disney has created a product that is seemingly magical.
