Overview

As the Sr. UI/UX Designer on this project at Appetize Technologies, I led the design of a comprehensive self-service food ordering kiosk for Disney theme parks. This project aimed to streamline the food ordering experience across all Disney park restaurants by providing an intuitive, accessible, and efficient digital solution that aligns with Disney’s brand guidelines and accommodates a wide, diverse audience.

 

Project Scope
  • Platform: Physical touchscreen kiosks for in-restaurant ordering
  • Duration: Multi-month project from discovery to implementation
  • Responsibilities: UX strategy, end-to-end flow design, high-fidelity UI design, user testing
  • Collaboration: Worked closely with internal teams, including Product, Engineering, and Disney Creatives on Branding guidelines

 

Goals
  • Reduce order time to under 2 minutes
  • Accommodate first-time kiosk users
  • Maintain Disney’s strict design standards
  • Improve upsell success rates and cart accuracy

 

Design Challenges
  1. Complex Menu Structure: Users needed to navigate broad categories and customizable items (e.g., meat temperature, sides, add-ons).
  2. Accessibility and Usability: Many users are tourists or families, not necessarily tech-savvy. The design had to be intuitive.
  3. Strict Brand Guidelines: Every UI element had to align with Disney’s visual and tone standards.
  4. Scalability: The design needed to work across all park restaurants and screen sizes.

 

Main Flow

 

Key Features Designed
  • Category Navigation: Clean, visual menu layout for quick food discovery
  • Food Modifiers Flow: Support for complex customization (e.g., burger doneness, sides, allergy warnings)
  • Upsell Integration: Seamless addition of related items like drinks or desserts post item selection
  • Discount & Payment Flow: Streamlined checkout with discount application and clear confirmation steps
  • Bottom Navigation Bar: Persistent nav for cart access, help, and returning to home

 

 

Item Upsell

 

Item Modifiers

 

User Testing & Tasks

We conducted usability testing with participants unfamiliar with kiosk ordering. Two task-based scenarios were tested:

  • Task 1: Order a Bleu Cheese & Bacon Burger without customizing.
    • Observation: Users sometimes received a warning if a required modifier was skipped. We ensured the error messaging was clear and actionable.
  • Task 2: Order the same burger with customizations and upsell (e.g., extra patty and coffee).
    • Observation: Users could complete the customization and add upsells without confusion. Modifier selections carried over correctly to the cart.

 

Post-Test Interview Questions Focused On:
  • Ease of food discovery
  • UI clarity and modernity
  • Visual feedback when adding to cart
  • Readability (font size, color contrast)
  • Ease of use for bottom navigation

 

Results & Feedback
  • Average Completion Time: 1 minute 43 seconds (within goal)
  • Success Rate: 94% of participants completed both tasks without help
  • Positive Feedback:
    • Users found the design modern and aligned with Disney’s feel
    • Cart feedback and modifier clarity scored highly
    • Navigation was seen as intuitive and accessible

 

Takeaways

Designing for a broad, diverse audience under strict brand constraints pushed me to balance user-centric design with consistent visual identity. The project also sharpened my ability to manage complex modifier logic, conduct meaningful user testing, and design scalable UI patterns.

This kiosk is scheduled for rollout across all Disney park restaurants, setting a new standard for theme park food ordering experiences.