5. Visionary transformation Visionary transformations occur when challenges are reframed, identifying opportunities to bypass competitors and reset customer expectations. At the heart of all such transitions are teams and leaders with the courage to think broadly so as to create a long-term perspective over the wider business context. CASE EXAMPLE Creating magical experiences The MagicBand that transformed the visitor experience in Disney World Orlando began with the question, “How can we help people get through the park gates faster and easier?” Over time, the team realized that the transformative opportunity wasn’t simply about waiting lines; it was about overlaying the park experience with a digital layer to enhance the magic. The design team reframed the essential question to become, “How can we bring magic back into the experience?” Answering this question enabled a solution to be designed that not only integrated into Disney’s strategy, but also aligned to its core values while fulfilling the emotional and practical needs of visitors. At the heart of the system is Disney’s MagicBand, a personalized, data- enabled wristband that grants a visitor entry into the park, allows them to join ride lines seamlessly and is an identifier, credit card and room key. Behind the scenes, the MagicBand connects to sensors and digital services throughout the park, creating a frictionless, magical Disney World experience for every family member. To realize this, Disney invested $1 billion in backend infrastructure to inte- grate more than 100 technological systems. This included 30 million square feet of Wi-Fi coverage, more than 300 turnstiles and retrofitted services throughout the park.3 3. Read more about how Disney fixed the magic Press reports indicate that since launching, customer satisfaction rates experience at “https://www.forbes.com/sites/ have soared such that 70% of guests claim they would recommend Disney bernardmarr/2017/08/24/disney-uses-big-data- iot-and-machine-learning-to-boost-customer- World. With most visitors wearing the band, the park uses real-time data to experience/#7e34fcfa3387” Forbes, and predict crowd flows so that an estimated 5000 additional guests can enter “https://www.wired.com/2015/03/disney- magicband/” WIRED the park each day without degrading the experience. BUSINESS VALUE OF DESIGN frogdesign.com | 14