Optimizing Guest Boarding Time
Seven Dwarfs Mine Train, In-Queue Guest Messaging at Magic Kingdom Park | Walt Disney World Resort
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How do you turn a built queue into a well-timed storytelling experience?
PROJECT OVERVIEW
The Magic Kingdom team wanted to get guests onto the coaster as quickly and smoothly as possible, but there were a few things guests needed to know before they could climb aboard—from where to stash their belongings and remove their hats to how to get safely buckled in.
The challenge was to turn those practical instructions into clear, engaging storytelling that fit naturally into the guest experience. The result was a streamlined communication approach designed to help guests know what to do, keep the line moving, and get everyone ready for the ride.
Heigh-ho, off to a smoother queue we go!
DESIGN CHALLENGE
The attraction was already built, so the challenge wasn’t designing the space—it was finding the right places within the existing queue to introduce important information. We needed to determine where each message belonged, how much information guests could absorb at each point, and how to pace the storytelling as they moved toward the ride.
The communication had to feel natural within the queue rather than interrupting the experience. Practical instructions about storing belongings, removing hats, and preparing to ride needed to appear at the right moments, giving guests enough time to understand and act on the information before they reached the loading area.
The goal was to turn the existing queue into a well-paced communication journey—using story, timing, and placement to help guests move confidently from waiting in line to getting ready to ride.
MY ROLE
Story Development: Led the storytelling strategy for the queue, finding creative ways to guide guests through important information without disrupting the Snow White experience.
Writing: Developed and refined the copy and scripts that communicated practical guest information while keeping the voice and storytelling aligned with the attraction.
Site Walks: Walked the existing queue and attraction site with the creative and design teams to identify the right opportunities for story placement, pacing, and guest communication.
RESULTS & IMPACT
Helped streamline the queue experience so guests could move through the line and into the attraction more efficiently.
Delivered important guest instructions without interrupting or compromising the story’s magic.
Created a communication approach that balanced operational needs with the immersive Snow White experience.