From the moment you walk into a theme park, everything is meticulously designed to deliver you an immersive experience unlike any other. Universal Studios, where I once worked as a VIP tour guide, is no exception. When you get ready to fight bad guys in the streets of New York with Spider-Man, the queue you stand in is lined with monochromatic rooms as a throwback to the style of early comics. The story of the ride begins in line—the ride itself is only the cinematic conclusion.

Working as a tour guide here was a fun experience, and I realize that I still help deliver immersive experiences to people as a marketer and design enthusiast in the Bay Area. Looking back to my days at Universal, however, I sometimes wish that I had the vocabulary then to articulate my understanding of good design, because it turns out the experience taught me a lot about UX. The first step to creating an amazing digital experience is often finding inspiration in the real world, so here are four lessons I learned in the (rather unreal) real world of Universal Studios.

Pay Gates Often Lead to Terrible User Experience

You’ve just been dropped 50 feet at 60 miles an hour on the last leg of your favorite rollercoaster. During that drop you saw a bright flash. “Cool, they took our picture!” You race through the gift shop (at the end of every ride) with your family and wait for your picture to show up on a monitor.

The Incredible Hulk Roller Coaster

The picture is hysterical, everyone in your group is laughing. You’re having a great time. But then you find out that the picture is really expensive. You already paid a huge ticket price, and bought a t-shirt and some overpriced food. This exciting experience quickly morphs into a disappointing one as you deliberate over whether or not you should buy the picture. You go to snap a picture of the screen with your phone, but before you can, a park employee stops you.

Many websites do something similar. Just take a look at any resume-building product. They say you can make a resume for free by using their template. You decide to make the resume then input all of your professional and educational achievements. Then, after putting in all of that work, you’re surprised to discover that if you want to save or print your resume, you have to put in your credit card and pay a monthly fee to access it. Trapping your customers may help conversion rates initially, but it’s terrible user experience that won’t work over the long haul.

Similarly, a media site might let you read two paragraphs of a story before making you sign up for a subscription to the site. You might take that next step, if you feel the need to read the rest of the article, but pay gates diminish customer happiness with the feeling that someone has pulled one over on us.

UXPin Signup

We can deliver better user experiences by being upfront with our intentions. Countless products, including UXPin, offer upfront free trials. You can try before you buy, with an understanding of how much the product costs. Offering transparency to your customers isn’t just a best practice, it’s the right thing to do.

The Best Experience Doesn’t Come from Copying Others

If you’ve been to a theme park you may notice that most of them have a wheel and spoke layout. This helps flow people through the park and once they have finished everything they are right back at the beginning so it's easy to exit (and make a final purchase at the gift shop).

As a tour guide, I encountered millions of guests—most of them beginning their day by entering the park and turning right. With everyone going the same direction some rides at had significantly longer lines in the morning while rides on the other side of the park saw bottlenecks in the evenings. Families that turned left would usually have a significantly better time in the park, with fewer wait times.

When designing products people giving feedback will often misuse the term “best practices” for what they really mean: “it’s what everyone else does.” I norder to deliver the best experience to your customers you may want to venture into new territory. It’s the people who make the leaps in product design to do something different that start new trends. Mobile interactions like the swipe were new and unproven, but revolutionized user experience.

People often misuse “best practices” for what they really mean: “It’s what everyone else does”

Some of our most common practices deliver bad user experiences. Just think about this the next you read a listicle that makes you click every time you want to see the next item in their collection of “10 Child Stars Who Ruined Their Careers With Drugs.” Be bold and don’t do something just because everyone else does it.

If Your Users are Lost, It’s You not Them

According to Jakob Nielsen’s 5 User Theory it only takes 5 users to find 98% of your usability problems. When running user tests it can be difficult to not want to help guide your subjects to the obvious solution. But your users are looking at your design in a way you never can: for the first time.

While working at Universal it was surprising to me how many people would try to enter rides through their exits—especially during the park's annual Halloween Horror Nights, when the makeshift lines weren’t as thoroughly designated as the main attractions. To many employees and regular guests, the entrances and exits made perfect sense. This didn’t stop new guests from getting lost, even with a map. As I watched our guests try to enter the wrong way, time and time again, it was obvious something was wrong. While there were many reasons, the placement of non-lit signs for a nighttime event played a major role. A greater presence of event staff with glow sticks to herd everyone in the right direction made a big difference.

Today, when putting together experiences on the web I think about my tour guests and their confusion. When a tester or new user isn’t able easily navigate, my first thought is that we need to make the experience better, not that the users are wrong.

Iteration is Key to Success

During my time at Universal Studios, I had the privilege of being part of one of the largest theme park openings of all time: the Wizarding World of Harry Potter. With hundreds of thousands of guests visiting the park on opening day we were well beyond capacity. Even today, many of us who worked there refer to June 18, 2010 as one of the worst, most exciting and most memorable days of our lives.

The opening of The Wizarding World of Harry Potter was complete chaos. We had to think quick on our feet and throw away pre-planned processes throughout the day, immediately switching tactics and continuing to refine them daily until the excitement died down. For example, our queues far exceeded the number of people we could safely house in the building while maintaining order in our Guest Services lobby. All senior level employees had to come together to design and implement a new queue structure that went beyond the doors of our office. We continued to proactively make adjustments with each wave of guests to deliver the most ordered and polished experience possible. By the end of our first summer, we had it down to a science.

The Wizarding World of Harry Potter - Hogsmeade

This experience taught me to be flexible. You must be open to refining your processes, procedures and work. No amount of upfront work could have prepared us for the chaos that ensued. When we deploy our projects into production, we can’t prepare for the issues our end users will identify. We must be open to iterating and use data to keep improving our products and services.

By learning to adapt to our new popularity, my team at Universal was able to offer an amazing guest experience. When it comes to web products, my mindset is exactly the same. We owe it to our customers to deliver top quality user experiences and we can find lessons in how to do it in every aspect of our lives.

 

Image of Diagon Alley courtesy Universal Studios.

Article No. 1 083 | September 9, 2013
Article No. 871 | September 21, 2012
Article No. 1 232 | May 5, 2014

Add new comment

Comments

With so much in my heart i am here to express myself on how Dr. Ozil saved my marriage from divorce. Myself and my husband were having some misunderstanding and it was tearing our marriage apart to the extend my husband was seeking for a divorce. So i have no option than to go to the internet to seek for solution to my problem it was there i came across Dr.Ozil details and about how he has helped a lot of people by restoring there relationship. I contact Dr.Ozil and in less than 48 hours my husband cancelled the divorce papers. Now myself and my husband live together in peace and harmony all thanks to Dr.Ozil for saving my marriage from breaking up. Dr.Ozil contact information are via email: drozilsolutionhome@yahoo.com or drozilsolutionhome@outlook.com call his phone number: +2348144479007 or view and contact him on his website: http://drozilsolutionhome5.wixsite.com/dr-ozil

With so much in my heart i am here to express myself on how Dr. Ozil saved my marriage from divorce. Myself and my husband were having some misunderstanding and it was tearing our marriage apart to the extend my husband was seeking for a divorce. So i have no option than to go to the internet to seek for solution to my problem it was there i came across Dr.Ozil details and about how he has helped a lot of people by restoring there relationship. I contact Dr.Ozil and in less than 48 hours my husband cancelled the divorce papers. Now myself and my husband live together in peace and harmony all thanks to Dr.Ozil for saving my marriage from breaking up. Dr.Ozil contact information are via email: drozilsolutionhome@yahoo.com or drozilsolutionhome@outlook.com call his phone number: +2348144479007 

Hello my name is Kimberly Hillary from Canada, I never believe in love spells until I experience dr.Abiodu and after he cast a love spell for me, my Ex husband who left me and 2 of our kids for 3years called me to apologize for the pain that he has caused me and till today we are living a happy family, if you need a right place to solve your problems contact dr.Abiodu is the right choice. he is a great man that have been casting spells with years of experience, and his spell is absolutely genuine he cast spells for different purposes like.contact Dr Abiodu on his gmail drabiodutemple@gmail.com

Oh God! 

<b><a href="http://webellerwebdesigncompany.com/ecommerce-website-development/ ">Ecommerce website development</a></b> This is a pretty awesome post!!! Complete. Well explained in detail. It will be a constant reference, thank you very much.

My husband is back and am so Excited My life became devastated when my husband sent me packing, after 8 years that we have been together. I was lost and helpless after trying so many ways to make my husband take me back. One day at work, i was absent minded not knowing that my boss was calling me, so he sat and asked me what its was all about i told him and he smiled and said that it was not a problem. I never understand what he meant by it wasn't a problem getting my husband back, he said he used a spell to get his wife back when she left him for another man and now they are together till date and at first i was shocked hearing such thing from my boss. He gave me an email address of the great spell caster who helped him get his wife back, i never believed this would work but i had no choice that to get in contact with the spell caster which i did, and he requested for my information and that of my husband to enable him cast the spell and i sent him the details, but after two days, my mom called me that my husband came pleading that he wants me back, i never believed it because it was just like a dream and i had to rush down to my mothers place and to my greatest surprise, my husband was kneeling before me pleading for forgiveness that he wants me and the kid back home, then i gave Happy a call regarding sudden change of my husband and he made it clear to me that my husband will love me till the end of the world, that he will never leave my sight. Now me and my husband is back together again and has started doing pleasant things he hasn't done before, he makes me happy and do what he is suppose to do as a man without nagging. Please if you need help of any kind, kindly contact Happy for help and you can reach him via email: happylovespell2@gmail.com call +2348133873774 about his service and web site: http://happyspelltemple.webs.com/

How To Stop A Divorce And Save Your Marriage By Powerful And Genuine Spell Caster, My name is Herbert Gerhard,I live in Koeln, Germany, I have been married for 4 years now and my wife and i love each other so dearly.It was after 8 years of our marriage, my wife suddenly changed. She was having an affair with a guy outside, and i noticed it.I started praying for divine intervention.The issue became more serious that i have to informed my pastor about it. We prayed, but nothing happened. My wife just came home one day she picked up her things and left me and the kids.At this time i was confused and not knowing what to do again, because i have lost my wife and my marriage too. I was just checking my mails in the office one morning, when i saw someone sharing her testimony on how Dr Love   quick solution spell helped her out with her marital problems. So i contacted the email address of Dr Love  quick solution spell she posted along side the testimony. I told him about my problems, and he told to be calm ,and that i have come to the right place, that i should fill some information about myself,which i did. It was after 30 minute he called me again congratulating me that my problems will be solved within two days. He told me what went wrong with my wife and how it all happened.That he will restored my marriage.To my greatest surprise, my wife came to my office begging me on her knees second day, that i should find a place in my heart to forgive her.I quickly asked her up ,that i have forgiven her. So my dear friends, your case shouldn't be any difference. It might look so difficult or heart breaking, why don't you give Dr Love  quick solution spell a try.Your relationship will also be restored, because i know he will use his spells also to bring back your WIFE or HUSBAND.And if you are sick of any disease,just let him know about it. He will cast a spell to cure you too,he actually cured my uncle of cancer and paralysis.Contact him via ( lovespiritualtemple@gmail.com ) I have introduced him to many of my friends too and they all keep talking good about him. How he helped some to cast spell for good jobs and they got jobs in no time. He does all kinds of spell to solve all sorts of problems. You can contact him on any problems,he is always there to help you.I Can't give out his phone number here,I only give it out when you request for it personally.You can get that from him all by yourself anyway,when you contact him through his email address. His email address one more time is lovespiritualtemple@gmail.com

 

Greeting to everyone that is reading my comment, All Thanks goes to dr.Adagba for helping me to restore my happiness back again, i was married to my husband, and we were living fine and happy. it come to an extend that my husband that use to love and care for me, dose not even have my time again, until i found out that he was having an affair with another woman in his working place, i try to stop him,all my effort was in-vain suddenly he divorce me and went for the woman. he live me with three of our kids, i cry all day, i was in pains and sorrow, and i was looking for help. i read a comment on how this grate spell caster called Dr. Adagba helped a lady to brought her husban back home after 7yrs of break up , and i also saw so many comment on how dr.Adagba help people with his love and reuniting spell. so i decided to contact him and explain my problem to him, he did a love spell that make my husband to come back to me and our kids and never think about the woman in his working place again. this man is God sent to restore heart break and reunite relationship. may the lord be your strength and continue to use you to save people relationship. and if you are passing through any problem contact him for help on his email; adagbaspiritualtemple@gmail.com ,i promise you that he will put a smile on your face and make you feel happy. good luck you can also call or WHATSAPP him via; +2349057354407 his website: http://adagbaspiritualtem9.wixsite.com/mysite

 

Excited and extremely happy, and thankful that my marriage with my husband has been restored. me and my husband have been married of 22 years together 23. After i found him texting a coworker and questioned him, he said they were just friends but 3 wks later he told me he didnt love me anymore that he was in love with her and that i made him feel bad about himself and she didnt. He left home for 2 wks came home and left 2 wks later. Been gone for 3 1/2 months now. Hes been going to bars, calling women, lying like crazy, drinking like a fish and hasnt spoken to the kids the whole time hes been gone. His whole personality has changed. We believe he is going thru some sort of mid life crisis. Its crazy, he is acting like a person that we dont know anymore. Is it possible to get my marriage back. Because I know that he is going thru some crazy thing right now Im finding it very hard to let go. I still love him. How can I save my marriage and family when my husband is in the middle of a mid life crisis and wont listen to my or anyone else. We are so confused. i try to communicate with him but still hang off the phone on me,I love my family. and my husband and i need to keep my marriage save with him from other women so i have to seek for a love spell to keep our marriage stronger and safe so going online one day on facebook, i saw a prayer point, and a website say if you need your ex back, save your marriage, and fight your husband from divorce. i was so very happy a hopeful again that i can get back with my husband after i saw this website so i read this testimony of this website on how he help save his marriage nd i was excited to give a try so i contacted him and give him all the reason why i need his help, and he assured me that with-6 good hours of his spell that my husband will come back home to me so i believe and trust him coz he was like a father to me also a man of his words so today am happy that my husband who has been away for 3 1/2 months now with his coworker is back home with apology plz you all should help me and thank Dr happy he really save my life and my marriage so email him if you need help also on happylovespell2@gmail.com call +2348133873774 about his service and web site: http://happyspelltemple.webs.com/

Hi everyone, I'm so excited.My ex-boyfriend is back after a breakup,I’m extremely happy that will are living together again.My name is Mary Wilkie from England.My boyfriend of a 4yr just broke up with me and am 30 weeks pregnant.I have cried my self to sleep most of the nights and don’t seem to concentrate during lectures sometimes I stay awake almost all night thinking about him and start to cry all over again.Because of this I end up not having energy for my next day’s classes ,my attendance has dropped and am always in uni and on time.Generally he is a very nice guy ,he ended it because he said we were arguing a lot and not getting along.He is right we’ve been arguing during the pregnancy a lot .After the break up I kept ringing him and telling him I will change.I am in love with this guy and he is the best guy I have ever been with.I’m still hurt and in disbelief when he said he didn’t have any romantic feelings towards me anymore that hurt me faster than a lethal syringe.He texts me now and then mainly to check up on how am doing with the pregnancy,he is supportive with it but it’s not fair on me, him texting me as I just want to grieve the pain and not have any stress due to the pregnancy.i was really upset and i needed help, so i searched for help online and I came across a website that suggested that Dr Unity can help solve marital problems, restore broken relationships and so on. So, I felt I should give him a try. I contacted him and he told me what to do and i did it then he did a spell for me. 28 hours later, my bf came to me and apologized for the wrongs he did and promise never to do it again. Ever since then, everything has returned back to normal. I and my bf are living together happily again.. All thanks to Dr Unity. If you have any problem contact Dr.Unity now and i guarantee you that he will help you.Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on Whats-app: +2348071622464 ,His website: http://unityspelltemple.yolasite.com .

Hi everyone, I'm so excited.My ex-boyfriend is back after a breakup,I’m extremely happy that will are living together again.My name is Mary Wilkie from England.My boyfriend of a 4yr just broke up with me and am 30 weeks pregnant.I have cried my self to sleep most of the nights and don’t seem to concentrate during lectures sometimes I stay awake almost all night thinking about him and start to cry all over again.Because of this I end up not having energy for my next day’s classes ,my attendance has dropped and am always in uni and on time.Generally he is a very nice guy ,he ended it because he said we were arguing a lot and not getting along.He is right we’ve been arguing during the pregnancy a lot .After the break up I kept ringing him and telling him I will change.I am in love with this guy and he is the best guy I have ever been with.I’m still hurt and in disbelief when he said he didn’t have any romantic feelings towards me anymore that hurt me faster than a lethal syringe.He texts me now and then mainly to check up on how am doing with the pregnancy,he is supportive with it but it’s not fair on me, him texting me as I just want to grieve the pain and not have any stress due to the pregnancy.i was really upset and i needed help, so i searched for help online and I came across a website that suggested that Dr Unity can help solve marital problems, restore broken relationships and so on. So, I felt I should give him a try. I contacted him and he told me what to do and i did it then he did a spell for me. 28 hours later, my bf came to me and apologized for the wrongs he did and promise never to do it again. Ever since then, everything has returned back to normal. I and my bf are living together happily again.. All thanks to Dr Unity. If you have any problem contact Dr.Unity now and i guarantee you that he will help you.Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on Whats-app: +2348071622464 ,His website: http://unityspelltemple.yolasite.com .

Best Online Spell Caster ReviwesMy husband and I separated few months ago I was totally frustrated and did not know how to bring him back home because i have tried all my possible best all to no avail, as i was browsing on the internet i came across a post on YouTube about Dr Goodluck who help people with their relationship and marriage problem by the powers of love spells, at first I doubted if such thing ever exists but decided to give it a try, when I contacted him i told him everything and he told me that everything will be fine that my husband is going to come back to me, And  he told me all i will need to provide him with and i did and he told me that he is going to cast a returning spell so that my husband will come back, he helped me cast a spell and guarantee me that my husband will come back to me and within 17hours, to my greatest surprise, my husband came back to me and started apologizing, now he has stopped going out with women and he is with me for good and for real. if you have any problem contact Dr Goodluck he is real and always ready to solve your problem, email him on goodluck05spellcaster@gmail.com and you can also whatapp him or call with his mobile +2349059610309 and i promise you that he is going to help you with any problem OKay...+2349059610309 goodluck05spellcaster@gmail.comhttp://goodluck05spellcaster.yolasite.com

Hello, I want to share a testimony of my life to every one. i was married to my husband George Morgan, i love him so much we have been married for 5 years now with two kids. when he went for a vacation to France he meant a lady called Clara, he told me that he is no longer interested in the marriage any more. i was so confuse and seeking for help, i don't know what to do until I met my friend Miss Florida and told her about my problem. she told me not to worry about it that she had a similar problem before and introduce me to a man called Dr Azuka who cast a spell on her ex and bring him back to her after 3days. Miss Florida ask me to contact Dr Azuka. I contacted him to help me bring back my husband and he ask me not to worry about it that the gods of his fore-fathers will fight for me. He told me by three days he will re-unite me and my husband together. After three day my husband called and told me he is coming back to sought out things with me, I was surprise when I saw him and he started crying for forgiveness. Right now I am the happiest woman on earth for what this great spell caster did for me and my husband, you can contact Dr Azuka on any problem in this world, he is very nice, here is his contact Dr.azukasolutionhome@gmail.com, He is the best spell caster. call him on +2348132777355.

My name is Sue Ball, and I am very happy for posting on this blog on how a great spell caster helped me in bringing back the love of my life. I know there are lots of women like me out there who have done so much to have back their Husband, I am here to tell you all to search no further because the answer is right here. I sincerely believe if there are up to five spell casters like Dr Trust this world would be a better place, I have seen people complaining on how fake spell castes promised to help them but couldn't but with Dr Trust I tell you your problem is solved already. My Husband and I had been apart for 3 YEARS and I couldn't bear without living without him, I have tried everything to have him back but nothing was working until I saw numerous testimonies about a spell caster called Dr Trust and how great his work is. I contacted him immediately and follow the step that he ask and in the next 48 hours my ex husband called me and was eager for my forgiveness and that he wished nothing more than to have me in his arms forever. I filled so much joy and happiness that I found Dr Trust, I hope you all here will find this testimony of mine and get your husband or love back in just 48 hours. E-mail address is Ultimatespellcast@gmail.com or Ultimatespellcast@yahoo.com ,,,Via web sit: http://ultimatespellcast8.wix.com/ultimatespellcast You are the next to share your testimony to every one in the world.

Hi everyone, I'm so excited.My ex-boyfriend is back after a breakup,I’m extremely happy that will are living together again. My name is Mary Wilkie from England.My boyfriend of a 4yr just broke up with me and am 30 weeks pregnant.I have cried my self to sleep most of the nights and don’t seem to concentrate during lectures sometimes I stay awake almost all night thinking about him and start to cry all over again.Because of this I end up not having energy for my next day’s classes ,my attendance has dropped and am always in uni and on time.Generally he is a very nice guy ,he ended it because he said we were arguing a lot and not getting along.He is right we’ve been arguing during the pregnancy a lot .After the break up I kept ringing him and telling him I will change.I am in love with this guy and he is the best guy I have ever been with.I’m still hurt and in disbelief when he said he didn’t have any romantic feelings towards me anymore that hurt me faster than a lethal syringe.He texts me now and then mainly to check up on how am doing with the pregnancy,he is supportive with it but it’s not fair on me, him texting me as I just want to grieve the pain and not have any stress due to the pregnancy.i was really upset and i needed help, so i searched for help online and I came across a website that suggested that Dr Unity can help solve marital problems, restore broken relationships and so on. So, I felt I should give him a try. I contacted him and he told me what to do and i did it then he did a spell for me. 28 hours later, my bf came to me and apologized for the wrongs he did and promise never to do it again. Ever since then, everything has returned back to normal. I and my bf are living together happily again.. All thanks to Dr Unity. If you have any problem contact Dr.Unity now and i guarantee you that he will help you.Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on whats-app: +2348071622464 ,His website: http://unityspelltemple.yolasite.com .

Are you going through a break-up or divorce? Do you need your Ex back fast? do not cry anymore, contact Dr .Unity powerful Love spell that work fast now!! I was hurt and heart broken when my husband breakup with me, and i could not know what next to do again, I love my husband so much but he was cheating on me with another woman and this makes him break up with me so that he can be able to get marred to the other lady and this lady i think use witchcraft on my husband to make him hate me and my kids and this was so critical and uncalled-for,I cry all day and night for God to send me a helper to get back my man until i went to Texas to see a friend and who was having the same problem with me but she latter got her husband back and i asked her how she was able to get her husband back and she told me that their was a powerful spell caster called Dr.Unity that help with love spell in getting back lost lover back, and i decided to contact the same Dr.Unity and he told me what is needed to be done for me to have my man back and i did it although i doubted it but i did it and the Dr told me that i will get the result after 24hours, and he told me that my husband was going to call me and i still doubted his word, to my surprise my husband really called me and told me that he miss me so much, Oh My God! i was so excited, and today i am happy with my man again and we are joyfully living together as one big family and i thank the powerful spell caster Dr.Unity for bringing back my man and i decided to share my story on the internet that Dr.Unity is best spell caster online who i will always pray to live long to help his children in the time of trouble, If you have any problem contact Dr.Unity and i guarantee you that he will help you,Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on whats-app: +2348071622464 ,visit his website:http://unityspelltemple.yolasite.com .

Mary Wilkie from  USA

 

My name is tucker stacey.This is a very joyful day of my life because of the help Dr.Trust has rendered to me by helping me get my ex husband back with his magic and love spell. i was married for 6 years and it was so terrible because my husband was really cheating on me and was seeking for a divorce but when i came across Dr.Trust email on the internet on how he help so many people to get thier ex back and help fixing relationship.and make people to be happy in their relationship. i explained my situation to him and then seek his help but to my greatest surprise he told me that he will help me with my case and here i am now celebrating because my Husband has change totally for good. He always want to be by me and can not do anything without my present. i am really enjoying my marriage, what a great celebration. i will keep on testifying on the internet because Dr.Trust is truly a real spell caster. DO YOU NEED HELP THEN CONTACT DOCTOR TRUST NOW VIA EMAIL: Ultimatespellcast@gmail.com or call +2348156885231 or ultimatespellcast@yahoo.com. He is the only answer to your problem and make you feel happy in your relationship. his Via web sit: http://ultimatespellcast8.wix.com/ultimatespellcast  

This is an awesome piece. Thank you.

Being flexible wasn't something I learned early on in my education. It wasn't until after a few years of working in the corporate world that I realized nothing gets done as you learned in school or in books. There are always variables thrown into the mix that require on-your-feet thinking. I think it's important that people learn that skills do no equal experience. Great article!

Great article Tony! On a recent trip to Disney in May with my family I couldn't help but draw the parallel to the role UX played and my teams responsibility. Some rides completely nailed it (e.g. Transformers) while waiting 4 hours to get a glimpse of Princess Elsa missed the mark completely.

Insightful article Tony - great for us visual thinkers to wrap our imaginations around.

Your observation on the Spider-Man ride is amazing. All I can remember while waiting in line is the alarm sounding off every 10 minutes. Then after the one hour wait, Spider-Man is here to save the day!!