MagicBand Case Study
1. What is the MagicBand? What technology is inside it and what does it do? How do the
bands benefit the customer experience? What benefits does Disney realize from the system?
The MagicBand is a wearable device used at Disney World, serving as a multifunctional tool for
visitors. Visitors can use it for park entry, hotel access, and making purchases throughout the
park. This technology is possible through RFID technology. Benefits to the customer experience
include the convenience of not having to worry about keeping track of a physical paper ticket or
a key, with the bands you can interact with the attractions in the parks, and transactions are made
quicker with the wristbands. Disney realizes that from this system they can benefit from
increased operational efficiency and data collection from their visitors on purchases and park
entries.
2. In addition to designing and creating the brands, what else did Disney need to do to pull
off this effort? How many systems were involved? What infrastructure needed to be
upgraded?
Assembling the MagicBand system at the level of the entire enterprise involved integrating and
coordinating the efforts of multiple departments. Payment processing, ride management, and
reservation systems are part of the multiple systems that are involved in pulling off this effort.
Infrastructure upgrades were necessary to support the increased data flow and ensure seamless
operation.
3. There's a lot you can do with technology, but Disney is also crafting a very special
branded experience. Do you think Disney got it right or does the technology seem like it
would interfere with the experience? Why or why not?
Disney aimed to enhance the park experience with technology and make park entries and
transactions more convenient. The MagicBand was designed to blend seamlessly with the overall
branded experience. Success with this technology depends on ensuring that it complements the
immersive experience.
4. What more can and should Disney do with this technology?
Disney could also add augmented reality functionality, or perhaps follow the path of similar
technologies such as My Disney Experience and extend it to offer more tailored
recommendations or add functionality that allows the MagicBand to interact with park
attractions. Disney could stay forever ahead of the curve, offering constant updates and
innovations that keep the technology looking and feeling fresh.
5. Large technical projects can be a challenge to design and deply. Why? How did Disney
cut through some of these challenges and eventually deliver a project within goals and
within budget?
Large technical projects face challenges such as system integration complexities, ensuring
compatibility, and scalability. Effective project management, collaboration between different
teams, and thorough testing are crucial to resolving these challenges. Disney delivered the
project within goals and budget through meticulous planning, resource allocation, and addressing
issues promptly.
6. How does Disney deal with security and privacy concerns? Do you think these
precautions are enough? Why or why not?
Disney implemented security measures like encryption and authentication to protect visitor data
on MagicBands. These services alleviated privacy concerns by clearly outlining policies and
allowing for opt-ins that would give visitors control of personalization and data sharing. These
safeguards will only remain in place if they are monitored regularly, adapted as new threats
emerge, and respected in response to evolving privacy arrangements.