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Kings Dominion
Taylor Kostal, Eric Najjar, Jo-Yee PangServ: 325 Prof. Bau
Outline
OverviewResearchDashboards
Overview
Kings Dominion:
Amusement parkOwned by Cedar FairLocated in VirginiaEntertain 1.5+ Million guests each year
Client
Rides and attractions•Family•Thrill
Waterworks•Family •Thrill
Planet snoopyDinosaurs Alive!Live entertainmentDining ShoppingLodging
Brand Offerings
Stephen Yung - Systems Engineer
Help from Karl Traeger - Promotion Manager
Point Person
We used an array of processes to understand the client.
Research:•Primary Research (Interviews)•Secondary Research of Kings Dominion (Desktop)
Tools:•Service Blueprint•Persona of Kings Dominion Manager•Systems Map of Kings Dominion•System Journey Map•Task Flow Chart of Kings Dominion•CriticalSuccessFactorAffinityMap
Understanding Kings Dominon
Cedar Fair:“We strive to provide every guest with an unforgettable day filledwiththrills,laughter,andfun.”
Mission
To be the best amusement park in the world.
Vision
Give guest their best day of the year.
Goal
•Service•Safety•Cleanliness•Courtesy•all bound by Integrity
Values
Research
Blueprint- First Draft
•Accesso •Gate Central•Micros •Food Trak
Existing Systems
•Online ticketing•Ticket purchase web portal•App
Accesso
•At park ticketing•Ticket scanning
Gate Central
•Overall park POS system
Micros
•Food inventory
Food Trak
Blueprint- Second Draft
THOMAS JENSEN
AGE: 42
HOMETOWN: Long Island, NY
CURRENT LOCATION: Mechanicsville, VA
MARITAL STATUS: Married, Sandy
KIDS: 2 Kids, Charlie (16) and Zoey (12)
PET: Chocolate Lab, Moose
TRANSPORTATION: Drives to work
HOBBIES: Rock climbing, mountain biking,
reading, family vacations
FAVORITE RIDE: Grizzly, brings back
memories from childhood
Tom drives into work every morning in his Honda Accord. He started as a Ride Manager and worked his way up to Director of Operations. He has been working for Kings Dominion for 12 years now. In his spare time, Tom travels across the country with his wife, Sandy and two kids, Zoey and Charlie. He enjoys creating new life experience and thrives on excitement. He uses his android phone to browse the web and to check his work email daily. In the office, he manages the overall operations of the park. On a daily basis, he inspects each facility and their equipment to insure safety and authorize repairs and renovations when needed. He spends a lot of time working on budgets and reports, but makes time to stroll through the park and oversee employees and visitors. While overseeing the park, he occasionally gets stopped by customers for help and complaints that visitors come in contact with. He works long hours to ensure that the park meets its deadlines, but works in time to go mountain biking with the family and occasionally brings them into the park to test out the new attractions. He believes this balance is important to leading a happy life.
“I like to hold my meetings on roller coasters.”
Experience Goals:To navigate and comprehend information about King’s Dominion easily. To easily access/ respond to incidents and emails.To know when there is a need for concern or ac-tion to be taken in any area of the park.To easily and effectively communicate with staff across King’s Domion.
DIRECTOR OF OPERATIONS
Bio:
A DAY IN THE LIFE OF:
Work Goals:To make King’s Domion the best amusement park in the world.To create an experience at King’s Dominion that is the best day of the year in the life of a guest. To make King’s Dominion the best place to work in the world for it’s employees.
End Goals:
To be an effective, knowledgable manager of King’s Domion.To have the information necessary at all times to execute daily operations quickly, effectively, and successfully.To be informed of any and all high risk problems which may be occuring in the park at all times.
To lead a long, happy, healthy life surrounded by the people and things he loves.To maintain balance between work and family life.
Life Goals:
Persona
User Journey Map
Systems Maps
Consolidated Systems Maps
ACCESSO
Park opensPark closes
GATECENTRAL
MICROS
TIME & ATTENDANCE
SOCIAL MEDIA (FACEBOOK/TWITTER/INSTAGRAM/BLOGS/REVIEWS)
RIDE OPERATIONS
WEATHER SYSTEM
Checks for weather daily
Test ride/Ride checkup
Employee sign in
Ticketing/upgrading
Online ticketing
Purchasing food or souvenir
When customer updates
System Journey Map
CSF Map
•Profitmargins•Attracting & keeping more loyal guests•Reducing wait times•Ride operations• Improving safety & security•Recruiting & sustaining key employees•Having the cleanest and tidiest park•Offering thrill, laughter, & fun•Experienced & motivated staff• Identifying new revenue streams
Critical Success Factors
CUSTOMER ACTIONS
FRONTSTAGE
BACK STAGE
SUPPORT SYSTEMS
Decompress/ Plan/purchase Drive to Kings
Dominion Enter parking lot Park carRemember
parking Upgrade Enter Kings Dominion
Look for Ride
305Purchase photo Find food Eat at
Johnny’sPlay Ring Toss
gamePurchase
Emporium
LeaveKings
DominionRecieve
re-entry stamp Drive home Share experience
Sweeps & WarehouseSecurity
Ride and Game OperatorFood & Beverage
Stamping
Security
Time &
System
Accesso Online Gate Central Onsite
Gate Central
System
IndependentRoller
CoasterSystem
MicrosPOS
System
MicrosPOS System Micros
POSSystemFoodTrak
Inventory
AccessoWebsite
Social Media
TANGIBLE/PHYSICALEVIDENCE Website
Computer Kings Dominion signage TicketMusic
Souvenir Stamp
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
TRIGGER PRE-ARRIVAL DURING
Signage RingsStuffed animal
AFTER
Checking
SHARING
Processing Processing
Serving
ObservingSweeps & Warehouse
Cleaning
Cleaning
Processing
Photo Setup
Monitoring
Preparing CleaningFood & Beverage
Inspector inspects rides ride
Observing
Ride operator tests ride
Ride operator tests ride
Processing
Review Parks Research Tickets Select Tickets Review
PurchaseEnter
Credit Card Print Out Tickets
Call Customer Service With
CUSTOMER ACTIONS
FRONTSTAGE
BACK STAGE
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
SUPPORT SYSTEMS
Kings Dominion Website
Accesso Ticket Purchase PortalAccesso Ticket Purchase Portal
Customer Service Phone
System
Answers Inquiries
Website Maintenance
Upgrade Ticket Pay Walk Through Metal Detector
Enter Actual Theme ParkScan Ticket
CUSTOMER ACTIONS
FRONTSTAGE
BACK STAGE
Process Upgrade
Process Payment
Watch Metal Detector/
Check BagsScan Ticket
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
SUPPORT SYSTEMS
Gate Central Voids Accesso
Ticket
Gate Central Payment Proccess
Scan For MetalGate Central Ticket Scanner
Website Maintenance
CUSTOMER ACTIONS
FRONTSTAGE
BACK STAGE
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
SUPPORT SYSTEMS
Verify Speedpass
Operate Rollercoaster
Manually Check Guest
HarnessUnlock
Harnesses
Secure Ride Harness
Independent Rollercoaster
System
Camera System
Find Use Speedpass to
skip lineSelect Ride Secure All
Belongings
Get on Ride/ Secure
Harness
Try Not to Look Scared When Falling
300+ Feet
Smile For Camera
Operate Rollercoaster Operate Rollercoaster
Go to Johnny’s Get in Line PayPlace Order
Process PaymentTake Order
Select TicketsCall Customer Service With
Sit and EatReceive Food
Maintain Give Order
Prepare FoodMaintain
CUSTOMER ACTIONS
FRONTSTAGE
BACK STAGE
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
SUPPORT SYSTEMS
Micros P.O.S. System
Food Trak Food Inventory
System
TICKET PURCHASE TICKET PROCESSING RIDE EXPERIENCE FOOD EXPERIENCE
BLUEPRINTEXPANDED
1 2 3 4
1 2 3 4
Kings Dominion signage Parking pass New ticket MapApp
Storage binsSeat harness
Music
PhotographTV screens Signage
SmellFood Kings Dominion signage
Blueprint- Final
Dashboards
•KPI•KRI•Service Recovery / Failure
Dashboards
First Screen
Second Screen
Short term information, integral to day to day operations.
KPI Dashboard
KPI
KPI
KPI
Longterm,givesanoverviewofthefinancialhealthofthecompany.
KRI Dashboard
KRI
KRI
Long and short term, keeps an eye on key services whose failure and recovery is integral to maintaining the quality of the company.
Service Failure / Recovery Dashboard
Service Failure / Recovery
Our metrics have validity.
Metrics
Park Attendance- Gate Central ticket scanner
Overall Sales- Micros, Accesso, and Gate Central information
Ride Wait Time- Line Markers within lines
Ride Capacity- How many seats remain empty on every run
Ride Use- Turnstiles in line collect how many guests compared to total visitors within park
KPI Metrics
Secret Shoppers- Secret shoppers
Operating Hours- Sundial / Park clock and calendar.
Guest Spend- Micros, Accesso, Gate Central (Accounting)
Weather Impact on Sales- Compare weather report with total Sales
Reputation Monitor- Employee monitoring
KPI Metrics- Continued
Revenue- Gate Central, Accesso, Micros (Accounting)
Cost- Accounting division (across all depts.)
Ride Downtime- Independent ride system
Ride Capacity- Number of seats remaining on attraction run
Ride Wait Time- Line Markers, manually updated
Profitability-Comparecostsvs.revenue
KRI Metrics
Guest Happiness- Surveys
Employee Happiness- Surveys
Brand Equity- Customer surveys
Season Pass Purchase- Gate Central and Accesso tally
Investment in New Rides- Accounting division
Community Projects- Total amount raised (Accounting division).
Employee Investments- Accounting division
KRI Metrics- Continued
Park Incidents- Number of reported incidents
Guest Incidents- Number of reported incidents
Complaints vs Resolutions- Compare open and closed complaints
Secret Shopped Scores- Secret shopper
Incident Report- Email system of each incident
Failure / Recovery Metrics
Ride Breakdowns- Independent ride system
Recovery Time- Technicians clock in and out
Weather- Third party weather system
Weather Effect on Downtime- Overlay weather data with ride downtime.
Failure / Recovery Metrics- Continued
Thank You
Taylor Kostal, Eric Najjar, Jo-Yee Pang