Ten genius ways Disney’s customer experience keeps the magic alive
By: Michael Beausoleil
Tags: Design Thinking, Customer Experience, Branding, UX, Service Design

Magic Kingdom in Disney World is known as “the most magical place on earth.” Visitors go there to disappear from reality and live in a fairy tale. All of Disney’s parks exude the feeling of magic. There’s excitement in the air and adults can roam the parks with a sense of childhood wonder.

In reality, this is a carefully curated experience. Disney puts a lot of effort into ensuring consistency in their branding to maintain their illusion. Anyone who wants to remove the magical curtains can see the thought put forward by Disney’s Imagineers to offer guests the best possible experience.

When it comes to Disney, everything is intentional. Even the smallest details have been discussed and employees are expected to provide a certain experience to the customers. As you explore the minor details of Disney’s customer journey, it’s easy to understand why they have so many fans. They provide an experience where you don’t always acknowledge what’s happening: you just feel it.

There are thousands of details required to craft a Disney experience. While the company isn’t going to reveal them all, most are hidden in plain site. Observant fans have been able to identify some aspects of the customer experience that makes Disney stand out from other brands.

Go Away Green

Disney has given the world many inventions, but nobody is talking about their shade of green. That’s the point, because Disney wants you to ignore it. All of the unsightly objects in the park are painted in a grayish-green color nicknamed “go away green.”

Go Away Green on Club 33.

This color is designed to be the least remarkable and inoffensive color so your eyes overlook it. The parks will paint things like electrical boxes and building supports with “go away green” paint. Guests are inclined to ignore these objects and focus on the castles, characters, and costumes. Disney also has a grayish shade of blue dubbed “blending blue” to have the same effect as “go away green.”

The door to Disney’s exclusive Club 33 is painted “go away green” so the common folks overlook it unless they’re in the know.

The Not-Starbucks Starbucks

Like many other people, I love Starbucks. Part of the reason I like it so much is due to the uniformity and ease of the experience. Disney parks have Starbucks in them, but do you really think they’re going to have big green logos in the middle of a castle? Of course not.

Main Street Bakery via Disney Tourist Blog

If you go to Disney, the Starbucks will have a name that aligns with the environment. You might need to get your coffee fix at the Creature Cafe or Main Street Bakery, but Disney won’t deprive you of your caffeine. While it’s not hard to see some Starbucks branding, Disney makes its aesthetic take priority. This is a small price for Starbucks to pay considering the amount of traffic coming through Disney.

Never Break Character

You need to have a certain type of personality to work at a Disney Park, and these people tend to be very helpful and knowledgeable. Known as “cast members,” these individuals are always going to have a good attitude and be attentive to your needs. They know the world they live in, and they should always have directions to attractions and solutions to your concerns.

Joshua Sudock, Disneyland Resort, and Travel + Leisure

There is an exception, however. A person in costume assumes the role of the character being portrayed. If you see Mickey walking down the street, don’t ask him to locate a bathroom. He’ll pose for a picture, but he won’t say a word. Disney wants you to think this is the real Mickey, and they’re not going to throw away the illusion just to help you wash your hands.

Trash Cans Everywhere, Trash Nowhere

Disney is known for having clean, well-kept parks. Much of this can be attributed to their dedicated staff, but there’s also some logic to their park design. Trash cans are placed 30 feet apart, so you never need to hold onto trash for a long time.

via Laughing Place

There’s a rumor that Walt Disney followed guests around to see how long they’d hold a piece of trash before throwing it on the ground. Whether or not this is true, guests should have no problem locating a trash can. To add to the fun, the bins are decorated to match the park. Throwing away trash allows you to enjoy the scenery and keep the park clean for everyone else.

Smell the Experience

Disney’s Imagineers have always known smell is closely tied to our experiences. So, the parks are constantly pumping out scents to fully immerse guests in the atmosphere. The Smellitizer was invented to dispense a carefully crafted odor to fit each area of the park.

Candy Palace via DisneyParksBlog

If you walk down Main Street and smell baked goods, there’s probably not anything in the oven. While that might be disappointing, it’s nice to know that the damp leather you smell on Pirated of the Caribbean is not a sign of aging structures. Just remember this next time you find yourself craving popcorn. You only want it because the Imagineers have forced that smell into your nose.

Only One Mickey

Disney parks are huge, and there may be more than one cast member portraying the same Disney character. However, the parks are insistent that there is no overlap. If there are two people playing Snow White at the same time, they’re going to be far, far away from each other.

via DisneyParksBlog

For guests, it will appear there is only one Snow White. This may mean fewer people will be able to interact with their favorite princess, but it adds to the charm. Snow White is going to be popular, but seeing doubles is inconsistant with the branding. Just like the movies, a princess can only be one place at a time… as far as the guests know.

#NoFilter

The Magic Kingdom might be recognized for many characteristics, but the reddish sidewalks aren’t at the top of the list. This isn’t the main feature, but it is an intentional inclusion. The sidewalks have this reddish color simply because it looks better.

via Save At WDW

This might not be a huge deal when you’re visiting the park, but when you look back at your photos you’ll notice a difference. Red is a more vibrant color, and it makes the structures in the Magic Kingdom pop. Disney is full of color to keep the magic alive. When was the last time you saw magic portrayed with shades of gray?

Unbreakable Quality

Guests know Disney can get expensive, but kids don’t really care. Once they’re inside the park, they’re going to want everything. One of the easiest ways to grab a child’s attention: balloons.

Disney ballons via Magic Mouse Press

While you’re going to be paying a fair amount for a balloon (up to $17), they serve as a representation of Disney’s dedication to quality. If the balloon deflates or pops, you can get it replaced without any questions asked. When you’re leaving the park, you can have the balloon deflated by a cast member. This will make it easier to keep as a souvenir and carry it while traveling.

Talking In Code

While you’re inside a Disney Park, nothing goes wrong; at least that’s what they want you to think. In reality, you’re in a theme park. Accidents happen, the world gets chaotic, and some problems need to be addressed. If you’re a guest, you’re not supposed to know what’s going on behind the scenes. So, if you hear employees chatting with one another you’re not going to understand what they’re saying.

via Mickey Blog.

Disney intentionally uses indirect language when trying to resolve issues. Some of them don’t impact you, but might be upsetting to younger guests. For example, Mickey doesn’t leave the park; he goes “backstage.” This is just another way to keep the idea of perfection alive. You should be able to comfortably ignore all of these codes, except maybe “code v.” If you hear that one, it means someone threw up.

Flagship Style

At their US Parks, Disney is committed to their patriotic themes. Like many American places, this means flying the flags for all to see. Of course, Disney is also very particular about their designs and doesn’t want to lower flags or tamper with their perfect lighting. So, Disney uses fake US flags. Some are missing a star or a stripe, but they’re technically not real US flags.

via Save at WDW

This allows Disney to set their own rules. Technically, you’re supposed to lower a flag at night or keep it illuminated. When Disney doesn’t do this, it’s not a sign of disrespect. It’s a sign that they’ve thought of every detail and want to keep parks looking consistent and happy.

Keeping the Magic Alive

It’s no surprise people love visiting Disney so much. They’ve thought of everything, and once you think they’ve perfected their experience they try something new. This might be why 70% of guests become return visitors. Disney has focused on so many details it’s impossible to notice them all. That’s why they’ve created an experience. You might not be aware of what’s happening, but you know you’re experiencing it while you’re in the park.

Keen Disney fans may know a lot of the secrets. They’re not impossible to spot; it’s actually quite easy when you know what to look for. Everything is hidden in plain sight, and each detail is an intentional addition to your experience. While this can make guests feel like they’re in the happiest place on earth, and can also make them a little more generous with their money.

This isn’t to say Disney is only about the cash, but they do want you to invest in their brand. With such a robust experience in the parks, one trip isn’t enough. Millions of American families have created lifelong memories inside these parks, and children dream of going to Disney. If you want to know why, it’s because of the pure happiness you’ll find. The Imagineers have catered to your every sense. They pump you full of happiness any way they can, then they stay in character the whole time. While this may be an expensive way to put a smile on your face, you won’t be able to deny the magical feeling.