Reducing customer wait time and employee workload with a digitized onboarding flow.

MagiQuest Pre-Arrival Experience

@ Great Wolf Resorts Corporate

Designing and owning an immersive and engaging digital onboarding flow.

Product Management/Design Intern

Role

Figma, product ownership, stakeholder partnership, feedback integration

Skills

Timeline

June - July 2025

Summary

I was both the product owner and sole designer of this project. I created, from scratch, a digital customer onboarding flow for MagiQuest, the most popular attraction at Great Wolf Lodge (GWL) aside from their waterpark. By moving more of the onboarding online rather than in the store, we could shorten in-store lines, getting more people excited to play MagiQuest and more visibility on MagiQuest upsells. GWL anticipated a multi-million dollar revenue increase from this project.

I collaborated with stakeholders, iterated constantly, and championed the user through the whole process.

I loved MagiQuest as a kid. I hope my love for the game shows in my design process.

Exploration & Learning

Understanding my users

I identified four stakeholders and user groups:

  • the Magi - the person playing MagiQuest (usually a young child)

  • the parent - if the Magi is a young child

  • the Pack Member - the GWL employee onboarding new Magi

  • the business - branding and stakeholders

Then, I interviewed, observed, and researched all four groups.

Lodge visit

I visited the Great Wolf Lodge Chicago location, where I observed Magi and Pack Members interacting during in-person onboarding. I crafted a customer journey map that helped me identify friction in the in-person onboarding process (highlighted in red).

The employee’s pain point

Creating each customer’s MagiQuest account requires a lot of manual information input, and the game itself takes a while to explain. Time and energy costs add up.

🔎

“Kids take a while to think of their Magi name.” — Chicago MagiQuest employee
When creating my account, I spelled out my name and Magi name multiple times while the employee tried to hear me in the busy store.

The customer’s pain point

Every user must register for MagiQuest in-person. Long lines mean antsy kids.

🔎

While the employee explained MagiQuest to a fellow intern, I saw that next in line to create a MagiQuest account was a woman bouncing an unhappy baby on her hip.

The company’s pain point

A crowded store and lengthy wait time mean customers are less likely to browse the upsells or wait around to convert. Longer line, fewer sales.

🔎

I understood this pain point after discussion with my stakeholder (the director of MagiQuest) and my supervisor (the product manager of MagiQuest).

My solution

After my exploration phase, I developed the information architecture for online onboarding and presented the breadboard to my stakeholders.

Prototyping

Iterative Design

I became skilled in Figma while designing this flow. I learned GWL's design system and perfected my autolayout so I could maintain brand consistency. I was able to learn so much by constantly asking for and integrating feedback from designers and executives. Below, you’ll find select features of my onboarding flow that demonstrate my design style and iterative process.

For context, GWL customers would receive an emailed link to this MVP flow after they have purchased a MagiQuest experience for their stay.

Branding

I worked with the director of MagiQuest to integrate MagiQuest assets and brand guidelines into my design. Now, with just a glance, users can easily associate this onboarding flow with the greater MagiQuest brand, becoming immersed into the magic.

before

after

Landing Page

The landing page is my chance to grab attention and convince users to create a MagiQuest account. I did that with:

Magi Name Generator

In the game, players are referred to by a Magi name. This name is the first connection that Magi have to MagiQuest, so I wanted the naming experience to be magical and memorable.

I experimented with creative buttons, but also needed the experience to be intuitive without any instructions. I presented many iterations of the name generator to my team and ran informal focus groups to refine my balance of accessibility and fun.

final

past iterations

Visual Hierarchy

This onboarding flow is also an opportunity to upsell MagiQuest equipment. My focus here was to limit mental load so customers can spend less time understanding and more time buying!

I right-aligned the wands to

  • teach the difference between a wand and wand mod

  • lighten the copy and mental load needed to learn about our awesome equipment!

I grouped the wands so users can quickly understand

  • what’s already included in their bundle and

  • what equipment they can upgrade to

final

past iteration

Though my internship ended before we could send this to development, I made sure to leave the project in a strong place!

Next Steps

I’m leaving behind:

  • a robust prototype on Figma approved by my team, stakeholders, and members of executive leadership

  • a mockup of a digital selling platform for future expansion of the MVP onboarding flow (see image)

  • ideas for a tribe selection quiz, also for a future iteration, that would personalize the MagiQuest experience even more

  • a design document for a MagiQuest video game that we could use to expand MagiQuest’s reach beyond in-lodge play!

I was the owner of this project. Day in and day out, I initiated where and how the project progressed.

Reflection

I learned how to own a product, take charge of user research, ask for feedback, and mix stakeholder needs with my own UX knowledge to create a memorable and beautiful user flow. I practiced advocating for the user and presented my work weekly to the design team and GWL executives.

I am so grateful to my manager and team for trusting me to take charge of this project and for supporting me. They empowered me with feedback and encouragement generously, whether in weekly design reviews or impromptu chats at my desk.

Another project I was simultaneously working on - quality testing for a new feature, the Birthday Booking Engine. I tested and helped roll out the booking engine for several properties.

A side project as well - I wrote my first ticket for a copy edit that I found on the site. My copy edit increased that feature’s click rate by 200%!

The Digital team!

Howls to my fellow interns :)

Thanks for joining me on my journey through MagiQuest. This MagiQuest Pre-Arrival experience wasn’t my only project as the Product Management/Design intern at Great Wolf Resorts. I would love to chat more about how I grew as a product manager and designer— connect with me!

You made it!

Now, let’s get back to Work.