Project Overview
- The goal was to leverage NFC Wallet Support and not rely on barcodes to make it seamless with existing readers in the park
- Lead Product Designer for 2.5 years
- Partnered with the Art and Animation team for Pass Art Direction
- Worked directly with Apple to design the Pass Creation flow and custom-built Artwork
What is MagicMobile?
- This feature enables Guests to add a pass to their Apple Wallet or Google Pay Account
- With this pass, you can use your phone to:
- Enter the Parks
- Ride Selections
- Link Photos
- Make purchases - Essentially, this turns your phone or Apple Watch into a MagicBand
Guests are informed about the product and can select unique styles for each person
Guests add Passes to Apple Wallet and can select a pass to be used as Express Pass
Guests are provided with specific instructions on how to use the passes. All passes are available in a carousel in the Wallet

Disney MagicMobile Pass
Lead Interaction Designer
May 2019 - April 2021
With Disney MagicMobile, I led the design of the setup flow and manage screens. I also coordinated with the Art and Animation to create the Pass styles and then worked directly with the Apple and Google teams to develop a delivery pipeline for all platforms.
We took extra care with the pass styles selection to create natural variety in the wallet. For each Guest added, a different pass style is selected by default. This way, each guest has a distinct style to identify with. This mimics how the real tickets are distributed in the parks. We also designed additional Pass styles to highlight unique aspects of the parks and celebrate holidays and commemorative occasions throughout the year.
To make the passes really shine, we partnered directly with Apple's engineers and designers to create a custom template for Disney MagicMobile Passes. A special parallax effect is applied, and we needed to deliver assets in a specific way to achieve this effect.

We looked at the existing Pass templates to see which style gave the best brand and usability in the wallet

Working we Apple Designers, we landed on a custom template where art was delivered in layers to achieve a parallax effect when viewed on device
Normally, we design one experience for both platforms, but differences in branding and Wallet behavior required specific copy, interactions, animations, and delivery
Launch Details
- Launched for iOS and Apple Watch on March 30, 2021
- Launched on Android on April 27, 2021
- Fans were excited to pick their favorite pass style and have more options for conveniently entering the parks
- In FY23, MagicMobile accounted for 16% of park entries to Walt Disney World
- More features and pass styles were added in the following releases
- Was featured in the Apple WWDC conference in 2021