Duration
2 weeks
Skills
UX/UI, User Research, Interaction Design, Prototyping, Product Thinking, Branding
Brief
Disneyland Park visitors can use their MagicBand+ to capture ghosts that have escaped the mansion and are haunting guests.
Note
Official Disney team does not do this. This is just a concept I made up.
All digital design assets and components created by Abbie on Figma.
Context
Enhancing the guest experience at Disney parks, MagicBand+ offers exclusive interactive games through the Disney Play app, integrating physical actions within the park environment, with Batuu Bounty Hunters currently available as the flagship exclusive game.
As digital expectations rise, Disney is committed to expanding MagicBand+.
Problem
Users do not believe the MagicBand+ is worth the price with only 1 exclusive game available.
Goals
1. To create a new pop up experience for park guests that combines the physical environment of the park, the Disney Play app, and the MagicBand+ for guests to enjoy between rides and attractions
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2. To increase sales of the band and subscriptions to Disney+
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3. To keep costs as low as possible
Proposal
I propose leveraging the iconic Haunted Mansion theme to create another exclusive game, thereby integrating Disney's MagicBand+ technology with its rich cinematic and park experiences. This strategic approach aims to deepen guest engagement and further intertwine Disney's diverse offerings.
Process
Research
& Brainstorm
Audience
& User Journey
Wireframe
& Iteration
Visual Design
& Prototype
1. Research
User Research: Interviews with Disney Magic Band Owners
Key Questions
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What do you like about the Magic Band+?
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What do you dislike about the Magic Band+?
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Do you think the Magic Band+ is worth the cost?
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What are your thoughts on the Batuu Bounty Hunter game on Disney Play?
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Tell me about your process when it comes to picking out a movie to watch?
Key Findings
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Users like the convenience and secret interactions with the park environment
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Users do not like how there is only one exclusive game
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3/4 users said MagicBand+ not worth the cost
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Batuu Bounty Hunters is nice for passing the time when waiting for a ride, love that they can interact with the Star Wars characters, like the challenge but wish there was a physical reward
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Users seem to browse streaming platforms until something appeals to them, or if something reminded them of a movie in their day to day
Market Research: What already exists & what is working?
Batuu Bounty Hunters
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Location-based experience at Star Wars: Galaxy's Edge
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Guests can scan band at Guildmaster Bounty Board in between Droid Depot and the Market
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Receive picture of alien on Disney Play app
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MagicBand+ lead you by lighting up red as you get colder and green as you get warmer to tracking down target
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Band will light up purple when guest is in the correct area
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Guest scans door with "thermal camera" on app, able to see their alien behind the door, and reports location
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Guest returns to Guildmaster to collect galactic credits
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Once guest reaches 20, they can join the Bounty Hunters Guild
The Global Augmented Reality Gaming market is anticipated to rise at a considerable rate during the forecast period, between 2023 and 2030 (360 Research Reports).
Pokemon Go
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Pokémon Go is #1 among the top augmented reality games. It’s the most popular and well-known augmented reality game (Jasoren)
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It was downloaded more than 500 million times, and it was one of the most used mobile application in 2016 (Jasoren)
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Location based game
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User can view a map showing where Pokemon are
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Catch and collect Pokemon
I determined that Pokemon Go would serve as an excellent framework for the new game, and integrate elements akin to the Batuu Bounty Hunters experience to harmonize with the functionalities of the MagicBand+.
Brainstorm
What might this experience include?
Affinity Mapping
After brainstorming all of my ideas for what the experience should include, I organized them into an affinity map, separating them into 4 categories:
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Physical Park
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MagicBand+
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Disney Play App
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Disney+ Streaming Platform
2. Define Audience
Who would use this and how would they behave?
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Families with children aged 2-17 make up the largest percentage of Disneyland visitors, around 50-60% (Gitnux)
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Parental guidance is recommended for children aged 10-12 due to the supernatural themes (Raising Children Network)
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Pokemon Go is rated 13+
Based off of this information, I created a User Persona & Journey for a 13 year old girl, Lily.
I then mapped out how this would look on the Disney Play App with a User Flow chart.
3. Wireframe
Sketches
Iteration
Mock Ups - Figma
I created the skeletons on Figma. This is where I thought more about what the user would see when they tapped the Spectral Camera (This is what Ben used in the movie). The user has to be presented with a challenge. I decided that the user would need to take multiple photos just as Ben had to in order to completely reveal the ghost. I also thought about guiding the user with notifications at the top of their screen.
4. Visual Design
Inspo Board
I pulled colors that were most prevalent in the movie posters, and the glow from the black lights on the ride.
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Paintings in ornate frames are a very big part of the ride and I wanted to incorporate it into the game. All the ghosts the user captures are shown in picture frames.
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The Spectral Camera is based on the main character Ben Matthias, and how he used it to see the ghosts. The user can capture the ghost with their MagicBand+.
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The badge was inspired by the Haunted Mansion 50th Anniversary achievement awards.
Hi-Fi Screens
Earn Badges as you capture ghosts
Picture frames inspired by the ones all over the Haunted Mansion ride, user can scroll through carousel style to view each ghost they have caught, tap one for more information on their deaths
CTA that leads to Ghost Locator Map
Shows user real time location using a VPS
"Glitter" indicates that a ghost might be around that area, MagicBand will vibrate and light up when a ghost is near
Spectral camera based off of Ben's in movie, lights up when user is near ghost and Magic Band vibrates
Notifications prompt user to take action and assist in capturing the ghost
Each tap reveals ghost more until ghost is completely visible, button will disappear
Celebrations when user levels up
Curtain unveiling of new ghost
Mailbox Drop Off & Reward
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Because it is the Haunted Mansion, I thought the best way to add a physical element to the experience was a mailbox where the users can return the ghosts back to the mansion where they belong instead of haunting the guests at the park.
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Guests will receive the ghost file of the one they captured and it will be added to their collection. They can level up, receive new titles and rewards.
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