Luna Park asked us to augment its fairground attractions with loopy, out-of-this-world, and zany digital experiences.With a fund of $50 000 to pitch to and a brief with no bounds for creativity, our team was ecstatic. Here's how we pitched our proposal for a "take home" element on a smart-device app to create an all-age attraction for one of Melbourne's most popular amusement parks.
Mockup of a Luna Digital screen positioned in front of one of the park's busiest attraction: the Spider
Challenge
Our initial research findings revealed that several frustrations were primarily made by older attendees at Luna Park. We found that this audience typically visited the amusement park to accompany their children, and some of the most frequent complaints were centred around the fact that there was little to appeal to them personally. Our team identified an exciting opportunity to improve the experience and engagement of all attendees to Luna Park, in particular older demographics such as guardians or young adults.
Discover
What we found in our research was this: Luna Park attendees of all ages did not like overcrowded areas, outdated features, or waiting in long queues (who does?) Identifying these common pain points between our target user base allowed us to narrow down the objects and design concepts to provide better solutions for these issues. So, while the park is predominantly aimed at children and their parents, we noticed a particular opportunity to improve the satisfaction of older audiences: non-guardian attendees- just like Justin.
Primary and Secondary target user persona comparison
Solution
Our talented interaction designer, Geordie, programmed our unique customisable presets in TouchDesigner. Once a user has unlocked the attraction-specific preset in the app, they can change parameters to suit their liking, such as colour, oscillation, and size. Behind the scenes, this data is sent via OSC to the computer running TouchDesigner, appearing on the LED screen in real-time.
We came up with the idea of introducing a modular and highly customisable interactive experience that would excite everyone; an experience that would allow us to cater to the needs and preferences of all age groups- not just younger children.
Luna Digital screens are strategically placed alongside queues to popular attractions and “quieter” areas to entertain attendees while they wait. These screens work in conjunction with an additional app that encourages users to explore the offerings of the park as attendees scan QR codes to unlock new and exciting customisable visuals, or "looks”.
Outcome
We purposefully targeted young adults as our primary user for two main reasons:
They had the most painpoints
A lot of them are absolute pros at technology and love to share what they are up to on social media
Attendees can use in-app tools to share their experiences involving the new installation via different social media channels. Simultaneously launching various social media and digital marketing strategies will additionally support this.