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Luna Digital
User Research
Mobile App | Event Installation | Interaction
Luna Park asked us to augment its fairground attractions with loopy, out-of-this-world, and zany digital experiences.
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.
*This case study is conceptual work and not in affiliation with Luna Park Melbourne
PROBLEM DEFINING
Who are we catering to?
Initial research findings revealed several frustrations that were primarily made by older attendees at Luna Park. 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.
PROBLEM STATEMENT
How might we appeal to our target user audience?
After conducting primary research involving users and the park, we found that many attendees were feeling dissatisfied with their previous Luna Park experiences, revealing a gap where many young adults and parents felt that majority of the attractions were better suited to child audiences.
This led our set planned outcomes to provide exciting digital attraction that applies to older audiences and is still suitable for all ages, increasing customer satisfaction and repeat attendance, whilst simultaneously reducing frustrations around wait times and long queues.
What we found in our research was this: Luna Park attendees of all ages did not like overcrowded areas, outdated features, or waiting in long queues (who does?)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 userbase allowed us to narrow down the objects and design concept 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.
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.
Luna Digital screens are placed alongside queues to the most popular attractions to entertain attendees as they wait. An additional app encourages users to explore the offerings of the park as attendees scan QR codes to unlock new and exciting customisable visuals, or "looks".
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. The simultaneous launch of various social media and digital marketing strategies will additionally support this.
So, users such as Justin will help boost the park's engagement and digital presence across all platforms... even after closing time.