j.mcclay
digital theme park experience test
testing tokens and augmented reality for a theme park

A global theme park and entertainment company was looking to explore ways to expand guest engagement in-park and at-home using digital gamification experiences and augmented reality.

We ran a 6-week proof-of-concept test that assessed willingness to earn points in-park, at-home, or through payment, redeemable to a series of rewards including an after-hours, in-park celebration. The pilot proved guest interest and business value, leading to a follow on project.

global theme park company | proof of concept lead | 2023

I was brought in to lead the 6-week Proof of Concept test, focused on analyzing the outcomes and ensuring seamless execution of the test. In my role I optimized the experience (which had already been designed), orchestrated the launch and operations of the test, developed hypotheses and executed tests, and created research outputs summarizing the learnings and implications of the test.

PART 1 | 3 WEEKS
Definition & Vision
  • Acted as design advisor to ensure the test app was designed appropriately, providing oversight and collaborating with tech vendor to manage changes
  • Led testing of the app, including the in-park AR experience
  • Provided oversight for the research strategies which included social engagement, user interviews and surveys, and data science
PART 2 | 6 WEEKS
Strategy & Planning
  • Oversaw the launch and orchestration of test; created and managed run guide for research, communications, etc.
  • Analyzed test performance to identify bugs, outlier behaviors, and opportunities for additional testing
  • Designed, executed, and analyzed incremental tests throughout the POC
  • Owned creation of weekly client-facing insight reports
PART 3 | 2 WEEKS
Design & Build
  • Participated in user interviews during and after the conclusion of the POC
  • Owned the final deliverable, coordinating inputs across multiple research workstreams and developing key observations and insights
  • Created value case for scaling the program based on POC data. Output of the project helped sell another phase of work

ARTIFACTS

app experience

The goal of the experience was to earn points and redeem them for rewards. Our objectives were to test earning methods (in-park, at home, purchase) and rewards (influence, personalization, exclusive experience). Participants were able to earn in-park using augmented reality.