Mobile App
Event Installation
Interaction
Brand Identity
Luna Digital
Take home the attraction that fits in your pocket.
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.
*The following case study is conceptual work and does not represent Luna Park Melbourne
Case study conducted by
Elisha Fitri
Geordie Elliot-Kerr
Annie Conron
THE CHALLENGE
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.
Venn diagram identifying common pain points of users of Luna Park
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.
RESEARCH OBJECTIVES
What are our planned outcomes?
01
Provide an exciting digital attraction that apples to older audiences and is still suitable for all ages
02
Offer an interactive and customisable experience that increases customer satisfaction and repeat attendance
03
Increase engagement and recognition for the park through social media
04
Reduce frustrations around wait times and overcrowding
05
Encourage additional interaction with everything Luna Park has to offer
UNDERSTANDING USERS
Primary user: Justin
What we found in our research was this: Luna Park attendees of all ages did not like overcrowded areas, outdated features, or waiting in long queues (who does?)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.
Secondary user: Catherin
Secondary user: Charlie
THE 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.
Interactive visuals produced in TouchDesigner
MOCKUPS
How does it work?
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 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".
UI Mockups
Density map of most popular attractions [Interactive map taken from Luna Park Melbourne]
"POST"-VISIT
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.
Thanks for reading!
Interested in learning more about this project? Read about the extended process here.
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