Theme Park Mobile Companion Experience
A location-based mobile experience designed to connect real-world theme park visits with digital progression, rewards, and ongoing engagement.
00
problem
Theme park companion experiences need to serve both guest needs and operational goals. Visitors engage with the park in different ways from families to thrill seekers, each following distinct patterns of movement, attention, and motivation. The challenge was designing a single mobile experience that could support these differences, encourage repeat visits and in-park engagement, and still fit naturally into the flow of a physical park visit.
solution
We designed a location-based mobile system that connected real-world exploration with optional digital progression. Guests could engage during moments of downtime, like waiting in a line, by completing short "quests" tied to physical locations in the park. These actions fed into a persistent system of collectibles, rewards, and seasonal content, creating ongoing engagement that supported return visits without competing with the core park experience.
As an Experience Designer on the project, I was responsible for defining the core systems and player flow that connected physical park activity with digital progression.
Early in development, we visited the park to study guest behavior and mobile habits. We noticed consistent patterns in how visitors used their phones, often checking them while waiting in lines, resting in shaded areas, or eating lunch. These moments of downtime became our opportunity space. By designing quests that fit naturally into these rhythms, we could engage players without interrupting their visit.
To support longevity, I developed a flexible systems framework that could host seasonal events, rotating collectibles, and limited-time challenges without overhauling the structure. This allowed the experience to evolve with the park while maintaining consistency and clarity for returning players.
I created detailed system documentation to align creative, UX, and technical teams. My goal was to balance business objectives with player delight, ensuring every system supported both fan enjoyment and the studio's engagement goals.
The project is currently under NDA while it undergoes Beta testing.
see also
