Theme Park
Optimising user experience through an IOT solution
Research Service Design Blueprint Prototyping IOT
The Challenge
The park already made use of static information points and kiosks. However after many redesigns customer feedback indicated these were confusing (due to the amount of information that was provided or too busy at peak traffic periods. The park also made use of voice guides for foreign and differently abled users. However, most of these devices proved to be quite expensive to maintain and required staff at the park to manually check-in/checkout the devices, thus making it all the more difficult to frequently update content.
How can the Park ensure the user flow is optimized between the rides and the visitors have increased experiential satisfaction?
The Journey
Review of the Situation
After conducting interviews with both
customer services, and users we created a Service Blueprint to examine interactions within the theme park and high level user journey's to gain a better understanding of key issues of the park users along with business perspectives desires and system abilities.
Our Solution
We created a Beacon system throughout the park and a visitor app to integrate user experience both off and online. The rollout of the Beacon App enabled the park, to modernize its service provision, Increase user satisfaction and help staff manage user experience, breathing family fun and life into what was a more traditional visitor experience. Our solution was viewed by the client as an integral part of the parks digital strategy in the future.
Outcomes
IOT "Beacon' prototype solution.
The beacon enabled product allowed visitors access to an enhanced multimedia experience that allows them to easily access details about a specific ride, estimated real time queue data or information about an attraction they are currently looking at, without having to fight through crowds. The beacons were also particularly useful in allowing visitors to trigger contextual content based on the location of the device.
Increased User satisfaction for differently abled customers
Support for the differently-abled Visitors was of great importance to the park as they needed to modernize service provision to those with special needs. The app created a virtual map of the venue, such that it is visible and hearable to those who are challenged. The proximity-detection feature allowed the park to provide visitors with motion disabilities, hearing difficulties and those who are visually challenged with additional information based on their needs, thus ensuring that they can navigate with ease.
Realtime Analytics Dashboard
For the staff management insights from visitor traffic identified busiest hours throughout the day or week, customer dwell time at specific rides or choke points so that staff activities could be better managed. These real-time analytics determined when more staff should be added to help out visitors at various rides, realtime identification of customer preferences to craft contextual messages alerting them about any new addition to the park.
Effective Parking Management
Improved parking facilities during weekends and busy holiday periods, finding a parking space at the theme park was a major problem identified by the visitors. The beacon solution meant that park staff could trigger an alert as soon as a visitor drives in the entrance directing them to the nearest available parking space, this also allowed them to help him locate their car with at the end of the day. Adding on to that, it also empowers security staff with the ability to remotely identify vehicle owners, in case of an emergency.