In early 2020, the first lockdown was enforced in Melbourne. The “extreme measures“ taken by the state government affected many businesses and individuals. The event affected Luna Park resulting in a sudden plummet in visitors leading to its struggles in maintenance and source of income.
This project is an assignment given by our professor, the scenario starts with Luna Park looking to enhance it’s business revenue with interactive media that attracts more people to visit the amusement park. This scenario is designed under the assumption that Luna Park reopens after the lockdown with this brand-new free attraction.
about luna park
Luna Park is one of the most iconic amusement parks in Melbourne. Located in the suburb of St. Kilda, the park has been entertaining families since 1912. The park features a range of rides, attractions, and games for visitors of all ages. The most recognizable feature of the park is the giant smiling face that greets visitors at the entrance.
So, what’s the issue?
Despite being one of Melbourne’s iconic destinations, Luna Park is losing more and more customer due to it’s dated and inacessible rides.
Due to COVID-19 restrictions, many rides and attractions are under renovations and many customers visiting Luna Park came back dissapointed by the lack of choices.
User Research Methods
TARGET Customer Interviews
Online observations
Key Findings from online reviews, vlogs, and internet forums
We gathered data of recent feedback about Luna Park via TripAdvisor, Reddit forums, google reviews, and youtube vlogs detailing their experiences and issues while in the park.
We found that many complaints are from adults who visit Luna Park to relive their childhood memories, only to be disappointed by the current state of the park. Aside from the pricy tickets and child-sized rides, the park seems to be smaller than what people remembered!
Key Findings from target customer interviews
why we addressed customer pain points with murder mystery
Additionally, We conducted customer interviews involving 10 participants consisting of friends within the target age range. The interview was conducted through phone calls and video chat due to the covid restrictions.
The interview questions covered the following topics:
What prevented them from visiting Luna Park or what aspect discouraged them from visiting Luna Park.
How much they would spend on an amusement park.
On what occasion would they visit an amusement park.
What media & genre of entertainment do they spend the most time with.
Crime and investigation docuseries are currently on the rise with many streaming platforms releasing their original investigative series.
Horror entertainment released during the pandemic was positively received showing massive success.
Some customers took an interest in the ‘Ghost Train’ ride but their feedbacks about the ride were relatively negative and felt underwhelmed as it was not spooky enough.
Some adult customers voiced they want more adult attractions.
Recent study shows Australians are the biggest consumer of true crime series.
Our target customer:
teenager & young adults visiting luna park
mystery & crime lovers
customers with a tight budget
User personas
qualitative testing
“… due to the age and size of the park most rides are old and not as intense as theme park rides. Queue times can get more than 45min depending on the crowd. We only went on one ride the Great Scenic Railway.”
“ ...There are a few rides that kids love. The carousel is 105 yrs old and I think the scenic railway is too...it looks rickety. The ghost train is disappointing now as no one jumps out at you anymore “
“ Very Very Average and Dated. Considering the amount of time it took us to get out tickets, 35 mins in the line, it started off poor. Service is lacking, rides are meh.... “
app WORKFLOW
App Features:
AR Immersed gameplay
animated cutscenes
multiple endings scenarios
Project outcomes
story trailer
Disclaimer: This project came to life from an assignment. The issues mentioned in this project relating to Luna Park does not come from an official source and serves only for studies