Samsung Smart TV provides a user experience that differs completely from that of other familiar devices,
such as mobile devices and desktop computers. Users will experience something new while using their TVs.
Samsung Smart TV provides a user experience that differs completely from that of other familiar devices,
such as mobile devices and desktop computers. Users will experience something new while using their TVs.
Samsung Smart TV provides a user experience that differs completely from that of other familiar devices,
such as mobile devices and desktop computers. Users will experience something new while using their TVs.
Samsung Smart TV provides a user experience that differs completely from that of other familiar devices,
such as mobile devices and desktop computers. Users will experience something new while using their TVs.
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KYUNGHWA JUNG
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KYUNGHWA JUNG
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Fantasy Express
#UX DESIGN #SERVICE DESIGN #THEME PARK #HOME DELIVERY
2019
'FANTASY EXPRESS' service platform provides that
people can enjoy the theme park in-home through delivery service.
PERIOD
2019
ROLE
MA Design Final graduate project at Goldsmiths University.
Individual project.
PROCESS
1. Direction
1-1. Frame the problem or needs
1-2. Discover inspiring material
1-3. Establish a direction
2. Research
2-1. Field research
2-1-1. Playground observation
2-1-2. Experiencing a trendy play culture
2-2. Indepth interviews
2-3. Books and articles
2-4. Theme park content
3. Concept
3-1. Ideation
3-2. Service scenario
4. Output & Value
4-1. User
4-2. Service provider
USER (Visitor)
Accessibility of theme park to people is very low.
Theme parks are probably not easy to visit due to a variety of reasons,
such as expensive entrance fees, time, personal circumstances, and location.
"One-day admission can reach $159 at Disney World, the average American spends about
$2,900 a year on entertainment, according to the U.S.
Bureau of Labor Statistics and about $700 of that goes toward fees and admissions.
A closer look at the numbers shows that upper-income guests are more willing to fork over more."
- Tampa Bay Times -
SERVICE PROVIDER (Theme park)
Challenging for the service provider to update content in a short period of time.
They should keep updating content and seeking out new immersive experiences -
to satisfy visitors’ high expectation, but it causes increasing cost constantly.
After all, they use a different way of getting profit such as souvenir shop, cafe and restaurant of theme park
but it is not an ideal resolution for attracting visitors.
“ Many customers are increasing board with the standardized service-
and setting with which they are typically confronted. ”
" They need to figure out how to give consumers an incentive to visit again
and propose a new consumption method given that updating content in a short period of time is difficult."
- The Disneyization of society -
PROBLEM
RESEARCH
The various research proceeded for finding the direction of resolution.
01. Book and Article
Understanding theme park service structure and finding weak points
02. Field Research
- A home theme park would require content that can be easily created or modified.
- There is a need for creating social relations with friends and family.
- Indoor play gives children an opportunity to escape their parents’ supervision.
- An immersive experience can be achieved by utilising basic projecting, sound,
lighting, and physical structures rather than trendy effects.
- Given interactive storytelling content, it is a good idea to promote the active participation of the audience.
- VR content is focused on individual experiences, making it difficult to interact with others.
- VR devices are not suitable for young children because there is a risk of injury.
03. Interview
1. It is difficult to differentiate between play spaces and non-play spaces.
2. The children like role-playing games (involving the hospital, picnics, their parents).
3. The children love books, and they make spaces in a small gap between a couch or behind curtains.
4. The children like toys that depict cartoon characters (they have an affinity for 'cartoon storytelling')
and they prefer small toys because they like to carry them in their bags.
5. The parent is a big fan of Disney, but they think it is impossible to go there with their kids because the kids are too young to travel overseas.
DIRECTION & FEATURES
‘ Theme park’s fantasy experience will expand to home.'
Finding the resolution not only physical theme park area but also home
' HOME DELIVERY SERVICE '
NEW WAY OF HYBRID CONSUMPTION
NEW SERVICE PLATFORM
Making a lower barrier of theme park by experiencing the content in the house.
It can be a new business model for keeping update provider's content to visitors.
People can order theme park attraction through online, they will create their own fantasy world using it in the house.
The service provider can keep updating their contents without developing physical attractions .
Theme park
Home delivery
Theme park attractions and events
Immersive experience
Compact & Portable
Easy to handle
Low cost
THEME PARK
HOME
THREE
KEY FEATURES
1.
Content is a home-experienced version
as a various form of a delivery kit.
1. Kit content
2. Using home structures
3. Collecting contents could be home theme park
2.
Install the content using the home structures.
3.
Create a theme park by collecting contents.
1
SERVICE PLATFORM _ IDEATION
Constructing the specific service system and considering the provide differentiated services to new-customer and re-customer
from order to home experience naturally through service platform ideation.
1. Service platform structure
IDEATION
2. Usage flow
[ Story spin ]
3. Story Spin
These stories outlined the journey of each stakeholder in their new vision; customer and service provider.
Customer
Service provider
1. Once upon a time,
there was a kid named Jenny, who is a massive fan of a Theme park
2. Every day,
She is twisting the parent's arm to visiting a theme park,
but they could not afford to buy an entrance ticket, hotel fee.
So, Jenny had to give up to going there, visiting a theme park is her earnest dream.
3. But one day,
She read about an advertisement for a theme park_home delivery service.
This service will deliver the home version of attraction to a client through the website very easily,
and she will be able to a familiar experience
with to theme park using the delivered kit and smartphone app in her house.
4. Because of that,
She does not need to go to the theme park physically.
She can experience the theme park experience in her house at a low cost.
She can create a new version of the theme park by collecting delivery contents.
5. Until finally,
She could experience the theme park attraction even though she did not go there.
And it gives a good opportunity to connect with others who have other types of attractions.
The most important thing is that she could have a good impression of that company.
6. Ever since then,
She ordered the delivery content regularly when the new attraction is released.
2
PROTOTYPE _ IDEATION
Ideation for output of theme park parcel delivery which can be presented as a representative example, and it is for judging actual applicability.
1. Theme park attraction content Research
Searching for optimized attraction as home delivery content
2. Rough prototyping
Choose the two representative attractions for service scenario, and made prototype
3. Key screen frame Visualization
OUTPUT
When you order the contents online, it will delivered them to your home.
‘FANTASY EXPRESS’ is
an online service platform of theme park_home delivery service.
You can browse the various type of content on the online platform.
Chosen content show the kit element, home element, and simple usage guide when you select.
1) Kit elements: the elements which will deliver to the user.
2) Home elements: the elements that the user should prepare before playing the content at home.
When you complete your order, it will begin shipping.
And you can receive various form of a content kit according to chosen content.
Most of the delivered contents would be a combination of
the kit element and smartphone app.
There is content card that has NFC to download the Apps which you ordered on the kit,
You can download the content automatically using your smartphone.
The content card that has NFC tag
Downloading content
Play tool (Origami flash)
Kit element types are consist of ‘Play tool’ or ‘Accessory’
'Play tool' component combines with a smartphone directly.
1) ‘Play tool’ content
Play tool: Origami flash / Projector box
Run the downloaded content,
and put the smartphone into the projector box
* Projector box also be the play tool
Playing the home version content of theme park
Playing content with play tool
2) Accessory
You can get a kit in the form of an accessory as well as a play tool to combine on smartphone.
There is content card that has NFC to download the Apps which you ordered on the kit,
You can download the content automatically using your smartphone.
Accessory (fabric clip)
'Accessory' supports to install the home material easily as a play kit. (furniture, space, fabric, etc)
Fabric clip
You can easily make a roof using the accessories provided.
You can also reuse a previously used kit element.
You can experience the immersion of the theme park events
by utilizing the elements of the house and kit accessory.
They can check the friend’s content, so they can exchange and share the content with each other.
User can create a mini theme park by collecting contents or sharing those with friends.
The application shows the list of friends who have 'Fantasy Express' contents, you can contact them directly.
Getting benefit based on 'purchase history
* It gives the strong inspiration of visiting the theme park
1. Contents recommendation based on 'purchase history'
- The content can use the purchased element of the kit.
- The different type of content that the user didn't buy.
2. Give an entrance discount benefit
When you collect contents, they could give a discount entrance fee.
SCENARIO FILM
1. USER (Visitor)
Anyone who has a positive memory of a theme park
could gain similar satisfaction from experiencing a theme park in their home.
Content could be installed using the previous elements of the house,
like pieces of furniture, and users would not need to spend a lot of money and or consume much space.
Moreover, the service could provide an opportunity for interactive social relationships using digital devices by
encouraging mutual exchanges between friends and family.
Also, exchanging and sharing the content which they have with friends can give various play experiences to users
who are feeling bored easily with one piece of content.
VALUE
2. SERVICE PROVIDER (Theme park)
By providing home-delivered content that is less expensive than the time and cost of creating traditional attractions,
it would be possible to continuously generate revenue even if the user is not physically in the theme park.
In addition, because the service could act as another version of MD,
though MD products can be updated regularly, profitability is high compared to investment.
As a result, this service could be the next version of the new hybrid consumption system.
It would be likely to attract collectors (Adult and children) who want to construct a small theme park in their space.
Furthermore, regarding content as a marketing element, a home-delivered version of the latest-released animation
could be produced as a type of promotion, as could providing limited-edition content,
such as Christmas and Halloween content, to enthuse users of all ages.
3. Social Issue _ COVID - 19
Due to this problem, theme parks were closed and people could not go out.
In the future, this situation can last for a long time.
'Fantasy Express' could provide a good direction for a theme park or entertainment field as the next step.
The user could enjoy the theme park contents in the house so they could keep the social distance,
and the theme park could serve the contents regularly even though the real place is blocked.
" I believe that people should be able to have the opportunity to experience the theme parks wherever they want,
and that would also be a good opportunity to encourage them to visit other theme parks.
It could also provide a fundamental benefit of a rise in branding value through understanding their value and direction."