Harry Potter NYC
Harry Potter NYC
Harry Potter NYC
I elevated this engagement from simple concepts and ideas for interactive exhibits, to weaving digital touchpoints throughout the store that drove foot-traffic and downloads of the Wizarding World app.
The Problem
Bringing the magic of Harry Potter to life through interactive exhibits that enhanced the retail experience and drove engagement to the Wizarding World app.
The Problem
Bringing the magic of Harry Potter to life through interactive exhibits that enhanced the retail experience and drove engagement to the Wizarding World app.
The Solution
Detailed Concepts, interaction profiles, hardware requirements, and a customer journey that led to 4 immersive digital experiences and over 50 digital and audio experiences throughout the store
The Solution
Detailed Concepts, interaction profiles, hardware requirements, and a customer journey that led to 4 immersive digital experiences and over 50 digital and audio experiences throughout the store
The Impact
Positive coverage in VisitNY, Forbes, AdWeek, and Business Insider highlighting the interactive wand table, digital experiences, and positive fan sentiment.
The Impact
Positive coverage in VisitNY, Forbes, AdWeek, and Business Insider highlighting the interactive wand table, digital experiences, and positive fan sentiment.
MY ROLE(S)
UX Lead
TEAM STRUCTURE
2x Creative Director
2x UX Designers
2x Retail Designers
SKILLS DEMONSTRATED
Product Strategy
Service Design
UX Leadership
I identified key experience exemplars that combine the physical space and the Wizarding World.
I identified key experience exemplars that combine the physical space and the Wizarding World.
With our retail experience partner having a pre-defined guiding principle that “The Store is Magic” I began identifying scenes from the movies, and finding examples of existing interactive exhibits that showed how these moments could be replicated in the store.
I identified key experience exemplars that combine the physical space and the Wizarding World.
With our retail experience partner having a pre-defined guiding principle that “The Store is Magic” I began identifying scenes from the movies, and finding examples of existing interactive exhibits that showed how these moments could be replicated in the store.
My concepts infused interaction into every department and category in the store.
My concepts infused interaction into every department and category in the store.
Then I began sketching concepts for different ways customers could interact with the store.
I organized concepts around the shopping journey and product categories to ensure would meet both the commercial and experiential needs of the store.
My concepts infused interaction into every department and category in the store.
Then I began sketching concepts for different ways customers could interact with the store.
I organized concepts around the shopping journey and product categories to ensure would meet both the commercial and experiential needs of the store.
To attract customers to high value products I defined key experiences like the Wand Weighing Table.
Naturally, wands are the highest selling item at any Wizarding World store. To increase foot traffic to the area and infuse a sense of magic into the store, I came up with the idea of embedding interactive displays with wizards and their patronesses to signpost where to find each character’s wand.
Another idea I had was to have character info emerge when customers held a wand at the wand weighing table, creating a unique way for customers to engage with the lore.
To attract customers to high value products I defined key experiences like the Wand Weighing Table.
Naturally, wands are the highest selling item at any Wizarding World store. To increase foot traffic to the area and infuse a sense of magic into the store, I came up with the idea of embedding interactive displays with wizards and their patronesses to signpost where to find each character’s wand.
Another idea I had was to have character info emerge when customers held a wand at the wand weighing table, creating a unique way for customers to engage with the lore.
I drove more strategic discussions with stakeholders by connecting these moments into a customer journey that fostered exploration and engagement.
I drove more strategic discussions with stakeholders by connecting these moments into a customer journey that fostered exploration and engagement.
Our reviews quickly started to get bogged down in the minutia of picking the right wood, or fantastic beasts to display.
To drive more strategic decision making, I created a high level customer journey that outlined how the experience in the store would differ between customers who had the Wizarding World app, and those that didn’t.
This would help drive app downloads by offering additional unique interactive experiences, without reducing the enjoyment of those who didn’t.
I drove more strategic discussions with stakeholders by connecting these moments into a customer journey that fostered exploration and engagement.
Our reviews quickly started to get bogged down in the minutia of picking the right wood, or fantastic beasts to display.
To drive more strategic decision making, I created a high level customer journey that outlined how the experience in the store would differ between customers who had the Wizarding World app, and those that didn’t.
This would help drive app downloads by offering additional unique interactive experiences, without reducing the enjoyment of those who didn’t.
To ensure vendors had all the information needed I documented how people interact with the exhibits and the content required to create a memorable experience.
After gaining agreement on a selection of key hero experiences throughout the store, I worked with our CTO to outline how the exhibit could work.
To do this I documented the Wizarding World content needed, a 3 step journey that outlined the experience, how interactions differed by proximity and number of users, and a high level view of hardware required to deliver it.
These sets of requirements enabled the client to more effectively source an exhibit vendor to build the store.
To ensure vendors had all the information needed I documented how people interact with the exhibits and the content required to create a memorable experience.
After gaining agreement on a selection of key hero experiences throughout the store, I worked with our CTO to outline how the exhibit could work.
To do this I documented the Wizarding World content needed, a 3 step journey that outlined the experience, how interactions differed by proximity and number of users, and a high level view of hardware required to deliver it.
These sets of requirements enabled the client to more effectively source an exhibit vendor to build the store.
The store received positive coverage in VisitNY, Forbes, AdWeek, and Business Insider upon opening. With favorable mentions of the interactive wand table, unique digital experiences, and positive fan sentiment.
The store received positive coverage in VisitNY, Forbes, AdWeek, and Business Insider upon opening. With favorable mentions of the interactive wand table, unique digital experiences, and positive fan sentiment.
The store received positive coverage in VisitNY, Forbes, AdWeek, and Business Insider upon opening. With favorable mentions of the interactive wand table, unique digital experiences, and positive fan sentiment.
LEARNINGS & REFLECTIONS
LEARNINGS & REFLECTIONS
LEARNINGS & REFLECTIONS
Once again 'UX' thinking and vision helped me transform how a team of experts (retail) approached their designs. Reframing conversations with clients from nitty gritty details to a strategic vision for the store.
Once again 'UX' thinking and vision helped me transform how a team of experts (retail) approached their designs. Reframing conversations with clients from nitty gritty details to a strategic vision for the store.
Once again 'UX' thinking and vision helped me transform how a team of experts (retail) approached their designs. Reframing conversations with clients from nitty gritty details to a strategic vision for the store.
Building a simple framework that considers the number of participants and their distance from an installation, can push your ideas in new and exciting ways.
Building a simple framework that considers the number of participants and their distance from an installation, can push your ideas in new and exciting ways.
Building a simple framework that considers the number of participants and their distance from an installation, can push your ideas in new and exciting ways.
The gap between the illustration skills of UX designers and interior designers is… humbling.
The gap between the illustration skills of UX designers and interior designers is… humbling.
The gap between the illustration skills of UX designers and interior designers is… humbling.
