Theme Park Mobile Application
A national entertainment conglomerate was facing competitive pressure to re-enter the mobile space after abandoning a previous attempt to develop theme park applications in 2011. The park’s most important metric is guest satisfaction, and in-park surveys throughout 2013 indicated that the lack of a digital map and real-time ride information was significantly hurting the overall experience. Its guests were evenly split among Android and iOS users, and offering the best experience possible to both was necessary.
The theme park’s operations team had an existing content management system that powered multiple websites, but its content was not comprehensive. There was a clear need to augment this data before displaying it within the theme park application. For consistency, the stakeholders wanted to reuse existing marketing collateral, the brochure map, and attraction images, but realized they lacked the expertise to decide what should be reused and what needed to be redeveloped for mobile.
In addition to this challenge, the theme park was preparing to open a highly anticipated new section, expanding on its most popular brand. To maximize buzz and provide the best guest experience, the company needed to have the new mobile applications available for the grand opening in less than 8 months.