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LEGOLAND® Galacticoaster

Driving Guest Engagement Through Personalised Coaster Experience

Problem & Impact

Discovery

Solution

Detail

Industry

Themed Attractions

My Role

Digital Experience Designer (UX, UI and Motion Design)

Deliverables

Concept & Narrative, Guest Journey, Storyboards, Spacial Design, Scripts, UX & UI, Motion Graphics, 3D Character Animations, Digital Development, Production & Hardware

The Team

Project Managers, Creative Director, 3D Animators, Unreal Engine Artists, Developers, Digital Producers, Contactors, Production Specialists, Creative Technologists

THE PROBLEM & IMPACT

LEGOLAND® needed a bold attraction for a new LEGO® Galaxy land that elevated an indoor family coaster into a unique, personalised and repeatable experience.

The Challenge

Delivering scalable personalisation across a high-throughput environment while making guest customisations authentically integrated into the ride narrative.

Design Intentions

Put guests inside the narrative, drive repeatability through customisation combinations, and achieve a high guest throughput.

The Challenge

Delivering scalable personalisation across a high-throughput environment while making guest customisations authentically integrated into the ride narrative.

Design Intentions

Put guests inside the narrative, drive repeatability through customisation combinations, and achieve a high guest throughput.

Strategy & Narrative

Frame the experience around an urgent space mission where guests design custom spacecraft via RFID wristbands, carrying their personalised builds through pre-launch AR and physical coaster sequences.

The Outcome

Transformed a traditional roller coaster into a high-capacity interactive experience platform that extends dwell time and increases repeat ride value.

Strategy & Narrative

Frame the experience around an urgent space mission where guests design custom spacecraft via RFID wristbands, carrying their personalised builds through pre-launch AR and physical coaster sequences.

The Outcome

Transformed a traditional roller coaster into a high-capacity interactive experience platform that extends dwell time and increases repeat ride value.

DISCOVERY

Spacial Guest Flow

User Experience

Wireframing & Ideation

Visual Content Direction

Mapped the overall guest journey for the ship configurator, exploring spatial movement to optimise physical and digital flow across the attraction.

Spacial Guest Flow

User Experience

Wireframing & Ideation

Visual Content Direction

Mapped the overall guest journey for the ship configurator, exploring spatial movement to optimise physical and digital flow across the attraction.

THE SOLUTION

Take a peek by scrolling to the side

Setting the Stage

Broadcasts and alerts welcome guests upon arrival in the land, setting the scene and establishing the onboarding narrative introduction.

Queue Line & Briefing

Dynamic, synchronised digital content builds narrative excitement across the queue, working alongside an animatronic with show-controlled lighting and audio.