Digital/Physical Play - Play Disney App

Back in 2017, in partnership with Disney Imagineering, we introduced the Play Disney Parks App, a fresh mobile gaming experience that revolutionizes the theme parks through interactive adventures.

The app features a variety of games inspired by attractions, Disney trivia, special achievements, and enjoyable experiences that enhance your surroundings. Several activities are designed to connect with the physical park itself.

Numerous games involve physical items positioned at each attraction. While some offer advice to address challenges, others react physically to the digital actions performed by Guests.

Digital achievements can be exchanged for physical pins in the parks.

Star Wars Galaxy's Edge

The Play Disney Parks App has now evolved into a more extensive digital entertainment center located at the recently opened Star Wars Galaxy's Edge in Walt Disney World, Orlando, and Disneyland Resort, California.

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Social Media Campaign - Disney Princess

Introduced in 2016, the Dream Big Princess campaign not just promotes children worldwide to dream big, but also celebrates the inspiring attributes demonstrated by Disney princesses throughout their cinematic journeys.

I was fortunate to oversee the creative direction of the social media campaigns on Instagram and Facebook. The new Instagram account for Disney Princess Instagram gained 450,000 followers within a year, thanks to the contributions of Terry, Sandy, and McBeard.

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Theme Park Digitalization - Walt Disney World

In 2012, Walt Disney World launched innovative methods for guests to enjoy the theme parks by introducing the "Magic Band," a wristband equipped with RFID technology. This led to a complete overhaul of the digital guest experience, known as "My Disney Experience," which included pre-arrival planning and digitizing all guest interactions within the parks. These groundbreaking initiatives formed the basis of a new global design system that was also implemented in our international parks.

In this project, we revamped the design systems for desktop and mobile web, mobile applications, and digital kiosks within the park.

There are numerous daily shareable living components in the design systems, making it easy for over 70 designers to reuse, update, and maintain them. A variety of tools were developed collectively to help and speed up the design and prototyping processes.

Utilizing the system, we have successfully introduced more than 20 digital in-park services. Here are some of the main features:

Fastpass+

Mobile Food Order

Get Directions

Transportation

Online Check-in

Digital Key

After US brand implementation of these design systems, Paris, Shanghai, Hong Kong theme parks also lauched their official apps on the same platform.

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