Design
Strategy
Research
CONTEXT
Designing unforgettable experiences for a global audience
In Summer 2024, I joined Universal Studios as a Product Design and Experience Strategy intern, where I helped design the future of theme park experiences. Universal Studios is known for its immersive storytelling, innovative technology, and guest-centered experiences, and my role offered a behind-the-scenes look at how these elements are brought to life.
While the specifics of my projects are under NDA 🔒, I am happy to discuss my process further in a conversation.
Overview
My key task as an Experience Design intern was to design and propose upcoming guest experiences for the Universal theme parks. Under the guidance of my manager (shoutout to Brett!), I took ownership of 3 projects, leading them from concept to completion.
STORYBOARDS
I created over 30 storyboards to visually communicate immersive guest journeys that aligned with the park’s narrative
PROTOTYPES
I prototyped future technology like AR, VR, and AI, exploring how these innovations can elevate the park experience.
USER FLOWS
I designed end-to-end user flows to map out diverse guest experiences, ensuring that the park is accessible to all.
THE ISSUE ON THE TABLE
Why invest billions into the park’s immersive experiences if guests will be distracted by their phones?
This question, raised by many VPs, highlighted the unique challenge of the Digital and Technology team at Universal. How can we strike a balance- using technology to enhance, rather than disrupt, the guest experience? As a designer, this challenge pushed me to think beyond traditional screen interfaces and to consider how technology could evolve in immersive, interactive environments.
Reflecting on my experience, I can confidently say that I reached a solution through the following key takeaways.
Watch and Learn
TAKEAWAY 1: RESEARCH DRIVES DESIGN
In order to design the right solution, I needed to first understand the problem space. In the initial phase of my internship, I focused on learning as much as possible from my surroundings and fellow team members.
My process involved interviewing cross-functional teams, exploring market trends, and, best of all, plenty of visits to the park for hands-on research. From my research, I began to develop a comprehensive strategy to meet the evolving expectations of theme park guests.
INTERVIEWS
I held discussions with team members from design, marketing, and operations to gain a better understanding of guest and business goals.
MARKET ANALYSIS
I explored emerging technology trends and innovative guest experience strategies across the entertainment and theme park industries.
ON-SITE STUDIES
I participated in on-site studies, collaborating with senior designers to brainstorm solutions informed by direct guest interactions.
Start With the Guest
TAKEAWAY 2: EMPATHY CREATES INCLUSIVE SOLUTIONS
Using my research insights, I developed 5 personas to better understand the needs, motivations, and challenges of diverse guest types. These personas became central to my overall design process, ensuring that every experience was inclusive and accessible, regardless of factors such as age, tech literacy, or physical ability.
Sketching the Future
TAKEAWAY 3: PROTOTYPING EMERGING TECHNOLOGY
One unique aspect of working at Universal is the opportunity to design for emerging technologies. I collaborated closely with research teams and designers to consider how tools such as AR/ VR, AI, and facial recognition could be used to create innovative experiences for future guests.
I helped to visualize these ideas through prototype sketches, exploring how these technologies could streamline and enhance the user experience. I then iterated on the designs with my manager to ensure that they smoothly integrate into the user flow without breaking the magic of Universal’s immersive storytelling.
🔒 UNDER NDA
Seeing the Big Picture
TAKEAWAY 4: VISUAL STORYTELLING
At Universal, storytelling is the heart of every experience at Universal, and I employed this approach in my design strategy. I learned to bring this belief into my design strategy as well. To communicate my research and designs, I created 30+ storyboards that connected insights to design solutions. This approach helped stakeholders better understand user behaviors and trends, making the research actionable and memorable.
🔒 UNDER NDA
A Universal Vision
TAKEAWAY 5: COLLABORATION ACROSS TEAMS
One of the most valuable aspects of my internship was the opportunity to work with other team members, senior leadership, and stakeholders from various disciplines. Whether through conversations with fellow designers or presentations to VPs, I worked to align cross-functional teams on future initiatives. These collaborations have helped me grow as a designer, teaching me how different disciplines- from marketing to engineering to research- come together to create cohesive, successful products.
