Augmented Content Journeys for the Jurassic World Exhibit
CityNeon, the producer of the Jurassic World Exhibit for Universal Studios, engaged Storycraft Lab to evaluate and enhance the visitor journey and content engagement within the experience. The immersive, timed exhibit successfully transported visitors into the world of Jurassic Park, but opportunities existed to create richer, more interactive engagement points throughout the experience.
Our team conducted an audience and content engagement study, ideated content augmentation strategies, and developed a physical Explorer Kit activation to enhance visitor participation.
Role: Project Lead/Director, Audience Experience Strategist, Content Engagement Consultant
Ideation & Experience Augmentation
Facilitated ideation workshops with the design team to develop content augmentation concepts.
Explored AR group experiences, location-based triggers, interactive app features, and a tangible guest takeaway.
Selected the Explorer Kit as the most viable solution, ensuring it aligned with exhibit goals while enhancing engagement.
Audience & Content Engagement Study
Conducted a visitor behavior analysis of the exhibit’s first location in China, reviewing photography, footage, and designer interviews.
Mapped the existing experience journey, identifying gaps in message delivery, dwell time, active vs. passive engagement, and sensory stimuli.
Developed a Desirable / Feasible / Viable Matrix to evaluate potential content engagement solutions.
Explorer Kit Development & Implementation Strategy
Designed three Explorer Kit content tracks tailored to different visitor interests:
Junior Genetics Engineer – Focused on dinosaur DNA and cloning science.
Raptor Trainer Apprentice – Explored behavior, training, and interactions with dinosaurs.
CGI Tech Intern – Highlighted the magic of bringing dinosaurs to life in film.
Prototyped a pre-visit quiz, allowing visitors to discover their content track via a QR code before entering.
Developed Explorer Kit cards that activated key moments in the exhibit, offering new perspectives on repeat visits.