ABOUT THE PROJECT
LaLiga Entertainment – comprising LaLiga, PortAventura World and Kosmos – were looking to extend the theme park experience for fans worldwide and drive visits to PortAventura World. Along with COPA90, we set out to deliver an original, immersive experience that reimagines football fan engagement and sets the precedent for the next generation of theme park experiences.
ABOUT THE ROLE
Working closely with the development team and the Lead UX Designer, I helped design the UX for parts of this experience. One of the main challenges was the locations-based nature of this game and the fact that the park is in Spain. Thankfully, I was able to go on-site to define the best parts for the experiences as well as perform rounds of user testing with real potential users. The main tasks included defining the user flows, as well as designing the wireframes for the main navigation of the app.
ROLE
UX Designer
CREDITS
Unit9
The background
LaLiga Entertainment – comprising LaLiga, PortAventura World and Kosmos – were looking to extend the theme park experience for fans worldwide and drive visits to PortAventura World. Along with COPA90, we set out to deliver an original, immersive experience that reimagines football fan engagement and sets the precedent for the next generation of theme park experiences.
The execution
We created a world-first entertainment experience that elevates the in-park experience to a whole new level. The Beat Challenge drops the excitement of PortAventura World and LaLiga into visitors’ palms and offers a hybrid gaming experience by enhancing the physical infrastructure of the park with a digital overlay.
The app leverages augmented reality and geolocation technology to bring the virtual football world to life within the theme park, engaging audiences with their physical surroundings. Guided and challenged by 200ft tall AR footballers, such as Gerard Piqué, Karim Benzema and Jan Oblak, users are able to unlock and play different football-themed games in each area of the park, encouraging them to discover an evolving immersive experience like no other.
(Credits: Unit9)
