The highly competitive amusement park industry of Orlando, Florida is worth over $12 billion annually. However, Disney and their Magic Band technology began to tip the scales due to an improved experience built on convenience. To compete, Universal Studios Orlando looked to reinvent the entire park experience, leveraging technology to create new moments and memories.

Touring the park lead to insights that a new proprietary technology did not need to be created to compete with Magic Bands, just the empowerment of the device that was already in everyone’s hand. By focusing on creating a rich mobile application that would utilize native technologies to its advantages – keeping visitors engaged with the Universal Studios brand even during moments of downtime.


A detailed attractions list allows the user to set what rides they want to prioritize during their visit at the park.


Utilizing native GPS technology and Google maps API, users can track family and friends activity in the park.


Live wait times are broadcast through the app – allowing visitors the ability to plan their trip more efficiently. Special rides utilized augmented reality to turn a wait time into a moment of surprise and delight.


Beacon technology authenticates visitors that enter and exit a ride, allowing for social amplification and gamification of rides.


A wait for the most popular ride can sometimes exceed two hours. To keep visitors engaged with the Universal brand while on their mobile devices, many rides would offer augmented reality experiences featuring characters.

Role: Strategy/Creative Direction/Design
Agency: Questus - Freelance