HOLIDays on the hill

User research

In order to begin to redesign this exhibit, which had been a local holiday event staple for close to a decade, I first conducted surveys and research exercises in order to better understand what was working, what was not working, and what could be done to improve the event while still preserving what made it such a local favorite.

SURVEY 1: Live Visitor Survey

I began with instructing the event employees and volunteers to ask both adult and child visitors how they were enjoying the experience, including what their favorite parts were, and if they was anything they wished to see next year. I had them take notes on what questions were being asked most frequently, what guests seemed to be confused about or need the most help with. I conducted some of these candid survey sessions myself, volunteering as a ticket scanner in order to fully immerse myself at the ground level.

SURVEY 2: Employee Survey

Following the visitor survey was a survey and "blue sky" style ideation meeting with the employees and stakeholders of HOH. I began by setting an hour long meeting where anyone, regardless of title, was free to pitch any ideas that they thought might improve the experience, would make their jobs easier, or just that they thought would be interesting thing to see- no idea was too crazy. Following this brainstorming session, I asked employees to list which of the ideas they heard during the meeting that they felt would be the greatest benefit to the show and rank them from 1-5. 

SURVEY analytics:

Through several discussions with program administrators and key stakeholders, the results of the survey were narrowed down into five key areas of improvement.

1. Layout and Wayfinding

2. Visual Update to the Exhibit

3. Improved Lighting

4. Visual Update to the Plaza

5. Interactivity/Visitor Engagement

plaza LAyout design 

Below illustrates the plaza where guests would arrive at the event, have their tickets scanned, wait on the queue for the train show and Santa's Cottage, visit the gift shop, and are generally free to meander around. It is intended to separate the event from the rest of the park and to add to the feeling of immersion, with the side of the plaza lined with house facades to emulate a North Pole village. I was tasked with revisiting its layout and visual style. Many of the visitors expressed confusion about where to go and where the main event was. Likewise, many employees expressed that many visitors were unable to queue properly to get their tickets scanned, often wandering around the entrance until directed by an employee. To address these problems, I created a new layout for the plaza with a clearer layout and more intuitive wayfinding for guests. 

exhibit layout and model

Below is the previous and updated layout maps for the event's largest attraction- an immersive, themed multi-level train show inside the park's Conservatory- a 2,400sqft greenhouse the park uses as an event space. I took the lead on refining the new layout, creating 3D models, an illustrative version of the exhibit map for board presentations, and production schematics for the in-house construction team. I also pitched the idea to create interactive stations on each table, where guests can press a button to activate a feature on the display.

concept art

Each table within the exhibit had its own unique theme and design. I took the lead on creating concept sketches, pulling inspiration from previous years' designs, local history, and other successful immersive exhibits.

PROP FABRICATION and set design

After wrapping up research and pre-production on the event, I took on the role of art director and production supervisor for the construction and fabrication of the tables, lighting design, and landscape props, all of which was designed and created in-house with a small but powerful production team which included myself. I constructed basic layouts, sculpted, painted, and instructed other artists.

Conclusion

By taking into account the feedback received through the user research and putting viable solutions into action, this newest iteraiton of a beloved local holiday event has taken on a look and feel that is elevated, more intuitive, and more immersive than ever before. This is illustrated by a 10% increase in sales in its opening year, and a significant boost in positive online feedback and word of mouth. Overall the project came in under budget and was able to net in well over double the amount spent on supplies and labor- making the investment well worth the expense. In terms of art direction, the updated look successfully strikes the balance between creating a refreshed, next-level experience while still maintaining the spirit of event that has made it such a staple to its community.