Zootopia
In-Park Game Experience 2025
A gamified mini-program experience designed for Shanghai Disney Resort, inviting visitors to step into Zootopia.
Built around seasonal campaign for Zootopia 2, the experience extends the narrative of Judy and Nick’s Zootopia P.D. work into the physical park, the digital experiment team transfer user exploration into playful investigation.
MY ROLE
Gamification, narrative, and badge design
TEAM
Digital Experience Team, SHDR Marketing
Zootopia world is immersive, this is a city built on diverse characters and layered narratives. Visitors are not just observers, but participants. The challenge was to translate this storytelling into a digital layer that enhances the park experience.
Many guests are drawn to environmental storytelling, they dress up like characters. How might we create a fun game experience that integrates into park exploration, giving moments of discovery?
What We Created
We designed a game experience where visitors step in as detectives, completing missions and uncovering clues across Zootopia.
- 5 missions guide exploration
- Interactions fit into real park movement
- Award badges reinforce achievement
Outcome
The final experience bridges in-park exploration and digital storytelling.
Launched in November 2025, the experience became part of the seasonal activation, with engagement reflected through user-centered content on social platforms.
This project reshaped how I approach experience design.
Field observation became essential. It also strengthened my ability to iterate design, balancing creative direction, production, and cross-functional collaboration.
