Prototyping Chatbot Commerce UX for Guest Satisfaction

The Challenge

How can we elevate the guest experience at Legoland using the speed and convenience of new digital technologies? How best can we test emerging technologies for guest adoption without having to roll out an expensive full scale platform? How can we make ordering food fun, easy and on-brand for Legoland?

The Solution

We ran a summer prototype trial with actual guests in-park. After identifying areas of friction for customers, we landed on the speed and convenience of ordering food as a major pain point. We researched out of box tech options and customized a mobile chatbot commerce prototype experience for ordering food ahead of time at the popular Legoland Pizza Mania, gathering crucial research on guest and staff satisfaction, behavior patterns, and overall receptiveness to a new, emerging tech conversational customer service experience. Our research is leading to conversational technologies that will be rolled out to Legoland worldwide.

The Results

Introduced a new agile digital experience prototyping and co-creation method to the Legoland team that saved them money, validated new guest experiences faster and provided them with a senior level turn key extension of their team on-the-ground in the theme park to execute the whole test.