The first project we did in the Digital Concept Development program was to develop a concept for Tivoli. We started with desk research, looking at the number of annual visitors and who those visitors were. After that, we created a survey (the survey is in danish) and conducted two qualitative interviews, where we discovered that young people aged 21–30 do not visit Tivoli because they find it expensive and not worth the money, as they have seen it many times before and there is nothing new.
Therefore, we developed the concept “Tivoli by Night,” an AR treasure hunt where participants walk around Tivoli collecting amulets. To reach each location, they must answer a question at every checkpoint to receive a hint about where to go next. Additionally, participants receive one amulet per correctly answered question.
Once all checkpoints have been completed, participants are guided to a secret pop-up bar in Tivoli. Depending on how many amulets they have collected, they receive a discount to use on their first drink at the bar.
We created the prototype in Figma and user-tested it on five different people within our target group. From this, we found that some aspects needed to be changed. In the first prototype, participants walked around collecting pumpkins and didn’t answer any questions. The target group found this boring, and several said they would prefer to answer questions and collect something other than pumpkins, as they felt the game was mostly aimed at children.
The game is intended to be seasonal, which is why we based it on Halloween.