haunted house uxcanux.io/wp-content/uploads/2016/12/davecanux16.pdf · haunted house ux fear...
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![Page 1: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/1.jpg)
HAUNTED HOUSE UXFEAR DESIGN
![Page 2: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/2.jpg)
Hi, I’m Dave.
![Page 3: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/3.jpg)
Co-founder & CEO of Soshal.
![Page 4: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/4.jpg)
I designed haunted attractions for 10 years.
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![Page 6: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/6.jpg)
My work has terrified more than 1 million people.
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Our primary goal is to understand the user and then remove any points of friction or fear when using our products.
![Page 8: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/8.jpg)
I spent the first 10 years of my career trying to do the opposite; creating experiences people love that purposely create friction and fear.
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FEAR DESIGNCreate atmosphere.
Set the stage.
Turn off the lights.
Go out with a bang.
Manage the line.
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CREATE ATMOSPHERE
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Start with a song.
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Then tell yourself a story.
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Develop the idea.
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Obsess over details.
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BRANDINGThis is your atmosphere.
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What is your song?
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What details are being overlooked?
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SET THE STAGE
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Physical experiences force you to plan differently.
Mistakes are expensive.
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![Page 22: HAUNTED HOUSE UXcanux.io/wp-content/uploads/2016/12/daveCanUX16.pdf · HAUNTED HOUSE UX FEAR DESIGN. Hi, I’m Dave. Co-founder & CEO of Soshal. I designed haunted attractions for](https://reader034.vdocuments.net/reader034/viewer/2022052004/60174f6c85a7ad5d65749362/html5/thumbnails/22.jpg)
It is faster, cheaper, and more efficient to design prototypes, rather than to build them.
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High-fidelity wireframes + inVision.
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TURN OFF THE LIGHTS
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GO OUT WITH A BANG!
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BUDGET1st scare: 15%
2nd - 9th scares: 50%
10th scare - 35%
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MANAGE THE LINE
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RESEARCHNPS: 64
“Lower the price.”
“Reduce line wait times.”
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OBJECTIVEDecrease line wait times by 50%, from 30 minutes to 15 minutes.
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STRATEGYIncrease capacity by 10%.
Increase length by 15%.
Increase speed by 10%.
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Average wait time:
15 minutes…
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FUCK YA, WE DID!
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RESEARCHNPS: 61
“Less exciting.”
“It feels like there’s less to do this year.”
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FUCK NO, WE DIDN’T!
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Do people like the line?
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STRATEGYDecrease capacity by 10%.
Decrease length by 15%.
Decrease speed by 10%.
Add DJs, jugglers, and fire-breathers.
Add food booths IN the line.
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Average wait time:
35 minutes (+17%)
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Net promoter score:
67 (+11%)
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Food revenue:
+9%
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THEY WANT TO WAIT?!
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Do people like the line?
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Do people like the line?
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“I literally just shit my pants…”
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FEAR DESIGN