01.Case study
Six FlagsQiddiya City.
Designing anticipation for a nation that had never felt a theme park before.
UX STRATEGYSTORYTELLINGJOURNEY MAPPINGKSA
Role
Project Strategy Intern · Gravitas
Year
2023
Location
Saudi Arabia
Discipline
Service & Experience
— The challenge
You can't sell a feeling people have never felt. So, we built the experience from imagination and made sure nobody could wait.
— The solution
We designed the anticipation. A website experience so immersive, it made an entire nation feel the thrill before they ever stepped foot inside.
— Process
01
Audience and cultural research across KSA to understand readiness and reference points — drawing on icons like Club Penguin, Moshi Monsters and Poptropica that shaped a generation's idea of immersive worlds.
02
Mapped a multi-phase anticipation journey from awareness through arrival.
03
Wrote the narrative architecture and translated it into UX touchpoints across the park map.
04
Aligned strategy with brand, content and product teams.
— Outcomes
- —A unified UX strategy adopted across launch streams.
- —Story arc framework reused by content and brand teams.
- —Journey map became the shared language between disciplines.