Working in-house at Pottermore in partnership with BlippAR, I created an augmented reality experience for the ‘A Celebration of Harry Potter’ weekend in Orlando, Florida. I was responsible for interrogating the demographic of the visitors, all aspects of the user journey, the mitigation of any pain points and designing the UI.

Visitors were prompted to download the BlippAR app at several key stages prior to the event to ensure strong uptake of the experience. Upon arrival at the Pottermore area, they could scan the huge map to access the exclusive wizarding schools content (new content from J.K. Rowling). They could then take their journey further via registration on Pottermore, or could share their discovery with their friends.

During the weekend there were over 15,000 interactions by over 1,700 users. The average dwell time (per user) was just below 3 minutes. There was also a huge amount of positive feedback about the augmented experience left in the visitor’s guestbook and we were able to see a strong uplift in the number of newly registered users on the Pottermore site during the weekend (and beyond).