Moominworld in Naantali is an iconic theme park where visitors can step into the fairytale world created by Tove Jansson. Its recognizable settings and characters create a distinctive, immersive experience. The goal was to enrich that experience with new solutions combining the physical environment, digital content, and a personalized visitor experience.
Personalized Experiences Through Digital Technology
Moominworld’s strong narrative world set a high standard for new experiences. Any new solution had to support the existing environment and feel like a natural part of it. At the same time, digital technology was used to increase participation and create personalized experiences for visitors of different ages. The challenge was to bring physical and digital elements together into a seamless whole.
The project began with customer and user research to map the existing visitor experience and identify the most important areas for development. This created a clear understanding of visitors’ needs and expectations.
The project produced a digital concept for magical experiences, with content at different locations around the park adapting to individual user profiles. This allows each visitor to experience the story in their own way and take an active part in it.
The concept was developed by a multidisciplinary team combining service design, UI design, visualization, and technical development. The entire visitor journey was reviewed across its different touchpoints to ensure a consistent experience throughout the visit.
LINK's Role
The LINK team was responsible for service design, concept development, and user experience design.
The work combined customer insight, concept development, and the integration of digital and physical solutions. LINK facilitated workshops and played a central role in coordinating the multidisciplinary team.
LINK also helped structure the overall concept and ensure that the solution delivered an engaging experience while remaining practical to implement.
Personalized Digital and Physical Experience
The result is a concept that brings a new kind of personalized experience to Moominworld. The digital and physical environments complement one another and deepen the visitor experience.
The solution allows the experience to adapt to different visitors and increases their engagement with the park visit. It also creates a foundation for continuously developing the customer experience through data and user insight.
The concept strengthens Moominworld’s position as a destination for immersive experiences and creates new opportunities for service development.
What We Did
- Service Design
- Customer Research
- User Experience Design
- Go Create: Workshop Facilitation
- Digital Service Concept Development
- Physical Product Concept Development