As providers of themed entertainment, we don't want to frustrate, alienate, or bore our guests.

But even the best creative work may fail to convince each guest in our diverse audience to buy into the story and enjoy it on his or her own terms.

It's become too risky to argue that If I like it, they'll like it. Guests are global citizens and can be pretty different!

Plus, with the rise of interactive experiences, we now want guests to suspend their disbelief and then willingly and exuberantly act out predetermined responses that move the experience at operation speed.


If we want to optimize our experiences for the most fun and the least frustration, then we need to know what will be the most fun and the least frustrating for our specific guests.

And if we want our guests to willingly and exuberantly act out predetermined responses, then we need to know what motivates them.

Walt Disney would get down on all fours to see his park as a child would. Today's theme parks, zoos, aquariums and museums are intended for an even more diverse global audience; interpreting their needs and desires requires advanced techniques in Disney's spirit.

MAGIC is a set of techniques we can use in each stage of the design process to think like our guests. It helps us bring creative vision and interaction design into harmony. I believe it can help you, too.

See how MAGIC can help and get beginning instruction and samples:

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