No matter what you put out into the world, the ultimate measure of your success is in guests'/users' heads. Learning to interpret their feelings and behaviors will revitalize your business and help you lock onto that elusive feeling of connection. Interactive MAGIC is a boutique consulting firm that is furthering human-centered design in themed entertainment and the arts. We combine field research and UX design strategies to create experiences and interfaces that will leave your guests feeling intrigued, ecstatic, and in control. Interactive MAGIC is distinguished by rigorous, transparent field research, laying out the majority of our research methods on our website for scrutiny and feedback. Our clients receive measurably empathetic designs—diamonds honed by several rounds of iteration and evaluation. We also prepare clear and actionable insights that clients can carry forward to future projects. From live-action theme park games and sensor-based zoo exhibits to ubiquitous computing and communication tools—from interaction and interactives to reconciling story with cultural motivations—our human-centered designs will harmonize culture, context and demographics to touch hearts, open minds, and endure. Methods include guerrilla research, human factors, creative/gameplay integration, full-scale prototyping, and playtesting. We champion the experience design methodology "Interactive MAGIC"—a systematic way to align guest M-otivation, A-ctivity, G-oal, I-nteraction, and C-orrelation with the creative foundations of an interactive attraction. Connect with us to impress your guests more than ever before! Member: Themed Entertainment Association Association of Zoos & Aquariums Visitor Studies Association