[2017]
21st Century Fox
Avatar community experience
Designing a community-driven content ecosystem to support the the follow up launches of the Avatar film franchise.
Summary
Led CX research and strategy for the Avatar.com brand hub redesign to create a cohesive “in-universe” ecosystem for franchise fans.
Collaborated with executive Creative and Production leadership to oversee strategic planning, design, and visioning. Our data-driven assessment of the customer experience, culture, and brand ecosystem informed the design of a new digital platform and community content engine. This foundation supports new Avatar experiences, including theme parks, films, and exclusives.
Worked closely with Avatar creative leaders to extend the film narrative, building anticipation for upcoming releases. Delivered a holistic web and media ecosystem strategy, design system, and content framework to drive the franchise’s future expansion.
Problem
Avatar’s sequel had been delayed multiple times and the wait was beginning to erode the trust of an unusually commited fan base.
Solution
Our job was to create a space for that community to come together around their love for the original Avatar film and enable them to begin to envision the films to come.
Outcomes
- Developed and delivered a comprehensive CX strategy and design system for the Avatar franchise relaunch.
- Partnered with franchise narrative leads and studio executives to define a long-term vision and roadmap for a community-driven fan platform.
- Provided data-driven insights to deepen audience understanding and guide future CX investments.
- Launched a multi-site “in-universe” experience to support new Disney park attractions and exhibits.