Craft interactive experiences for enhanced audience engagement

At MSG Sphere Studios in Las Vegas, NV, I was one of the first UX designers to develop innovative interactive experiences that enhance audience engagement. This R&D project leveraged Sphere’s vast spherical media plane and personal mobile devices to create an accessible, enjoyable, and inclusive experience suitable for before, during, and after events.

Currently under NDA. More details available upon request at feiyanchueng@gmail.com

CHALLENGE

How might we integrate a unique spherical media plane with personal devices to engage diverse event audience demographics?

Sphere will host a variety of events, including concerts, movies, and sporting events. MSG is interested in leveraging the unique features of the spherical media plane along with audience personal devices to develop easy-to-understand, quick experiences that can engage audiences and are suitable for use before, during, and after events.

Pain 01

Visual Distortion

Large spherical media plane may distort visuals, affecting UI clarity and interaction.

Pain 02

Diverse Audience

Managing real-time collaboration for 18,000 diverse attendees.

Pain 03

Synchronization

Achieving smooth synchronization between the spherical display and mobile devices.

SOLUTION

Delivered a streamlined interactive gaming experience with environmental storytelling and minimalistic design

I successfully delivered a streamlined interactive gaming experience integrating environmental storytelling with minimalistic design elements. By focusing on simplicity and immersive narrative techniques, I crafted an engaging and intuitive environment that enhances audience participation without steepening the learning curve.

RESULT

After 3 rounds of internal and external online and on-site usability testing with over 100 testers, our team has successfully delivered the product and got satisfactory results.

4.X

Average Ratings out of 5

5X%

Repeat Engagement Rate

9X%

Task Success Rate

MY IMPACT

01 Shipped a complete end-to-end user flow of interactive gaming experiences for dual platforms, including a giant spherical media plane, serving an audience of over 18,000 seated individuals.

02 Collaborated with cross-functional partners across all stages—research, design, execution, and testing—using agile methodologies in 2-week sprints.

03 Led internal and external online and on-site usability testing, collected feedback, and iterated on rapid prototypes.

04 Created a design framework that can be applied to future interactive experience projects for MSG Sphere.

MY LEARNING

01 Thinking Outside the Box: Being Proactive, Creative, and Bold

Initially, it was challenging to design experiences on such a unique platform. I encountered various problems that hadn’t existed before, prompting me to collaborate with different teams both within and outside my group to gather insights and feedback. Through this process, I was able to create innovative interactions, offering a fresh perspective on what we can achieve.

02 Leveraging Visuals

Introducing visuals is advantageous when presenting early concepts to gather feedback from cross-functional teams. By sharing low-fidelity mockups, I was able to communicate more effectively with product managers, engineers, and artists.

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