Studio Ghibli
Creating an Immersive Railway Experience for Fans of a Popular Animation Brand
Created an immersive train experience for Studio Ghibli movie fans, called to Ghibli Enchanted Express, to address the fragmented nature of existing brand-related experiences in Japan.
Project Summary
Developed an app to enhance the Ghibli Enchanted Express experience, along with a research plan to analyze user responses and improve engagement.
Deliverables
See the full project breakdown below. ⬇️
The first iteration of this project achieved a grade of B, with our professor being especially supportive of our app.
Impact
Navigation Hub
My Role
Researcher & App Developer
Walid Al-Tinawi, Experience Designer
Laura Farina, Experience Designer
My Team
Digital ethnography of online resources, secondary analysis of Studio Ghibli literature, stakeholder interviews, Google Forms
My Research Tools
My Design Tools
Figma
Timeframe
4 Weeks
With 60% of TV cartoons worldwide being anime, Studio Ghibli's success is notable—Spirited Away won the Academy Award for Best Animated Feature in 2002, and Howl’s Moving Castle debuted in 50 countries in 2005.
Despite animation's earlier perception as a children’s genre in Japan, the debut of films like Princess Mononoke in the 1990s showcased its depth as a medium that could be taken seriously by fans of all ages.
The Context
The Ask
How might we create a new way for Japanese Studio Ghibli fans to experience their favorite films?
Main Insight
Studio Ghibli Film Preferences Vary Based on Age, Geography and Experience
Regardless of the shared love for Studio Ghibli, film preferences vary across age groups. A 2022 Line Research survey of 5,254 men and women in Japan (ages 10 to 69) revealed distinct generational trends in favorite films, such as My Neighbor Totoro (#1 overall) being the top choice among Japanese fans in their 60s, resonating with those who grew up in 1950s Japan, or Ponyo (#4) being a favorite among teenagers, aligning with its 2008 release.
In Japan, Ghibli’s cultural presence is also fragmented. According to TimeOut, the brand exists in “bits and pieces” throughout Tokyo rather than as a unified experience.
Meanwhile, our Fall 2023 survey of VCU Brandcenter students reflected a clear preference for Ghibli’s globally popular titles. Spirited Away, Howl’s Moving Castle, and Princess Mononoke ranked highest, echoing broader trends among young adults.
Method: Three-question survey (top 3 favorite films, least favorites, and a favorite scene)
Participants: VCU Brandcenter students
I also conducted a one-on-one interview with a Taiwanese student to explore how Studio Ghibli’s themes resonate cross-culturally. Her reflections offered further insight into how personal experiences shape emotional connections to the films.
Research Findings: Studio Ghibli Film Preferences in U.S. Students
1️⃣ Survey results revealed Spirited Away, Princess Mononoke, and Howl’s Moving Castle as the top three favorite Studio Ghibli films among respondents.
2️⃣ Survey respondents ranked Grave of the Fireflies (1988), Porco Rosso (1992), and Nausicaä of the Valley of the Wind (1984) as their least favorite Studio Ghibli films - among others.
🐈⬛ One user shared their love for Kiki’s Delivery Service, highlighting a favorite moment: “My favorite moment of any movie EVER is the scene where the baker's husband anxiously paces, waiting for Kiki to see the sign he made for her. It’s so pure and makes me feel warm.”
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3Q Survey Conducted in Fall 2023 Among VCU Brandcenter Students
“The Ghibli lover’s guide to Tokyo: 8 best things to do for Ghibli fans.”TimeOut.
In-Depth Interview with Jade Chen, a VCU Brandcenter student, Conducted in Fall 2023
Kurosawa, A. (2005). “Anime from Akira to Howl's Moving Castle: Experiencing contemporary Japanese animation (pp. x-xi).” Palgrave Macmillan.
“My Neighbor Totoro” Tops Japanese Poll of Most Popular Studio Ghibli Films.” Nippon.
Napier, S. J. (2005). “Anime from Akira to Howl's Moving Castle: Experiencing contemporary Japanese animation (pp. 16-18, 151 - 153).” Palgrave Macmillan.
The Ghibli Enchanted Express, an immersive railway experience running between Hakata and Shin-Ōsaka, two major railway stations in Japan’s train system - located between the Fukuoka and Osaka prefectures. Inspired by the country’s renowned Shinkansen, or bullet trains, this journey transforms travel into an interactive adventure for Studio Ghibli fans.
Each themed train car brings a different Ghibli film to life, offering passengers a fully immersive experience. Complementing the ride is a mobile app that enhances engagement—allowing users to track their journey, discover hidden surprises, and capture special moments with custom photo features.
Solution
The Ghibli Express App: Highlighting Two Key Features
For the Ghibli Express train ride, we designed the companion app to be camera-centric, encouraging riders to engage with their surroundings through their phones rather than focusing on the screen during the journey.
Heuristic Principles Evaluation of Version One App
After conducting an evaluation of my own app’s UI, I noticed that many of Nielsen’s 10 Heuristic Usability Principles were not present. This contributed to the nature of visual disjointedness and shoddy user experience throughout the application.
Lack of User Control & Match of System to Real World
Lack of Visual Cohesion & Error Messaging
Lack of Help & Documentation in App UI
Version 2: Expanding Research for the Ghibli Enchanted Express
I have developed a research and project plan to test this concept further.
The goal of these plans are to validate whether our previous findings hold true for Japanese users and Studio Ghibli fans, and assess if our concept aligns with their interests and expectations.
Check out my research below. ⬇️
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Project Title: The Ghibli Enchanted Express
Client: Studio Ghibli
Background
Studio Ghibli is to Japan what Disney is to the United States, specifically because this brand has achieved cultural success over economic success. This animation brand is a bedrock of Japan, focusing more on in-depth storylines, focus on harmony with nature and family fare than on success in the content business.
From Princess Mononoke to Spirited Away - Studio Ghibli’s most popular film among western audiences, the brand has defined itself by its warm aesthetic, hard-hitting lesson and of course, its distinctive art style - all of which have grown a dedicated fanbase not just in Japan, but around the world.
To this end, there is room for the brand to dazzle fans even further than with the Ghibli Museum in Mitaka, Tokyo or the Ghibli Park in Nagakute, Aichi - both of which have geographical and technological limitations that don’t necessarily integrate with fans’ modern experiences.
This is where the Ghibli Enchanted Express comes in as an immersive railway experience that can easily integrate into modern Japanese life and that fans can enjoy.
Goals & Objectives
Validate or Refute Previous Findings – Confirm if our understanding of user preferences for certain Studio Ghibli films was correct or incorrect
Test Product with Users – Assess whether our concept aligns with fans’ interests and preferences
Participant Recruitment
Fans looking for immersive experiences specifically – Studio Ghibli lovers who want a different sensory experience than what they have already come across.
Fans who like to use their phones to interact with the real world - Some users do not want to sacrifice their phones when going to physical locations. For example, filming in the Ghibli Museum in Mitaka, Tokyo is forbidden and users are only allowed to film outside of the location - effectively barring users who want to record their experiences from doing so.
Research Methodology
Surveys & Online Feedback – Collect quantitative and qualitative data from comic book fans on social media to understand broader trends in fandom engagement and discourse.
End-User Concept Testing – Gather participant feedback on physical mockup designs, VR experience concepts, and other creative prototypes to refine the Studio Ghibli experience.
Research Questions
Survey Questions for End-user Concept Testing
Does the Ghibli Enchanted Express align with your love of Studio Ghibli films? Why or why not?
On a scale of 1 to 5 (1 = Not appealing, 5 = Highly appealing), how appealing do you find the Ghibli Enchanted Express concept?
How often would you use the Studio Ghibli Enchanted Express mobile app to interact with the various experiences in each train car? (Not at all, not likely, neutral, likely, As often as possible)
What aspects of the Ghibli Enchanted Express concept do you find most exciting or valuable?
What would you change or improve about the Ghibli Enchanted Express experience?
Project Reflection
While the project is still in progress, the initial design phase was rooted in extensive research on the Studio Ghibli brand. My Heuristic evaluation reinforced the critical role of design systems in creating cohesive and user-friendly interfaces. This experience emphasized the value of preparation and intentionality in delivering authentic user experiences.
Check out my other projects below. ⬇️
