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White Rabbit

June 3, 2015

White Rabbit: An Experiential Event Service


Service Design methods and tools address designing systems with multiple stakeholders, designed elements, and delivery channels are used in a team-based project. Teams start with identifying an opportunity for a service and build all the way to crafting a service blueprint that documents the structure of the service. A final service solution will consider both the user experience as well as the operations necessary to support the service. Each team identifies their own project topic and goes through the process of generative research, concept generation, prototyping, evaluative research, design iteration, and implementation.


White Rabbit is an experiential event service that allows users to spontaneously book a mystery outing with friends. It is aimed at people who find it difficult to coordinate activities with friends and end up staying at home or doing the same thing weekend after weekend. Our service works through an app where users can invite friends, book tickets, and get transportation to and from surprise events. We will offer three types of events, White Rabbit exclusives, currently existing events, and partnerships at local venues that have been intervened by White Rabbit to have an extra flair. White Rabbit makes it easy to organize activities with friends while taking you to unique and exciting experiences.


Despite the Internet’s ability to keep us connected 24/7, over 50% of millennials feel disconnected from their friends, family, and the place where they live. Additionally, research showed that over 75% of millennials prefer to spend their money on experiences than on coveted goods. However, despite the amount of available offerings in a place like Chicago, choosing what to do, and coordinating with friends can be overwhelming which results in people doing the same activities at the same places week after week.

Proposed User Experience

White Rabbit is an experiential event service that allows users to spontaneously book mystery outings with friends. With White Rabbit, users don’t have to worry about what to do or where to go. All they have to do is select a group of friends to invite and choose a price range. White Rabbit does the rest.

Unlike other event booking services, White Rabbit provides a service that is:

Spontaneous. White Rabbit will be available whenever people want to go out. The service will begin by being available on Fridays and Saturdays, but will expand into other days of the week as it grows.

Convenient. White Rabbit eliminates the need to plan and coordinate your night out ahead of time. It’s very important that the hassle of organizing friends, choosing a location and coordinating transportation be eliminated from this service. With White Rabbit an entire night is as easy to set up as calling an Uber.

Fun and Exciting. This service takes you to unexpected interesting places and activities. The aim is to provide fun outings with friends, but not just that, White Rabbit experiences will be out of the ordinary and everything but mundane.

To book a white rabbit experiential event, users must use an Uber-like application where they choose the friends they want to invite and the price level of the activity. Once they have sent an invite, their friends will either accept or reject the invitation. If a certain number of friends accept then a taxi is automatically booked to pick them up. The taxi driver is updated by our system and knows where to take them, but for users the destination will remain a mystery until they get there.

We will create three types of events. The first are White Rabbit exclusive experiential events, where entire experiences are crafted from scratch. There will be few of these, since the costs are the highest. The second type of experiential events will be partnerships with existing venues, where White Rabbit will add some interesting twists to existing places and experiences to make them unique. An example of this would be creating a reproduction of a 1920s speakeasy in an existing bar. Finally, the third type of activities will be currently existing experiences such as the trapeze experience or the jellyfish night at the aquarium. These experiences are currently available, but often not at the top of mind when thinking of going out. No matter what type of event customer end up at, they get the unique White Rabbit service, and have an experience that they’ll want to tell their friends about. With White Rabbit, millennials everywhere will get off the couch and on their way new experiences.

White Rabbit


  • April Starr


Lili Lin
Natalie Scoles
Yu-Hsien Liu
Yiting Yang
Fernando Jose de Buen Lopez