Moosh, Magic Mushroom Trip Kits

^PROJECT

Experience design, pop-up

^YEAR

2023

^DURATION

12 weeks

^TOOLS

Figma
Adobe CC
Procreate
Canva
Miro

The Challenge

With psilocybin decriminalization in California, there was a growing need for responsible education and consumer guidance around psychedelic mushrooms. However, the industry lacked structured retail experiences that balanced safety, education, and accessibility. The challenge was to design a retail concept that informed and guided consumers while maintaining the cultural authenticity of psychedelic use.

My Role(s)

Experience Designer

Led the conceptualization and execution of a holistic retail journey. Applied speculative design and strategic foresight to anticipate market trends and industry shifts. Developed the "warm medical" brand identity and ensured clear, engaging communication through layout, messaging, and spatial design. Conducted in-depth interviews, competitive analysis, and iterative testing to refine the customer journey.

Project Manager

Oversaw team collaboration, ensuring alignment between strategy, design, and execution.

Executive Summary

Goal

Create an immersive pop-up experience through customer journey mapping, rapid prototyping, and iterative testing. Launch a pilot pop-up event to serve as a proof of concept for a future retail model and product design, integrating physical and digital touchpoints for a more seamless consumer experience.

Solution and Outcome

Develop an immersive retail experience that responsibly informs and guides consumers through the purchase and consumption of psychedelic mushrooms.

Outcomes:

Successfully tested the concept with over 25 participants.

Designed a "warm medical" brand identity that balanced credibility with approachability.

Optimized user journeys and spatial design for engagement and accessibility.

Validated key touchpoints through usability testing, refining the experience for future iterations.

Explored opportunities for digital expansion, including a future UX and e-commerce integration.

Target Users

Psychedelic Enthusiasts & First-Time Users – Individuals seeking guidance in navigating psilocybin use.

Holistic & Alternative Wellness Seekers – Consumers interested in natural healing methods.

Entrepreneurs & Industry Innovators – Those looking to explore retail and product opportunities in the evolving psychedelic space.

Regulators & Educators – Stakeholders interested in responsible consumer education and harm reduction.

Key Learnings

Analogies and multi-sensory experiences enhance engagement – Framing experiences through familiar concepts (e.g., "Alice in Wonderland") increased participant comfort and curiosity.
Physical-first design aligned with psychedelic culture – Prioritizing a tactile, in-person experience over digital UX ensured authenticity and accessibility.
User testing validated key experience touchpoints – The most engaging elements shaped future iterations, such as the Moosh Passport and personalized consultations.
Teamwork and adaptability were critical – Embracing diverse ideas and remaining flexible helped navigate legal and logistical challenges.
Strategic foresight is essential in emerging industries – The pilot demonstrated the potential for a scalable retail model while highlighting opportunities for future regulatory alignment and digital integration.

Research

Analyzing competitive markets and conducting in-depth interviews with potential customers.

Competitive Analysis

Cannabis dispensory
Supplement store
Spice shop
Supermarket

Interviews

Spiritual Forager
Entrepreneur
Medicinal User
Novice User

Dimensioning

Framework Formation
Challenge Statement

Storyboards

Key insights:

Analogies enhance engagement (e.g., "Alice in Wonderland").
Multi-sensory approaches boost memorability.
Personalized experiences enhance security, particularly for first-time users.

Concepts

Rapid prototyping spurred innovative ideas across technology, sensory experiences, and conceptual designs.

Refined Challenge Statement:

"How might we responsibly inform and guide the purchase and consumption of psychedelic mushrooms?"

Tunnel + Pods

“Alice in Wonderland” welcome tunnel
Experience pods

Trip Sitter

AI powered silicone mushroom “Trip-Sitter”
Safety features like emergency contacts, location finder, breathing exercises

Tea House

“You-pick” mushroom selection process
On-site magic mushroom tea ceremony

Micropilot

Aimed to test riskiest assumptions and uncertainties about the retail experience.

Goal:

Learn what was most engaging to shape a more delightful and educational experience for participants.