Timeline
3 Week Sprint| 3 UX Designers
My Key Roles
UX Researcher, UX & UI designer
Tools Used
Figma, Miro
Our Problem Space
Hypothesis :
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We believe that millennial concert goers may face troubles with safety and logistics while attending live music events.
Assumptions:
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People want to know who’s on a concert line up, opening bands, and where to discover new music.
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People may be interested in the venue itself, and who else may be performing there.
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Users want to have a safe experience, and may be worried about overcrowding of venues.
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Uncovering the Issue
From our initial in-depth review of the context around live music events, we sought to establish our initial problem statement to guide and test against user research.
Broadly, we see that it can be unsafe to attend live events.
Our target audience, millennial concert goers want to de-stress, maintain their safety, socialize, and have fun.​
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So we asked…
How might we help millennial concert-goers maintain their safety and de-stress while attending live music events?
Our UX Process
Market Research, User Research, Screener Surveys
Deliver
Define
Design
Discover
Final Hi-Fidelity Designs, Iterations, Next Steps
User Interviews, Journey Mapping, Usability Testing
Design Studio, Feature Prioritization, MoSCoW Mapping, User Testing
Recruiting our Target Audience
To ensure our team recruited the proper users for our scope of work, we conducted screener surveys. In doing screener surveys, we are able to gauge the suitability of a participant to determine if they should move forward with a user interview.
What did we learn?
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The screener questions that were used helped us to better delineate our target audience, to receive the most accurate data for the problem space.
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A majority of our survey participants (85%) have attended a live music performance in the past 4 years, but the scale of the event varies between users.
User Interviews
From our screener survey, we were able to gather 5 unique participants for user interviews. We interviewed 5 people, who attend live music events in the past, or plan to attend them in the future. Questions were framed around learning the goals, needs, and pain points of those in our target audience.
After completed our interviews, we used affinity mapping to synthesize our notes, and create “I statements” and insights. This helped us to find common trends within the data.
What did we learn?
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Wait Times: “I already gave up my time to attend the event and want to fully enjoy the entertainment.”
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Space of Event: “I enjoy the event when I can see and focus on the show.”
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Pre & Post Show Engagement: “I enjoy listening to the artists prior to the event and touching base with them after to round out my experience.”
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Intense Bonding: “I am more intensely connected to the artist at live shows and it increases my feelings of relaxation and inspiration.”
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Regarding Journey to Venue: “I like to pre-plan my route before going to an event.”
Meet our Target User, Shaina
Shaina is our user archetype established from the findings of our research to help guide decisions about product features, navigation, interactions, and even visual design. Getting to know SHAINA and keeping her at the forefront of what we do will help ground our design, engineering, and marketing decisions.
Building Empathy
What did we learn from Shaina's Emotional Journey ?
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Even before getting to the event, there are great opportunities to improve engagement of attendees and also make their process smooth.
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Leading up to the show remains to be a heavily frustrating pathway; this is an area for creative collaboration and technological innovation to help make it more a more seamless experience.
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Post show blues and highs are a big part of the user’s emotional experience.
Validating our Initial Problem
Using the findings and key insights that were extrapolated from our research synthesis, it was determined that our initial problem statement was invalidated. A major sense of discomfort for millennial concert goers are avoiding long lines at a show, while feeling a sense of connection to the artist and their friends.
Minimizing time wasted at live music events can be difficult given the long lines and crowds at venues. Additionally, concert goers want to feel connected to the performers regardless of how much of the stage they can see.
Shaina cannot get to the live music event early enough due to work and traffic, making it difficult for her to avoid long lines at the venue and find a close up spot.
How might we help concert goers like Shaina optimize her time and have a deepened connection to the artist while attending live music events?
Designing The Dot App
Design Studio
We conducted Feature Prioritization, MoSCow Mapping and an enriching design studio session to determine some key features we knew we wanted to include in our final design.
Mid-Fidelity Wireframes
Usability Testing- Round 1
Before we got into designing, we conducted user testing on our mid fidelity prototype to see how people experience our current design. Users received a scenario , and three tasks to follow. We captured easiness ratings, time in tasks, and overall feedback.
5 Users
3 Timed Tasks
Meaurements
What Insights Did we Gather from user testing?
1
There needs to be less confusion around the live chat with artist function, as users mistook it for a customer service button.
2
Users confused "Venue Map" with "Venue Menu", so there should be a rewording of the menu items.
3
Improve overall navigation with the access of colors and symbols, to increase scanibility and ease of navigation.
4
Some users clicked on hamburger menu, so content needs to be added to it, or removed all-together.
Creating a Responsive Desktop Design
Our team created a desktop responsive design for the Dot App.
Usability Testing- Round 2
Once we iterated on our design based on our first round of user testing, we ran a second round of testing on our hi fidelity designs, to see where we can further improve our design.
6 Users
3 Timed Tasks
Meaurements
Our UX Impact
When conducting our second round of user testing on the hi-fidelity design, we noticed improvements on all tasks.
What's Next for the Dot App?
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Consolidating Customer Support and Contact Us within the hamburger menu.
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Moving more venue options into the Hamburger Menu, as it is where people normally gravitate to first when looking at a mobile application.
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Creating more clarity in reference to what the exact Wait Times are for, as it can be a very broad term.
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Offering the “Chat with the Artist” under the pre-show tab to add another route users could find it if they don’t see the chat bubble.
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Making the path to finding On-site Eats a one step solution, and not 2.
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Another round of user testing, and iterations.