Rave-In by Hypnotic
Role
UX Designer
Team
3 members
Time
4 days
Tools
Figma
Miro
Maze
Brief
Design a microsite accessible on phone for a festival/event of your choice.
Our team consisted of 3 UX Designers, we all participated in each stage of the process equally.
Our process followed the Double Diamond of the Design Thinking method.
DISCOVER
Secondary Research
Business Analysis
Market Research
User Research
DEFINE
Research Synthesis
Problem Statements
How Might We’s
DEVELOP
Ideation
Prioritization
Jobs to be Done
MVP
Information Architecture
DELIVER
Rapid Prototyping
Brand Building
User Testing
Metrics
Takeaways
DISCOVER
Business Analysis & Market Research
All throughout our process, we used a Lean UX canvas, using it as a living document, and going back to it at each stage of the process.
This tool gave definition to our problem, as well as a first look at our users, and at the industry, especially during times of COVID.
Business Problem
unsure safety/security
lack of events
lack of experience in such situations
Outcomes
higher attendance rates
better managed events
popularity/spread of such events
support artists/industry
Users
music lovers
groups of friends
younger crowd
Benefits
better overall experience
feel safer
have a good time
We then performed a competitive feature analysis.
Because we really wanted to get the most insight possible on drive-in events of all types rather than on entertaining companies, we focused on specific events.
For our direct competition, we looked at the “Electric Mile” Drive-Through event by Insomniac, Drive-in Pod Raves by Relentless Beats, Vertical Shows by Vivid Sky Pro.
For the indirect competitors, we considered a Virtual Festival by iHeartRadio, in-person concerts by Live Nation, and Drive-In movies by Paramount and Wellfleet.
Additionally, we used a market positioning chart in order to unveil potential blue ocean areas, which are parts of the industry’s market not yet contested by other companies, thus leaving an opportunity to grow and thrive.
We found that there was a lack of options for consumers on the cheaper end of the market, in new technology categories, as well as in innovative services, and high safety installations.
User Research
After analyzing the industry and competition, we went on by conducting user research both quantitative and qualitative.
We had 50 respondents to our survey, from which we uncovered the following data:
60.7%
thought the sound quality at the event was below average
49%
thought the visual experience was good or very good
88%
get their information about such events through a web browser
Top factors most enjoyed at a regular live-music event:
visual experience
sound quality
socialization
proximity to artists
Top draw-backs from attending drive-in events:
audio quality
safety
traffic
Additionally, over our 6 interviews, we collected the following quotes:
“My Favorite part [of live-music events] is definitely the audio and production quality. Nothing beats bass and lasers.” - Aivas
“I think it’s about feeling those vibrations, right there and then, and making it an event for which you go out of your way to go have fun with your friends. Like, ‘I’m going to this live music event with my friends and I’m going to have a really good time!!’” - Raj
DEFINE
Research Synthesis
With the results from our research, it was time to define the problem that would be most impactful to solve for our users, using the data in the discovery phase.
We first created an affinity map. This tool allowed us to organize our data and discover patterns and common themes, as well as synthesizing our research. It ensured that we focused, and met the physical, social, and emotional needs of our users.
The takeaways were that people want an affordable, social, and safe event. If any of these needs are compromised users would feel anxious and be frustrated with the lack of safe events currently available.
We then had the necessary information to create a value proposition map of the customer.
This tool organizes the pains and gains for customers from the jobs to be done of the product, focusing on their functional, social, and emotional desires.
We found that our users want to gain an enjoyable social experience with a sense of community. Their current blockers or pains are the availability of such events, even when the events are available they’re concerned about their safety, as well as the poor audio/video quality.
To bring back the human feel to all this information, we create a user persona: EDM Emily, all her characteristics are derived from data so she is a loyal representation of our users.
The main insights came from her needs which have been mentioned as requiring a safe, social, personal, and qualitative event.
Her frustrations reflect that her needs have not been met by any currently available experience.
To start creating EDM Emily’s ideal experience it’s important to analyze the crucial areas her current experiences are lacking.
By making a user journey map, we focus on uncovering the negative parts of her experience, because those are opportunities for design. This journey follows her from seeking live-music, to leaving the event.
We found that her three main pitfalls were while finding information about the entertainment experience, when entering and exiting the venue, as well as during the event.
After following Emily’s journey, the team decided to go the extra step and created an empathy map.
The purpose of doing so is to collaborate, share understanding, and gain deeper insight.
This solidified the user type as people who love experiencing live music but currently feel isolated because they cannot fully express themselves at such events.
Problem Statements
Our users are frustrated with the lack of logistical public safety information pre, during, and post event.
Users want higher quality and customizable entertainment experience, with premier audio and visuals, as well as reliable customer service.
Users are having trouble navigating to, through, and leaving the event, while understanding where they are supposed to go.
How Might We’s
How might we help navigate through all phases of the event easily for the User?
How might we offer premier audio and visual quality as well as reliable customer service in a highly-customizable entertaining experience?
How might we provide logistical public safety information regarding all phases of the event?
DEVELOP
With our problem statements in mind, we were able to get onto our brainstorming session, which was very valuable. We came up with 90 ideas that we then grouped by themes and common features.
Ideas Prioritization
In order to evaluate the feasibility and value of our ideas, we used the MoSCoW method that allowed us to narrow down and classify brainstormed ideas into four categories.
We focused on the ones in the “must-have” and “should-have” areas.
The next step was to complete the product side of the value proposition canvas which uncovers how/if our product will alleviate customer’s pains, as well as the gains they get out from it.
The main pain relievers were avoiding frustrations along the user’s personal growth journey and avoiding losing motivation.
The main gains creators were for them to feel proud of and realize their progress, as well as to building healthier habits and have constant access to helpful tools.
Our jobs to be done redefined our potential users’ emotional, social, and functional needs.
Main Job Story
When the user is feeling quarantine fatigue, they want to be able to attend a premier drive-in concert with clear safety guidelines, so they can enjoy live music safely. Which gives them peace of mind about their decision.
Product Job Story
When a user wants to attend a concert, our feature will help them stay informed on safety protocols during the process, navigate their experience, while enjoying an innovative and personalized time. This makes them feel in control of the entire process and satisfied with their selections.
Event MVP
Our event MVP is a drive-in live music event that provides users with clear safety guidelines so that it can offer an intimate space to enjoy the music.
Our product MVP is a microsite that allows our users to stay informed and navigate their experience while enjoying an innovative and personalized time.
Product MVP
Information Architecture
When creating the user flow, we decided on two “happy paths.”
The first one is before attending the event with an end goal of buying tickets and the second one is during the event at the venue, with the end goal of getting food and drinks, all accessible on our users’ phones.
We also created a site map in order to organize the information within the website and to decide on what will live on each page and sections.
DELIVER
Low Fidelity Prototype
We were then ready to start diving into prototyping and even added a third “happy path” for our users, with the end goal of getting non-emergency help during the venue.
Creating a lo-fi version of our prototype and conducting a usability test with 7 potential users allowed us to fail quickly and cheaply. It showed us the weaker areas of our product, so we could fix them fast.
Our home screen had a 92.9% misclick rate and it had a total of seven users and our ticket page had an 82.5% misclick rate.
The feedback from our testers was that it was easy to use and features were where they expected them to be, however, they wanted to click around, scroll, and choose options. We concluded that it was more of an ontology issue, so we decided to preserve and address that issue in mid phi and hi-fi prototypes.
Mid-Fidelity Prototype
Going on to the mid-fi, we made a few tweaks following the previous feedback I got.
After testing these we found two screens with the most issues.
Here again, it was the home and the ticket-purchasing ones, with misclick rates of 60% and 40% accordingly.
Testers were expecting the mid-fi’s to be more functional and were confused by the map.
We know that, for our hi-fi prototype, the drop-down menus would be our micro-interactions and we understood that we would have to change our map. Additionally, testers said that it was unclear if they had the ability to scroll, however, we figured that this issue would get fixed on its own when moving onto the next prototype version.
Brand Building
To start styling our product, we effectuated visual competition analysis.
Similar entertainment websites tend to use darker backgrounds, with bold colors and other neon visual elements, such as Insomniac or Live Nation.
We also decided on the following brand attributes:
Wholesome
Cheerful
Daring
Spirited
Up-to-Date
With these elements in mind, we were then able to create a mood board.
The most recurrent comment we received during our desirability feedback were that it looked exciting and people wanted to attend that event.
Additionally, we created the following style tile and atomic-design elements.
High Fidelity Prototype
Finally, we got to finish out high fidelity prototype, keeping in mind our goals for the user:
staying informed
ease to navigate the event
an innovative and personalized experience.
In order to evaluate the outcomes of our product on users’ satisfaction, we defined some success and failure metrics.
Success Metrics:
Growth in ticket sales
Positive reviews
High NPS
Artists’ positive feedback
High attendance rates
Gain of market shares
Positive increase in profit margin
Failure Metrics:
Low/non-growing ticket sales
High bounce rates
Negative reviews
Low NPS
Low attendance rates
Negative profit margin
Key Takeaways
Finally, we each had some personal takeaways from this project.
I believe we made great use of our collective intelligence. We worked well as a group, defining each member’s strengths and weaknesses, and learning from each other rather than just delegating tasks to the most knowledgeable for each part of the project.
Additionally, we realized the benefit of learning by doing, and of being open to failure.
Other key takeaways were on new tools and methods we used, indeed, usability feedback really allowed us to fail quickly, cheaply, and to fix issues rapidly, as well as to give us confidence in the direction we took with the project.
The second one was visual competition benchmarking. It is extremely useful in order to fit into the industry but also to know how to be able to stand out.
Finally, the key is to keep emphasizing with our users, and even though I believe I prefer the Jobs-to-be-done method, rather than creating a user persona, both these tools allow for that emphasization, which keeps us engaged on the right path for our design.