Role: UX & UI Designer, UX Researcher, Design Lead
Team: Ryan Massenzio, Samantha Gosling
Tools: Figma, Whiteboard, Miro
Methods: Mind Map, Screener Surveys, User Interviews, Affinity Mapping, User Persona, Journey Mapping, Design Studio, MoSCoW Map, Competitive Matrix, Competitive & Comparative Analysis, Sketching, Wireframes, Rapid Prototyping, Usability Testing, Specifications Document
Challenge
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We wanted to explore how people discover and attend musical experiences in NYC.
Insight
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People relied on word of mouth & social media to find music events and often made last minute plans.
Solution
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A centralized platform that allows users to discover unique music events tailored to their interests.
Research kickoff
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We screened 31 survey participants and interviewed 5 of them, we focused on NYC residents who have attended or are interested in live music, shows and intimate concerts.
Synthesis
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To design the right solution, we synthesized our research observations from user interviews and identified the trends using "I" statements to create our user persona.
Goal: To discover new intimate music shows she might not know about
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Need: Easy access to events updates that is tailored to her interests
Behaviors: Finds events through word of mouth and makes last minute plans
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Pain Point: Misses events sometimes for lack of information or reminders
Billie
Billie's Journey
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While taking a closer look at Billie's mental model through her journey of finding a music event for the weekend, we came across a couple of opportunities where we can help her to achieve her goals.
How might we help Billie stay informed of underground intimate musical experiences while keeping her notified of when they are happening?
Why a native iOS app?
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Our research shows that 4/5 users used iPhones as a primary platform to find musical experiences in NYC.
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Using location services and push notifications as missing events was one of Billie’s pain points.
Uncovering a gap in the market
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We decided to be music specific and focus on intimate underground events because our research showed that the market was not meeting all users' needs in that area.
Standing out from the crowd
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Performing a competitive & comparative analysis helped us realize that by offering a personalized experience through interest selection we would fulfill Billie's need & stand out from the competition too.
Feature prioritization
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For this design sprint we wanted to finish our MVP and test it to get quick user feedback so we prioritized the absolute must have features through a MoSCoW map.
From sketches to mid-fi
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Our content is only available for registered users as it allows us to customize their experience and keep them in the know about what's going on.
A personalized experience
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Right after signing up, Billie can select all of the music genres that she’s interested in to have a selection of events that are tailored to her needs.
Quick access to all features
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Billie can easily change results through sliding the genres's carousel. Or she can reach search, tickets, favorites & account right from the tab bar.
A one-stop shop!
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Billie can read about the event, setup a reminder, share it with friends, add to favorites or even buy tickets. All from the event’s page.
Does it work for Billie?
5/5
users were able to login & find a live blues event under than $20
5/5
users were able to book a ticket and set up a reminder for the event
3/5
were confused about selecting "notifications" on the events page
Going Hi-Fidelity
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After a successful usability testing round where the users completed their task easily and quickly we moved on to creating the hi-fi prototype using Figma.
Discovering new artists!
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Users loved scrolling through new events and the ability to discover new musicians that people with similar interests are attending and following.
Preparing the design handoff
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After having the prototype ready we prepared for the developers' handoff so they can build the MVP and take the users' feedback into the next iteration.
Next Steps:
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Conduct a usability testing round for the hi-fi prototype.
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Deliver the design handoff to the developers.
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Explore adding an event calendar that was requested by 3 users.
Elevating the experience
with micro interactions!
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Users are able to easily customize their displayed events through sliding the genres they follow.
