LIVE NATION
A concept project reimagining the live music experience
We were tasked with establishing user needs and creating a mobile prototype for buying and attending live shows, remotely.
COVID-19 led thousands of artists to cancel live in-person shows and millions of fans without entertainment. And the pandemic left Live Nation, the largest entertainment company of its kind, with a huge challenge. Here's what we came up with.
A birdβs-eye view π
Duration
Two-week design sprint
Co-Designers
Jay Kendrick
Breana Panaguiton
Annie Zheng
Tools
Adobe XD, Illustrator, Photoshop, and InDesign
Zoom Video Conferencing
Paste App
VideoAsk
Typeform
Miro
Methods
Heuristic Evaluation
User Surveys (Quantitative)
User Interviews, Usability Testing (Qualitative)
Journey Mapping
Persona, Problem Statement, and βHow Might Weβ
Design Studio
Wireframing, Prototyping
*The entirety of this project (including all of my teamβs research and testing) took place remotely.
βNever gonna be the same as the real thing.β
Yup, thatβs a direct quote.
So, How Might Weβ¦
Create a more memorable virtual music experience π§ π€―
for live music go-ers π©π½π΅π½π§π§πΏ
to feel the same level of engagement as in-person music events π€©π€π¨π½βπ€
by developing impactful and unique features that mirror the live experience π€π
so users feel heightened connection to the artistβs performance ππΎ π
We prioritized features π¦
We synthesized the data from our initial user testing and research, highlighted the features that would satisfy users' needs, and organized them into a prioritization matrix. This allowed us to hone in on the features that would have the highest impact and could be created within two weeks.
Design studio or bust βοΈ
We conducted several rounds of rapid-fire sketching sessions to lay the groundwork for our prototype. We used an iterative approach to fine tune the ideas we liked.
I can see clearly now πΆ
What emerged from our design studio were several concepts that would become our mid-fidelity wireframe.
In this iteration, we built out and tested with users:
Revamped Home & Search Pages
Photo Gallery
Calendar & Events Organizer
3-Tiered Live Show Experience (Audio Only, Video, & Gamified Immersive)
What we learned from testing π
We found overall, users had a really great response to our prototype, but some things needed to be fixed. Users were confused by our tiered show experience. Rather than have the audio-only, video, and fully immersive experiences separate, users thought it made more sense to have them all in one place, and we agreed.
Hereβs what else we found out:
Our shop and music tabs needed fine tuning
The gallery was too bare bones
The onboarding tutorial for the immersive was confusing
The Bad π‘: βI thought I would find the Recommended event listings in the Homepage."
We heard this comment several times from users. They found particular sections of our design counterintuitive and hard to navigate.
The Good π: "I like that the app gives you the festival experience. It feels like youβre in a crowd."
All 6 users found that a gamified virtual concert helped to heighten their experience! It was more pleasurable than a regular live stream and they enjoyed being able to chat with friends without missing any of the action.
Presentation & Prototype Walk-Through
Skip ahead to 5:48 for the prototype walk-through
Next Steps & Reflection π€
Next Steps for my team include:
A Light Mode π‘
Accessible Shop with Artist Branded Merchandise ποΈ
A More Interactive Gallery πΌοΈ
On-Demand Video Streaming β―οΈ
Us as co-collaborators π©π½π§πΎπ©π»
In my eyes, we did a damn good job for the constraints we had. Working collaboratively can be challenging, but we learned early on to play to our strengths as individuals and rely on each other when we were in trouble. We were honest with each other. If something wasnβt working or needed to be changed, we talked about it. If we were feeling bogged down or tired, we negotiated longer breaks and rest time. And most importantly, we set boundaries and were honest with our respective capacities.
We also had the added challenge of working entirely remotely throughout the process. And because my co-collaborators and I were in three different parts of the country, it was sometimes challenging to coordinate schedules.
Me as a teammate π§πΎ
At the beginning of this project, we developed a manifesto to help guide our process and set goals for ourselves as a team and individually. In that, I noted one of my personal goals was to push myself out of my comfort zone, and I did! I worked diligently with my team and lead parts of the project the old me would squirm at! This was a defining moment for me as a Junior UX Designer, and I feel I accomplished my goals plus some. Iβm inspired to continue setting the bar higher for myself while maintaining healthy boundaries and considerations for an optimal work/life balance.