Deliverables
UX
UI
Design
Tools
The Challenge
Experience unique live events with like-minded souls
Gatsby is a safety conscious social networking app which aims to connect individuals by their shared passions and interests. After the isolation of lockdown, Gatsby wants to encourage users to embrace what brings them joy and experience live events with fellow enthusiasts.
My challenge was to identify the audience and ideate core functionality and features. Then create a look, feel and design language that reflects Gatsby’s values and objectives.
Prototype
Gatsby App
Prototype displaying the key Gatsby screens, functionality and an insight of the overall flow of the app.
Understanding the Audience
Research Process
In order to develop my understanding of the live entertainment industry I created some mini personas to discover the target audience, identify the target demographic’s behaviour and journey their individual needs, goals and pain points.
This will also give me an insight into similar competitor apps and websites, and understand the successes and failures to ensure I can define the strongest functionality and features for Gatsby.
Comedy Fan
Demographic
Mostly male attendees (76%) with the majority of comedy-goers aged 25 to 34 years old.
Likes
Happy to pay to watch unknown comedians if they have a strong social media presence/influence. Most audiences feel it’s great value for money.
Pain points
Heckling and updating social media during a gig is considered the most frustrating behavior. It can be a hostile and intimidating environment to attend alone (heavy drinking and lad culture).
Needs
To feel safe in the venues.
Music Fan
Demographic
Slightly more male than female attend gigs and live music events. 16-24 year olds dominate attendance.
Likes
To see favourite artists and share the experience with friends.
Pain points
Extortionate ticket prices and ticket touting exploiting live events. Having to commute to larger cities to see more popular artists.
Needs
To stay informed about upcoming tours or added dates of favourite artists. Feel safe commuting and attending events in other towns/cities.
Theatre Fan
Demographic
Mostly female attendees (66%) aged between 25-44yrs old. Interestingly, from 55 upwards attendance increases. 55% of theatre goers are tourists.
Likes
Musicals rated significantly higher than dramas. Theatres goers are also more likely to share their location on social media.
Pain points
Most likely to attend with a partner and will miss out if their partner does not want to attend. Expensive for tickets. Lack of awareness of other shows.
Needs
To keep informed of new shows. Opportunity to attend the theatre with like-minded people.
Sports Fan
Demographic
Mostly male (81%) attended live sports events. Ages between 16-54yrs olds dominate attendance.
Likes
Sharing experience with friends and making a full day of the event (pub crawls, eating out, etc).
Pain points
Violent or anti-social behaviour creating a hostile atmosphere.
Needs
To be able to compare ticket prices across various sellers to obtain the best deal/seat. Opportunity to attend live events in larger groups in order to feel safer.
The results are in…
The Solution
As a result of the research, I’ve obtained 6 key insights used to inspire the core features and functionality.
1.
Create & Join “Meets”
Empowering users with the ability to create their own Events (“Meets”) pre or post the live event they are attending means they will never miss out on unique live experiences because they have no one to go with.
Users can define the type of Meet they want to create, e.g. Drinks, Travel Companions, Shopping Trips, Coffee, etc. This helps to ensure the compatibility of attendees is even stronger by sharing more of the same interests.
2.
Ticket Price Comparison
Providing users with the convenience of researching ticket pricing options all displayed on the same screen. No longer having the hassle of having multiple ticket sellers on multiple browsers.
Gatsby would only provide results from reputable sellers to minimise users having undesirable experiences with their ticket purchasing process.
3.
Knowledge Hub of Live Events
Gatsby can keep users updated and informed of new and exciting live experiences.
Users can discover new shows, sports, comedy and music in whatever town they’re in.
Encouraging users to embrace moments of joy with new, like-minded people.
4.
Promoting Safety Culture
Gatsby’s core values of Safety should be dominant throughout the app.
Users can only Create or Join a Meet if they have agreed to the Code of Conduct promoting fairness, dignity and respect. This reinforces our culture of safety to ensure Gatsby is as inclusive as possible.
Users joining a Meet will also be informed of some basic safety advice.
5.
Group Messaging
To minimise opportunities to harass individuals Gatsby only offers group messaging and not direct messaging. Images and links cannot be uploaded into the chat.
Meet creators are empowered with the ability to ban individuals who breech the Code of Conduct. This ensures undesirable behaviour is dealt with swiftly and efficiently.
If there is a negative experience, how promptly that issue is dealt with and how much support an individual receives can re-frame the experience entirely - restoring faith in the app and the community.
6.
Customisation
Users can customise their profile so it only displays the categories they want or the events they are interested in.
A tailored newsfeed ensures a more delightful and interesting experience.
Push notifications can be sent, updating users of new events about their favourite artists/events.
Structuring the Architecture
User Flows & Sitemap
The music fan task flow
User registers to Gatsby app to find, research & join a meet for a live music event they are attending.
Main user flow & music fan flow
Music fan registers to Gatsby app to find, research & join a meet for a live music event they are attending.
Sitemap
The complete flow of Gatsby App and the relationships between pages.
High Fidelity Awesomeness
Wireframes
Branding
Colours & Design Assets
Strong brand identity which aims to compliment and not distract from the stunning imagery of the live events.
Branding
App Logo
Minimalist and sleek. Easy to spot amongst other apps.
Branding
Typography
Nunito is a well balanced Sans Serif with rounded terminals. It’s welcoming and easy to read.
Final Design
Designs
More cool stuff
Related Case Studies
Helper Non-Profit Website
Helper encourages truly lovely people to donate their time to unique and indispensable volunteering opportunities in their community.
Guitarly E-commerce Website
A slick and streamlined shopping experience for Guitarists in the UK.
Come and say hello
Contact Me
Happy to chat all things design, development or music related ramblings!
Get in touch