Case Study -Live Nation
user research for mobile
Client: Live Nation
Case Study Duration: 2 weeks
Team Players: 4 people
My Role: Research (discussion guide, conducting interviews, Affinity map, persona, usability testing).
Design: partial sketches
Tools Used:
- Notion (for the team)
- Monday (for myself)
- Miro
- Sketch
- Marvel
Live Nation
Live Nation Entertainment (livenation.com) is a events promoter and venue operator company. In addition it is the world’s leading live entertainment company who bring artists around the world to various live sets and festivals. They bring 40,000 shows and 100+festivals to life, sell over 500 million tickets per year in 40 countries and over 200 various venues. This year, Live Nation has lost over $185 million due to the impact of COVID-19 .
Because of Covid-19 the shows had to be canceled causing millions of fans to be without live entertainment. Therefore, Live Nation now needs to create a mobile prototype that allows fans to purchase tickets and have remote access to live shows and festivals.
Understanding the Challenge
The atmosphere is lacking of in a virtual event
It all begins with researches. The research show that:
User listens to music on two types of platform.
User consider paying for a virtual fee
The atmosphere is lacking of in a virtual event.
User want to interact with the artist.
User prefer small venues because of the intimacy.
Meet Morgan, our persona
Problem Statement
Morgan needs a way to virtually interact with artist and bands, bringing social and emotional elements to this virtual world so they can have the same feeling and similar experiences to those of festivals and live concerts.
But what is the story behind of this app? What is the idea of it that can help Morgan to have the same feelings of a live shows?
Feeling Excited!
For Morgan to feel excited before the event, the idea behind this app is that they will have to wait for the wristband to arrive at their home that contains a code to be scanned. What if the wristband doesn't happen? she can request for an access code in the app itself. Getting access Morgan will have a video of the artist or band thanking for their support. In this pre-show phase, they will be able to record a message and ask a question for the artist, and even ask for music to be played during the performance. They can also have access chat rooms with fans and private rooms with friends. In addition Morgan will be able to schedule appetizers and drinks with offered discounts, for such a dreamed day and see the the concert line-up.
Feeling immersed!
On the day of the show a message is sent on Morgan's phone so they can prepare for the big moment. At this point they will be able to take selfies with the artist's background, making it as if they were beside him. Morgan could post the photo on Instagram and enter the room that the show will happen. From then on they feel totally immersed in the event. The page shows that they have entered the room and see if there is a friend nearby too. At that moment Morgan will be able to direct the show to the tv by clicking on the airplay. The idea here is to have as much interaction as possible with the artist. At some point during the show, the artist should ask some questions to the audience or request the audience to ask him/her the questions and the artist must choose the answer or the question that most interests him/her. Morgan will be able to appear his photo on the screen next to the artist.
Feeling energized!
After each show Morgan will have their videos and photos’ collections available for review. It will make Morgan feel of being energized. All of this can be reviewed whenever Morgan wants as they will be on the "Memories" pages.
Test 1: Users thought the assigned chat room was confusing
Users had a hard time finding where to interact with the artist
Users loved the idea of the wristband
Users liked the idea of leaving requests.
Test 2: The font size must be changed for a larger size
Users understand that proceeding allows them into the ‘waiting room’
Users liked having different activities before the show ‘fest friends’ ‘chat with artist’ etc, the add comments , reactions, layout and colors.
There is no where for memories
The icon’s process
Our team have repeatedly changed the icons and texts’ icons so that they would have a better understanding for Morgan. Concession, for example, was one of them that 100% of interviewers did not understand its meaning. Campfire was another one that many suspected what could be but they were not quite sure. So we decided to make it easier for Morgan to read.
Live Nation Mockup
What will be the next steps?
Designing the "Flashback" page
Designing the process of creating the profile and favorites
Designing the ticket purchase process
Usability testing