OnStage
OnStage is a mobile app for concert promoters, exhibition curators, and screening coordinators. This study project combines my journalism and music industry background with a passion for live art forms
It streamlines event organization, managing scheduling, payments, and communication, while also serving as a versatile virtual network. The presented version is designed to evolve into larger-scale iterations, incorporating additional components to fulfill diverse business objectives.
Product Design, Branding, Study Project
UX Design, UX Research, User Interviews, Information Architecture, Wireframing, Prototyping
Entertainment, Media
Challenge
Optimize and automate cultural event organization for both artists and promoters
Results
Through personalized customizable user accounts the app is capable of:
Booking/listing a venue
Renting/listing equipment
Facilitating social and business networking
The prototype is designed to evolve into larger-scale iterations, incorporating additional components to fulfill diverse business objectives:
Multi-task Management
OnStage empowers users to oversee event organization virtually with access to a growing database of venues, equipment, and events.
Business Promotion
Owners who list venues and gear can connect with potential clients through personalized accounts, promoting both business and social networking.
Information Spread
As a hybrid of a social network and mass medium, the app enables seamless content browsing until confidentiality demands, minimizing annoying sign-in prompts.
I analyzed 11 features that are presumed to be essential for my app and how/if they are implemented in the products of 6 direct and indirect competitors
I conducted 11 qualitative interviews with field representatives: artists, organizers, owners, and promoters.
Then, I developed a detailed affinity map to facilitate the categorization of information.
Interviewees were categorized into cohorts based on their relevant experience and backgrounds as follows:
Promoter>Musician
Musicians who also work as professional promoters, providing insights from both angles.
Pro Musician
Professionals well-versed in the organization process, despite not being directly involved.
Professional Promoter
Enthusiastic folks who, for some strange reason, find the idea of organizing concerts exciting and might also own venues or equipment.
Equipment Owner
Not necessarily a businessman, but someone who has some gear that one would gladly make money from.
Self-Promoter
Young or semi-pro artists managing their own show organization and promotion.
Venue Owner
Venue owners or managers who are responsible for the repertoire and event promotion.
THEY NEED A PLACE...
Finding the right venue is a significant challenge. Most interviewees want a one-stop database for easier searching, planning, and budgeting.
THEY NEED A FRIEND...
All of the interviewees pointed to the great necessity of networking and mutually beneficial interaction in the industry.
THEY WANT TO KNOW...
Eight out of eleven interviewees want to understand the local cultural and political context to avoid conflicts in their projects.
BUT, WHERE IS THE MONEY?
Most participants stressed the value of scenario-simulating software for budgeting, including ticket sales dynamics.
User Personas
To encompass the entire product ecosystem, 5 personas reflecting the above cohorts were created.
Two Accounts, Two Worlds
I designed two unique accounts, unlocking collaboration between owners and organizers on a single platform, offering a dual perspective.
All interviewees unanimously endorsed automating the booking process as a top priority. Consequently, booking user journeys were prioritized for the initial stage of prototype development.
Based on the functions reflected in the User Flows, a set of lo-fi wireframes has been created.
The following sequence showcases a rough process of venue booking with the help of the map-based search
Sign-In
The user has the opportunity to either sign in to one of the accounts or continue browsing.
Home Screen
A list of options displayed when a user is signed in to a promoter's account.
Interactive Map
A map with search filters is displayed when a user selects a map-based venue search.
Info Card
A precise location of the venue, along with an info card, is displayed when a pin on the map is selected.
Venue Page
A detailed individual venue page includes description, ratings, address, and managers' contacts.
Calendar
The calendar displays dates available for booking and allows users to select them for the projected contract.
Agreement
The page allows users to review and electronically sign the agreement between the organizer and the manager.
Checkout
When the agreement is signed, there is an option to directly pay the required deposit.
The Mood
My color scheme and design are inspired by unique venues worldwide, where traditional and unconventional decor reflect nature's color palette. I strive to evoke the warmth of an old concert hall or the ambiance of an art gallery's interior.
The Structure
The UI set, along with the navigation system, was intended to:
Make extensive use of infographics
Evoke a "classical" impression
Offer an "analog," tactile, old-fashioned neumorphic style and feel
A Revision Vision
Cut the Fluff!
What I did to improve the usability of the product:
Redesigned the UI system and removed all unnecessary effects and interactions.
Improved navigation, albeit the navigation menu has become super minimal.
Enhanced user engagement by adding numerous hints to all screens, making it a treasure trove of app possibilities.
Actively observed users interacting with the prototypes.
Conducted tests with two separate prototypes on two distinct user groups.
Developed dozens of new screens to enhance the app's resemblance to a real product.
The Befores and Afters
BEFORE
The user has the opportunity to either sign in to one of the accounts or continue browsing.
AFTER
The user has the opportunity to either sign in to one of the accounts or continue browsing.
BEFORE
The user has the opportunity to either sign in to one of the accounts or continue browsing.
AFTER
The user has the opportunity to either sign in to one of the accounts or continue browsing.
BEFORE
The user has the opportunity to either sign in to one of the accounts or continue browsing.
AFTER
The user has the opportunity to either sign in to one of the accounts or continue browsing.
BEFORE
The calendar appears as an overlay.
The CTA is overlapping with the nav buttons
AFTER
The style became more consistent with the UI system.
The option to cancel appeared.
Search Venue on the Map
organizer's account
This demo showcases one of the many available ways to search for a venue, which is by using the map.
Booking Venue Directly
organizer's account
The app allows direct communication and booking, with or without prior communication with the owner.
Listing a Venue
owner’s account
This is the process outlined in the owner user flow. The prototype shows how to list a venue or any other property or service that an artist might need.
Info Resources
owner’s account
This video illustrates what the app, as an informational portal, is intended to be.
OnStage Offstage
Big-Times
User testing showed almost 100% success for task accomplishments.
The simplicity of the elements considerably improved the accessibility and usability.
The content-oriented screens added aesthetic value while enhancing the ease of navigation.
The functionality of the prototype has expanded from just two user flows to a dozen.
Fall-Flats
Automated user testing should be used cautiously.
Bright does not necessarily mean usable.
Extensive use of infographics can be distracting and create noise.
Users appreciate when your prototype is a playground.
Prioritization is key.
Business goals often align with user satisfaction.
Rabbit holes have no end.
