Encore
Product Design
Team
Solo Project
Role
UX/UI Designer
Timeline
15 weeks
Tools
Miro (UX Research), Figma (UX/UI), Principle (Prototype)
Agenda
Encore
Encore is an app that provides performance art tickets at an affordable and accessible price for post-secondary students who have a limited budget.
Problem Discovery
How might we make ticketing more affordable and accessible to students?
Especially for today’s youth who want to enjoy their favourite artists in today's society and financial climate.
Research
Performance art is a source of inspiration and creativity.
However, ticket prices have rapidly increased, which makes it hard for students to attend performance art events!
According to canadianbusiness.com, ticket prices have risen more than 60% since 2011.
Then, what is the reason behind this situation?
Kenneth Wong, an associate professor of marketing at the Smith School of Business, states that only 25% of tickets are bought by the general public. The rest are sold to brokers, scalpers, and credit card agencies. These companies use bots to their advantage to scoop up tickets and resell them at a higher price, often leaving genuine event attendees out in the cold.
THE PROBLEM
The cost and affordability purchasing tickets online hinder a post-secondary student's ability to attend performance art events at their will.
Now, let's dig into the process of defining key insights for the solution.
User Interview
Personas & Journey mapping
Primary persona key point:
The price and budget are the biggest reasons for not attending the concert.
Let's say Josh wants to purchase a ticket with an app
Select a Seat and Go to a Payment Page are the stages that have pain points the most.
User FLows
The goal is to purchase tickets at a discounted price.
Based on the possible starting points, possible flows would be in two directions.
Building Wireframes
Let's testing out the user flows.
An information architecture, paper, and mid-fidelity wireframe have proved the flows make sense to browse.
User testing: Design Change 1
What is the benefit of the discount card? No one buys tickets offline anymore.
The first idea for an app started with a student discount card that could be used to purchase student discount tickets offline. However, reconsideration of the card idea started with the question above. The card did not hold any value for getting discount tickets in the online ticketing era.
User testing: Design Change 2
The eight pages of the onboarding page are too much.
Agreed.
Tada, All the information is incorporated into one page.
Style Guide
More than 80% of mobile users prefer dark mode.
This solution is a mobile app, and according to the research, 80% of people prefer dark mode for mobile apps, so why wouldn't we choose dark mode?
FINAL SOLUTION
Main page
Encore exclusively offers a discounted ticket for post-secondary students.
Tickets may be limited to give a fair opportunity to many students.
Student verification page
Student status can be verified by school email.
Students have to use their school email to verify their student status.
PurchaSe page
The seats available only to Encore members can be restricted to other non-Encore members.
Students have to use their school email to verify their student status.
TAKEAWAY
Trust the data! Data helps us to make design decisions.
This project focused on user research, offering a valuable opportunity to delve into several key aspects, including observing the collaborative synergy between both roles when constructing a project. It also helped us gain proficiency in conducting interviews and usability tests to get valuable feedback from participants. We learned that the research process helps us make a better solution for the user. Making pretty is not a solution for users!
It would be amazing if we could advance our work by programming Encore into a real app. This would offer practical benefits, allowing students to use it to actively enhance their cultural experiences.