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How do you give users the VIP treatment online and off?

Listen carefully and pay attention to the details.

OVERVIEW

Design a mobile app for safe and easy contactless check-in to exclusive events at sports and entertainment venues.

TEAMMATES

Janis, Jillian, Kay, Kirsten 

ROLE

UX Research, UX Design, UX Strategy

METHODS

Screener Surveys, User Interviews, Affinity Mapping, Persona Development, Competitive Analysis, Feature Analysis, Feature Prioritization, Problem Statement, Design Studio, Sketching, Wireframes, Prototypes, Usability Testing

VIPs JUST WANT TO HAVE FUN, AND FEEL SAFE

Safety guided every step of our work so our user wouldn't have to think about it. Recruited by a sports and entertainment marketing agency to design a contactless check-in to VIP invitation-only events, we wove safety with simplicity and special touches to create a seamless, stress-free experience in the app and the venue.

Affinity-Map_Insights

Affinity Map

CHALLENGE: HOW'S EVERYONE FEELING?

Our first step? Discern our target audience's mood about attending events. It was an eye-opener. 

An equal number of men and women, most in their mid-20s and 30s, responded to our survey. Virtually all had used a mobile ticket.

  • 75% were ok with temperature checks, mask wearing.
  • More than half would be comfortable with contact tracing built in a mobile ticket app, 17.4% were neutral, and 28% were uncomfortable with it.

INSIGHTS

Through user interviews, affinity maps, and competitive and feature analyses, we discerned who our user is, their current experiences, and future expectations.

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We then honed this research into a persona and their task flow.

Persona

Full Persona
TaskFlow

PROCESS

Decisions: Do we offer lots of features to anticipate our VIP's every wish, or keep it simple and non-fussy? From sketches to wireframes to high-fidelity prototype, we sought to meet the user's need for transparent information with clear, straightforward designs that allow them to enjoy the event, not struggle with the app.

JOURNEY MAP

The final journey map precisely visualizes our user's decisions and actions from initial interest to post-event questions. It also illustrates our detailed design and development, which result in a simple, stress-free engagement with the product. We did the heavy lifting so they can relax and be in the moment.

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NEXT STEPS

Next steps include: conduct usability tests for current screens and build out more screens, including pay portal, past events, and hamburger menu.

LEARNINGS

Presentation is everything. Users consider every step, every decision now. Not just what it means for them, but how their decisions impact others.

We need to build trust and security into any incentive to return to events. As one user said, "[COVID] makes me think of them in a whole new way." Others said it felt "frivolous" to attend in-person events now.

At the same time, several users expressed a desire for more creativity with online events, digital festivals, "something really new."

Our team got creative to complete our assignment, meeting remotely from Brooklyn, Manhattan, Denver, and Las Vegas.  We quickly learned to listen to and trust each other's ideas and strengths.

 

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The team with our clients

© 2021 Jacqueline Rider

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