Role
User Research
Product Strategy
UI Design
Interaction Design
Usability Testing
Tools
Figjam
Notion
Maze
Figma
Dovetail
Timeline
4 weeks
Teamwork
The Problem
At present, the options for finding intimate concerts are quite scarce and limited to a solitary drop-down menu. This project presents an opportunity for us, as a team of three, to delve into researching and implementing an improved search experience for Sofar Sounds.
The Solution
From a business perspective, Sofar Sounds is interested in making it easy for local music lovers to book local gigs. The success of this project will be measured by an increase in bookings.
Usability Review
Summarise the usability review that you conducted…
User frustrations
Upon thorough investigation and evaluation of our findings, it has come to our attention that there exists a pressing need for greater comprehension among users regarding the nature and benefits of SoFar Sounds, as well as a clearer and more user-friendly interface that can be easily navigated.
Insights from interviews using Zoom and Dovetail
Insights:
People go to concerts because friends recommend and share (the platform does not matter) they don’t look for them (if they do, they use Google).
-> So maybe we could create a button to share on messaging apps / social media for each concert.
The process of buying needs to be super straightforward because before coming to the platform there is a lot of “jumping” since it first started on WhatsApp for example (and mobile friendly).
-> One step buying process.
When concerts are in random places, people are concerned about safety.
-> So we could create a ticket sold count (or number of people attending), have a map, show type of venue.
Price is usually not clear upfront and having different prices for different seats is confusing.
-> Set price and make it clear from the beginning.
How cool the venue is matters but people going and the community matters more.
So interesting that the shows information has to go to people but also people adapt to the shows and could go any day of the week.
Competitor Benchmarking
To position ourselves as a strong contender in the crowded market of concert bookings, we took a proactive approach by conducting a thorough competitive analysis. Our focus was on direct and indirect competitors: Evenbrit, Cercle, Late, Evvnt, See Tickets, Boiler room .Also Airbnb, that boasts a straightforward and user-friendly booking experience. By benchmarking against these industry giants, we gained valuable insights that will help us to elevate our own platform and create a unique value proposition for our customers.
Ideation
Imagine you're trying to navigate a cluttered and confusing maze of information, desperately searching for the right path to your destination. Frustrating, right? Well, that's how many users feel when they visit poorly designed websites with convoluted information architecture.
Because a simple solution exists: mapping out the website's current information architecture. Think of it as a treasure map that leads to a better user experience and higher user retention rates. By identifying the areas of the website that need simplification, we can help users reach their desired destinations more easily, and keep them coming back for more.
Click here for a better view:
User Flows
We've mapped out a clear and intuitive journey for our users, from the moment they land on the platform to the time they're buying tickets for they favourite artist. No more confusion or frustration - just pure music bliss.
Wireframes
SoFar Sounds has just introduced an exciting new search experience that's designed to make discovering the perfect live music event easier than ever before. With our interactive and intuitive search bar, you'll be able to quickly find the events that match your preferences, whether you're looking for a specific artist, genre, or location. Our search results are highly personalized, so you'll always find the events that are most relevant to you. And with our new user-friendly interface, you'll be able to explore and compare events effortlessly, making it simple to find the perfect match for your mood and schedule.
Styles & Components
In order to ensure a smooth and unified user experience within our high-fidelity prototype, we took a proactive approach by developing a set of styles and components that would aid in the creation of our interface. By implementing these elements consistently throughout the pages, we were able to establish a cohesive visual language and minimize any potential confusion for our team or future developers.
High Fidelity Prototype
And that's how it looks like in High Fidelity prototype.
Key learnings
As we embarked on the project, we were keenly aware of the ticking clock. Our goal was to strike a delicate balance between crafting a seamless user experience and delivering a solution that met the company's objectives.
To achieve this, we fostered a collaborative environment that prioritized open communication and a constant exchange of ideas. We also took great care to involve real users in our research process, carefully listening to their feedback and incorporating their insights into our design decisions.
When it was all said and done, we were thrilled with what we had created. Our team had crafted a sleek, high-fidelity prototype that boasted a stylish dark mode interface and provided an improved search experience on the SoFar Sounds website. Looking back on our journey, we recognized the crucial role that time management, effective teamwork, and thorough research had played in our success.
Next steps
Despite facing time constraints during the project, we are eager to continue working on it and take the next steps towards developing a comprehensive interface for SoFar Sounds. Our ultimate objective was to provide users with an unparalleled experience that will not only retain their interest but also position the platform as the premier destination for intimate concert bookings.
With more time at our disposal, we would test it with real users and learn from their actions if we need further improvement to make it even more usable for the main public. This would enable us to create a cohesive and seamless experience that caters to the specific needs and preferences of our target audience
By taking this approach, we hope to not only deliver a solution that aligns with the needs of SoFar Sounds' users but also enhances the overall business strategy of the platform.