YOUR LOCAL LIVE ENTERTAINMENT CONCIERGE

Project Overview

Local Beat aimed to be the definitive source for local live entertainment information in Colorado.

Client & Team

  • Andy Potter - Client

  • Gunnar Autterson - Lead UX/UI

  • Cierra Apadoca - UX Researcher

  • James Camire - Senior Developer

Project Goals

  • Research Market & Competitors

  • Define Target Audience & Their Needs

  • Define Solution To Meet User Needs

  • Establish A Unique Brand Identity

  • Create A Digital Product To Meet User Needs

Role

Lead UX/UI Designer

Responsibilities

  • Project Management

  • Research Definition, Collection, & Synthesis

  • MVP Definition

  • Userflows, Wireframes, & Prototypes

  • Brand Identity Definition & Creation

  • Developer Handoff

Problem Statement

Many individuals struggle to discover and access local entertainment events that align with their preferences and interests, resulting in missed opportunities for memorable experiences and a disconnect between event organizers and potential attendees.

Solution

Create a Local Live Entertainment Event Directory to host information about events based off of geographic location. The focus for this MVP was the music industry event information in Denver, Colorado.

Research Goals

  • Understand the current state of the live music industry

  • Define the key players in live music event information

  • Analyze the competitors to better understand: primary functionality/offering, target demographic, cost of service, brand identity (color, logo, voice/tone), landing page ui breakdown, successes & failures

  • Determine user needs based on research

  • Create user personas that represent the ideal target audience

  • Define key features to meet the needs of users

Competitors

Global

  • JamBase.com

  • Bandsintown.com

  • Livenation.com

Local

  • PeakRadar.com

  • ColoradoSound.org

  • Eventticketscenter.com

Insights & Opportunity

  • Small venues are being overlooked

  • No tool specifically for connecting local fans to small venues

  • Competition is offering free services and monetizing via ticket sales

  • Voice and identity are essential to compete in this market

  • Most services are built for the average music fan

User Interview Insights

Frequency of Live Music Attendance: Most interviewees attend live music events regularly, with some preferring smaller, more intimate venues over larger arenas and festivals.


Motivations: The primary motivations for attending live music events include a love for music, the desire to experience music in a live setting, and the opportunity to spend time with friends and family.


Discovery Process: Word of mouth, social media, artist platforms (like Spotify and SoundCloud), and email newsletters play a significant role in event discovery.


Obstacles: Challenges include a lack of specific filters to find music preferences and an overwhelming amount of promotional emails.


Information Accessibility: Comprehensive event information is essential, including details about venues, artists, schedules, and location-related information (parking, security, etc.).


Event Selection: Factors influencing event selection include sound quality, venue layout, lighting, and the overall atmosphere.


Need for a Local Live Music Directory: There's a general consensus among interviewees that a dedicated local live music directory or platform would be valuable, particularly for discovering local artists and venues.
Desired Features: Interviewees mentioned features such as artist sample music, event reminders, advanced notice, search filters by area and genre, and the ability to purchase tickets or check ticket availability.

User Personas

  • Big Baller: Attends Often, Spends Indulgently

  • Frequent Fan: Attends Often, Spends Frugally

  • Specific Fan: Attends Only For Favorites, Willing To Spend To See Them

Functionality Definition (MVP)

  • Event List

  • Event Details: Location, Time, Artist Details

  • Map / Location feature

  • Filter (cost, artist, distance...)

  • Share Event Via Text

  • Add To Calendar

  • Buy Tickets / POS

User Flows

The goal of this user flow was to navigate users from FPOC (first point of contact) to POS (point of sale). Additionally, this user flow encourages users to create an account to allow for contact information collection.

Wireframes

To create a testable MVP, these wireframes were the first step in visualizing the key functionality for this project. Below are the wireframes that meet the MVP functionality list defined earlier.

Brand Identity

Below are three unique brand identities that were created to resonate with the target audience of this project. Each brand identity features a logo, font pairing, and color palette to aid the visual appeal of Local Beat. These three identities were tested among potential users of this website to ensure the ideal identity was selected to resonate with our target audience.

Lo-Fi Mock Up

To reduce development time, mock ups are created in Figma to iterate layouts, fonts, iconography, and color. Below is the final layout for the winning brand identity with the target audience.

Hi-Fidelity Prototype

In this section, you will find high-fidelity prototypes that represent the culmination of extensive user research, iterative design, and meticulous attention to detail. These prototypes serve as the final visual and functional blueprint, providing a comprehensive preview of the user interface before transitioning into development.

Mobile App Prototype

Explore the mobile app prototypes designed to showcase user-centric interfaces and seamless interactions. These prototypes illustrate the practical application of UX principles in creating intuitive and engaging mobile experiences.