MuzVu
Mobile app designed for live entertainment / social media startup concept.
Scope
As the app concept was strictly in the research & development phase, our UX Design team of 4 was tasked with validating the proof of concept and designing based on our findings. Within a 3 week timeframe, we balanced the client’s expectations and constraints with pivots deemed necessary by user & market research.
App Concept
Client
Chris Brown:
Business Owner / Entrepreneur
Allow concertgoers to record live performances via multiple camera outputs throughout venue
Post-performance, users could curate audio / video footage to create custom videos
Create new ways for artists to engage and interact with fans
Other features include ticket & merchandise in-app purchasing and social media through content sharing and chat functions
Our Process + My Role
User Research
Exclusive Interview:
Chicago-Based Rapper
Lupe Fiasco
8 Performer Interviews
To learn…
How often they perform live
How many attend their performances on average
Their ideal live performance environment
Their favorite / least favorite aspects of performing
How they currently engage with fans during, before, and after shows
If they are satisfied with their current level of engagement with fans
If they would like to engage more with fans, and if so, how
How they feel about fans using their phones at shows / during performances
How they feel about additional use of technology at shows
If they offer their concerts via live stream, and why / why not
What impact COVID-19 has on them as a performer, now or in the future
13 Concertgoer Interviews
To learn…
How often they go to concerts
With whom they go to concerts
How they select and purchase seats
If they use their phones at concerts, and why / why not
How they feel about using their phone at concerts
How they feel about their last / past concertgoing experience(s)
Their likes / dislikes about going to concerts
Their favorite / least favorite aspect of the experience
If they watch live stream concerts at home, and why / why not
How they view cost when comparing live and live stream performances
What impact COVID-19 has on their concertgoing experiences, now or in the future
Market Research
Research Synthesis
Affinity Mapping
Synthesize information collected through user interviews
Pre-Research Assumptions
A mobile app designed for usage during live performances would not be accepted by its target market
The market, while avid mobile users, would want to be on their phones less at concerts, if possible
Through many interviews with concertgoers, while we did not entirely disprove our hypothesis, what we discovered was much more nuanced. *
Concertgoer Insights
Our users:
Want to be on their phone as little as possible, as it detracts from the experience *
Need to capture special moments at concerts, such as taking photos & recording songs *
Want to feel as close to the artist as possible
Need to feel connected to the artist and the rest of the audience
Are willing to pay more to enhance their experience in novel ways
Feel going to concerts is a special event
Value comfort and affordability
Dislike the inconvenience of crowds and lines
Performer Insights
Our users:
Rely on feedback from fans to make their performances as engaging as possible
Are intentional about delivering an authentic performance
Would like to distinguish between different types of fans in order to engage with them accordingly
Ultimately value engagement over money
Are interested in how new technology could help them connect with fans in new ways
Are frustrated by fans being distracted on their phones during performances
Are always looking for different ways to connect & engage with fans
Value comfort & stress-free environments when performing
Have concerns about the health & safety of themselves and their fans due to COVID
Persona Creation
Problem Statement
Brad needs a way to engage and interact more with fans, especially during performances, because he feels disconnected to fans when they’re on their phones.
Problem Statement
Simone needs a way to capture special moments with friends and feel connected to performers, while using her phone as little as possible, because she doesn’t go to concerts often and she wants to remain present.
Solution Statement
By creating an immersive mobile app through which Simone can record live performances to engage more with artists, she will be able to capture high definition memories and be more present during her favorite live performances.
How Might We… create an addictively engaging platform to connect performers & audience members?
User Flows
While we created user flows for both the concertgoer and the performer, for the scope of this project we focused our designs on our concertgoer persona and their success path.
Highlights
Live Virtual Background - Transport yourself on stage, virtually, and take selfie photos / videos with friends
Gain Status for Elite Access - Attending concerts, creating content, and gathering likes from fans and artists all give you weightier poll votes on what encore song a band plays, early access to exclusive content, etc.
Livestream Access - Have to work the night your friends are going to the show? Jump in to livestream the show through your friends’ phones and MuzVu cameras throughout the venue.
Primary Features
Film & take photos at shows
Edit & share photos & videos
Watch livestream videos
Follow artists
Chat with artists and fans
Participate in artists' polls & discussions
Earn rewards
Manage concert calendar
Shop merchandise
Gamification
We curated application of various gaming principles, utilized in comparators across the market, to enhance MuzVu’s engagement based on priorities highlighted through our user research.
Benefits of higher status
Unlocked Capabilities
Weightier impact in polls
Private messaging with artist
Early Access
Live performances
New releases
Virtual meet & greets
Limited edition merch
Premium Access
Venue bars
Rideshare access
Backstage
Status Symbols
Artist Specific - e.g. Adelle’s #1 Fan
Platform Specific - e.g. Blue Ribbon User
How to gain status
Go to more shows
Pay for premium membership
Create & share more videos and photos
Get upvotes and comments
Bonus for upvotes & comments from artists
Purchase merch in-app
Purchase VIP packages in-app
Post relevant updates about shows
Performer updates
Rideshare updates
Line updates
Participate in polls
Chatroom activity
Digital Wireframes
Prototype
Next Steps
Prototyping for:
Performer user flow
Poll / Chat functions
Livestream
Calendar management
Shop - tickets / merchandise
Usability Testing