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OXFORDARTFACTORY

BRIEF

CLIENT

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Oxford Art Factory is a venue providing international and local artists, with a world-class platform from which to showcase their talents to an estimated weekly audience of over 5,000 people. 

CHALLENGE

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The well know small music venue in Sydney is looking improve their customer engagement through mobile digital platform.  From this, they are hoping to increase their ticket and bar sales.  

PROJECT DURATION

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TEAM

MAIN ROLE

2 Weeks

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3 People

Research

Design Development

RESEARCH

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User Interview (12 participants)

Among other pain points discovered during participant interviews, we found out that many participants who wanted to be better informed about the upcoming events are actually already being informed through newsletters but not with he right content to keep them interested. This kept them from continuing reading after a while. Another finding was, that the main decision factor for the participants was actually the band playing and not the venue.

Not properly

informed

Band-oriented decision.

Need friends to

go with

Ticket cost too high.

* MAIN MOTIVATION TO ATTEND 

Online Survey (29 respondents)

An online survey was conducted with a focus on key insights discovered during the user interviews.

The responses from this survey allowed us to generate quantitative data and validate the initial findings. This step later influenced our design solutions.

* CURRENT MAIN CHANNEL OF INFORMATION

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Contextual Inquiry

Walking though the user journey ourselves, and interviewing other users while they are on the same journey is the best way to get their insights. Many details that were left out in the interviews were picked up here! 

  • Very diverse demographic

  • Most attendees follow the band around

  • Most invited their friends to come along

  • Doors open only 30 minutes before the show

Competitive Analysis

  • The OAF currently have a similar  features to their competitor website

  • Mobile responsive website

  • Provides newsletter subscription 

  • Access from social media is only 3.1% of over all traffic which is much lower that their competitors

  • Traffic varies each month with no specific pattern

SYNTHESIZING RESEARCH

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After compiling all the details of our research findings, we discovered the primary patterns of informations which would play a vital role in formulating our design solution.

  • User needs to be more efficiently informed about events at OAF 

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  • Users needs to engage friends to go with to the events

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  • Tickets are too expensive

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  • Many user thought OAF is only a bar

Using the demographic and behavioral pattern of information from affinity mapping, we were able to develop two Personas who represent model customers of OAF.

We then developed a user journey map of the personas to focus on their thoughts and feelings throughout the journey of attending the events to identify pain points throughout their process and identify the design opportunities for the solutions.

DESIGN DEVELOPMENT

        After concluding the research we moved on to design stage where our team have generated many potential design solutions evolving around the painpoints and opportunities  discovered during research stage.  The design ideas were narrowed down to MVP using MSCW to identify the minimum key featured required for our solution to solve the key pain points user were facing. 

Sync with user's music

 

Features to invite friends

 

Buy ticket on application

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Electronic tickets

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Calender/ Reminder 

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MUST

User's review and rating

 

Online vote to select band 

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​

SHOULD

Show number of attendees

COULD

Social network on Platform

WON'T

Prototyping & User Testing

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Using the selected ideas from MSCW, we created prototypes to get feed back from users. We conducted two rounds of user testing and iterations based on feedback from the test before finishing with the final prototype.

Syncing page

iterations

Band's detail page

iterations

THE SOLUTION

In conclusion, we have designed a mobile application which addresses all the major pain points which users currently face.

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  • The application learns the user music preference, allowing OAF to customized its communication to each customers, and make recommendation base on their music preference.  

  • The application sends notifications once the upcoming event matches the users interested and another reminder notification is sent prior to the day of the event that user has bought ticket for.

  • It also facilitates ticket sales right on the application which saves the customer $7-10 per ticket on ticketing fees that they would currently pay. 

     Further Recommendations

  • Once number of users increase, OAF will be able to use the collected preference data to help them select the band for the venue.

  • Adjust bar opening hours to increase revenues.

  • Bar open sooner to help increase revenue.

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