Band Together is a concept mobile app that matches people to go to concerts together as a date or friends.
Your favorite band is in town and you're dying to go to the concert. Problem is finding friends, family or significant others that are into the same music as you are is sometimes difficult. Furthermore, sharing live experiences is so much more powerful than going solo. This is a common music-lover's dilemma.
The app was designed in a 3 person team in 2 weeks. In order to find out if this product was worth building, as well as what features it needed, we started out by defining what our UX framework was going to be. We decided on 4 phases: research, interpreting findings, entering the design loop and finally launching.
For the research phase we gathered data, did a competitive audit in and out of category, as well as social listening. Some of the apps we looked at were: Tinder, Bumble, OkCupid, Spotify, Pandora, SongKick, Bands in Town, and TasteBuds. We analyzed them with the following heuristics: personalization, discovery, minimalistic design and delightful interactions, and user control and freedom. We also conducted a survey that got over 70 responses. With the findings we were able to establish some important facts for the app.
We established our target users as millennials for a few reasons. The survey showed that 76% were millennials and would use the app. We also know through Eventbrite that 80% of millennials will attend a live ticketed event this year. And finally because millennials are the age group that spends over 1o hours a week on dating apps according to The Independent.
A Market Need
We learned from our survey that 63% of users would pass on buying concert tickets if they had no one to go with.
The App Name
Our survey also informed us that 41% of users preferred the name Band Together.
For the interpret phase we analyzed what we gathered from the research, and got to write our personas, problem statement, assumptions, and hypothesis. Finally we defined a UX strategy and conducted a user journey workshop that got us to our MVP.
We came up with 3 pillars that became our guidelines for the product objectives.
Experiential Concerts are experiences. This is ultimately why users are enthused to use a digital product. To be able to connect and share their love of live music in real life.
Functional Our users are already familiar with the functionality of matching apps and are comfortable using them.
Engagement We want to be a platform where music lovers connect and socially engage.
User Journey Workshop, Heat Mapping & MVP
Based on Hyper Island's methodologies, we held a user journey workshop where we asked participants thought-starter questions for each section: find, match, contact/plan, buy and go! We got some great feature ideas from it as well as approval of the app's concept. From there we heat-mapped the most common feature ideas. Finally we conducted a MVP session where we were able to prioritize features by 1st, 2nd and 3rd release.
For the loop phase, we designed, tested and re-designed. We started by sketching user flows. Afterwards, we were able to test wireframe and comp prototypes in 3 different user testing sessions.
Initial sketches that determined the initial user flow for the app, as well as the base to start testing some assumptions in our first user testing session.
This is one of the screens we iterated on the most because of user feedback. Users really enjoyed the bubbles for selecting genres, but in the end they would rather have a more effective process of connecting to their Spotify, Apple Music or Pandora account that automatically loads their genre and artist preferences. We selected those music app APIs because they were the most used according to the survey we conducted.
User Testing Sessions
User Interface Design
The focus of the interface was to keep the app experiential and socially engaging. This was accomplished through the use of a simple and fun onboarding animation, pill shaped buttons that are easier on the eyes, cool color gradients that resemble concert lights, and big beautiful photos of potential matches.
For the launch phase, besides designing the app, we also designed a one page website to show it off, promote it and sell it. We want users to subscribe to our mailing list so that they can find out about the latest added features as well as allowing them to give feedback.