Carnegie Hall App
Providing a seamless solution for discovering, booking, and managing orchestra concert tickets, revolutionizing the orchestral experience.
Timeline
Jan - Mar 2024 (3 months)
Sector
Entertainment, Concert
Team
Solo Project
Tools
Figma, Adobe Illustrator, Photoshop, Google Forms
Context
As an individual passionate about orchestral music and its accessibility to all, I've encountered many challenges in navigating the orchestral concert experience. From ticket purchasing to concert preparation, there's a need for a comprehensive solution that simplifies the process and enhances engagement. I sought to create a mobile app that addresses these pain points, allowing users to discover, purchase, and manage orchestra concert tickets while providing valuable resources for concert attendees at Carnegie Hall.
Initial Problem Discovery
WHAT PROBLEM AM I TRYING TO SOLVE?
The declining attendance in orchestras isn't about the music—it's about the experience.Despite the cultural significance of orchestral performances, a notable decline in attendance among middle-aged and older audiences is observed. Millennials and Gen Xers, who reside in metropolitan areas and have a penchant for cultural activities, are not engaging with orchestral events as expected. The issue isn't with the music itself but rather with the peripheral aspects of the orchestral experience.
Problem Validation
WHY IS THIS PROBLEM IMPORTANT?
Evidence suggests a significant decline in audience engagement.According to recent studies, 42% of classical music bookers are aged 41–60, with an additional 37% aged over 61, indicating a heavy skew towards older demographics in attendance. However, only 7% of attendees are under 31, demonstrating a clear gap in engagement among younger generations. — The Audience Agency
Data indicates a notable decrease in attendance and interest among younger demographics at orchestra concerts, despite their disposable income and cultural awareness.
WHOSE PROBLEM AM I SOLVING?
Engagement with orchestral performances affects a wide demographic range.Middle-aged and older individuals, comprising the majority of attendees, face challenges sustaining their interest in orchestral performances. Meanwhile, millennials and Gen Xers, who constitute a sizable demographic with the means to attend such events, are underrepresented in audience demographics.
Problem Statement
How can I optimize the user experience of Carnegie Hall's app to combat declining attendance effectively, reinvigorate audience engagement, and ensure the enduring viability of orchestral institutions?Research & Explanation
UX RESEARCH METHOD 1: USER SURVEYS & INTERVIEWS
To kickstart my investigation into orchestra concert attendance and participation, I created a Google Form survey for folks in my target group. I asked them qualitative survey questions and interviewed them to gather insights into users' experiences and preferences related to orchestra concert attendance.
Based on the research conducted with 32 participants, including 4 interviewees:
84%of people said they were interested in experiencing an orchestral concert.
76%stated that they would attend orchestra concerts more frequently if ticket prices were more affordable.
58%indicated a preference for digital ticketing over traditional paper tickets.
12 out of 32 participants reported using mobile apps frequently for ticket purchases in other entertainment categories.
8 out of 32 participants mentioned that they often struggled to find orchestra concerts that aligned with their preferred genres or interests.
A significant number of participants suggested that clearer guidelines, a less rigid dress code, more affordable ticket prices, and the ease of ticket purchasing through a modern digital format could address the barriers to attending orchestra concerts.
UX RESEARCH METHOD 2: COMPETITIVE ANALYSIS
I wanted to figure out how I could make this app more valuable than my other competitorsNothing on the market offers a comprehensive solution for a seamless orchestral concert experience. While there are many apps for ticket discovery and purchase, none provide a unified platform for all your concert needs.
Carnegie Hall fills this gap for users seeking seamless access to concert information, ticketing, and community events, offering a one-stop solution for lifelong engagement with orchestral music.
The Solution
Carnegie Hall streamlines the orchestral concert experience, providing users with an organized platform for ticket discovery, purchase, and storage, and aims to remove engagement barriers and rejuvenate orchestral institutions.
PERSONA & JOURNEY MAP
Information Architecture
A USER FLOW REPRESENTING MY VISION
I began by brainstorming various ideas for enhancing the user experience of the Carnegie Hall app. After outlining these initial concepts, I transitioned to creating a user flow map to imagine the journey that users would take when interacting with the app.
This user flow chart served as a guide, providing me with a clearer view of the app's navigation and functionality.
Design Solutions
One organized platformExperience seamless concert browsing with our all-in-one platform.
The home page offers a snapshot of the season's highlighted concerts, along with essential guides for first-time attendees and venue navigation. Stay connected with the community and explore well-being-focused events, all in one convenient location. Quick donation options are also available for those who wish to support the arts.
01
Search, filter, discoverNavigate the concert calendar effortlessly with our intuitive search and filter system. Tailor your concert experience by filtering concerts based on categories and dates, ensuring you find events that match your interests.
02
A concert page that has all the informationFrom essential details like date and time to in-depth information on artists, programs, and venue accessibility, everything you need to know is readily available. Plus, explore the Listen Ahead option to preview the music before the concert begins.
03
Dynamic seat selectionChoose your seat with confidence using our interactive seat map. Compare prices and view real-time availability across different sections of the venue.
Filters setting expanded
Each seat description is accompanied by a high-resolution image, providing a panoramic view to help you make the best choice for your concert experience.
Simple and secure checkout process04
Streamline your ticket purchase with our clean and modern checkout process. Once logged in, your billing address and payment information are securely saved for quick transactions. With a progress bar to guide you through each step, purchasing digital tickets is effortless, requiring just four simple steps from start to finish.
Reflection
The long process of researching, testing, and refining my designs has resulted in a project I’m proud of. However, there's always room for improvement.
WHAT I LEARNED…
My love for UX design: This was my first long-term UX design project, and it was incredibly rewarding to dive deep into research and design the app.
Don't be afraid to iterate: Sometimes, the initial "ideal" solution can evolve as the design process progresses. It's important to let go of sunk costs and focus on creating the best user experience.
SOMETHING I WANT TO IMPROVE ON…
I want to work on improving my research methods. My initial interview sample was small and biased since they were mostly friends. Although their feedback was valuable, expanding the sample size for more diversity would lead to richer insights.