Each labor day weekend, over 80,000 people flock to Seattle for one of the biggest music and arts festivals in the Pacific Northwest.
Bumbershoot’s current app displays an overwhelming amount of information and generally doesn't make use of the mobile platform’s location services. There is a significant opportunity to build a more optimized mobile experience for festival goers.
Marissa Hui, Dana McGinnis,
Joshua Darlington, Tran Truong
Shared: User Research, Comparative Analysis, Persona Development, Wireframes, User Testing
Owned: Branding, UI Design
Sketch, Illustrator, Axure, Flinto,
Photoshop, Pen & Pencil
Mobile festival guide
In this concept project, we learned from festival goers what works well and what could be improved about the current mobile experience. We redesigned the Bumbershoot app with personalized navigation and schedule planning features, making it indispensable for future attendees.
To fully understand what festival-goers need in a mobile app, we began with user interviews. We conducted interviews with 7 people between the ages of 24-28 who have been to Bumbershoot or a similar festival in the past, many of which had experience using a festival app.
We organized all of our interview data into an affinity map that revealed a strong and almost unanimous need for following mobile features:
Festival schedule and with personalization option
A desire for live event status updates
A need to navigate the festival and easily find amenities and venues
Using the information gathered through research, we created two personas. Below is our primary persona, Zoey, who embodies our users' highest priority needs.
Lives in Seattle, WA
From Austin, TX
UW Grad Student, Public Health
High technology and mobile phone use, iPhone, Desktop
google maps, instagram, facebook
occasionally with friends
MOTIVATION FOR ATTENDING
she wants to see a few artists she likes, take a break from school, and explore Seattle
Not familiar with festival layout and has trouble finding the closest food, vendors, bathrooms, stage locations, phone charging stations etc.
Wastes time searching through artists and events she's not interested in seeing
Doesn't like waiting in long lines
For a user like Zoey, it is difficult to distinguish what each pin is for on the map. Filtering can only happen one at a time and the list is very long and cumbersome to scroll through.
Simple App navigation
focuses on Schedule,
map, and event updates
Users can navigate to any section of the app, including their personal schedule through the main global navigation dropdown.
One of the major features we streamlined for Zoey was the schedule design. We white-boarded as a team to build a layout and hone in on key features:
integrated event status updates
intuitive favoriting system
filtering by event category
event/artist cards that link directly
to their location on the map
social media sharing
Design, Test, Iterate
IN-APP MAP INTERFACE
My solution for clear festival mapping evolved from a comparative analysis of apps that also rely on mapping and have a variety of amenities and venues for users to locate.
Toggles allow for totally custom map based on Zoey’s interests and needs
Intuitive bold icon-based
map filters are great for
quick scanning in a busy
Incorporated filtering/toggles and bold icons into our new
After receiving user feedback confusing the filter bar with a global nav, we adjusted the bar to float over the map
By selecting any combination of filters, Zoey can create a totally custom map experience. Each pin can also be tapped to learn more about the location or check which event is live at a venue.
Schedule Viewing and Building
The festival schedule can be easily navigated through swiping in any direction. Stars on the right hand side of each card can be selected to add them to a personal schedule so that users don't have to scroll through events they are not interested in attending.
Simple On-boarding to enable Location Services
The on-boarding process is prompted when the user downloads and opens the app for the first time. We designed the experience to be as quick and clear as possible so that the user understands the benefits of allowing permissions.
User testing of our interactive wireframes and prototype revealed a number of ways we could improve the flow of the app, especially by simplifying wording, changing some of our filter icons to feel more intuitive, and adding more color/contrast in the map.
“There is a lot of text.”
“I don’t want to read it even though it probably has important information”
shorter, clearer text
Changed NEXT to OK
Added SKIP option
Added animated location
pin icon to help with quick understanding