Expanding the Fandango Brand by Entering the Concert Industry
Scenario: “Fandango has decided to expand their market from movie tickets to purchasing tickets to concerts and local events. They want to build a mobile service that notifies you of events happening in your area, allows you to easily purchase tickets, and use a digital pass to attend the event”.
INITIAL TEAM MEETING
As part of a 4 person team working on a client project, our first task included making a schedule outline to map out deadlines and goals for deliverable completion by certain dates. This outline turned out to be crucial throughout the duration of the project, helping us keep ourselves accountable and achieve maximum efficient communication and collaboration.
We set up and conducted an online survey aimed at figuring out people’s event-going habits, social media presence, what kinds of events people would use an app for and what they would be more inclined to pay more for versus only willing to pay face value.
Our research from this survey led us to make our Fandango event app solely for music related events. The majority of people conveyed interest mainly in music events/concerts given the varieties and convenience an app could provide to search for and attend these types of shows. The decision to focus on the app as a music platform served as our MVP, with future expansion into other industries possible later.
After deciding to move forward with music only events, we compared aspects of several different ticket purchasing platforms and social media apps in regards to how they inform and advertise events to the public. We were able to extract a few elements from each that we could implement into the new app, notably trending/popular sections, events friends are attending, ability to buy/sell through third party dealers, and location based services.
Having examined the current Fandango movies app based on our survey, competitive analysis, and heuristic evaluation, we prioritized and listed specific functionalities and features that would separate our app from other event and ticket purchasing platforms.
- Save events or artists in an easy to use quick reference
- Link to social media to see and invite others to attend
- Buy and sell tickets with access to digital passes within the app
- Ability to see what is ‘happening now’ - MAP
- Just a few days prior to receiving our project brief, Snapchat unveiled a major new feature in the app, an interactive live heat map to further connect people and places.
- This map would be incredibly unique to the music event/concert industry, providing an instant competitive advantage and incentive for users to at least download and try out the app.
- Some features of the map include
- Live heat map showing trending/popular events around the area
- Ability to share location and receive exact location of friends
- Toggleable heat zones and event icons representing “heat level” status
- Filter events in list view and then switch to map to see them displayed
SKETCHING & WIREFRAMES
We approached our sketches with the current Fandango site visuals in mind. This allowed us to be very focused and targeted in our sketches as we could hone in on content and design elements instead of visual layout. Starting out by drafting the 5 main screens of each of our navigation bar categories, we continued and finished sketching more screens to complete specific user flows.
While we started off creating wireframes separately to encourage creative diversity, eventually the group unanimously agreed to continue our designs using the layout and style I made.
To keep up our efficiency and stay on schedule, I took the responsibility of gathering everyone’s individual wireframes and reformatting all screens to match. From this point on I handled all of our Sketch-based wireframing while my teammates handled their own particular area of expertise.
Although we were unable to conduct the amount of user tests we had hoped to complete due to time constraints, the ones we completed revealed important design and content flaws that needed to be made. These changes were small in scale but were still productive results that greatly improved the users foundational understanding of functions and flows within the app.
- The calendar in Browse was confusing in the first screen as it wasn’t clear what the date selection was for. The first two screens below display the pre-usability testing Browse flow, the third and fourth screens show the changes made post-usability testing to the same flow.
- Navigation bar icons were unclear and confused users as to what they represented (below left). We agreed adding a title to each icon would help immensely, also slightly changing the Listings icon to differentiate it from Browse (below right).
While very pleased with our end product having received many compliments regarding our design elements and flow depth, the team agreed on a few things we could have done better or improve upon going forward.
As mentioned earlier we didn't conduct as much user testing as we hoped. The few we did revealed multiple important changes, so we suspected a few more could have uncovered additional small iterations and perhaps more foundational ones we overlooked. Its interesting that despite designers knowing all the tactics about how to make a design effective and engaging, it is usually users that are able to make the most influential suggestions of how to make products better. I personally aim to place an emphasis on user testing in the future to really take this concept further and gather user feedback more often throughout the design process.