Redefining the concert experience

ux research
Blind Chihuahua is a concert live streaming production company and PPV platform. They're developing an immersive audience driven virtual concert platform, incorporating audience participation in a multiplayer game environment.

While the company has a clear concept for the platform and how to execute it, what they don't know yet is the needs of their user. That's where we come in.
Through extensive user research, my team sought to understand the experiences and behaviours of users in both live and virtual event settings, and their attitudes towards the MVP concept.
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Our main question being - how might we tap into the most enjoyable aspects of a live event, and evoke those emotions within a virtual setting?

Let's jump into the case study...

The Problem

Current live streaming services are passive and lack human experiences and social aspects.

Users don't feel stimulated by virtual events, and want to experience the excitement and sense of connection and community you get from a live event.

Our research objectives

To understand users' feelings, past experiences and behavioural patterns when it comes to both live gigs and virtual gigs, so we can recognise pain points and uncover opportunities.

We want to understand what the essential joy is of the live gig experience, so we can stimulate the user's senses and recreate those positive emotions within a virtual setting.

Affinity map of survey and interview results, made using Miro.

Survey Insights

We surveyed 150+ participants within the target audience, uncovering key insights into the highlights and lowlights that users have with both live gigs and live streams, showed in the diagrams below.

From the positives, the one highlight for both live and virtual gigs is connection to the artist.

At a live event, that connection comes from the energy radiating through the crowd and the artist - everyone being immersed in the same moment.

During a livestream, that connection comes from the intimacy you feel seeing the artist in their natural environment. You're seeing a side of them you can’t get from Spotify or Youtube, or even from live events.

Positives

Negatives

1:1 Interview Insights

Live Gig Experience

USER BEHAVIOURS

  • Users prefer going to gigs with a small group because it’s easy to communicate and organise logistics such as buying tickets.
  • Interaction with strangers is not a focus - users seem to keep their interactions within friendship circles.
  • Social media is the main source of information about the event and for sharing the experience post event.
  • Behaviours around personal style are mixed, with half interested in their personal appearance and dressing up, and half not interested. However, most users pay attention to what others are wearing.

Virtual Gig Experience

USER BEHAVIOURS

  • Most users aren't likely to interact, engage or comment on live streams with strangers, but would connect with friends.
  • Some users like the option to meet new people online, but are hesitant due to safety risks. The anonymity of users makes the experience feel less safe and keeps them from engaging freely.

KEY THEMES

One of the key findings from our research was that users think it's hard, if not impossible, to replicate the experience of a live gig in a virtual setting.

We asked 1:1 interview participants what they found unique and special about live events, and along with survey results, found some key themes that were universal amongst users.

We kept these themes in mind throughout the project, as a reminder of the type of experience we were aiming to replicate in a virtual setting.

Archetypes

From our research we developed two archetypes - introverted and extroverted.

We chose to use archetypes, instead of personas, to recognise that people can interchange between the two archetypes that we developed, depending on their age, the kind of event, who they're going with and how much interest they have in the artist.

Basically, a user can be one or both archetypes at different events or different stages of their life.

User Journey

When analysing both types of users, ‘the extroverts vs. the introverts’, we wanted to really understand their behaviours during all stages of attending a live stream, to best find solutions and opportunities to solve their pain points and frustrations.

Using a journey map for both archetypes, we've mapped their live streaming behaviours pre, during and post-event.

Introvert

LIVE STREAM PAIN POINTS

  • Onboarding experience
  • Lack of connection to the artist
  • Lack of Spotify connectivity
  • No past event archive / next event suggestions

Extrovert

LIVE STREAM PAIN POINTS

  • Missing the shared experience with friends
  • Lack of atmosphere
  • No social element / sense of community
  • Lack of connection to artist

Defining the Problem

User insights, pain points and journey mapping revealed a number of opportunities for ideation.

From this research we developed four How Might We statements, to provoke meaningful and relevant ideas, giving us a framework for innovative thinking.

TACTICAL

HMW stimulate all of the users' senses, so they can fully immerse themselves in the experience of a virtual event?

CONNECTION

HMW allow performers to connect to the audience in an intimate way?

COMMUNITY

HMW create an interactive space so users feel a sense of community in a virtual setting?

ATMOSPHERE

HMW tap into the most enjoyable aspects of the live event atmosphere, to evoke those emotions in a virtual setting?

MVP

Using our HMW statements as a guide, we brainstormed features and potential solutions for our problem statement. We then put these ideas into an MVP framework, to decide which were the most valuable and achievable for the prototype.

Some key features include:

  • Linking social media and Spotify
  • Countdown to to the event
  • Create a customisable profile
  • Archive a gig

User Flow

We developed a user flow to map out the most crucial experiences from the MVP matrix above.

The key touch points are:

  • Personalised onboarding
  • Countdown to build anticipation
  • Immersion features
  • Proximity voice chat and live chat to increase social interaction
  • Reaction feature to engage with the artist

Wireframes

Once we had our MVP matrix and user flow sorted, we started sketching. These lo-fi wireframes show a couple of the prototype's main pages, with many of the key features sketched out.
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The final design takes Blind Chihuahua’s colour scheme and transforms it into a clean, structured interface with features that strongly support community interaction.

Design Concept

Given the time and technology restraints of this project, our final prototype includes 2D renderings, with our focus being on key features and usability.

The following design concept highlights suggested 3D renderings and how they should be implemented, based on our research and user testing. Please bear these visuals in mind as you view the prototype.

We wanted the visuals to provide a realistic experience, or as realistic as possible, as research showed realistic environments were most well received by users.

Based on this, we explored the idea of using 3D realistic renders and animations. With the use of these, users can be guided through the entire event, making them feel like they're there in real time.

3D RENDERINGS

3D realistic renders and animations could be implemented in the following ways:

  • Animation as you enter the website to introduce the live stream, setting the mood and creating a sense of excitement.
  • Animated close up of the venue as you enter the live stream, as if you're walking into the event, creating a sense of discovery.
  • 3D renders of the venue showing different zones and angles, creating a sense of exploration - ie, close ups of performers on stage to create connection and intimacy with the artist.
  • Lighting effects, fireworks and large screens creating an immersive environment - views of the crowd from different angles to encourage a sense of community.

FOOD TRUCKS

Interactive 3D renders for the food truck and drink areas. Users will be able to purchase real food, drinks and merch within the platform, in a space resembling an outdoor food market.

AVATARS

We worked on two concepts for the avatar, a non-realistic and semi-realistic version. Both options can be introduced at an early stage and be A/B tested. Both options will have customisation elements such as hair, face, body clothing etc.

Prototype

Based on findings from initial usability testing, we amended our wireframes and developed the high fidelity prototype for final testing. The prototype features the Live Now page and Profile pages, with a number of features on the Live Now page active.

Features & Usability Testing

We conducted 11 one-on-one usability testing sessions with the prototype, and provided Blind Chihuahua with a detailed presentation and report on the features and testing results for each. Along with positive testing feedback, we also provided the client with recommendations for changes to the prototype, based on any critical feedback.

The full report can be viewed on request, or discussed in an interview, but for now I'll highlight a few of the key features and their testing feedback.

* Please keep in mind the visuals from the Design Concept when viewing the prototype.

GIGME (AKA AVATAR)

We’ve renamed the avatar as a “Gigme”, as researched showed users had a negative connotation toward avatars due to the association with gaming. So we wanted to test if users would be more receptive to a new term for it.

Through testing we found users did understand that a Gigme was essentially the same as an avatar, but didn’t draw the same connection to gaming that they did through initial research. They liked the idea of the "Gigme".

COUNTDOWN

When the user clicks to join the live stream they’ll see a countdown to the event to build anticipation, with options to invite friends and order food and drinks.

We chose to include these options up front, as they’re usually the first thing users want to organise when getting to an event.

FOOD & DRINKS

"Food & Drinks" allows users to easily get food and drinks delivered to them. It mimics the vibe of a night market to make the virtual experience feel more realistic, and relies on partnerships with food and drink delivery services.
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Usability testing for this feature was very positive, with 75% saying they would definitely use it and many saying it made the virtual gig experience feel more wholistic.

Most users thought it was easy to navigate, saying that it’s an “instinctive and familiar process”, but a few were hesitant, as they assumed they needed to enter their payment details, in which case they would just use the food delivery app installed on their phone. However, this could be solved by partnering with a food delivery app, so users' payment details sync through when they log in.

SOCIAL FEATURES

Based on the research, users missed the social element you get from a live event, and the feeling of being surrounded by lots of people all immersed in the same shared experience.

We included these social elements to make users feel more connected to each other, and to create a more personal and social experience than the standard comment section.

Testing for these features was positive, but we concluded they should be combined into one, as having all three takes up valuable screen real estate. There’s also some crossover between features, so combining them would be more efficient.

CAMERA MODE

The "Camera Mode" page alternates between different camera angles, so you’ll be able to see close ups of the band and extra footage. We included this feature because research showed one of the key benefits of virtual gigs is being able to see angles you can’t see at a live event. It would also create a more cinematic experience for the user.

Testing showed this was a very valuable feature. Users liked the alternating camera angles, and thought it enhanced the viewing experience. Some users wanted this screen as the main "live now" screen.

SING ALONG

The Sing Along feature works similarly to SingStar. Lyrics are displayed on the screen and as the user sings along, the bar above shows them matching the notes.

We included this feature because research showed one of the best parts of the live music experience was being able to sing along to your favourite song.

Testing showed this was another popular feature, users found it fun and funny and would love to use it with friends.

PROFILES

The profile page gives users the option to:

  • Customise their Gigme
  • View their own and others’ music interests
  • Track upcoming and past events
  • View their followers and who they’re following
  • See online and offline friends
  • Access archived live streams for download


95% of users said the profile page was very easy to navigate, straight forward and has a clean UI. Most users liked the music interest and calendar tabs.

The interface is in need of privacy and synchronisation settings for social media accounts and Spotify.

Next Steps

Following my team's engagement with Blind Chihuahua, I was brought on as the company's freelance UX Designer and was involved in the process of developing the 3D interactive environment and implementing the Gigme and Food & Drinks features.

Future phases for the platform include an app that allows users to connect to Spotify and social media, stream to their TV and control via the app, send notifications for the event and for food and drinks, and a virtual wallet for food and drink discounts, merch, etc.

We provided Blind Chihuahua with a full report of recommendations for future phases, which I'm happy to discuss in an interview.

get in touch

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