PRODUCT

VENUE is designed for an iconic, arena size music venue outside of a major metropolitan area in the US. The venue hosts major events with over 10,000 attendees and caters mostly to top-tier music acts.

PROJECT DURATION: February - April 2022

PROBLEM

GOAL

Concertgoers spend too much time away from the performance getting food and drinks. The public areas of the venue become crowded, resulting in safety hazards.

MY ROLE: UX designer and researcher, designing the VENUE app from concept to delivery.

Design an app that allows patrons to order food and drinks to be delivered to their seats.


RESPONSIBILITIES: Conducting user interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.

USER RESEARCH

I conducted interviews with venue management to discover pain points to alleviate through the app’s design. Because VENUE is a hypothetical product, I interviewed a colleague in the venue operations field. I conducted user interviews with audience members to uncover unmet needs while attending concerts. I identified a primary user group of concertgoers attending concerts with groups of friends between four and eight people.

This group confirmed initial assumptions about audience members, but research also revealed a desire to order food and drinks for delivery as a group.

PAIN POINTS

TIME

Going to purchase food and drinks from a vendor takes audience members away from the show for too long.

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CROWDED SPACES

For the venue, having many audience members in the public areas of the venue is a safety hazard.

REDUCED SALES

The venue found that some concertgoers chose not to make purchases to avoid leaving the concert.

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STARTING THE DESIGN

Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized a quick and easy ordering process to help users save time. 

DIGITAL WIREFRAMES

As the initial design phase continued, I made sure to base screen designs on feedback and findings from  the user research. Users wanted an easy way to navigate the large venue, and a way to order exclusive merchandise to be sent to their homes. 

USABILITY STUDIES

ROUND 1 FINDINGS
   1. Users want a way to separate a group order
   2. Users need clear order confirmation
   3. Users wanted more detailed information on menu items.

ROUND 2 FINDINGS
   1. Users wanted to see menu prices earlier in the flow.
   2. Users want more options for adding people to a group order.

MOCKUPS

SCREEN FLOW

The final high-fidelity prototype presented a clean flow for ordering beverages and checkout. It also met user needs for more information about menu items and pricing.

HIGH FIDELITY PROTOTYPE