Kairos
Overview
The majority of Broadway show attendees are aged 40-45, indicating a lack of engagement with younger audiences. I aimed to create a way to engage with younger audiences with this concept.
Problem
There is a lack of engagement of younger audiences who have been left out of exciting cultural experiences.
Solution
Kairos is an app that provides a personalized interactive experience that encourages millennials to attend and engage with the Broadway community.
UI/UX
Timeline: 12 Weeks
Role: Visual Design, Research, UI/UX, Illustrator
Business Opportunities:
This app offers an ideal way for users to buy Broadway tickets, potentially increasing sales and attracting a new generation of attendees, while providing an immersive experience for select performances.
Research + Insight
My first step was to figure out why younger audiences weren’t attending broadway shows at the same rate as older audiences.
I conducted several interviews with 6 individuals between the ages of 20 and 35.
Based on the trends in the affinity map, I noticed three recurring insights with my user group.
Theme 1: Price
Price was a big factor within this age group. Broadway shows can be very expensive and unaffordable for younger people who don’t have disposable income.
Theme 2: Exposure
The marketing presence of Broadway shows is lacking. Many people have heard of popular shows, but they don’t know if it’s an experience worth their time, since each performance varies.
Theme 3: Engagement
Millennials, especially those who are younger are distracted by social media. Seeing live theater is something that takes a back seat, especially with some popular performances that are geared towards older demographics.
Design Process
I conducted a thorough analysis of various apps and websites, and I observed that they lacked essential features that would be particularly beneficial for younger audiences.
TicketMaster for instance, caters to a wide range of events, including sports, concerts, and stand-up shows. This broad focus can be overwhelming for users seeking specific information about Broadway or theater productions. Furthermore, the user interface is lackluster. Additionally, TicketMaster redirects users to an external website when they attempt to purchase tickets within the app.
On the other hand, Broadway.com primarily focuses on live theater productions but also dedicates a section to "Broadway Buzz," which distracts from the core experience of providing show information and reviews.
StubHub stands out as the most user-friendly option along with an updated UI. However, it shares TicketMaster's issue of offering a multitude of event options, which can be overwhelming. Furthermore, StubHub requires users to sign up before gaining access to certain features in the app.
Wireframe + Testing
Once I had a sufficient number of sketches, I began to transfer them to Adobe XD.
Prototyping + Feedback
After several rounds of prototypes I began refining my design. I was confident enough to return to my user group and have them do some user testing.
Based on feedback from my user group they ran into issues, in particular knowing which performances are interactive.
They also wanted more time before answering questions during the interactive part of the performance. Finally they also had hard time reading some of the copy on certain screens.
Final
I made several improvements based on the feedback from the user testing.
First, I replaced the small badge on each card with a more prominent banner. This banner extends into the performance information, effectively conveying to users that a particular performance is interactive.
Additionally, I increased the font size for screens that users found challenging to read, including the buttons.
Lastly, I incorporated a user-friendly feature that allows easy toggling between performances based on filters, as suggested by users.
Search shows with ease + Choose your own adventure
During brief intermissions, the audience will be promoted to vote. Once notified, users will be given a series of questions and time to answer them.
Each performance will have a unique story and ending, chosen by the audience.
Conclusion + Outcomes