Client:
Adrienne Arsht Center
Role:
UX designer
Dev Team Lead
Timeline:
Fall 2023
Tools:
Figma
Webflow
Summary
The team was tasked with communicating the value of free events offered by the Arsht Center. Despite large quantities of RSVP tickets purchased, free event attendance and engagement have dwindled. There is a need to leverage the strengths of the existing website to effectively build excitement, increase attendance, and reduce no-shows. In response, two solutions were developed: 'Arsht Rewards,' enticing members with point incentives, and an enhanced Arsht Center website designed to improve navigation, highlight the value of free events, and reinvigorate audience engagement. Developed on Webflow for scalability and user-friendly maintenance, Arsht Rewards aims to seamlessly integrate with the Tessitura ticketing/profile system, ensuring a comprehensive strategy to boost both the perception and attendance of free event
My Involvement
UX Research:
Assisted with interview scripts/questions for user research
Moderated some of the 1:1 interviews, plus assisted in brainstorming sessions
UX Design:
Helped with user flows and task flows to help guide the design and development team
Development:
Led the development team of 4 members, overseeing tasks and project completion using Webflow
Created and oversaw the content management system (CMS) on Webflow
Performed extensive secondary research on feasibility and integration of the rewards program with Webflow
All Team Members:
Erik S.
Nidhi K.
Noel N.
Ayushi C.
Alisha C.
Mikeiveka S.
Xueer X.
Joanna M.
Project Objectives
Investigate the factors contributing to a high volume of RSVPs but low actual turnout at free performances and events.
Assess the perceived value of these free events across diverse community segments.
Formulate strategies to boost attendance rates and cultivate a stronger sense of community engagement and appreciation for these events.
Create a scalable and compelling solution that not only incentivizes user attendance but also fosters community cohesion and unity
Stakeholders:
Event Attendees:
Performance Arts Attendees
Community Leaders
Arsht Center Team:
Arsht Center Marketing Team
Arsht Center Community Events Team
Arsht CenterVP of communications
Problem Statement
The team was tasked with communicating the value of free events offered by the Arsht Center. Despite large quantities of RSVP tickets purchased, free event attendance and engagement have dwindled. There is a need to leverage the strengths of the existing website to effectively build excitement, increase attendance, and reduce no-shows.
How Might We
Leverage the strengths of the Adrienne Arsht Center’s existing website to effectively communicate the value of free events, build excitement, and incentivize engagement before, during, and after events?
Research + Define
Research Methods
Generative Research:
Online Survey (21 participants)
1:1 Interviews (with 5 participants)
Affinity Diagrams
User Journey Maps
Usability Tests (with 5 participants)
Evaluative Research:
Heuristic Evaluation
Competitive Analysis
Design Precedents (The Cleveland Orchestra Rewards)
Insights (User Research)
Users prefer incentives, recognizing the additional appeal they bring to events. This boost in attendance and loyalty creates a more engaged user base
Users appreciate how rewards seamlessly integrate with a user-friendly RSVP process, enhancing satisfaction and participation
Insights (Usability Tests)
Users expressed excitement about the "Arsht Rewards" program.
Enthusiasm was evident for earning rewards by attending events.
Feedback included comments on "easy navigation," "great UI," and "nice features."
Users highlighted "Arsht Rewards" potential to significantly increase engagement and attendance at events.
Ideation + Iteration
The Solution
Website Enhancements:
Improve the value proposition of free events with website enhancements that support Arsht Rewards and encourage engagement.
Arsht Rewards Loyalty Program:
A web application designed to engage members, promote connectivity, and encourage attending free events hosted by the Adrienne Arsht Center.
Features:
Incentivize participation, engagement, & maintain interest during & after free events.
Sign up to earn points.
Accumulate points by attending events and scanning ticket.
Contribute to event galleries by taking pictures and posting them..
Promote our community by bringing friends and family through referrals.
Share event information with your network.
User Flows
Arsht Rewards provided users with the ability to:
Discover and access event information, including details on points and more.
Check their points balance effortlessly.
Explore the array of available rewards.
Review their points redemption and rewards history.
Access Frequently Asked Questions for quick clarification.
Seamlessly redeem rewards
The images illustrate some of the meticulously crafted user flows designed to conceptualize the seamless user experience of scanning tickets, acquiring points, and redeeming rewards
Arsht Rewards (V1)
Identified design opportunities:
The red and white/black color scheme doesn't align with Arsht Center’s website branding
Consider using photography and iconography as alternatives to illustrations
Adjust the visuals to appear more mature and in line with traditional performance center brands, moving away from an overly "kid-friendly" look
Arsht Rewards (V2)
Visual Goal:
Clean + Modern
Sophisticated + Fun
“Apple meets Target Rewards”
Content Goal:
Persuasive
Inviting
Informational
Mobile Version
In the mobile version of Arsht Rewards, we enhanced space efficiency by employing sections with horizontal scrolling, a common mobile design convention. Our focus was on ensuring a seamless and user-friendly experience for tasks such as scanning tickets and acquiring/redeeming points
Desktop Version
While prioritizing the mobile version, we concurrently developed the desktop version to cater to users who prefer larger screens. Adopting a mobile-first approach, we seamlessly adapted the layout to each viewport. The outcome is a visually engaging, colorful, and sophisticated design that can effortlessly scale to accommodate not only free events but also paid events, providing flexibility for potential use by the Arsht Center
Style Guide
A primary bold red, paired with neutral grays, black, and white, achieves a sophisticated, minimalist design in line with Arsht Center's branding
The style guide seamlessly integrates with Figma and Webflow's variable systems, streamlining the design-to-development transition for a time-efficient UI guide
Design choices and Figma/Webflow integration prioritize an efficient handoff, crucial for a smooth collaboration with the Adrienne Arsht Center.
Reflection
Navigating the launch of a novel product, like a rewards system for an organization such as the arts center, introduced moments of uncertainty. However, the crucial takeaway is that our team adeptly developed the skill to anticipate unforeseen developments and adapt swiftly. This was especially valuable when faced with challenges such as limited access to participants for user research or usability tests. We honed the ability to maximize available assets and information, fostering continuous communication among team members while consistently placing the user at the forefront.
Additionally, we learned the art of respectful disagreement in design decisions and the judicious removal of features based on time constraints, always ensuring the user's needs remained paramount.
Next Steps
Following the stakeholder team presentation for feedback, additional usability tests can be conducted to identify new opportunities and reinforce successful features. The iterative process will focus on maintaining the minimum viable product while remaining open to innovation, ensuring ongoing refinement and enhancement.