How might we create a more immersive experience and build brand recognition to enhance live performance experiences?
Trade & Connect
Immersive Live Performance Experience
Trade and Connect is an interactive live performance experience to drive brand loyalty and create an immersive experience by creating interaction between audiences through tradeable merch and self-checkout systems.
My Role
Product Designer
Team
Team of 2 Product Designers
Duration
Tool
Adobe XD, Illustrator, Solidworks, KeyShot
2.5 Months.
Research
Learning From Our Users
We conducted qualitative research by conducting individual and focus group interviews, and included two interview activities: Venue Map drawings and Day in the Life Timeline drawings.
Click on tabs to see details.
Why people go to live performances?
Learning Goal 1
Learning Goal 2
Barriers that prevent people from going to live performances?
Learning Goal 3
Opportunities that Covid situation provided?
User Quote:
"I rate the parking lot a 4/5 as my 2nd favorite part of the venue because of all the unexpected interactions with other strangers and DIY gifts other fans give out of their biases" — K–Pop Fan
Map drawing and location rating of the interviewee
Key Findings
–80% enjoys the sense of community; interactions with artists, friends, and fans.
–40% enjoy the VIP exclusive feeling of unique experience and merchandise.
–50% identified "waiting time" as a pain point.
–1 positively viewed "waiting time" as a favorite "free time" to engage in conversations with new people.
–With Covid, video games innovated on virtual concerts.
–Exclusive merchandise fosters brand loyalty and allow players to showcase their achievements post-event.
Opportunity Statement
How might we induce live performance attendance and brand recognition by...
Design interactive activities that foster a sense of community among strangers.
Increase Interaction
Goal:
Increase the number of positive interactions between strangers.
Success Metric:
Create opportunities during down time to increase audience engagements.
Raise users' mood scale points from negative to positive during these times.
Waiting > Free Time
Goal:
Success Metric:
Goal:
Success Metric:
When users access their artifacts, mood scale raise and be reminded of the performance.
Deliver unique artifacts to audiences to create lasting memories.
Lasting Memories
Final Solution
Creating a merchandise trading experience that is interactive,
can be done during the free time and give the audience something unique to bring home for a lasting memory.
Ideation Board
Storyboard
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Create Lasting Memories
Increase Interaction
Waiting
> Free Time
Self Check-Out System Prototype
to reduce merch purchase time.
App Wireframe
an integrated app for purchasing and community building.
Final Design
Trade & Connect
We are Selling
Tradable Merchandise Patches
Create lasting memories by showing off your past event experiences and decorating your future event fits.
We sell through
Self Check-Out
Eliminate waiting time in lines by purchasing through Self-checkout Patch Booths that's conveniently scattered throughout the venue.
During free time
Trade Paches and Spark Conversations
Waiting for bathrooms or for events to start? These are now good opportunities to find others with patches you want to trade and share your patches' stories.
The User's Journey with Trade and Connect
Before going to the venue...
Through the app, purchase ticket and connect with other attendees to explore DIY items to trade.
Prepare my DIY items.
At the venue...
Free time before concert start, find those I have previously connected with to trade DIY items.
Enjoy the concert.
Free time at intermission, find a self-check out patch store.
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Use the app to purchase the exclusive limited edition patch.
Grab my patch through the self-check out booth.
Trade new patches with others, or wear them in future concerts to show off my achievement.
Back home...
Add patches to my collection to remember the amazing concert experience.
Scan the QR code on my patches to see patches memories of past owners.
Impact of Trade and Connect
Before vs After user journey and mood graph
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0
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Home
Before Starting
Concert
Intermission
Concert
Back Home
Purchase tickets via website
Wait
Enjoy concert
Wait in merch line
Wait in bathroom line
Enjoy concert
Rest
Before Trade and Connect
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0
-
Home
Before Starting
Concert
Intermission
Concert
Back Home
Purchase ticket via app
Connect with others via the app
Trade DIY items with others
Enjoy concert
Buy patch via self check out
trade with others during bathroom line
Enjoy concert
Add new patches to collection
Search next concert to show off patches outfit and collect more.
After Trade and Connect
By creating immersive interactivity, addressing wait time pain point, and offering exclusive collectible merch,