Live Nation From Home
Simplifying ticket finding & reinventing online concerts
Background:
Live Nation is an entertainment company known for hosting and selling tickets to exciting musical and cultural events. The brand has lost over $185 million due to the impact of COVID-19, but is hopeful, as most music fans say they are interested in going to concerts in the future.
The Goal:
Our goal for this project was to re-energize the Live Nation From Home brand by making it more enjoyable to find and attend concerts of interest from home.
The Timeline
Two Weeks
My Role
Head UX Designer &
Content Strategist
The Team
Cindy Qui, Project Manager
Donald Johns, Information Architect
Sebastian Bohorquez, Head UX Researcher
The Process Path
Research Insights
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A Contextual Analysis found that users were confused by the website's unorganized format. With so many bands they didn't know performing, users were left feeling like they weren't cool enough to know the bands showing on Live Nation From Home
A Competitive and Comparative Analysis showed that no similar ticket selling outlets meet users' need for an all-encompassing website with both ticket sales and an online platform to watch quality content.
Going to concerts was generally a social activity, and being a part of the community of fans with close friends was important to concert goers, but something that doesn’t exist online currently.
Meet Justin,
The goofy & passionate festival fanatic
As a serious working professional, Justin needs an emotional escape to be himself and turns to music. Since he was a kid, he's been passionate about songs. Growing up, he would ask for tickets to music festivals, concerts, and other events as gifts and he would always be looking forward to the next event he got to go to. Since COVID-19 has changed the music event atmosphere, Justin is left feeling a little lost without his escape.
Justin represents the typical in-person festival goer, which, according to research done by Eventbrite, is a 32-year-old man. This data, along with our key insights from our user interviews, created Justin, a persona, but also a familiar face.
Goals
• Justin wants to engage with friends about music in an online community that doesn't feel forced
• To enjoy online events as much as he enjoyed in-person events
Needs
• To recreate the atmosphere that he likes from in person events
• Justin enjoyed the rituals of getting ready for events he cared about and wants to find ways to experience that
Roadblocks
• COVID-19 has limited his quality time with friends
• Justin isn't sure where to go to find new events he might like
The Problem
Justin needs a way to easily find, get excited about, and enjoy the experiences of virtual concerts because his current virtual events do not live up to the excitement and communal atmosphere of past concerts.
The Solution
Updating the Live Nation From Home's website to simply promote concerts and create shared experiences with others will all the site to reinvent the online concert to rival the atmospheres of in-person events.
The Design
Site Map
When testing out the original Live Nation From Home website, users were frustrated by the lack of sorting options that lead to an overwhelming selection of shows and how every show they clicked on transported them to an outside website or downloaded an event reminder. To address that, our team more fully built out the concert search function and created a unique place to watch shows in the Profile section.
The Homepage
It was important for us to make sure that the homepage is simple and caters to users. We improved on the original site by adding visual interest at the top of the screen and organizing the concerts below by relevance to users. During our iterations, we made changes to highlight Justin's profile.
Sketch
Digital Draft
The Concert Page
The concert page was exciting to design as there was no infrastructure to base our design off of so we had the freedom to invent a page that specifically addressed user needs. We did this by creating a show homepage with specialized messages from the artist, views of other concert-goers, concerts filmed from multiple angles to be more engaging, and more. Through the process, we tweaked our screens based on user's needs to have a dark mode, to turn the chat function on and off, to watch with just friends, to have links to social media, and more.
Sketches
Digital Draft
Live Nation From Home in Action
Can't stop, addicted to the shindig
Chop Top, he says I'm gonna win big
Justin's journey on the Live Nation From Home platform is an important one, if the video doesn't load immediately, take a minute to listen to some Red Hot Chilli Peppers and come back.
Can't stop the spirits when they need you
This life is more than just a read through
Justin's Story
Thanks to Live Nation From Home, Justin is able to change his narrative from being one where he can only watch concerts unhappily from his bed. Now, he has a vastly improved online experience where he can connect with friends, recreate an in-person environment in his home, and enjoy high-quality video content.
Reflection
Lessons Learned
This project taught me about the importance of narrowing in data. We got some really great insights during our research phase and were quick to investigate possible solutions. With all of the manpower, we had delivered on all of our deliverables in a way that I am proud of, but I know that if we had been more particular about choosing narrowing down our problem, to address the ticket finding process or the concert streaming experience, we might have been able to be more detailed with our proposed solutions.
Next Steps
- Build out the concert page to let views switch between cameras to have a customizable view of the show
- Make the social features more prominent and exciting, rather than just promoting them in the checkout process
- Integrate and differentiate between in-person shows onto the site for post-COVID-19 efficiency.