The Oakland Symphony is concerned about losing relevance with the millennial generation. Majority of their audience are of the older generation. We were tasked with creating a digital solution from scratch to help attract a younger audience to the symphony and create a communal experience for the Oakland community.
Client: Oakland Symphony
Duration: 8 Days
Tools: Surveys, user interviews, affinity mapping, design principles, personas, user flows, usability testing; Sketch 3 & Invision
Deliverables: Research insights, personas, wireframes, prototypes
My Role: UX | UI Designer; User Surveys & Interviews, Sketching, Wireframes, Prototyping
Create a mobile application that educates the millennial generation to classical music and increases enough curiosity to attend the symphony.
The Oakland Symphony is concerned about losing relevance with the millennial generation. Majority of their audience are older generation. The symphony wants to bring the Oakland community together by attracting the millennial crowd.
We proposed a mobile application that aimed to:
Find a unique way to expose and educate millennials on classical music
Make the app interactive and fun
Incorporate a relatable music aspect that’s current to what millennials are listening to now
Get more visitors excited about learning and exploring classical music by understanding the value of the rich history and culture of classical music.
After sparking conversations with friends and family, we found great insights but we needed a bigger audience in order to get a better idea of WHY millennials choose not to attend symphonies or listen to classical music. I helped create a survey for millennials (ages 18-35) that asked about their music habits, and most importantly, their main reason they did/did not listen to classical music.
MAJOR FINDINGS AND IDEATION
Most of the findings were consistent with our previous conversations but one question we paid close attention to was:
We discovered 3 common problems about classical music and identified opportunities for them:
1. IT’S BORING.
Most millennials find classical music boring
If millennials listen to classical music, it's to fall asleep, relax, or study
Opportunity: Make the app interactive and fun
2. IT COST MONEY.
Millennials spend up to $20–$150 on concert events
Yet, Cost is a factor
Opportunity: Market FREE events to the community
Not the social norms for millennials
They find it too stuffy — Can only clap or cheer during a particular time during the performance
Opportunity: Hold wine and music events at local bars
Once we understood our problem and gathered a solution, we began to focus on how which features to include in our app. Since we could not find an app that fell in the same category, we began to analyze different apps we wanted to feature in our product.
We focused on brainstorming key features we wanted to include into our mobile app design in order to curate it to attract the current millennial population. We focused on looking at some of the apps that are competitive in the market today.
Based on our research, we came up with 3 different User Groups-- Non--symphony attendee, infrequent symphony attendee, and frequent attendee. Our team focused on the Infrequent symphony attendee, as they have had some exposure with a symphony and fall within the millennial age range. The primary goal for this persona is to build enough curiosity and exposure that they attend symphony events.
DIVING INTO DESIGN
Based off our research, my team set out to discover what features to build in our app to expose and educate millennials.
- I explored how different apps utilize gamification and interaction into their product
- Researched several apps that had a similar flow to the one we wanted to create
- Created clear goals based on the MVP (Minimum Viable Product) to accomplish our deliverable
We chose these features because it's what millennials now are familiar with. We did a few design studios and came across the idea of designing an algorithm with several content cards that contained either a musical, movie, or fun fact about classical music. Along with that, our user could still listen to music, add songs and video clips to a playlist. In regards to events, we added Tinder's"It's a Match" concept as a fun way to share events.
In our group project, our deliverable was our research and low-fidelity wireframes. However, I took it upon myself to redesign the wireframes. I focused on the heuristic analysis and incorporated a cool and calm color scheme. I also turned my wireframes into a higher fidelity mock-up with user interface designs.
CONCLUSIONS & TAKEAWAYS
- Non-app features (marketing suggestions)
- performances in new locations
- live soundtrack performances from movies
- classical meets other genres
- networking night: bar, food, speakers
- Add social media and other sharing options
- Ability to add songs to Spotify playlist
HOW I MEASURE SUCCESS
- Does the user understand the concept and flow? Are they entertained? Would they attend an event if it were free?
- Millennials have more interest and connection with classical music
- Oakland Symphony has an increased millennial attendance