Exclusive fan engagement platform that enhances the connection between artists and their fans
Role: UIUX Designer
Timeline: 5-week Collaborative Project with Designers and Clients
Constraints: Limited time, Lack of user research
Impact: By offering advance merchandise ordering and concert pickup, effectively eliminated lengthy wait times, significantly improving user experience and boosting membership uptake
Holdr
Project Summary
Background
Holdr is a fan-community and artist marketplace platform that allows listeners to support artists they believe in and participate in their careers. Fans who support their favorite artists will unlock access to exclusive VIP perks. Our platform also keeps fans updated with the latest news, posts, releases, and more related to their favorite artists' careers.
Objective
Increasing the number of fans buying memberships, therefore expanding the user base and boosting revenue.
The problem
The company offers a membership plan designed to enhance the connection between fans and their favorite musicians by providing exclusive perks and benefits. Despite significant efforts in promoting the membership, the conversion rate remains low, indicating that the current offering does not meet user expectations or desires.
Competitive Analysis
Stubhub was selected as a competitor because ticketing is a key feature of Holdr. StubHub occupies a key position not only in the mobile ticketing space but also in the ticket reselling market. Uniquely, which aligns with the premium experience Holdr aims to offer its users.
OpenSea is a blockchain-based marketplace that allows users to buy, sell, and discover digital assets like gaming items, crypto collectibles, and digital art.
Patreon offers a remarkable platform for presenting different investment options accessible to users.
Stubhub
Opeansea
Patreon
Survey
To validate the assumption that fans value the perks associated with purchasing
a membership.
Finding:
50.5% of participants would like to purchase a membership of 97 Survey Responses.
Nearly 58% of participants showed interest in purchasing merchandise, aligning with Holdr's strategy to offer exclusive artist merchandise.
User Interview
To deeply understand users' motivations for buying merchandise and their behaviors and needs. I conducted qualitative interviews with 5 individuals.
These interviews allowed me to directly observe and collect information from the context of the problem, providing valuable qualitative data and insights.
Affinity Map
To synthesize and organize data gathered from the interviews of user’s buying merch behaviors and needs.
Finding:
Users prefer purchasing wearable merchandise that they can use daily and also serve as a memento.
They often buy merchandise at concerts but dislike waiting in long lines.
There is an interest in buying merchandise online, but there's a concern about the authenticity of the products.
Persona
Using the information gathered from interviews, we created representations to encapsulate major user types. Based on their primary needs and pain points, we developed the persona
of Derek
Designing Solutions
Due to our 5-week constraints, we have decided to design three main flows based on all the research findings for the Holdr mobile prototype app as the solution.
Buying membership through auctioning (based on the business decision).
Being able to easily buy exclusive tickets (good seats).
Purchasing official merchandise online and having the option to pick it up at concerts without waiting in lines.
User Flow
Sketch
Wireframe
Final Design
Clickable Prototype
What I learned
Efficient Collaboration with the Design Team
In my first real project collaborating with clients and UI/UX designers, one of the most valuable lessons I learned was the significance of effective communication. Regularly touching base with the team and the clients helped us stay on the same page
Extracting Value from Research and Testing
The iterative research, testing, and design process became an invaluable asset. Engaging in back-and-forth conversations with target users allowed me to extract substantial insights from their experiences and navigation intentions. Every research interview and usability test provided meaningful data that directly impacted app improvements. This iterative approach empowered me to make informed decisions and enhance the overall app experience.
Next Steps
Define "Buying Membership Rate" Metric
Clearly define the "Buying membership rate" metric, which represents the percentage of users who purchased a membership compared to the total number of visitors or users. This will serve as a key performance indicator (KPI) to measure the success of the project in terms of conversions.