InTune - mobile app

CASE STUDY

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project summary

InTune was created to give Music lovers a seamless experience of purchasing & distributing tickets for a group of friends. The app has a specific feature that can easily send & receive payments,  set payment plans between friends and distribute  tickets to each individual in 1 platform instantly.  Easing the financial burden of group organizers in a secure & organized manor.  

My responsibilities

• Product Strategies

• User Research/Interviews

• Competitor Analysis

• User Flow 

• Wire Framing 

• Prototyping

• Usability Testing 

Collecting & analyzing information

Present Research Finds

Create Product Strategy

DEFINING 

THE PROBLEM

DISCOVERY

An area of opportunity is in browsing & purchasing music concert tickets.

To start off, my goal was to discover an outcome to make possible through my target audience, active concert goers & music lovers

- like myself.  What were my users thinking & feeling, what’s important to them, & what do they want to achieve in this product.

How might we create an easy way to concert goers to connect with friends for upcoming shows? 

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How might we narrow down the number of platforms for ticket distribution among friends?

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How might we find a way to inform fans about release dates to pre plan purchasing concert tickets?

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How might we find we create a way to discover artists of all levels on one platform?

INTERVIEW

TARGET AUDIENCE

DISCOVERY

I planned and conducted 7 in person interviews within a span of 2 weeks with 3 friends. I used the snowball effect on them to gather 4 strangers. Total of  2 Festival Lovers, 3 musicians, 1 sound engineer, & 1 hip hop fan. After interviewing my target audience I gathered my research and categorized my findings using the affinity mapping method leading me to a new problem statement

USER GOALS: 

• Discover music through a single platform.

• Share concert information seamlessly

• Simplified way to purchase group ticket orders

• Receive instant notifications on local concert shows

MOTIVATIONS: 

• Staying up to date with favorite artists while watching their success grow

• “Live music is a better experience” 

• Concerts are fun with friends

• Make new friends with people who have the same taste in music 

Distilled 3 main findings after careful observation of my interviews that

lead me to a more specific problem statement 

COMPARATIVE 

ANALYSIS

research

Once my new problem statement was defined. I needed to conduct a competitive analysis on other mobile applications for purchasing concert tickets.  I used the feature comparison matrix to compare & contrast layouts, UI patterns, content strategy, branding, why do they exist in the market?, observing what they do well vs. what they can improve on and most importantly,

what problem are they solving 

PERSONA

research

Now that I had synthesized my user research I created a persona, named Melissa specifically designed as a typical user for InTune. 

USER JOURNEY

research

In order to solve Melissa’s financial burden of purchasing everyones tickets then requesting and receiving payments from everyone. I created a brief storyboard showing the potential flow of how she would receive payment on time. In the 5th screen,  it shows a final payment reminder for the user following screens with the remaining balance, completing the request and ticket being sent to her directly once fulfilled. 

After creating a storyboard for Melissa’s problem it helped me distinguish her user flow of where to place the MVP feature (send and receiving split payments) in the app. In the storyboard she is already considered a “existing user” from the start.  Which lead me to place the MVP after purchasing the tickets. (outlined in blue). From there, I then realized it would be a few steps to actually build out the feature.

FEATURE

PRIORIZATON MATRIX

ideation

Using the MoSCow method I was able to choose the most valuable features through Melissa’s user flow. This was one of the most difficult steps for me personally to eliminate - I wanted to include so many “cool” features but slowly realized with the given time line it wouldn’t be possible to complete and I had to question whether it was really solving my user’s problems. 

Post It’s marked with an X did not make it through the final version of InTune (for now). 

INFORMATION

ARCHITECTURE

ideation

In order to discover InTunes content structure I used the open card sorting method to create the site map.

Due to Covid-19 we were all under heavy quarantine at the time. I was only able to do card sorting in person with one individual the other 3 were online using the platform Optimal Sort.

Summary of results viewed through the actual agreement method on a skeptical dendrogram

Using music as my main topic, gave my surveyors a pretty simple task since subjects in this world can be pretty straightforward. Everyone had the same subjects & categories for the most part

Instead, this method was able to assist me with the flow by asking them to place their topics in order from the beginning (searching for a concert) to the end (purchasing the tickets and splitting payment). All users placed the split payment feature (MVP) directly after the purchase.

SITE MAP

ideation

After card sorting I was able to structure the context for InTune. The categories my surveyors provided during my open card sorting made this process very simple for me to create an over all view of the user flow. 

DESIGN

Once the site map was complete it was time to start designing the product. The first step was to paper prototype and sketch out the main key screens Melissa would initially see reflecting her user flow and the site map. 

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I was able to conduct two rounds of paper prototyping to see how my users would generate the flow of the app. from their perspective before I started creating the low fidelity wire frames. The two individuals I tested with were 1 female and 1 male in their mid twenties, both fairly knew how to navigate through mobile applications. Some of the major feedback I received were implementing back and exit out buttons, no shopping cart icone, there was confusion with my search and  home page - perhaps combing them into one. The genre format & most importantly where were the onboarding pages and what would they contain?

LOW-FI WIRE FRAMING

design

After the brief paper prototyping, it was time to implement the feedback I received and sketch them into low-fi  wireframes. Below are a few of the main key screens I sketched before sending them into usability testing. 

Browse

Home

Friends Feed

User Profile

Browse Concert by Genre

Artist Profile

"Group" Page

Add Friends by Adding new group

Individual "Group"

"Add" friends to concert at checkout 

Usability Testing 

Once I completed my wireframes it was time to prototype my screens on Invision and conduct the first round of usability testing. Unfortunately, due to Covid-19 we were under strict lockdown at the time and I was only able to conduct 1 in person testing. The remaining two were done via zoom with a shared link so I could take notes by observation based on their environment and any questions they had during the testing. I required each user to follow a list of tasks to navigate through the app and then review their feedback with me on the zoom - call each round took no longer than 40 minutes and each user was rewarded with a $5 Starbucks gift card for participating. 

usability

testing results 

Usability testing

After the first round of usability testing I created a formal reporting method to synthesize all my research. A few of the tasks are listed below -  This format allowed me to view each participants individual process for specific tasks and take notes based on solutions vs  my observations. After gathering the first round of feedback my next step was to update my high fidelity screens. I had time for another round of testing until my final prototype was due. 

hi fidelity 

testing

Usability testing

After conducting the final round of usability testing, the feedback was applied into high fidelity screens for the final prototype. Below are a few main screens with updated feedback after the final testing I conducted with my 3 users. 

final prototype

Task: 

Purchase tickets to an Alicia Keys concert split the payments and distribute the tickets after purchase with your existing “Best Friend” group.

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Link:

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Final Prototype

Whats next?