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SCAD FILM FEST
"Tune in and enjoy the show"
Pleasure Service Approach
Redesigned Ticket Selling Experience
Knowledge
Creation
Business Management & Growth
Facilitating
Communication
Plans
Service
Strategy
User
Centered
Value
Creation, Exchange,
In-use
PROJECT TYPE
MY ROLE
ZOOM TEAM MEMBERS
DURATION
Wenqi Zhu
Jun Zhao
9.2020-11.2020
UX Research
UX Design
Wireframing
Visual language
UX & Service Design
SCAD Film Festival
Every year, buyers have a difficult time acquiring tickets for the SCAD Film Festival.
As a result, many people feel excluded, confused, and unclear of how to get access to special screenings, as well as how to find film information, making it impossible to purchase tickets, attend events or enjoy the festivities.
PROJECT BACKGROUND
This project focused on the redesign of the ticket purchasing experience at the SCAD Film Festival. Through several rounds of surveys, interviews, and workshops with stakeholders, we narrowed down the problem space into looking for film information and film schedule.
Thus we redesigned the website on the computer and phone web of the SCAD Film Festival, and evaluate the customer journey before and after the design.
What is the problem？
It takes time and effort to make a decision.
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Can not quickly get what is a specific film about
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Lack of knowledge about film/actors, don't know which film to pick
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Need to go through all the list and click each one to view detail
Customers value their time a lot.
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Without a clear schedule, they can not make a plan with friends or by themselves
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Be able to avoid time conflict with class/work
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Customers may forget the time to purchase the ticket
Opportunity Statement
How might we help customers to look for film schedule and information in an easier way at SCAD Film Festival?
Our Final Solution
A way to help customers get clear information of film schedule and event easily, quickly and efficiently.
DESIGN PROCESS
Explore 9 broad topics and narrow down to 1
TOPIC EXPLORATION
TOPIC EXPLORATION
3 rounds of survey, 84 responses
Interview with 9 students and 5 design experts (1 intern)
PRIMARY RESEARCH
PRIMARY RESEARCH
Focus group interview with 7 participants
IDEATION
IDEATION
Card sorting with 6 participants
CONCEPT
DEVELOPMENT
CONCEPT
DEVELOPMENT
User testing with 4 participants
PROTOTYPE
PROTOTYPE
TOPIC EXPLORATION
In order to make a fair and effective decision within the team, we decided to design this metrics including factors like:
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does it consider covid-19
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does it have long term impact
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do we have access to target group to research
Then we narrow down to performing arts and explore the possible directions under this category. Ticket purchasing is the most outstanding one, since it
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considers digital and physical experience
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we have perfect target - SCAD Film Festival which runs yearly and is the largest university level film festival in the U.S
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PRIMARY RESEARCH
Our research goal is to discover students' experience with purchasing tickets, attending events, expectations of the events. We mainly used surveys, interviews for this primary research. Survey 1&2 and interview help us to discover the different answers from respondents, we used survey 3 to validate these answers and find the pattern.
3 rounds of survey (84 responses)Interview with 9 stduents and 5 design experts (1 intern at SCAD Film Festival )
RESEARCH ANALYSIS
From research, we identified three types of persona that are socializer, researcher and intern. We noticed for regular students, they are more like socializers who consider SCAD Film Festival as a social gathering with friends, and mainly participate less than 3 events. While for students major in film, performing arts, animation, viusal effect, etc., they are more researcher type and participate in as many events as they can.
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ECOSYSTEM MAP
This map identifies the relationship among different stakeholders and helps us to see the information, material being exchanged during the interaction in a large picture. Reviewing these relationship helps to identify the possible problems within the system, like politics, laws, culture (Georgia Abortion Law, LGBTQ, Southern) would affect the Festival quality. Considering all the resources we have in hand and the resistance towards change, we would more focus on SCAD Students and their experience.
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2 x 2 METRICS IMPACT-FREQUENCY
We collected many feedbacks of the problems with current SCAD Film Festival Experience, using this tool helps to identify the most frequent and high impact problem - Ticket Management and Information.
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CUSTOMER JOURNEY
Based on the problem we identified through the Customer Journey Map of Buying a Ticket, we mainly focus on how customers get a ticket, what information they need while they purchasing a ticket, what steps they go through this process and who will be involved in each step.
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IDEATION
We did a focus group based on the journey of buying a ticket, with the goal to:
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validate the previous assumptions on journey map
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discover customers' emotions, pain points, ideal scenario of each touchpoint in the experience of buying a ticket
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Find the design space (most important)
FOCUS GROUP INTERVIEW ACTIVITY
Through the process, we conducted a series of Focus Group Interviews with a total of 7 participants through remote zoom conference call
and remote (miro) board.
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Updated Customer Journey Map
We added the emotion curve, gain points and pain points. Also highlighted the focus area that we found.
Key findings:
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They feel troublesome when they need to go through all films, click each one to view details and check
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It really takes time to decide film they want to watch
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Not many engaging and interactive group activities available
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Most students are excited for SCAD Film Festival
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Get excited to plan with friends
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REFRAME THE PROBLEM
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Blue Ocean Strategy
The main focus is to help reduce information overload when customers buying a ticket, by providing easy-to-understand visual languages and streamlined experience. Our goal is to finally create a more engaging, enjoyable experience for customers at SCAD Film Festival.
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Site Map
Current site map shows that there are many information under the categories of festival info, about SCAD. We are thinking of combining them, and for about SCAD, there's information irrelevant with SCAD Film Festival like School of Entertainment Arts, we would think about remove these. Red dots represent the features we would like to add.
We have the initial draft future site map mainly from the card sorting results, based on that, I made changes and reorganized the structure so to make it more clear and concise.
Concept Development
We use the current main topics from SCAD Film Festival website, asked respondents to
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Rank the elements in navigation based on priority
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Group the 16 topics and name the group
Prototype
I want to brainstorm different ways to present the concept so I asked each team member came up with individual low-fi wireframes. We compared and selected the design in each wireframe that we think is solving pain points in a good way and can be used. Then I consolidated all these wireframes into a more coherent and consistent one.
Low Fi Wireframe
Brainstorm
Consolidated
Low fi wirefram
Mid Fi Wireframe
Film Schedule
1st Version
2nd Version
3rd Version
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Feature Consideration:
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Film schedule is shown on the left side in a linear timeline
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The main screen displays recommendation list, all types of events, etc.
Feature Consideration:
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The main screen displays all types of events chronologically
And the right side, shows the recommendation list
Feature Consideration:
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The main screen displays all types of events chronologically, visualizing the display in a timeline style.
And the left side, shows the recommendation list
Feedback from respondents:
"I like the 1st Version, since I can view what films you have first, then check the timeline, and I like the recommendation list"
"I like 3"The 3rd Version may not have so many films to show on screen, which means I need to scroll a lot"
"I think they are similar to me, but I prefer 1st & 2nd Version"
1st Version Selection
1st Version Refined
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Reason
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provides a clear timeline for the film schedule
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make the most use of the screen real estate
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provides personalized information for customers and reduces their time on finding the liked films/events
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consistent with the layout of other screens
Color
IAs a team we developed the style guide for the redesigned website, so most of the colors were from the original site. I also want to keep the dark mode of the website, and adding more dark grey, grey to show the hierarchy.
Our New Design
Old Home Web Screen
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Ticket & Pass comparison
When going through the onboarding experience of purchasing a ticket to a film, the How to Guide assists film viewers in sticking to a plan before sold out events/showings or when time is limited.
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A Mobile UI was created as an add-on for those looking into small device frames as a switch from Desktop frames
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