User Research Findings and Key Insights

The initial prototype testing and user interviews provided valuable insights into user expectations, preferences, and pain points. Below is a summary of our findings, categorized by key themes, including User Account Creation and Onboarding, Artist Discovery and Engagement, User Experience and Interface Design, and Event Discovery and Management. These insights will guide further development and refinement of the app to better align with user needs.

Objectives

• To observe user behaviors, preferences, and pain points during interaction with the prototype.
• To collect feedback for iterative improvements that enhance the user experience and interface design.
• To validate that the prototype meets the expectations and requirements of the primary personas.

Research Methodology

1. Remote Moderated Testing
   • Approach: Conduct remote testing sessions with real-time moderation, allowing users to share their screens and perform tasks within the app.
   • Protocol: Users will be encouraged to "think aloud" to articulate their thought process, and follow-up interviews will clarify any observed behaviors.
   • Outcome: Capture in-the-moment reactions and contextual feedback about specific design elements.
2. Task-based Testing
   • Tasks: Design tasks based on persona goals to observe how effectively users can navigate the prototype.
   • Process: Track user actions, identifying successes, errors, or confusion points for each task.
   • Outcome: Detailed insights into user navigation challenges and intuitiveness of the app.
3. Post-Test Surveys
   • Format: Surveys with both Likert-scale questions and open-ended prompts to quantify user satisfaction and gather detailed responses.
   • Outcome: Quantitative data to measure usability and perceived user experience.

Summary of Key Learnings

The user research confirmed several critical aspects needed to make the app both user-friendly and functionally robust:

1. Simple Onboarding and Customizable Profiles: Users favor a quick setup with the ability to customize profiles over time.
2. Enhanced Artist Engagement and Discovery Features: A system that promotes artist visibility, tracks engagement, and fosters community interaction will enhance user retention and satisfaction.
3. Intuitive and Clutter-Free Interface: A clean design with easy navigation and well-placed guidance improves user experience and reduces frustration.
4. Advanced Event Discovery Options: Comprehensive filtering, calendar view, and location-based search options are essential for event discovery.

This research has provided a foundational understanding of user expectations and challenges, guiding the next iteration of the app. By addressing these insights, we can build a product that meets user needs, promotes artist discovery, and creates an enjoyable and efficient experience for all user types.

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1. User Account Creation and Onboarding

Insight: Users expect a quick, streamlined onboarding process with flexible options for profile setup.

• What We Learned: A straightforward and fast onboarding process is essential to create a positive first impression. Users particularly valued the ability to import bios from other platforms (e.g., copying bios from Squarespace) and expressed a desire for uploading content like videos and mixes directly during setup.
• Challenges: Users noted frustration with overly detailed bios as part of initial setup. They wanted the process to be simplified, with complex fields postponed until later stages.
• Key Quotes:
  • "Pretty quick setup. That’s always good."
  • "The bio can be a bit much for initial setup and onboarding."
  • "Add a spot for adding videos and content."
• Actionable Takeaways: Streamline account creation by making essential fields mandatory and allowing additional customization later. Enable options for bio imports and immediate content uploads for artists.

2. Artist Discovery and Engagement

Insight: Users are eager to discover new and local artists, with engagement features like voting, following, and sharing.

• What We Learned: The app’s potential to highlight emerging artists and DJs is highly valued, especially for users who want to explore local talent. Users appreciated engagement opportunities, such as voting for favorite artists and being notified of artist activities.
• Challenges: Users wanted a more gamified experience to boost artist visibility based on app engagement and activity, with a preference for real-time updates on artist events, merchandise, and upcoming performances.
• Key Quotes:
  • "Discover new artists and DJs and businesses. Especially if you are on the come up."
  • "Notify followers they are going to an event and see attendee list."
  • "Vote for your top artist. They'll be interacting based on events and uploads."
• Actionable Takeaways: Implement a ranking or gamified system to reward active users and highlight popular artists. Provide regular notifications about artist activities, including events, new releases, and merchandise sales.

3. User Experience and Interface Design

Insight: Users desire a clean, intuitive interface that minimizes visual clutter and provides clear navigation.

• What We Learned: A streamlined, easy-to-navigate interface significantly impacts user satisfaction. Users preferred a clean layout that didn’t feel overwhelming, with easily accessible profile and location details. Instructions during onboarding and task-specific guidance were highly requested.
• Challenges: Users found some layouts too cluttered, particularly the home page. They suggested smaller visual elements to reduce cognitive load and enhance the app's usability.
• Key Quotes:
  • "Not overwhelming. I can see the profile and location."
  • "Add instructions per field to make onboarding clear."
  • "Like the UI and colors. Like the photo avatar space."
• Actionable Takeaways: Simplify the home page layout by prioritizing essential information and reducing clutter. Add contextual instructions within the app to guide users through tasks such as profile setup and event management.

4. Event Discovery and Management

Insight: Users want advanced filtering and search options to easily discover relevant events based on location, date, genre, and price.

• What We Learned: The ability to filter and search for events by various criteria was highly valued, as users are often looking for events happening nearby or on specific dates. Many users expressed the need for a calendar view and map integration to visualize events geographically.
• Challenges: Users were frustrated with limited search options, especially for finding events that align with specific preferences such as genre and ticket price. They also requested a more detailed event management process for organizers, including options for ticket tiers and sales tracking.
• Key Quotes:
  • "Like the filter. Price is a huge plus, and distance is great."
  • "If the date is clickable, I would like to see what else is happening on the date."
  • "Find event. Ability to change location."
• Actionable Takeaways: Enhance the event discovery experience by adding advanced filters (e.g., genre, price, location) and a calendar view. For event organizers, provide detailed management features, such as ticketing options, pricing tiers, and a visual map of event locations.

Additional Key Themes and Findings

1. Enhanced User Profiles and Customization
   • What We Learned: Both users and artists valued customizable profiles, with options to personalize profiles through cover photos, logos, and additional media. Users wanted fields for essential details, like stage names, genres, and links to social media or merchandise.
   • Actionable Takeaways: Introduce customizable profile elements and make fields like social media links, genre, and stage name highly visible.
2. Event Promotion Tools for Artists and Organizers
   • What We Learned: Indie artists and organizers expressed the need for affordable promotion options within the app, such as direct ticket sales or links to external ticketing sites.
   • Actionable Takeaways: Provide built-in promotion tools to allow indie artists and smaller organizers to market their events effectively. Include options for in-app ticket sales and external linking to increase event visibility.
3. Revenue Splitting and Collaboration Options
   • What We Learned: Artists and organizers showed strong interest in collaborative event options, such as revenue splitting for group events.
   • Actionable Takeaways: Develop a revenue-splitting feature to support collaborations, especially beneficial for co-hosted or group events.

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