Personal UX Strategy Project
Sketch, Adobe Illustrator, Facebook Analytics, UnBounce
Planit is an exploration of UX Strategy in its entirety. This project includes user research, business strategy, user testing, UX/UI design, A/B testing and targeted marketing and was created over the Spring semester of 2018.
Planit helps music festival planners plan festivals that their attendees love by leveraging data synthesis and analytics to reach their goals.
After spending several months interning for a music festival production company in downtown LA, I came to notice a common problem among their disparate teams: synthesis of data and automation of analytics for various different databases. and was curious to find out if other company teams in California that were planning large scale festivals were having the same problem.
My target audience consists of 30-40 year olds who work at music festival production companies. They love planning and organizing and want to make sure their attendees have the most enjoyable time.
After interviewing 10 music festival planners, I came to find that all planners find it easiest to establish a creative direction but hardest to execute their plan. They look at trends from past events to make quantitative decisions and look to social reviews or survey results to evaluate the satisfaction of customers, however, all of these processes are done individually and separately. My hypothesis that they wish there were an easier way to evaluate and ensure customer satisfaction is validated.
Once I knew my target audience, my next step was to get a feel for the competitive landscape in this industry of software as a service tools for event planners.
I came to find that Facebook, Hootsuite and Aloompa were top competitors. However, I was able to find some missing links in each.
Facebook provides event planners with analytics on their specific ad campaigns, but they don’t incorporate data from other platforms. Hootsuite provides event planners with the opportunity to manage all of their social media in one place, but their UX has a steep learning curve and they offer a surplus of features that get lost in the convoluted platform. Aloompa works directly with music festivals to enhance their event by incorporating technology such as apps and iBeacons. The festival company can then get access to all of the data collected by the added technology Aloompa provides, but doesn’t encompass the data they already have collected.
After exploring my competitors’ products, I have come to notice that although they all approach data synthesis in different ways. None of them consider pooling not only their personal company data that has been archived from past events, but also event data from competing festivals in the space. The products will track the data from one event and then move on to the next but will not put this data side to side to make extrapolations based on past events. Additionally each competitor offers something new, but there is no platform that encompasses it all (sales before the event, location and demographic of attendees at the event, and social media tracking throughout the whole process).
Once my persona was validated and I gained more knowledge of the other products out there, I needed to get back out of my seat and validate my initial prototype. I was able to find 5 people who allowed me to visit their offices for the interviews.
Something I was really on the fence about was whether or not the data market feature was realistic to implement and how it would be perceived. One interviewee named Y2, who is head of the marketing and sales team for large music festivals like Dirtybird Campout and Lightning in a Bottle helped me in coming to the conclusion that I should take it out as it wouldn’t benefit my VP in any way.
From all of these insights, I went back to my prototype and made many changes.
Next, I created Facebook ads to see how many clicks I could get. I ran 2 adds and varied just the image to see what would be more effective- a video of a cool concert event or a stressed out event planner.
I targeted the ad at Los Angeles and did highly detailed targeting at people in music, event planning, live events SAAs, etc.
I also created a landing page to show off the benefits of my product and see how users would respond.
From my Facebook results, I noticed that the majority of my results were coming from the 25-34 age range, which aligned well with my target audience.
Additionally the cost per result for ad A was exceptionally higher than that for Ad B as I received 14 clicks on B and 1 on A.
On unbounce, I got 20 visitors, but only 1 person clicked the button.
From this ad campaign, I learned that the photo outlining the problem was much more effective than the video of the solution. I still had a very low conversion rate on my landing page. After seeing that Ad B was much more successful, I think if I continue to display the problem, my product will become much easier to understand.