Innovatemap x Purdue
For this project we were given the task of digitalizing the concert experience, we were given the freedom to explore what type of concerts we wanted to digitalize, since we wanted to keep it local and have access to more resources or team decided, after initial research, to focus on the Purdue Underground scene and how we could seamlessly integrate a digital solution for the pain points we later discovered throughout the project duration.
Our Process
For this project, we were allowed to decide what our final deliverables were going to be; our group decided to try to reach the point of creating an interactive high-fidelity prototype as well as documentation and a transition document
Initial Research
Goals
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Understand the Demographic of the underground scene
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How the underground scene builds an audience
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Understand what motivates people go to concerts
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Understand what motivates people to build new connections
Process
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Research scholarly and non-scholarly articles to build our understanding
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Organize findings to narrow down what information we want to find out when filtering the underground scene to just Purdue's campus
Insights
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Found out the underground consists of late teenagers to early twenty-year-olds, mostly college students
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The underground scene is mainly found on college campuses
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Most bands in the underground use a shared platform like Instagram or Snapchat to promote their shows
Initial Interviews with Concert Goers
Interviews
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Conducted three interviews with people who had been to an underground show before
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Asked about their experience
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Asked if there was anything about the experience they thought was good or bad
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Asked them to explain the Purdue underground scene to us in their own words
Insights​​
Based on the interviews we initially conducted, we discovered that there were a lot of issues surrounding communication. For example, sometimes the venues of a show would be changed, and that would only be communicated through a post on Instagram, but if the user doesn't check Instagram before they go to the concert, they wouldn't know about that change. ​
Observation
Based on our initial research, interviews, and initial sponsor meetings, our group decided to go to a concert hosted by the Purdue Underground.
Goals
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Validate our initial insights
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Go through the experience ourselves to gain personal insights
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See if there were any other glaring issues that could be fixed by a digital experience
Insights
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Validated our interviews
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We did have issues with communication; the Instagram post we used to find the address was very hard to read, and some members of our team were confused about where to go
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Some of our members didn't realize there was a cover fee involved with going to a concert
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Based on this observation, we decided to focus on making the area of focus for this project on fixing the communication issues within the Purdue underground community.
Pivot Point / Workshop
After our team finished our observations initial research and interviews we created a journey map of the entire concert experience and found that most of the issues of the experience could be found before the user got to the concert which our group decided to make our area of focus
For this project, our team was debating on whether or not to make our design a stand-alone app or have it integrated into Instagram, which is what a lot of the bands and users use to promote shows. So our team decided to do a feature matrix activity to see what features users find desirable which would inform our decision to integrate with Instagram or not. Based on the results we got our team decided to make a handoff app that would be linked to Instagram.
Final Design
As mentioned earlier our final design is a high-fidelity prototype of the integration of Instagram and Amplify. Below is a Figma Prototype of Amplify, which you can magnify and explore.