Understanding the User
User Research Summary
I conducted interviews and created empathy maps to understand the users I'm designing for and their needs. Through research, a primary user group identified was working adults who lack sufficient time. Participants ranged between 18 and 40 years old and made a single purchase from the app. The group comprised five males or females, one nonbinary individual, three residents of Amsterdam, two tourists, one resident of the Netherlands, four internationals, and two Dutch people.
During unmoderated usability testing, users were asked to perform tasks in a low-fidelity prototype. They encountered difficulties in finding events they wished to purchase, particularly in locating events on the schedule. Most users struggled to discover desirable events to book. Additionally, some participants expressed that logging in or registering was unnecessary and time-consuming.
Problem Statement
Persona: Elisa Kari
Elisa, an international student with a busy schedule, faces difficulty purchasing nightclub tickets due to the app being in Dutch and lacking a functional process.
User Research Pain Points
Time: Young people are often too busy to spend time searching for tickets. Some opt to hang out with friends at the last minute and then don't have time to search, while others, especially tourists, have limited time to plan.
Accessibility: Platforms for purchasing apps for nightclubs often lack language options.
Function: Finding interesting events and sharing tickets are often difficult for them.
User Journey Map
Goal: Effortlessly purchase nightclub tickets with minimal energy expenditure.
Starting the Design
Paper Wireframes
I ensured that the components included in the digital wireframes were well-suited to address customer pain points by creating multiple iterations of each app screen on paper. Recognizing the importance of saving consumers' time, I prioritized refining the ordering procedure on the home screen.
Digital Wireframes
I carefully developed screen ideas throughout the initial design phase based on feedback and findings from user research.
Providing easy access for searching to find tickets was a crucial user need addressed in the designs. This feature significantly enhances the buying process, making it faster and more convenient.
Low-fidelity Prototype
Employing the finalized digital wireframes, I crafted a low-fidelity prototype with a focus on the primary user journey of discovering and procuring tickets. Subsequently, this prototype underwent rigorous testing in a usability study.
Usability Studies
I conducted two rounds of usability testing. The insights from the initial study informed adjustments to the wireframes and mockup. Subsequently, the second round of research identified areas for enhancement in the mockup, prompting the development of a high-fidelity prototype.
Round 1 Findings
1-Most participants want to find an event quickly in agenda.
2-The search event needs to be modified.
3- Improve in login is a need.
Round 2 Findings
1-The checkout process requires simplification.
Refining the Design
Mockups
The search function should allow users to search for events based on both date and theme.
The high amount of participants expressed a preference for finding events based on themes or their personal preferences.
The majority of participants prefer to use the app without logging in, opting to continue as guests.
High-fidelity Prototype
The final high-fidelity prototype featured cleaner user flows for language selection and checkout, meeting user needs for finding events and offering increased customization options.
Accessibility
1-Incorporated the language option with a variety of languages to ensure the app's usability is accessible and intuitive for all users.
2-Implemented icons to facilitate navigation and enhance user experience.
3-Enabled access for users with visual impairments by adding alt text to images, ensuring compatibility with screen readers.
Going Forward
Takeaways
Impact: The app makes users feel like the nightclub app really thinks about how to meet their needs and acts friendly.
One quote from peer feedback:
"I would definitely use this app as a quick and even simple ticketing app, which is able to share tickets with friends immediately."
What I Learned: I have realized while creating the app that the initial ideas weren't most effective. If I want to be successful, I have to be more creative, consider ways to solve problems, come up with fresh ideas, and add unique features that set the app apart from other apps. Each iteration of the app's design was influenced by usability tests and feedback from peers.
Next Steps
1-Periodically, conduct additional user research to identify any new needs.
2-Add interactive maps that guide users to the nightclub. It will be helpful, especially for non-residents in Amsterdam.
3-Add Tikkie and PayPal link options to the app to enable users to create online payment requests and send them digitally, for example, via WhatsApp or email.
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