FEATURED AT SXSW MUSICTECH'17, SAN FRANCISCO CHRONICLE, TECHDAY LA'17 & XLIVE CONFERENCE'16
Introduction
OneAvenue was founded because fans across the world to want immediate and complete access to their favorite musician, model, actor or YouTube Star’s content and story in one place.
Problem
Fans have to click-through 8-10 apps to just to keep up with their favorite celebs. There isn’t any fan-engagement platform which causes fans to miss out.
Solution
Hypothesis was to combine all of celebs’ social post, music, videos, tickets and live-streaming in one place. When a fan follows a celeb, they get everything in one place.
Goal
Become one stop shop for fans, making it simpler for celebs and their fans to have a direct-to-fan relationship.
Research Summary
We conducted multiple research methods from online survey (targeting tweens to young adults), conducting in-person interviews, competitor research, and going on-site like to VidCon to understanding the market size and the audience.
We took the lean startup approach, which was to first validate if the main is reason among fans and how much does it really matters to them. If it does, our strategy was to then understand what are they using today to solve that problem which then validated our problem (discovered by us) that they’re using multiple apps and keep missing out on their favorite celebs.
It helped us a ton because it also assisted us understanding the kind of personas we are going after, type of spending power they have, time they would spent on the app like this, and what kind of user experience are they used too.
User Personas
Tastemakers
Tastemakers. Males. 25 to 34. Affluent.
These are music influencers who want to spread the word on the newest talent and brands to know. They’re willing to pay more for quality tech and music experiences, and are always on the hunt for new music content via radio apps, music sites and blogs, and discovery/identification apps.
Behavior:
- LOOK TO THEM AS MUSIC TASTEMAKERS TO SPREAD THE WORD
- ACTIVE IN THE MUSIC SCENE, ONLINE AND OFFLINE
- DEMAND AND SEEK OUT QUALITY SOUND AND PRODUCTION
SuperFans
Music defines them. Females. 18 to 24. Students. Suburban.
Their strong passion makes them cultural influencers. They’re motivated to share the music, movies, shows, restaurants, decorating, fashion, and beauty that they love, using social media and word-of-mouth.
Behavior:
- CULTURAL INFLUENCERS
- THEIR FRIENDS WILL RALLY AROUND THEIR PASSION POINTS
Soloists
Lost in the music. 18 to 24. Single. Independent
Soloists will spend on concerts for the full music experience, and merchandise to bring home a piece of the event and musicians. Because they want to know more about artists as people, they seek out non-mainstream channels for alternative access and behind-the-scenes information.Behavior:
- LOOKING FOR RECOMMENDATIONS ON WHAT TO LISTEN TO AND WATCH NEXT
- ENTERTAINMENT LOVERS, TUNED INTO POP CULTURE, TV, MOVIES, AND MUSIC
Information Architecture & User Flow
Its important to proceed further to layout high-level user flows to visualize primary actions and interactions of the product. This was constantly iterated throughout the process to better define the product flow. Below is version beta (codename: kid).
Wireframes
After understanding the user goals and behavior, we wanted to make sure the experience of our app was aligned and easy to use from the get go:
- Easy to find their favorite celebs
- Making easy to engage their post
- Learn more about concerts near buy
- Access to celebs profile with 360º view (all of social, music, video, tickets in one place)
High-Fidelity Wireframes
It's always best to design high-fidelity wireframes(HFW) in mind with the goal to get high quality feedback from user-testing. This enables to effectively communicate with users during the testing process. Deeper level of details and functionality defines and sharing the vision of the app.Below I've shared the same sketches as shared above but with greater detail and chose grayscale theme since color theme and typography can be determined later once the app's functionality and experience is well-
defined.
Visual Language
It is uber important to have visual language that speaks to your audience. Visual language is commonly grouped into color, space, shape and movement.
During our research we also understood user’s discovered moods of the app which assisted us to define the visual language.
Interview Questions:
- Why would you use this app?
- What would you like to feed? (What kind of mood)
- How could you communicate this mood through visual language? (colour, space, shape and movement.)
Visual Design
After I decided on the visual style, I applied it to the mid-fidelity wireframes and did a few design iterations. Then, I created the interactive InVision Prototype with following high-fidelity user interfaces.
Development Support
To ensure the development team had the necessary assets to build the Marketplace, we walked through the design and supplied red-lined reference screens and visual design elements as needed. Below is of the pink-lined reference screens.
