Oakland Symphony Staying Relevant
Oakland Symphony Staying Current
Attracting a younger audience to the symphony
Project at a glance
Oakland Symphony, a well respected and renowned symphony in Oakland, understands that their audience is aging. In order to maintain their audience size, they are looking for a way to attract millennials to attend their events.
Myself (Mattias Rosenberg) + Anna Wu
Tools & methods
Google Sheets, Google Surveys, Google Docs, Pens & Paper, Sketch, Our noggins
“Millennials aren’t interested in going to the symphony”
We found that the problem facing Oakland symphony was that a younger generation was not attending the events that they were hosting. The impact of this has been, and ever aging demographic of people attending the symphony.
Giving young people an experience they can share
We wanted to create a mobile website design that frames the Oakland Symphony as an experience to be shared. Our design encourages people to attend with friends and family and showcases the experience of the symphony in context, allowing younger attendees to easily find events that work for their social events, and promotes a shareable community to allow better connections.
We conducted initial research in the form of a survey, conducted a multitude of user interviews, synthesized that data in the form of a research hypothesis and created primary and secondary archetypes, compared our clients site with a multitude of competitors and related products and made sketches of what we our research would manifest as and created a journey map as well as a user flow,
My partner and I created and conducted a survey amongst a sample size of 27 people, who were all between the ages of 20-40 years old, screening out the users who were not in the Oakland symphony’s target audience. Full Survey: https://goo.gl/forms/FnNtqhBhYjZluLvK2
In our user interviews we really focused on digging deeper on what we have seen as important to our target audience, friends and family, price, Event venue considerations, event content related. We found that an event being a social experience was the most important thing to our users and although price was also important, it could become flexible if a users friends/ family were going to attend. As far as event venue considerations, we found several things to be important such as ambiance, accessibility and other logistics such as parking and friendliness/availability of staff. Our users always cared about content, either in that they were enthusiastic about the artist they were seeing or excited by a theme they can relate to or get excited about. Full link to user interview data here: https://docs.google.com/spreadsheets/d/15SDiTz7VBkC9ccq4y19u3JuDH8BbVeCm6-UzmKBvh1E/edit?usp=sharing
Affinity mapped the qualitative results of our survey and interviews:
Full link to that data mapped out here Mainly thanks to Anna who is an Excel wizard: https://docs.google.com/spreadsheets/d/15SDiTz7VBkC9ccq4y19u3JuDH8BbVeCm6-UzmKBvh1E/edit#gid=1405243303
Who are we designing for?
“I want to spend time with friends and family”
The Socialite is a persona based upon quantitative data that ~57% of users discover events through social media and 52% of users most commonly hear classical music in Movies/TV shows and qualitative data from synthesized affinity map/ interview indicating users want to spend time with friends and family, don't want to spend too much money, and content (things I’m interested in, themes, holiday, etc.).
What we keep in mind while designing
Targeting the intersect between business and user needs:
Thinking about how a millennials would utilize Oakland Symphony’s product
How could these needs translate to a solution
Comparative analysis and wireframes:
Knowing what kind of experience you can look forward to
SFMOMA’s contextual photography clearly shows what kind experience you will have at their event.
Framing an event as an experience to be shared
Eventbrite’s custom experience-based filters and clear event photos/descriptions along with the options to quickly share or like any event help to display every event on their page as an experience to be shared.
Keeping the integral information and call to action in view
Looking at Airbnb’s sticky bar at the bottom of the listing page so the CTA and crucial information is always available
During this sprint we only focused on a small portion of Oakland Symphony’s mobile site in order to address a specific problem, getting more millennials to attend the Symphony. Given more time we would definitely conduct more testing! Primarily on:
Bookmarking and sharing multiple event pages
Seat selection pages
Event descriptions on home page
Additional details on sharing
What platforms are expected? (Text, Email, Facebook, etc.)
What should the copy look like
Does this affect how other archetypes consume the website? What other considerations would we need to address?