Client
A company that provides radio, social content and events surrounding classical music in the Netherlands.​​​​​​​
Project
UX/UI Design
2020
Tools​​​​​​​
Figma - Illustrator - Notion - Miro


Contribution
We worked in a team of 2 in which we equally divided the research, concepting and designing of the final prototype.
This is due to the efficient workflow of Figma.
Crazy 8
To start with fresh inspiration we did a Crazy 8 for three subjects: livestreams, reaching a bigger audience and introducing artists to a younger audience.

We chose the following top ideas:
• Hire artists to remix classical music
• Collaborate with schools and recreational areas to bring classical music directly to the younger audience
• Approach influencers and start challenges to motivate the audience
• Create an intimate atmosphere in which the audience is brought closer to the artists.
Desk research
Our deskresearch helped us set up the context of the client within the current entertainment industry.
We established that the client had already recently done a re-brand, so this was out of the scope for us.

However, we did recommend trying to modify the brand to appeal to the younger audience within the service of product that would be delivered.

In addition, we did superficial and orientational research on the current market, competitors and the target group.
Audience Orientation
The Target group was identified as young adults (18-30) belonging to GenZ. The clients themselves were aiming to reach a younger audience to liven up the associations with classical music. The following conclusions were made:

• Eventhough the audience doesn’t engage as much with the music, they are open to listening to it.
• They are willing to pay for interactive digital content related to classical music.
• They are active and can be reached through social media.
Competitor Research
The team also conducted a competitor research on other companies that provide interactive digital (live) experiences. Companies will be listed anonymously:

Company W: Provides livestreams where people can share photos and videos in realtime.
Company X: Provides assistance in setting up and filming livestreams by the means of social media channels.
Company Y: Provides webcasts that can collect data by conducting polls, quizzes and is able to host a large scale audience.
Company Z: Provides information on how to have a successful livestream.
Market Research
Lastly, market research showed which companies provided similar content regarding either classical music or livestreaming. The following companies posed as the biggest competitors. Companies will be listed anonymously:

Company X: Creates an intimate atmosphere and highlights smaller artists. This creates a unique bond with the viewer and introduces them to new music
Company Y: A streaming service that specifically caters to people that listen to classical music.
Company Z: A digital concert hall that (due to COVID) started livestreaming all the classical music concerts from different venues.
Concept proposals
We each proposed concepts based on the brainstorm:
• Emphasize the connection between classical music and psychology
• A game or quiz element during the livestream
• A physical service element during the livestream
• And my own proposal:
ClassicHOME

Experience the emotions and sentiment of classical music, right in your own living room. Imagine your own musical fantasies with this new AR experience.
Personas
Based on the user research conducted in sprint 1,
my team mates created two personas.

Anne represents the older section of the target group and has existing affinity with classical music, whereas Selma, a younger person in the target group has little to no affinity.
Selma thinks the current livestreams:
• Are boring
• Can’t concentrate on them
• Are too commercial

Selma wants:
• To feel energized after making social contact
• Interaction during the livestream
• To be rewarded for interacting during the stream

Anne thinks the current livestreams:
• Are lacking in information about the music(ians)
• Are not interactive, therefore she loses motivation to keep watching

Anne wants:
• Information about the music(ians)
• Rewards for interacting
• Motivation to interact, such as a quiz

Listener Journey
My teammate and I created listener journey maps based onn two scenarios: Anne’s experience during the current situation and Selma’s experience in an ideal situation created by us.
The main conclusion is that current users are having trouble staying motivated to watch the stream, since there is no reason to be interactive. The visuals of the stream do not suffice to keep them interested. They are very likely to drop the stream.
In our ideal situation it is easy to purchase a ticket to the stream by the means of social media. After, they will join the stream and their attention is captivated by the visuals. During the break there is an opportunity for interaction so it does not interfere with the live music.
A reward will ensure that the user will return for another livestream.
Guiding Principles
Concept Proposal Test
To conclude the sprint, we want back to low-fi and set up a testing space in Miro. We proposed several concepts and the testers could give their rating, opinion and additions.

We interviewed the testers individually to get their honest and uninfluenced opinion on the concepts. Below is an example of the proposal form.
The concepts all came out at the same rank. It was ours, and the clients’ decision to make about which concept would be realized in the next sprint.

We did get valuable and validating feedback on two of our guiding principles and listener journey:
• There indeed is a desire for interaction, but it should not distract from the music
• Adding visuals effects to the stream is what could sway people with less affinity to attend a classical music livestream

Desktop wireframes
Based on the flowchart, we started wireframing again with a focus on mobile as well as tablet/desktop, since the users and tester have a preference for these devices. The interface has to be clean or small enough to not bother people that watch on the TV (by means of Chromecasting or similar).

The first two wireframes were rejected since they either took up too little space (left) which would lead to too many clicks and the one on the right took up too much space.
The next two wireframes above were approved since they opened up an opportunity to open and close a tab menu.
Mobile Wireframes
We’ve come up with an app to accompany the stream. This app is optional and has more features and information than the desktop version. We made this choice to accommodate to both people that wanted minimal to no interaction and the curious or more enthousiastic people that are looking for a fullfledged experience.
Usability test

After making a High-fi prototype, we tested it with the target group. Both versions were received well, but there were still alterations to be made, mainly to the toolbar controls on the desktop version.

We concluded the following:
• The switching of camera angles was appreciated the most
• It was not immediately clear what the radio buttons were for
• Voting for emotions should be done anonymously
• The quiz content should be inspired by platforms such as Buzzfeed when it comes to the linguistics
• An attractive reward would be discount for the next stream
Mobile
The Up-close classic app enables users to engage in social contact with other viewers. It reminds them of a live chat, but separate from the stream-screen.


The Live feed is used to vote for the emotions that the music evokes. The bars will change in size, like sound waves with music.

The quiz starts during the break. People can find the answers throughout the stream, such as info on the composer, music and musicians themselves.

The remote is used to change camera angles of the stream.

Lastly, the information screen provides practical info about the stream, the artists and the overall theme.
Desktop
The desktop version is purposely more limited since these viewers have less desire to interact while watchin the livestream. The interface should not interfere with people that stream on TV, therefore it is able to close the tab menu.

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