Sofar Sounds
Sofar Sounds is reimagining the live event experience through curated, intimate performances in hundreds of cities around the world.
This is a self- initiated redesign project
Project
UI/UX Design
Duration
5 weeks
Teammate
Alvaro Grant
The Challenge:
How can I make it easier for new users to find available concerts?
The Solution:
Based on our research findings, I propose a solution that involves redesigning the search bar while incorporating more options and functions.
Self Initiated Re-Design: UI/UX Case Study
Client: SoFar Sounds
Project: UI/UX Design
Role: UX Research, Product Strategy, UI Design, UX Design, Prototyping, Usability Testing
Tools: Figjam, Figma, Maze, Notion
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Currently, on the Sofar sounds website, searching for available intimate concerts is very limited with a single dropdown menu.How can I make it easier for new users to find available concerts?
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From a business perspective, Sofar Sounds is interested in making it easy for local music lovers to book local gigs. The success of this redesign will be measured by an increase in bookings.
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We did some discovery research and surveyed 16 people to gather data. After that we conducted two in depth 15 min interviews to gain further and more insight data on the sofar sounds user. See below for my findings.
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Taking in our findings with my research, the solution I am proposing to redesign the search bar and add more options and functions.
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We filmed our in depth interviews and uploaded them into the Dovetail app. The app helped us organize and synthesize the data to see where we had some overlap user goals and pain points
Discovery Research
I surveyed 16 young adults with a series of 10 questions
Conducted 2 in depth interviews 15 min long
My findings from my discovery research
3 main learnings from In Depth Interviews
Users are willing to pay for the right atmosphere
“… Everybody’s loving it, you’re like okay, I want in. Even if it can be a little bit more expensive, it just makes more sense because you’re going for the experience as well” -Cami
For higher in demand concerts- users prefer booking on a desktop. For more casual concerts they will book through phone
“…If I have a sense that it could sell out, I’ll probably do it on my computer just because I feel more agile for typing in information and being able to refresh…” -Taryn
Users want search filter options to make the experience faster
“I like the tailor my search as much as possible when looking for an event. The more specific I can get the faster and better my experience will be” -Taryn
Dovetail app Data synthesizer
We conducted both interviews, transcribed the text, and meticulously bookmarked user behaviors, motivations, tools, and demographics. This step proved to be invaluable in swiftly identifying overlaps in users' behaviors.
56% prefer to buy tickets on computer
68% prefer to attend concerts with friends
62% buy concert tickets weeks in advance
Current Search Bar
Frustrations:
No filter options
Takes longer to find desired event
UI needs improvement
Usability Review findings
Key Learnings:
Lacking information and text hierarchy
Lack of contrast with aqua color and text
Competitor Benchmarking:
Direct Competitor: SHOTGUN LIVE
Indirect Competitor: LYTE
Information Architecture
Creating an information architecture map aids in gaining a comprehensive understanding of how we can enhance the information hierarchy.
User Flow- before
The search bar is so limited. Its hard to customize your search for the users needs
Frustrations:
User Flow- after
Adding more options to filter your search will make it easier and faster to new users to find a concert. These questions will help cater results to better user experience
Solutions:
User Personas
New Search Bar Flow
Ideation
Wire-framing helps me sketch out key UI components of my concept of improving the search bar
Lo-fidelity mock ups
I reviewed my wireframes with other designer to see where I can improve flow and usability. I take their feedback and move into lo-fidelity mock ups. Below you can see my exploration of the new search bar.
Final Design
Desktop and Mobile
Old Design (current site)
