Sofar Sounds, is a music events startup company, responsible for various small performances, hosted in over 400 cities. They are headquartered at the Roundhouse, London, UK - founded in 2009.
Project Summary
Project Summary
Project Summary
Sofar Sounds approached our team wanting a better search option for their search page in order to generate more user traffic and better user retention.
Role
UX Designer
Timeline
5 Months
Platform
Desktop
Team
E. Michele Brumbaugh
Anna I.
Methods Used
Heuristic evaluation
Usability testing
User surveys
Competitive benchmarking
Affinity mapping
Mind mapping
Information architecture
Crazy 8s
Priority matrix
User flows
Wireframes
High fidelity prototype
Tools
The Problem Space: Increasing Site Traffic and Searches
The Problem Space: Increasing Site Traffic and Searches
Sofar approached our team wanting to find a way to increase user traffic to their app. Their hypothesis was that the search functionality on their site was a deterrent for users because it wasn't streamlined enough.
Sofar approached our team wanting to find a way to increase user traffic to their app. Their hypothesis was that the search functionality on their site was a deterrent for users because it wasn't streamlined enough.
Evaluating the Existing Website
Evaluating the Existing Website
Evaluating the Existing Website
In order to get a better sense of the organization of the website and the product, our team did a heuristic evaluation of Sofar Sound's existing site to define user "Wow" moments and pain points. Initially our team did not understand what it was that Sofar Sounds was offering on their website. The concept behind the product, matching the user to a surprise concert, was entirely new to us. We found the existing explanations on the site didn't really help to clarify the product.
In order to get a better sense of the organization of the website and user flow, each team member on our team did an independent heuristic evaluation of Sofar Sound's existing site.
Taking a Deeper Dive with Testing
Taking a Deeper Dive with Testing
While we understood the desire to improve the search functionality on the existing site, we had also noticed other underlying issues during our initial usability tests. We decided to run user testing to see what test participants would say about site pain points.
During our user testing we discovered that -
While we understood the desire to improve the search functionality on the existing site, we had also noticed other underlying issues during our initial usability tests. We decided to run user testing to see what test participants would say about site pain points.
During our user testing we discovered that -
75% of our test participants would not visit Sofar Sounds again
100% of our test participants did not understand Sofar Sounds initially
75% of our test participants would not visit Sofar Sounds again
100% of our test participants did not understand Sofar Sounds initially
75% of our test participants would not visit Sofar Sounds again
100% of our test participants did not understand Sofar Sounds initially
