PRESENTED BY SAMIRA BAVELOS & ALANA CMING YICK (15TH JAN 2016)

ENGAGING THE YOUNGER GENERATION

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01 02 03

05 04

THE BRIEF

06 07

SOLUTION DEMO

MOVING FORWARD

PROPOSED SOLUTION

BUSINESS ANALYSIS /

NEEDS

2

USER RESEARCH /

NEEDS

NEEDS SATISFIED

next 3THE BRIEF

OPERA AUSTRALIA 4

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Opera Australia performs the world’s best loved operas. Performances are broadcast in cinemas, on national television and abc radio. They also present musicals and concerts around the country

01THE BUSINESS

OUR PROBLEM

• Majority of the people who attend performances at traditional venues like Sydney Opera house and Arts Centre Melbourne are older people.

• Performances are well attended at the moment, but the future is unclear.

CHALLENGE

• Engage the millennials, to ensure live operas remain an interest in the community for years to come.

• The solution should retain the older generation’s interest and it should not be invasive or disruptive to the normal attendees of a live opera.

next 6BUSINESS ANALYSIS

02COMPETITOR

ANALYSIS ——————————

Comparing to other successful big orchestras, musicals, plays, theatre websites, allows Opera Australia to discover new possible features that

can be a business advantage.

——————————

02COMPETITOR

ANALYSIS ——————————

Comparing to other successful big orchestras, musicals, plays, theatre websites, allows Opera Australia to discover new possible features that

can be a business advantage.

——————————

COMPARATIVE ANALYSIS

—————————— Looking at other existing Ideas inspires

possible ideas, functionality and features.

——————————

02

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LIVE NOTE

• An app that generates a more meaningful experience of the concert through information.

• It has a timeline synced to the performance as it is being played. At each particular points in timeline, brief descriptions are displayed for understanding.

• Launched by The Philadelphia Orchestra at LiveNote at 3 dedicated events.

• Audience are informed previously about the app online and on the day of the event itself.

• https://www.youtube.com/watch?v=5qr4xTje6RA

COMPARATIVE ANALYSIS

—————————— Looking at other existing Ideas inspires

possible ideas, functionality and features.

——————————

02

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LIVE NOTE

• An app that generates a more meaningful experience of the concert through information.

• It has a timeline synced to the performance as it is being played. At each particular points in timeline, brief descriptions are displayed for understanding.

• Launched by The Philadelphia Orchestra at LiveNote at 3 dedicated events.

• Audience are informed previously about the app online and on the day of the event itself.

• https://www.youtube.com/watch?v=5qr4xTje6RA

COMPARATIVE ANALYSIS

—————————— Looking at other existing Ideas inspires

possible ideas, functionality and features.

——————————

02

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EDUCATIONAL MUSIC GAMES

• Took inspirations from method of game types. ( knowledge based, competitive with friends, story telling )

• How they incorporated a playful approach to educate customers in a fun and engaging way.

WEBSITE EVALUATION

—————————— Looking at current website to

understand the existing factors that drives millennials away.

——————————

02

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WEBSITE EVALUATION

—————————— Looking at current website to

understand the existing factors that drives millennials away.

——————————

02

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POSTITIVE

• Navigation and content seems well placed in the sitemap.

• Branding is consistent with the layout of the website and its video contents.

• There are discounted ticket offerings on the day. You can even apply for $20 opera tickets for first timers.

NEGATIVE

• “Select a language” section takes up too much space. detracts attention from page focus.

• Cheatsheets, valentine playlists, beginner guide, discounts are hidden deep within the blog section and resource.

OPPORTUNITIES

• Possible website content reorganised to appeal to the needs of millennial or new to opera beginners. (discounts, guides, cheatsheets)

EVENTS - OPERA IN THE DOMAIN 14

OPERA IN THE DOMAIN

—————————— Looking at non traditional venue

events Opera Australia is currently offering such as opera in the domain

——————————

02

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INSIGHTS

• It's a tradition: every year event, where Operas is brought to the thousands of Sydneysiders in the domain park.

• It’s a free event and has a casual setting for the whole family to enjoy. Where people catch up with friends and bring their own picnic, food and mats.

• 15 minute snippets of live opera productions are performed on the night. (The Barber of Seville, Carmen, La Traviata etc ) This is similar to trailer/teaser for the live opera productions.

next 16USER RESEARCH

SURVEYS ——————————

23 participants were surveyed.

The survey can be found here :http://goo.gl/forms/6JMW1hgvPt

——————————

03

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CONTEXTUAL INTERVIEWS

—————————— 7 participants were interviewed in the

opera house context

Allowed us to meet actual customers of live operas. It gave insights into their

behaviour and influence to why they would attend.

——————————

03

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CONTEXTUAL INTERVIEWS

—————————— 7 participants were interviewed in the

opera house context

Allowed us to meet actual customers of live operas. It gave insights into their

behaviour and influence to why they would attend.

——————————

03

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OBSERVATIONS

• Casual catchups, alot of people waiting around, taking pictures, with a lot photo worthy surroundings.

• There was two events happening that night. One was with Opera Australia. the other would be hosted by different company, competing for the same customers.

INSIGHTS

• Majority of the attendees interviewed were tourists.

• They chose to watch an opera for the cultural experience. They saw it as part of the Australia opera house tourist experience.

• There are regulars who go to a opera once a month. These are often the older generation.

• One of the main reason for a regular younger customer to attend was that they have been exposed to classical music at a young age.

• For the first timers in the younger generation. Most saw it as a fancy night out with a reason to dress up.

AFFINITY DIAGRAM ——————————

Allowed us collate qualitative (User interviews) and quantitive (Surveys)

data together to see relative links between common topics.

Helps drives our user personas.

——————————

03

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AFFINITY DIAGRAM ——————————

Allowed us collate qualitative (User interviews) and quantitive (Surveys)

data together to see relative links between common topics.

Helps drives our user personas.

——————————

03

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PRIMARY INSIGHTS

• Majority of the people are neutral about watching operas however would watch a movie instead, due to the price factor.

• A strong relation between users not understanding operas which lead to negative perceptions. “its boring, its for older people and it doesn’t interest users.”

• Which we can conclude a deeper understanding or knowledge will lead to the appreciation and enjoyment of music/opera.

SECONDARY INSIGHTS

• User Influences • Users’ decisions are driven by friends, convenience and

availability.

• Opera Attendees • Driving factor to attend a live opera would be because of the

luxurious experience it conjures. (fancier, unique, special) • Users have a strong positive feelings towards live opera

experience : finds it relaxing, calming, beautiful, soothing, emotionally moving and with great energy.

• Most favourable aspects of a live opera, is the story, music and costume.

WE THEN FORMULATED THE PERSONAS FROM OUR FINDINGS 22

03

TARGET USERS FROM RESEARCH

JOHNNY JONESInterested in opera, might not be able to afford the high price.

ANNA BAKERI do everything on my phone. And highly involved in social media presence.

FIONA SMITHEnjoys opera, able to afford it and enjoy discussions about it.

PERSONAS

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PERSONA : JOHNNY JONES 24

PERSONA : ANNA BAKER 25

PERSONA : FIONA SMITH 26

FEATURE PRIORITISATION MAPPING 27

Low Effort / Expense

High Effort / Expense

Nice to have

Essential

Redesign Website

FEATURE PRIORITISATION MAP

Online teaser (Radio / channels / playlists)

Kids Feed

Cinema live opera

Purchase tickets

Discount Feed

Sharing content with friends

Particular opera info(cheatsheet/guide/image gallery/video)

Latest / Event / Opera feed

Opera learning knowledge game

Live chapter Summary

Beginner guide for opera

Account feed

Opera Story Telling Game

Google cardboard virtual experience -live opera

FEATURE PRIORITISATION

MAPPING ——————————

From understanding our persona needs and behaviours, a list of ideas are generated and sorted into nice to have, essential, low effort and high

effort.

——————————

03

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WHAT WE DID

• We mainly focused on the most essential and low effort/expense ideas. • Latest / event opera feed • Particular opera info (cheatsheet, guide, image, gallery) • Sharing content with friends • Discounts / Cheap tickets feed • Opera learning knowledge game. • Live chapter summary

• We drew relevance between these ideas and formulated our primary solution.

Low Effort / Expense

High Effort / Expense

Nice to have

Essential

Redesign Website

FEATURE PRIORITISATION MAP

Online teaser (Radio / channels / playlists)

Kids Feed

Cinema live opera

Purchase tickets

Discount Feed

Sharing content with friends

Particular opera info(cheatsheet/guide/image gallery/video)

Latest / Event / Opera feed

Opera learning knowledge game

Live chapter Summary

Beginner guide for opera

Account feed

Opera Story Telling Game

Google cardboard virtual experience -live opera

next 29

TAKING A STEP BACK, WE COLLATED ALL THE USER

INSIGHTS TO DRIVE…

next 30PROPOSED SOLUTION

PROPOSED SOLUTION

—————————— From completing the methods

previously mentioned, we are now able to define the proposed solution

approach to the problem.

——————————

04

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SOLUTION APPROACH

• We believe by educating the younger generation to appreciate the performance of operas, in comfortable and casual environment like “opera in the domain”, will encourage the acceptance of varying interests.

• This will solve the common misperceptions held by the millennials / younger generation. Operas are for older generation, it's boring and it’s hard to understand.

• This is enabled by an educational mobile programme guide, catered to someone who is not familiar with understanding the performance of a live operas.

• Encouraging user engagement with a competition being run throughout the course of the event.

• Involved users are also suggested to share their experience with a hashtag on social networks.

• This approach encourages the younger generation to give live operas a try and in time convert to attending customers.

04IDEATION

SKETCHES

32

REFINED SKETCHES 33

HEURISTIC EVALUATION - VIA INVISION 34

USABILITY TESTING

—————————— Helps user if the proposed solution

works with commonly user tasks for a programme. Insights from this would

help further refine the solution.

Come see me afterwards to see video recording of our 4 user reactions.

——————————

04

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04SOLUTION

ITERATIONS

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METHODS

• Heuristic evaluation

• Usability testing

INSIGHTS

• Suggestions include adding in more detailed labels to provide visual queues of particular page or call to actions.

• Users were consistently confused at the navigational layout and flow of screens.

• Informal Usability testing encouraged impatient user decisions in clicking everything without reading through existing labels.

BEFORE AND AFTER USABILITY TESTING 37

AFTER

BEFORE

next 38SOLUTION DEMO

05SOLUTION

DEMO

39

THE WIREFRAME SOLUTION

https://invis.io/7B5KOFN9F

O | A Events app

next 40NEEDS SATISFIED

CUSTOMER JOURNEY MAP 41

Enric

hed e

xper

ience

Poac

hed e

xper

ience

BASELINE

DISCOVERY INVESTIGATE JOIN PARTICIPATE RECEIVE CONVERT

Download Application

Researches more about

event schedule.

Looks at Opera stories and background information

Reading information

Knowledge of the opera

Attendance to live opera

Possible Competition

Win

Submit Answers

Participate in Competition

Sign up for competition.

Participate in other social

media engagement

activities

CUSTOMER JOURNEY MAP (PROPOSED)

What’s that event everyone is talking about?

But I might win something

Do I really want to sign up?

I’m following the story

I know this answer from previously

YAY! I’m in the draw with 11 entry! Maxed out!

Ahh Puccini that might be interesting

Let me find out more about it

Cliffhanger! What’s going to happen next?I understood

the story!

CUSTOMER JOURNEY

—————————— Helps highlight the user’s emotional

journey though accomplishing particular tasks or events.

——————————

06

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INSIGHTS

• This is the proposed customer journey in response to using our mobile programme application.

• It shows a progressive positive experience from a user which will resonates as an enjoyable experience.

• One of the factors user would keep live opera as top of mind in the first few weeks of post event stage. Especially with the announcement of the competition winners.

• Understanding this our users are more likely to be returning customer to a live opera production at the Opera House.

06CUSTOMER

NEEDS SATISFIED

43

HOW IS IT SATISFIED?

• Useful and educational mobile application.

• Rewards user for learning with prize incentive.

• Encourages users to post their selfies and experiences with a unique hashtag and Instagram stream feed.

• Constant call to action to share the knowledge of the particular opera productions.

06BUSINESS

NEEDS SATISFIED

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HOW IS IT SATISFIED?

• Since its a separate application, as well as used outside the traditional opera venue setting. Disturbance to normal live operas will be not be affect. YAY!

• This is an add on to “bringing live opera to the people”, campaign they run. In hopes for a customer conversion to attend live operas.

• Cheap competition offerings encourages customers to explore and gain knowledge about operas.

• This mobile application can be reused as a template for the Melbourne - opera in the bowl in late 2016.

• Constant call to action to share the story or the cheatsheet of the operas. This is an add on to the campaign they run. It does not intrude the experiences of traditional venue opera goers.

next 45MOVING

FORWARD

MOVING FORWARD

—————————— Suggestions on the next steps we

would recommend to further develop our proposed solution.

——————————

07

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DESIGN

• More Usability Evaluations & Testing.

• Conduct a more controlled usability testing for insights. Iterate and develop further screens to create all pages. including share your experience, did you know facts etc.

• Come up with further social media engagement ideas for the event, and get information about opera buzzing within the younger generation.

BUSINESS

• Suggestion to have more Opera events at non traditional venues. Could really leverage the target markets to conversion.

• Expose discounted tickets page within the main navigation.

• Include more social media engagement elements for new opera attendees.

FIN 47

Now your thoughts