Objective
For this 3 week project, the goal was to design an event microsite, having in consideration how this microsite changes before, during and after the event. The festival I chose was the Madrid Design Festival, as I have attended it for some years and always thought the user experience could be improved.
alétheia
After a deep research on some design and art festivals sites I realized MDF web was not focused on what I found were the users' needs: design and networking.
The user felt frustrated because after paying for the festival, didn't achieve his goal of inspiration. It was too difficult to choose the right conference or activity where you can find people with same interests.
My digital solution offers that: an user friendly web that allows to get the whole picture of the event so that you can plan your days in the MDF and emphasizes networking among professionals, before, during and after the event.
Position played: UX Researcher, UX Designer, Visual Designer
To analyze the web of Madrid Design Festival I follow an heuristic evaluation to identify the usability of the interface.
I found the site very hard to navigate.: lack of visual and written coherence, unclear user flow and an information architecture really difficult to understand.
Web architecture and user flow analysis
Besides this analysis, I launched a survey that was answered by 120 people and conducted 6 interviews to designers and artists that have attended this festival or similar ones.
I picked all the insights from the previous exercises, the desk research and the heuristic evaluation and create my affinity diagram.
Some ideas started to appear as part of the solution: networking was very important in those kind of events and the decision of going to a festival is usually motivated by the topics and speakers.
I designed my user persona and draw his journey since the moment he buys the ticket for the DMF until the end of the festival.
User Persona and User Jouney
After this, I did the Lean UX Canvas, some HMW and "what could go wrong" to make right decisions about the changes I needed to do to achieve the goal of networking and inspiration.
Now that I knew the features for my user, it was time to draw the user flow I wanted to show in my mvp.
User Flow
While doing all these UX tools I realized it was essential to redesign the brand to allow the user to understand the whole picture. I found out that although the festival has two different parts (several weeks of free activities in the city and three days of payed ) the user doesn't know it and goes to the conferences but does't enjoy the city festival.
So I maintained the corporate color and typography, but modified the composition of the logo. I also created two sub logos, one for the city festival and one aimed to professionals.
Style tile
Finally, I designed and created the interactions for my prototype, taking into account the characteristics of each moment of the festival: before, during and after.
Hi-fi prototype before the MDF
Hi-fi prototype during the MDF
Hi-fi prototype after the MDF
