EVENT GUEST
Scavenger hunt offering an exclusive reward tailored to their event
Client: Creative Media for Social Change
Mentoring agency: Deloitte
Designers: Karina Shan, Jasper Boot, Bryan Jansen, Paula Lopez Mascarin
Hogeschool van Amsterdam, Master of Digital Design
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Process
01.
Discover
Desk research
Benchmark
Experiment
User survey
Expert interviews
02.
Define
Stakeholders
Target
Personas
User journey
Goal
03.
Ideate
Requirement list
Ideation
Workshop
Flow charts
04.
Design
Final concept
Prototype
05.
Test
User testing
Iteration
Context
The major venues in Amsterdam (ArenA, Ziggo Dome, Afas Live) wanted to reduce the environmental impact of population and traffic congestion in the Arena district during events days.
Our design had to make sustainable travel an integral part of attending an event at these venues.
The goal of this project was not to discourage the use of cars, but to encourage the use of sustainable means of travel, and to disperse the amount of commuters at one time. This should be accomplished by creating awareness in event-goers, of their surroundings.
Goal
Spreading the number of visitors approaching the Bijlmer Station at one time on Thursdays, Fridays, and Saturdays.
Research
The research for this project was conducted using different methods such as desk research, first-person and field research, surveys, and interviews. The desk research involved studying various articles and news related to the area of focus, specifically the advancements and challenges of the Arena Boulevard. The goal was to gain an in-depth understanding of the experiences of residents and visitors in that area and how different stakeholders have been addressing the problem. Additionally, the research incorporated findings from previous student projects to gain insights into their approaches to the challenges.
Stakeholders
The involvement of many stakeholders was difficult to manage. In order to focus on our main goals, we must identify and prioritize the most important stakeholders. It may not be feasible or reasonable to address all stakeholders equally.
Survey general visitors
To gain insight into visitor experiences and gain a comprehensive view, we conducted a 20-question survey that was primarily answered by individuals between the ages of 20 and 25, roughly numbering ten participants.
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Survey rewards
We conducted a survey with 31 participants to gather evidence on people's preference for avoiding crowds and their preferred rewards when engaged in activities.
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Field research
First stage
We went to recognize the area to examine the daily life of the residents and workers there. We spoke with community members to learn about how events may disrupt their routines, as well as any physical or mental strain they may experience. However, after some insights, we eventually decided to shift our focus and conducted a second field research understanding the perspective of the area's visitors.
Second stage
We attented to two different events.
The first one took place at the Ziggo Dome, where the area was bustling with people from the Johan Cruijff ArenA, as well as those heading to the Afas Live for another event. Additionally, it was Black Friday, so the area filled with shops was also crowded.
The second event, organized for Huis van Oranje, helped us determine our target audience by observing their behavior. We observed that some attendees chose to stay at the event for a longer period to collect physical mementos.
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Interviews
To gather information about a problem in a particular area. We interviewed residents and contacted the local government to understand their plans to solve the problem. However, we did not receive an answers from the government. We also sought the perspective of a consultant from the Johan Cruijff ArenA to focus on concert-goers instead of football fans, as changing the behavior of the regular football attendees would be more difficult.
User journey
We developed a comprehensive user journey that encompasses all touchpoints from the initial ticket purchase to post-show arrival at home. In this way, we will have a full user experience.
Ideation
Crazy eight was the method that we used for the two ideation sessions that we had. Many ideas come from it but finally, we could be able to use many of them as part of the final one.
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Final concept
By a scavenger hunt at the ArenaBoulevard, where visitors can take part in activities and earn merchandise rewards from the show they just saw, in this case the Dutch singer, Antoon. However, the look and feel of the web app should be adapt to the branding of the artist that is playing.
The visitors will be informed about the scavenger hunt throughout their journey at the event, starting at the moment to buy the ticket.
User journey
Prototype
To start the journey above they need to be in the web app. Here you can see some wireframes and play with it.
Information architecture
Rewards and stops
We brainstormed different options of rewards and how to give it to the visitor, leading to the idea of installing a vending machine where visitors can input a code to receive a reward specific to their location. The more stops the visitor makes, the more valuable their rewards become. The decision of where to install the reward points was based on field research and focused on selecting public spaces that were spread out to prevent crowding.
Visuals
These kind of posters can be seen in the website, in the venue and surrounding it.
Testing
Grab a ticket for a chocolate:
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We did two tests with the same idea, just changing the distance.
The first one was to test our concept, people will enter the school building and see tickets for free chocolate that they can grab. The people have to walk a small distance to get the reward.
We did this test to see the behaviour of our potential users. On this way we want to nudge and trigger the people to do something for a reward.
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10 people go up for a chocolate.
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Some of them discuss with other people that where grabbing tickets where the orange elephant was.
Secondly, we used the same idea but with tickets in different colors to represent a building from the campus. In this way we could tested how far people are open to go for a reward.
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Finally, we tested the web app with a few or potential users to get more UI feedback and iterated it.