ONSTAGE is a mobile app for concert promoters, exhibition curators, and screening coordinators.
It streamlines event organization, managing scheduling, payments, and communication, while also serving as a versatile virtual network. The presented version is designed to evolve into larger-scale iterations, incorporating additional components to fulfill diverse business objectives.

TROUBLES TAKEN

The intention was to optimize and automate the cultural event organization for both sides of the process. It assists artists and promoters with:

  • Booking a venue
  • Renting equipment
  • Promotional materials
  • Social and business networking

HATS WORN

This study project combines my journalism and music industry background with a passion for live art forms. Using a holistic approach, I explored:

  • Product design
  • Qualitative and quantitative research
  • Branding
  • Mid- and hi-fi prototyping

WISHES MADE

  • Onstage should empower users to virtually oversee the event organization process.
  • Organizers should have access to an ever-expanding database of venues, equipment, and events.
  • Owners who list their venues and gear should also have access to potential clients.
  • Personalized accounts offer opportunities for both business and social networking.
  • The app should allow users to browse content freely, without aggressive prompts to sign in, up to the point where confidentiality is required.

SUPERPOWERS USED

The research methods I employed were as follows:

  • in-depth competitive analysis
  • qualitative user interviews
  • online surveys
  • extensive and never ending wireframing
  • basic and trivial magic tricks
  • AI voodoo

WHAT IS OUT THERE ALREADY?

screenshots from competitors' websites
matrix showing features in the competitors' products

TALKING WITH PEOPLE

Conducted 11 qualitative interviews with field representatives: artists, organizers, owners, and promoters.

Developed a detailed affinity map to facilitate information categorization.

Interviewees were categorized into cohorts based on their relevant experience and backgrounds as follows:

  • Young or semi-pro artists managing their own show organization and promotion.
  • Musicians who also work as professional promoters, providing insights from both angles.
  • Enthusiastic folks who, for some strange reason, find the idea of organizing concerts exciting and might also own venues or equipment.
  • Professionals well-versed in the organization process, despite not being directly involved.

To cover the whole ecosystem of the product, 5 personas that would reflect the above cohorts were created

user affinity map

WHAT I FOUND OUT

THEY NEED A PLACE...

Finding the right venue is a big challenge. Most interviewees want a one-stop database for easier search, planning, and budgeting.

THEY NEED A FRIEND...

All of the interviewees pointed at the great necessity of networking and mutually beneficial interaction in the industry.

THEY WANT TO KNOW...

Eight out of eleven interviewees want to understand the local cultural and political context to avoid conflicts in their projects.

BUT, WHERE IS THE MONEY?

Most participants stressed the value of scenario-simulating software for budgeting, including ticket sales dynamics.

ORGANIZERS PERSONAS

PROFESSIONAL PROMOTER

organizer persona info

SELF-PROMOTING ARTIST

AMATEUR PROMOTER

OWNERS PERSONAS

VENUE OWNER

GEAR OWNER

GONE WITH THE FLOWS

TWO ACCOUNTS, TWO WORLDS

I designed two unique accounts, unlocking collaboration between owners and organizers on a single platform, offering a dual perspective.

BOOKING IS IN THE BOOKS

100% interviewees unanimously endorsed automating the booking process as a high-priority objective.

USER FLOW FOR BOOKING A VENUE (Promoter’s account)

The app aims to stay user-friendly by delaying signup prompts until necessary, appearing both at the start and end of the flow. To maximize booking flexibility, three search strategies are provided.

  1. map
  2. search by name
  3. search by location

USER FLOW FOR LISTING A VENUE
(Owner’s account)

In this version, the app's informative value remains a key feature, even for guest users.

  • easy process of listing a venue
  • customizable listings
  • variety of illustrational sources available
  • ability to set up direct communication with clients through the portal

WIREFRAMES

LO-FI
examples of lo-fi wireframes
MID-FI
examples of mid-fi wireframes
INITIAL UI  SYSTEM
THE MOOD

My color scheme and design draw inspiration from unique venues worldwide, where traditional and unconventional decor mirrors nature's color palette. I aim to evoke the warmth of an old concert hall or the ambiance of an art gallery's interior.
THE STRUCTURE

The UI set along with the navigation system was intended to be
  • extensive use of infographics
  • give a “classical” impression
  • “analog,” tactile, old-fashioned neumorphic style and feel
mood board illustrating color choices for the interface
mood board illustrating color choices for the interface
User interface elements and color scheme

FIRST USER TESTING

WHAT WENT WRONG?

  • the UI elements were too fluffy and motley
  • very noisy interface due to complex color schemes and the overuse of interactions and gradients 
  • the automatized system (maze.co) was not suitable for this particular case study
As a result, practically none of the prompts were accomplished as intended

WHAT I DID NEXT

  • redesigned the  branding system and UI elements
  • actually watched the users working with the prototypes
  • tested 2 separate prototypes on 2 distinct types of users
  • created dozens of new screens to make the app closer to a real product

RENEWED UI  SYSTEM

CUT THE FLUFF!

All unnecessary effects and interactions are now gone. Navigation improved, although the nav menu became super minimal

WHO OWNS THE INFORMATION...

To amp up user engagement, I've turbocharged all screens with loads of hints, making it a treasure trove of app possibilities!

THE FINAL DESIGN — HOW IT WORKS

SEARCH VENUE ON THE MAP

organizer’s account

One of many available ways to look for a venue is looking at the map

BOOKING VENUE DIRECTLY

organizer’s account

The app allows direct communication and booking, with or without prior communication with the owner

LISTING A VENUE

owner’s account

This is the process laid out in the owner user flow. The prototype shows the process of listing a venue or any other property and/or service that an artist will seek.

INFO RESOURCES

owner’s account

This demo showcases what the app as an informational portal is intended to be

OFFSTAGE

ACHIEVEMENTS MADE

  • the simplicity of the elements considerably improved the accessibility and usability
  • the content-oriented screens added aesthetic value while improved the easiness of the navigation
  • the functionality of the prototype has grown from just two user flows to a dozen of those

LESSONS LEARNED

  • automated user testings should be used cautiously
  • bright does not mean usable
  • extensive infographics  can be distracting, and create noise
  • users like it when your prototype is a playground
  • prioritization is king
  • business goals often coincide with users’ satisfaction
  • rabbit holes have no end

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