For this exciting passion project, our goal was to design a microsite for an event and incorporate a feature that would add value and improve the users experience. This website was built for the yogi community and those interested in exploring yoga activities.
For this project, I worked with fellow UX designers, Vlada T. and Lauren T.
Our research proved that our users were mainly interested in the value yoga festivals could provide them before and during the actual event. They also found it important to discover new wellness exercises at the festival that they would then add to their daily routine to improve their lives.
Guarantee that our yoga festival microsite encompasses the yogi community’s favorite hobbies which would improve attendees' well-being and encourage them to return the next year. The Light & Love Festival is a 2-day yoga event filled with yoga and meditation classes, wellness talks, and nutrition advice.
We analyzed the problem space and ideated solutions as a team, and then implemented our most valuable findings into our product.
Secondary Research Discoveries:
1 in 3 Americans has tried yoga at least once. It is known to be the most commonly used complementary health approach in the U.S. - NCCIH
What's the market gap?
We knew we wanted to plan a yoga festival, now we had to guarantee that it would be an exceptionally unique experience for our users. Our first instinct was to research similar events and explore their offers.
If we wanted to stand out from our competitors, we had to analyze their products and characteristics — This would be key for determining which features our microsite would need to have to be competitive and where we might add value with some unique features.
We noticed most of our competitors' websites failed to provide detailed information about the activities prior to the event. Prioritizing these shortfalls helped us articulate the axes for our market positioning chart. Consequently, we were able to identify our ideal position in the market.
- Pre-planning features: Offering users the ability to plan their experience ahead of the festival.
- Educational: Providing users information and practices to reflect on after their activities.
My teammates and I distributed a survey and conducted interviews to gain contextual information on our user’s behaviors and main goals. The following answers clarified the results of our research:
“Great service is what’s going to make me come back-I should have an amazing experience”
“My relationships will fail if my mental health is not on point”
“There should be an intention behind a festival, I listened to your music, then what? Why should I come next year?”
Once we sorted our data into an affinity map, our research proved that our users were mainly interested in the value festivals could provide them before and during the actual event. They also found it important for them to discover new wellness exercises at the festival that they would then add to their daily routine to improve their lives.
Therefore, we decided that our key focus would be helping attendees with planning difficulties regarding a yoga festival.
We created a persona called Wellness Wendy. She values her well being and sometimes attends festivals that are focused on wellness. However, Wendy finds it difficult to plan for these festivals due to the lack of information provided on those websites.
We created a user journey map to help us get a holistic overview of the existing user experience to help us further identify their pains and identify design opportunities.
We distinguished the three main problem areas and set out to ideate for the following:
We wanted to offer a memorable and relaxing experience to our users. In order for us to deliver that experience, we needed to meet their needs from the beginning of their journey to the end. My teammates and I started ideating for each main point and distinguished the good ideas from the bad ones.
Once we sorted our best ideas, my teammates and I analyzed the solutions that would add the most value to our microsite by using the MoSCow method.
The Minimum Viable Product:
A micro-website that allows users to:
- Personalize their packages
- Plan their expenses and activities beforehand
- Provide personalization to schedule
- Navigate the virtual map for directions and information
Value Proposition Statement:
Our microsite helps festival attendees plan their activities beforehand by providing the lineup and the schedule, with the opportunity to personalize their experience.
Once we created our site map we were able to visualize how our users’ would navigate our microsite. This plan helped us ease the creation of our prototype and improve our user’s experience.
Lo to Mid-Fi Prototype:
It was time for us to sketch out our concept and implement our solutions. We knew to offer activity details was incredibly important to our users, what we didn’t know was that we would face several difficulties displaying those features into our design.
After conducting 5 usability tests with our users we discovered that:
- We had too many screens and it made it difficult for our users to understand the end goal.
- The arrangement and taxonomy of most screens raised concerns about the payment and receipt process.
- The buttons’ ontology was not clear and led to misclicks.
We were then able to make improvements to our prototype and moved forward with creating our mid-fi.
At this stage, I was concerned about the flow of the feature and needed to verify if it met my user’s expectations. After testing my mid-fi prototype with 5 users, I was able to gather rich data that later help me enhance the flow of the feature.
Additional Concerns to Address:
- Differentiation between button and cards raised confusion.
- Missing back button.
- Lack of payment options.
To best visualize what our yoga festival microsite would look like, Vlada Tkach created a mood board that best spoke to our brand attributes: refreshing, joyful, friendly, wholesome, secure.
We conducted extensive research on our competitors' visuals and taxonomy to ease the flow of our user’s experience. Based on our findings, we created two style guides and conducted a desirability test to gain insight on user’s attitudes and responses towards our aesthetics. These were the results:
Our users agreed that our product needed to portray a sense of rejuvenation and calmness to it. This helped us put together an atomic design inventory that fit our product.
As you can see from the final design below, we were able to simplify our prototype and incorporate our testers' insights.
First screen: Displays an overview of all the activities happening at the festival.
Screen 2: Display all the paths (ticket packages) visitors can select.
Screen 3: Shows the activities included in the path of Self-Love.
Screen 4: Once they add the self-love path to their cart they have the option to add a free item to their experience.
Screen 5: Payment screens with different options.
Screen 6: Receipt and button leading to schedule.
Screen 7: Displays schedule of activities along with a clickable navigation icon.
Screen 8: Shows the virtual map including location, direction, and e-ticket at the bottom of the screen.
- Test! Test! Test! By conducting several tests, we were able to understand what our user’s desired and expected from a yoga festival microsite
- Divide and conquer
- Time box yourself