Problem
The Northern Lights Chorale recruited the expertise of our UX Design team to formulate a comprehensive UX strategy, driven by a set of goals aimed at elevating their profile and broadening their audience reach, with a specific focus on the underrepresented under-55 demographic. As a nonprofit sustained by donations, the NLC faced the challenge of meeting increased costs, including compensating their director. This prompted a strategic shift to boost donations while enhancing their visibility and engagement.
Users
To cultivate empathy for the end-users, we identified their needs and aspirations. Our users are audience members and donors who seek a welcoming and engaging chorale concert experience with a desire to have a connection with the fine arts community in the Twin Cities.
Knows, Don’t Knows, Assumptions
To tackle the challenge comprehensively, our team adopted the "Know, Don’t Know, Assumptions" framework, which served as the foundation for a well-prepared stakeholder interview. Leveraging information obtained during the client intake, we discerned crucial facts about the NLC's operations to guide our subsequent steps:
heavy reliance on donors
aspirations for website revamping
predominant use of social media for audience engagement.
Stakeholder Interview
During the stakeholder interview, we delved into the previously identified "Don’t Knows" and assumptions. The key takeaways from this session included:
Donor Reliance: The NLC's commitment to making music accessible to the community was evident, with a complete reliance on donors for financial support.
Website Revamp: The desire to revamp the website was motivated by the need for clear and concise information to cater to both audience members and donors.
Target Audience: Social media efforts primarily focused on attracting a younger audience
Fundraising Methods: Donations predominantly came through cash, checks, or Venmo, with 20% of contributions coming through Venmo.
Budget Constraints: The NLC operated on a budget of $20,000, which included rental costs ranging from $250 to $1,500.
Audience Engagement: Each performance attracted between 200 to 300 attendees, generating 3-4 thousand dollars in audience donations per season.
Secondary Research
My team and I conducted secondary research to gain deeper insights into the current landscape and potential opportunities.
Key Findings:
importance of creating an immersive concert experience
utilizing SEO strategies
understanding the distinct preferences and attention spans of different age groups, particularly the shorter attention spans of Gen Z.
Strategy Statement
To use insights we identified during our deep dive debrief, we created an initial strategy statement to help set our plan in an ambiguous problems space:
All user experience touch-points for Northern Lights Chorale will help younger concertgoers and donors to feel welcome and engaged in the fine arts community. They will be able to easily find concerts to attend, and be more inclined to give back to the community by donating.
We will do this by focusing on improving their current interaction points and social media to provide users with clearer information and content to engage and attract younger audiences.
We will also encourage audience members to give back by highlighting the impact their donations will have - whether that’s supporting the fine arts by allowing the chorale to buy new music, or getting advertising for their company.
Touchpoint Strategy Map
Building on the strategy statement, we designed a Touchpoint Strategy Map, introducing new elements in the attract, engage, attend, and retain phases to address the specific needs of the target audience. This iterative process ensured that our solutions were directly aligned with the goals and aspirations of the NLC, setting the stage for a more impactful and user-centric final design solution.
Prototyping
My team then divided and conquered to build out what new touchpoint would look like. We broke it up by each phase, and I embarked on the Attract phase, focusing on social media strategies.
My goal was to attract younger audiences and promote events effectively on social media primarily on Instagram, TikTok, and Facebook because they are the top social media platforms for promotions in America as of 2024.
Boosting Strategies
To optimize the NLC's reach, we devised a boosting strategy across Instagram, TikTok, and Facebook. Detailed costing and estimated reach metrics were provided to the client, showcasing the potential impact of each platform:
Facebook: $7/7 days, reaching 3.5k to 19k accounts per day
Instagram: $5/day. reaching 480 to 1,300 accounts per day
TikTok: $10/1,000 impressions
Visual prototypes were crafted to illustrate how the boosted posts would appear, incorporating captivating visuals and compelling content, aligned with NLC's branding.
Short-Form Video Infographic
Recognizing the power of short-form videos in capturing the attention of younger audiences, we proposed a strategy involving TikTok, Instagram Reels, and YouTube.
Prototype included captivating video examples such as:
interactive challenges
unique vocal warm-ups
day-in-the-life snippets
behind-the-scenes vlogs
An accompanying infographic distilled the rationale behind utilizing short-form videos, emphasizing their accessibility, engagement potential, and authenticity, factors proven to resonate with the target audience.
Polls and Quizzes
To foster a closer connection with the audience, we introduced the concept of polls and quizzes on social media stories.
The prototype showcased how NLC could engage followers in decision-making processes, such as voting for the songs to be featured in the next concert repertoire. This interactive approach not only sparks excitement among users but also instills a sense of involvement in the creative process.
This prototyping process served a dual purpose: it not only visually communicated our proposed solutions to the client but also facilitated a clear understanding of the rationale behind each design decision. The prototypes were designed with the intent to make the information easily digestible and actionable for the client, minimizing any potential feelings of overwhelm and ensuring a seamless transition to the next phase.
Video Walkthrough
The culmination of our efforts was presented to the client through a comprehensive video walkthrough. This included a detailed explanation of all materials provided, offering a guided tour of the suggested UX strategies across the entire user journey. The video served as a valuable resource for the client, providing insights into the rationale behind each recommendation and offering a tangible guide for future implementation.
Implementation and Timeline
Establish a comprehensive timeline for the phased implementation of the proposed changes. Define milestones and allocate resources efficiently to facilitate a smooth transition while minimizing disruptions to ongoing operations.
Next Steps
Having laid the groundwork for a transformative UX strategy, the Northern Lights Chorale now stands at the threshold of implementing impactful changes. The following steps outline a structured path forward, ensuring a seamless execution of the proposed enhancements:
Collaborative Design Refinement
Engage in an iterative design process by collaborating closely with stakeholders and end-users during the implementation phase. Gather feedback, address concerns, and refine design elements based on real-world usage and evolving user needs.
Training and Adoption
Conduct training sessions for NLC's internal teams involved in managing social media, website content, and donor relations. Ensure that everyone is well-versed in the new strategies and technologies, promoting a seamless adoption of the enhanced UX solutions.
Performance Monitoring
Implement robust analytics tools to monitor the performance of the redesigned touchpoints. Regularly assess key performance indicators, such as engagement rates on social media, website traffic, and donation patterns. This data-driven approach will enable agile adjustments and continuous improvement.
What I learned
Embarking on the journey to enhance the user experience for the Northern Lights Chorale provided valuable insights that will undoubtedly shape future UX endeavors. Here are key takeaways from this transformative project:
Collaboration Enhances Creativity
The collaborative efforts within the UX team, coupled with extensive stakeholder engagement, proved instrumental in generating creative solutions. The exchange of ideas, diverse perspectives, and open communication fostered a rich pool of innovative concepts that were grounded in both research findings and real-world insights.
Bridging Digital and Fine Arts Worlds
Successfully bridging the gap between the digital realm and the fine arts community requires a delicate balance. The integration of social media strategies, immersive content, and donor engagement mechanisms showcased that technological advancements can amplify the impact of traditional art forms, fostering a dynamic and interconnected experience.
Data-Driven Decision-Making
Analytics and data play a pivotal role in validating design decisions. Utilizing insights gathered from user interactions, social media metrics, and website analytics provided a solid foundation for informed adjustments and future strategic planning. This project reinforced the importance of marrying creativity with empirical evidence.
Flexibility in Strategy Implementation
While a well-defined strategy is essential, flexibility in implementation is equally crucial. Adapting to unforeseen challenges, and changing industry landscapes requires agility. The ability to iterate and refine the initial plan based on real-world observations is key to achieving optimal outcomes.