My Town Hall
|Role: Researcher & designer.
Tools: Sketch, InVision, Google forms, Marvel
Skills: Survey writing, research, visual design, site map, UX writing
|Team size: 3
Timeline: 10 weeks
Outcome: Design proposal
Town Hall Seattle is a local non-profit whose mission is to foster the community through civics, arts, and cultural programs. They came to the School of Visual Concepts looking for fresh eyes to help them reach new users and spread their mission. In the client briefing we heard frustrations around resources, how to organize their information, feeling like a “best kept secret”, and worry that awareness of Town Hall isn’t where they want it to be.
There is a lack of awareness and a lack of engagement with Town Hall Seattle.
Our problem statement was created from a north star workshop. We took what we heard from the client, an analysis of their current website and a competitive analysis, and started to group similar themes and ideas.
I created a 15 question Google survey to gather user research. We had a total of 56 respondents and the data told us a lot.
Executive research summary
- Awareness of Town Hall Seattle does have room to grow
- Users prefer a mobile app for locating new events
- Social media and word of mouth are really important avenues for spreading awareness of Town Hall and how users discover new events.
- Of the 57.1% that know of Town Hall, 81.3% have attended an event (yay) but only 6% are a member.
The product – My Town Hall
Based off of our research findings we decided to design a mobile app, aptly named “My Town Hall”, to serve as a complimentary component to their website with a primary focus of highlighting events through personalization. I wanted to create an app that took out the guesswork for the user. It would serve up relevant content upon login, store their information, make the membership path easy peasy, and make the experience a little fun.
Areas of focus:
- Account creation/personalization
We started with hand sketches to bring concepts to paper . We took what we loved from each sketch and started to create wire frames. Here are some initial ideas for the event detail page.
To understand the experience and how a user would navigate the app, I created a site map.
I knew from our survey which information was important to a user and I used that data to guide the sitemap. The app would be complimentary, with a focus to drive awareness and events. We made the conscious decision to leave some stuff out–like seasonal campaigns and event recordings.
Our wire frames captured key elements :
- Bottom navigation
- Tag selections that would drive suggested events
- Events would be the landing page or dashboard of the app
- Fun status pages to keep the user engaged and excited
After creating the low fidelity wire frames and the basic user flow, I was ready to test our ideas. I created the research plan, which was used to perform 4 usability tests.
You can view the research plan here.
What we learned:
- Support and Info tab confused users. These were not the right words.
- Users want more context for why they are creating an account.
- Ticket price was not obvious.
- User couldn’t indicate a quantity when purchasing tickets.
I presented our design proposal to Town Hall along with recommendations to ensure success of the app:
- Advertise the app
- Offer 1 free ticket for new users to the app
- Encourage users to sign up for the newsletter, include in-app notifications
- Find more ways to engage users before, during, and after the events