Sort out the database & site structure Maximise editorial value Improve user experience Objectives: Why are we doing it?
Our competitors We looked at the search criteria, what information and services were available and also what the categories they offered Virgin http:// www.virgin.net What’s On When http:// www. whatsonwhen .com This is London http:// www. thisislondon .com Ticketmaster http:// www. ticketmaster .com Time Out http:// www.timeout.com Yahoo http://guide.yahoo.com New York City Search http:// www. newyork . citysearch .com Guardian Film http://film.guardian.co. uk Myvillage http://www. myvillage .com What do we do currently See what patterns already exists. We looked at the nations & regions web sites to explore what works, what doesn’t and note the categories that they offered. <ul><li>How do our potential users organise their time out </li></ul><ul><li>Flow had conducted interviews with 50 of our target users around London and the home counties to </li></ul><ul><li>Illustrate the ‘entertainment’ experience </li></ul><ul><li>Document sample user models </li></ul><ul><li>Provide food for thought </li></ul><ul><li>Provide materials that can be used to: </li></ul><ul><ul><li>Generate site architecture </li></ul></ul><ul><ul><li>Inform further research </li></ul></ul>Analysis: What informed us?
Has a vague notion of what they are looking for Typically less frequent Special occasion or less sure of event Lots of research Lots of interaction with others Highly reactive Knows what he/she likes Limited requirement for pre-event research Prior knowledge or experience of the entertainment May go to event even if friends are not interested May be availability issues Our users
Who is it for 15 24 early 30s Empty nesters Pre nesters: Cinema, theatre, culture Singles: Drinking, clubbing Caged tigers: ‘Big nights out’, cinema Parents: Family events, cinema, theatre, culture Singles: Drinking, clubbing PRIMARY SECONDARY Empty nester: Family events, cinema, theatre, culture, days out Who are they?
15-24s - Key facts Clubbing 2-3 times a month. 3 live music gigs a year Nearly 50% have DTV at home, but watch fewer hours of TV than other age groups 70% say magazines are their preferred choice for music reviews 33% read newspapers for entertainment not news 95% own mobile phones. 8/10 send text messages 18-21s: 29% working full-time. Socialising all week. 3/4 live with parents 22-24s: 50% working full-time. 40% are married! 30% have kids! Less socialising than 15-21s. Src: Marketing and Communications Life stage / age group
Trigger: Mainly looking up clubbing, bars and cinema, and not be interested in anything else. Would like to know is going on specific dates or have specific events in mind. Ultimate Goal: To have full knowledge of every bar and club in her area. Know what is good and what is bad and be able to advise friends on where to go next. BBCi Usage: Listens to radio 1 and has been to this website only, but doesn’t relate this to the BBC or BBCi. Our Goal: To quickly give info on clubs and bars, with few clicks, provide reader reviews, editorial articles and wealth of information on these events. Task: Its Her friend's birthday and she is looking for a new club for a large group of friends could go to. Worried about the dress code and ease of getting back after a late one. Internet Level: Fairly confident user. Uses the internet for various things: college research, email, and seeking info. Will take time to read articles but only if they are specifically of interest to her. Net Usage: Uses it at college when there is a free computer. Also uses at her rented accommodation with her house-mates. She looks for cheap flights and research purposes. Environment: College – Has fast connection, but a computer is not always available during peak times (lunch hour and afternoons). It is noisy, and sometimes she has friends with her or sitting on computer nearby. Home – has a very slow connection. She very rarely just sits at the computer giving it her full attention because it is so slow. Usually while the page is loading she will be doing something else (e.g. writing emails or putting makeup on!). Background: Has a large group of friends and is always looking for something to do on the weekends with her mates, she doesn't like to spend too much time on her own. She likes clubbing but it has to play happy house tunes and she likes it to be quite dressy and trendy. She has joined the cocktail society at the Uni where they basically get plastered on very potent cocktails. EMMA 18 yrs. First year student in American Studies at Birmingham University. Personas
Trigger: To look for events, especially romantic evenings to go out more at the weekend as a couple, and maybe smaller events during the weekdays (because of work). Ultimate Goal: To make their life more interesting. To go out more. BBCi Usage: Not aware of BBCi. Our Goal: Make his experience quick and easy. Provide the information efficiently and enough info to complete the task without having to visit other websites. – one stop shop. Task: Looking for a romantic evening out in his local area <ul><li>Internet Level: Knows the basics, but has never spent too much time on the net. He says he is better than he actually is </li></ul><ul><li>Net Usage: Has it at work but rarely uses it, uses it more at home for free evenings and weekends connections. Only uses it for specific tasks, never just browses. Searches on Google for interests. </li></ul><ul><li>Environment: Work – doesn’t like using it because he is not allowed to during work hours, and the server keeps crashing anyway! </li></ul><ul><li>Home -Evenings, shared computer with partner. Standard BT free evenings/weekend connection. Same as phone line. </li></ul><ul><li>Background: He has put on some weight and feels like he is turning into a bit of a slob. He feels like he and his partner are in a bit of a rut, thinks of going to a gym and wants to break the tired routine of going for a drink with colleagues after work by doing something more cultured with his partner. </li></ul>DAVE, 35yrs Estate Agent. Lives with his girlfriend Lucy Personas
<ul><li>Trigger: Look up things to do with children, especially during school holidays, and weekends. Would respect what the bbci recommends for his children </li></ul><ul><li>Ultimate Goal: To give his children a fruitful childhood. Provide them good experiences and happy times. </li></ul><ul><li>BBCi Usage: Uses BBCi for news, and goes to the BBCi football page in the sport section. Sometimes uses the children’s section for their homework. </li></ul><ul><li>Our Goal: To provide friendly and good advice on where to take children out. Advice and tips on the events. </li></ul><ul><li>Task: </li></ul><ul><li>Looking for somewhere to take his children out for the day at the weekends. </li></ul><ul><li>Look for recommendations- esp. BBCi </li></ul><ul><li>Look for something educational & fun </li></ul>Internet Level: Fairly confident user. Uses the internet for various things: research, email, and seeking info. Will take time to read articles but only if they are specifically of interest to him. Net Usage: Uses it at work if he has free time. Uses it home, but spends more time on it than he would like. Environment: Work – Has fast connection, quiet environment, uses it more for work research reasons. Home – has a study where he uses it. Uses it more for social reasons. Background: He likes to try hard with the kids and is always looking for fun and educational ideas for outings. He is a sensible type always reads up on things and likes to be prepared. Steve likes drinking real ale and looks forward to the village cricket matches where he often, weather permitting, takes his kids for a picnic. STEVE, 42 yrs Chemist. Divorced lives on his owns has two kids Andrew(8) and Sophie (6) Personas
<ul><li>Trigger: to get tickets for concerts. To see what is on at the cinema, to learn what is happening in his area. </li></ul><ul><li>Ultimate Goal: To impress his friends with knowledge of going out to places. </li></ul><ul><li>BBCi Usage: Uses BBCi bitesize revision, and school work research. </li></ul><ul><li>Our Goal: Make the site look cool and exciting to be using, to make him look knowledgeable and hip. </li></ul><ul><li>Task: </li></ul><ul><li>Look up cinema/film for times and dates </li></ul><ul><li>Look up gigs and concerts for specific bands </li></ul>Internet Level: Moderate – doesn’t read much unless he has to. Just clicks on a trigger word as soon as he sees it. Net Usage: Uses it at school, and has a computer in his own room. Uses instant messaging and chat rooms. Flirts a lot and chats to his mates. Environment: Has is computer in his room but is often battling with his siblings who keep fiddling with the settings. He has set up his own log-in to keep them out of his files. Background: His dad is a postman and his is a home care worker. He has two younger brothers. Loves skateboarding and Hip Hop. Especially likes the So Solid Crew. He occasionally skives school along with his mates and hangs out in the shopping centre. Skateboarding in the car park. MATTHEW, 15yrs. School pupil Personas
<ul><li>Trigger: Mainly to look up Arts and Visual Arts. Has a great passion in this area. Does have post listing of theatres, but it does not cover the local events in detail. If prompted she would look into some adult classes on herbal medicine, medicine (mind body & sprit) in her area. </li></ul><ul><li>Ultimate Goal: keep up to date on art exhibitions, and find great bargains at bric a brac to adorn her home </li></ul><ul><li>BBCi Usage Basic awareness of BBCi especially the proms, and anything that she may want further info from a radio3 show. </li></ul><ul><li>Our Goal: To make the website enjoyable to use. Prompt with ideas to do new things in the Art/Visual Arts area. Make her feel excited by all the new events she can go to that she was unaware of. </li></ul><ul><li>Task: </li></ul><ul><li>Look up car boot sales in her area </li></ul><ul><li>Look up classes in meditation </li></ul><ul><li>Look up arts - visual events that are happening </li></ul>Internet Level: Better than an average user. Learns a lot from other people telling her how to use it. Net Usage: Is not available at work. Uses it at home. Confident in the sites she uses regularly, but feels uncertain if visiting a new site. Loyal customer when found a good site (usually introduced by a friend). Environment: Home – Has low cost evening and weekend connect. Lives a lone, so quiet but no-one available to ask for help. Has a dog rescued from the dog's home called Benji. Background: Loves organic food, and is really into world music and yoga. Enjoys picking up unusual bric a brac from car boot sales, like lampshades. FIONA , 32yrs. Bookkeeper at the local golf club. Single Personas
<ul><li>Trigger: Very interested in gig events in his local area, and is will to travel much further for bigger events. Also he would be interested in knowing about photography classes. </li></ul><ul><li>Ultimate Goal: To meet a girlfriend at a cool gig event! To explore other music tastes within his taste range. </li></ul><ul><li>BBCi Usage Never used BBCi before. </li></ul><ul><li>Our Goal: To give him a wide range of concerts, gigs, and music festivals. Prompt him onto similar events to his selected choices. Also to provide other prompts such as classes at the correct time. </li></ul><ul><li>Task: </li></ul><ul><li>Look for gigs that are happening in his local area and further afield for bigger concerts </li></ul><ul><li>Will if prompted look for similar music events </li></ul><ul><li>Will if prompted look for courses on music recording </li></ul>Internet Level: Moderate – used it a lot at college but not so often now. Net Usage: Not available at work. His housemate has the internet connection, which he uses once a week whenever it is convenient for them both. Often looks for fan based websites of obscure bands using Google. Environment: Home – usually noisy environment, not much privacy, with his mate occasionally looking over his shoulder. Background: Doesn't like spending too much money apart from records. Plays the guitar and loves music especially the classic 70's rock and has a huge record collection arranged alphabetically. Goes to lot of pub gigs and always talks about getting a band together, thinking up cool names. PABLO, 26 yrs. Retail assistant. Single Personas
<ul><li>Trigger: would like to spend more time out and about in his retirement years. Especially interested in knowing about new non-strenuous activities (walks, cycle routes). Wants to do things to stay young. </li></ul><ul><li>Ultimate Goal: To be active while he still can. To make the most of his retirement years. </li></ul><ul><li>BBCi Usage Has used the BBCi a few times especially for his tv programmes of interest. He also looks at the Radio4 website. </li></ul><ul><li>Our Goal: To make the site usable for him to use, and not over cluttered. Make the user journey clear in its direction and content timing structured. </li></ul><ul><li>Task: </li></ul><ul><li>Looks for classical or big band concerts in his area not really bothered by date </li></ul><ul><li>Day time activities, open houses, places to visit walks and talks not too far away </li></ul><ul><li>interested in reviews of walks </li></ul>Internet Level: New to it all. Always willing to have a go, but gets very frustrated with himself when I cannot understand what to do next. Net Usage: Uses it at home, which his son set up for him. He has been shown how use email and the basics of the “internet rules”. Hasn’t explored much further outside aol.co.UK. He uses their email mainly to keep in touch with Johnny his son in Australia receiving photos and updates. He also looks up package holidays Environment: Home – dabbles every now and again. Sometimes his wife will sit with him when looking up something together. Background: He likes to tinker, he used to with his old car but they have become so complicated that he no longer does. He feels that things are developing very fast, doesn't want to feel left behind. Is much more comfortable with mechanical gadgets. He is a member of the ramblers society and wildlife trust. Has a few close local friends. FRANK, 65 yrs Retired government worker. Lives with wife Margaret has two sons one has emigrated to Australia Personas
What is the dress code? Is it good for groups? I need to confirm this with my partner? Will it remember me when I come back? The comments about parking left by another visitor was really useful! To produce the user journeys above we performed a role playing exercise with 3 members of the Events team in the communal team area. One person played one of the target personas (Dave, Emma or Steve). Their ultimate goal would be the same as the persona, e.g.. Steve wished to give his children a fruitful childhood and memorable happy times. Another person armed with a copy of Time Out played the computer in the manner of a travel agent or someone on the other end of a telephone line. We made the assumption there was a broad exhaustive supply of information. It was the computer's role to feed the correct information to the user. The third person recorded the entire conversation as a typed transcript. Other team members in the office were invited to eavesdrop on the conversation and at any point offer opinions to time events such as user comments and chat around content. Role playing
ESSENTIAL Categories intelligent search event name venue name address & telephone number of venue dates event calendar Venue calendar Disable access Cost Region selector trustworthy browse friendly map email page to friend print page description of event times depth & breadth of information national coverage on the web BENEFICIAL related links user feedback link to article competitions editorial recommendations editorial reviews full description sort results by venue/event genre photos x-y map co-ordinates Age suitability selector articles on events methods of payment trailers travel instructions Dress code LUXURY baby change facilities/toilets book tickets icon marking Message board genres/characteristics/themes top 10 searches weather email newsletter send text message BBCi search results Email reminders other users like personal diary what’s on nearby Clipboard for search results Related events (if you like this.. Available on iTV Available on PDA Available on WAP chat around content snack attacks Advice & Tips Critical descriptions Ratings Submit user review Submit own event USP The most Comprehensive & friendly UK listing “ Conversational” “ Trusted Friend” Data
Category Venue Event Ratings Basic Knowledge Region area Date Genre Fuller Knowledge Address & Tel No Disabled access Payment method Cost Opening times Map Travel info Nearby Events Pictures Related Events Category (ALL) Reviews Articles Multimedia Related links Weather Search/Browse (filter process) I want to look for an event. What knowledge do I already have? Cookie jar Region Search Add a listing Opening times Dress code Promotions Reviews Chat Region The Event/ The Venue Content timing
Select a Region Select a Category View list sorted by event, region, date View list sorted by venue, region, date Venue full details Search Event full details Parent festival Festival details Artist details Search results sorted by region area Content flow
1. Choose something to do. 2. Where do you live? 3. Here are your options. 4. Pick a venue or an event. Wireframes
What will it look like Trusted Friendly Inclusive Entertainment Serious Exclusive Detached Sceptical We looked at the magazines and the web sites that our users would use for entertainment inspiration, reviews and listings. We had then created bi-polar maps of the the web world and magazine world to see if there are any visual triggers that will help us communicate a trusted , friendly , inclusive site that is about entertainment . Voice
Exciting, entertainment, bold. Looking at Heat, GQ, Q, Vogue and Top of the Pops for inclusiveness, excitement, entertainment and friendliness. Using black, red and white predominately to create a boldness and strength using simple typeface
Inclusive, trust, warm and fun. Looking at Guardian, Handbag for trust and Radio 1, Kiss FM and NME for fun and all for inclusiveness. Introducing the colour orange to relate to positivenes and activity. “ It is often common choice for those who market leisure and pleasure” Src: Dr. max Luscher, Colour colours our lives
No non sense, fast and to the point. We looked at creating a Yahoo and Google type model. Introducing the colour yellow green , to give it a sense of clean, fresh steady and topical, when combined with yellows and blues. Inspired by: Shigenobu Kobayashi, Colour Image Scale
Fast, exciting and fun. We looked the patterns of going out. In a hurry , getting ready , having to get there and always conscious of time . Using Gucci Rush perfume as a starting block to create Red Rush.
Trust, friendly and easy to use. We looked the emerging styles of the new Mac OS X and Windows XP interfaces. Using the colour combinations of blue, yellow and fuscia to create an enjoyable environment Inspired by: Shigenobu Kobayashi, Colour Image Scale
<ul><li>6 x 1 hour mixed gender groups. </li></ul><ul><li>Three in Solihull and three in London </li></ul><ul><li>Non-rejecters of BBC </li></ul><ul><li>All must use Internet at least weekly (excluding email) </li></ul><ul><li>All must have done and taken part in planning of at least one activity in the past fortnight (Pre Nesters), past month (Nesters) </li></ul><ul><li>All screened for ability to articulate and creativity </li></ul>Focus groups
The site must appeal to a core younger audience, without alienating parents, who may use the site to plan family days out etc. Editorially, it will be like a national Time Out Guide, but less aloof/exclusive. It will appeal to Heat readers and Radio 1 listeners. It aims to be: Trusted, Inclusive (not exclusive), Friendly and entertainment-focused. <ul><li>The key objective of this research is to test 3 designs and to evaluate the site communication they convey </li></ul><ul><li>What tone it communicates </li></ul><ul><li>Who do they appeal to </li></ul><ul><li>Which design best reflects the values of the site </li></ul><ul><li>Orange Fun, Red Rush and Strip down Green were submitted as they differentiated </li></ul>
The preferred site overall is orange fun , appreciated for its warmth, light-hearted and fun tonality. Red Rush was appreciated by those as a clubbing site but did not fit with the wider remit of going out Strip Down (Green) was widely rejected as sterile and bland. Lacking the friendly fun feel necessary for this offering. For the majority many the real site hook was having it all in one place. For others being able to hone in on a local area was of real value.” Src: SPA “
We had two more rapid prototypes introducing the visual language. The final one being more or less faultless. Our main sticking point was the visibility and understanding of how to change the region, and the visibility of the search box. Both of which were solved. Final product