1. What is the opera like
for a newcomer?
Photo: US National Archives, WikiCommons http://bit.ly/ZKQ9vm
How can technology
turn newcomers into
passionate opera
patrons?
Interaction Design Assessment
Caitlin Flint

2. Opera companies are not short on
content. They are constantly sharing
podcasts, live streams, interviews, video,
history, synopses, program,
commentaries, directors notes, behind
the scenes photos, conventional
newspaper reviews, and advertising.
To get started, I did a
quick assessment of
how opera companies
interact with patrons.

3. I wanted to get a sense of
the types of information
opera-goers might be
curious about, and how it
could be organized or
related.
Next, I did
a quick
brainstorm

4. To test some of my
assumptions, I
interviewed a friend
who had been to the
opera only once
before.

5. “I’ve been to the Opera once. I fell
asleep. I loved it, but it was late at night
and I had been on a flight earlier that
day. The bathroom line was too long
during intermission so I wasn’t able to
buy coffee.”
I learned that for a
newcomer, the opera
seems long
Solution
Allow patrons to purchase refreshments in
advance, from their seat, or while in restroom lines.

6. “Before the show started, the
usher scolded me because I took a
picture with my phone. But having
a seat at the Metropolitan is kind
of a big deal. I wanted to share the
moment on Facebook.”
It is exciting, but
difficult to share
Solution
Make the opera company’s existing social content
accessible and shareable.

7. “Not everyone reads the screens,
they just pick up on the emotion, but
I read the screen quite a bit, which
made me miss out on the production
—you have to look down and then
look up.
At times the opera can
also be confusing
Solution
Allow individuals to switch between word-for-word
translation and an overview of the scene, or
choose their preferred language.

8. “They usually give you a program
with the story, but next time I will look
up the story before hand, to be a bit
more prepared.”
To make the experience
meaningful, newcomers
may do a bit of research
in advance
Solution
Make program content available to patrons in
advance via mobile device.

9. We can improve the
newcomer’s experience
from the moment they
purchase their ticket.
Providing patrons with a mobile platform that
has everything they need for their trip to the
opera will help them feel more prepared
and help them interpret the show while they
are in the audience.

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Before the Opera
All their tickets and
program information is
stored in one place. When
they are ready to return, all
the information they need
is right here.
At the start of the opera
While they’re waiting for the
show to start they can read
about the show, or pre-
order refreshments so they
don’t have to wait in line.
During the opera they can
view subtitles on their
mobile device, customizing
them to fit their needs.
At intermission
While patrons are waiting, they
can scroll through a news feed
with behind-the-scenes info
about their performance and
upcoming shows. Since photos
aren’t allowed, this content
will also be something they
can share on social media to
tell others about their day.

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The opera company already
has tons of great content
they are sharing with social
media—now it is available to
patrons while their motivated
to interact. Scrolling through
will kill time while waiting in
lines, but it will also connect
newcomers to the opera in a
more intimate way.
Patrons can tweet images
or share them on Facebook.
They can even buy tickets
to upcoming shows that
look interesting.
By keeping interaction
minimal—limiting tasks to
scrolling and sharing—visitors
won’t be too distracted or
burdened by technology and
can still relax and enjoy the
beauty of the opera.