The project

In a national panorama full of summer music events, Dique Festival wants to bet on an experience that goes beyond the musical event itself, creating a complete digital experience through an innovative digital product, usable, with an attractive, simple and clear design.

In addition to offering a usable and aesthetic digital product, it seeks to highlight an innovative value proposition that adapts and attracts a broad spectrum of attendees, favoring diversity and plurality.

Knowing the interests of users, their expectations and motivations is a fundamental pillar for the development of the project. So the final digital product, in addition to being an essential guide for the festival, must be committed to functionalities that go beyond the sale of tickets, information about the artists or the view of schedules through calendar, with the aim of making the user experience as attractive and complete as possible.

Despite having a short deadline for the prototype, a thorough research phase was carried out through sprints to speed up its implementation, without neglecting the validation with users, in order to work on a stronger foundation.

In a first approach to the product, we focused on assimilating the characteristics that we had to take into account within the context, about the users and the digital product itself, and we investigated the main functionalities offered by the competition.

In order to obtain valuable information, we reviewed existing products before starting our project. By analyzing the collected data in detail, we identified the main strengths and opportunities for improvement that we decided to address. Thus acquiring all the knowledge of the sector, proposing solutions to the problems we have been finding and offering an added value that makes our application stand out from the competition.

One of the pillars on which Dique Festival's strategy is based is its digital product, so one of the aspects we will work on is the App's conversion funnel.

Before designing the product, we study and understand the research we have carried out, draw conclusions and reflect on how to translate the most important aspects in a tangible way in the digital product.

We focus on the design of a usable and aesthetic App, an ambitious project in which trust, empathy and clarity in the message predominate. A space that, in addition to collecting useful information about the festival, highlights promotions and other features that can be implemented in the future.

It is essential to understand how the music festival we collaborate with works. In this context, our event, being its first edition, is in a growth phase, so it could introduce new experiences or promotions in parallel while this digital product is being developed.

In order for our product not to be outdated before launching, we will create a solid and flexible framework that takes into account all the different market situations. This way, we will be prepared to meet the present and future needs of the festival.

For the user of Dique Festival we highlight and prioritize the access to the Private Area, which allows them to personalize and complete their experience inside the venue, and the Customer Service, where the user can solve their doubts, incidents and other needs through the use of a real-time chat or via email. In addition, by downloading the App, the user will be able to manage and customize the calendar with their favorite artists, as well as the notifications that the user considers of interest.

For the potential customer, the user will have access to communication elements, promotions and other relevant information. Taking into account the possibility of reaching a customer with a less technological profile, the App has a secure payment gateway and help elements in the most relevant screens.

In addition, the App has an area where the news and musical events taking place throughout the year are highlighted, always adapted to the user's interests.

The most valued aspect by users when downloading a festival App is the possibility of obtaining promotions and discounts and accessing their tickets quickly and easily. Therefore, the user will be able to obtain these promotions and discounts both within the App and in other collaborating services (accommodation, urban transport, etc.).

PROTOTYPE & USER TESTING

In order to test the product design we created a navigable prototype for mobile with 75% of the simulated functionality. From this we proposed 3 different tasks to a group of users: login, bookmarks and calendar management, and ticket purchase.

Thanks to the feedback and the results obtained we found some points to modify and improve. After the first impressions, the conclusions allowed us to functionally and visually adjust some key aspects in the interactions and screens of the processes. This resulted in the final product.