Methods
Research Strategies
We utilized a variety of research methods that we were introduced to through class materials to gather user data and insights.
Our client, the Kelly-Strayhorn Theater is a local theater company in Pittsburgh. The KST wanted us to help them increase user engagement and motivation for visiting the theater as well as the East Liberty community where they are located a whole. Over the course of this semster, we conducted in-depth user research to identify the needs of potential patrons as well as prototyped and tested a solution that would solve the designated issues.
Role:
UX Research Lead
Duration:
Oct 2020 - Dec 2020
(10 weeks)
Tools Used:
Zoom, Figma, Photoshop, Illustrator
Skills:
Contextual Inquiries, Remote Usability Testing, Wireframing, Rapid Prototyping, UX Writing
The Kelly-Strayhorn Theater in East Liberty wished to diversify and boost their audience numbers, and increase rentention. They also hoped to help bring more business to other establishments in the area. Currently, the obstacles they face include East Liberty having a negative reputation as an “unsafe” neighborhood as well as financial setbacks due to the COVID-19 pandemic. Right now, there are no compelling incentives for people to visit and explore East Liberty and get to know the neighborhood and the KST.
We utilized a variety of research methods that we were introduced to through class materials to gather user data and insights.
Through our user research, we were able to talk to multiple users who expressed a variety of opinions about visiting a local theater such as Kelly-Strayhorn as well as the East Liberty community.
After aggregating our user quotes and analyzing the data, we found some common patterns and themes emerge. These ideas were categorized into community, engagement, and advertising and then designated as our insights and used to define our direction of ideation.
Based on the insights, we ideated a rewards system that would incetivize users to frequent both the Kelly-Strayhorn Theater and other local establishments in East Liberty. We constructed a system map to showcase how users would establish a feedback loop with the rewards system.
We created the Kelly-Strayhorn Rewards system that provides customers points for purchasing tickets to recommended KST shows that they can then exchange for discounts and offers at East Liberty shops and restaurants. The system aims to increase the incentives that audiences have for going to the KST and East Liberty.
I had an amazing time working on this project with my team members, Neely Young, Mike Jin, and Isabel Yi! If we had more time, I would've liked to have interviewed a wider range of users since the majority we spoke with were in the 18-35 demographic. Overall, this project was a great introduction to user research methodologies and a wonderful learning experience!
© Nandhini Gounder 2021