About the EventPass and Its Goals
EventPass is a mobile application that gets people exploring their city by providing an affordable way to find and attend events.
The platform has evolved from an already existing event-discovery service FreeSocialEvents.
The company also supports causes / charitable organizations by providing free sponsorship to get additional exposure to events for social goods.
For one small monthly subscription fee, EventPass provides free unlimited access to all kinds of events/activities/services in your city.
“We turn your city into a theme park, so enjoy the ride!”
EventPass Value Proposition
• unlimited monthly event access for a small subscription
• customize user experience based on users interests
• first 3 event are free
Create a comprehensive smooth onboarding experience that meets users wants, needs, and expectations.
Design an effective way to engage and onboard new attendee users, from web landing page to mobile app.
Worked with a team of 4 to design desktop and mobile experience for event technology startup EventPass. Performed user research, usability testing, wireframing, UX/UI design.
My responsibilities included:
• leadership, team management
• conception, ideating, presenting
• user research, research analysis, competitive analysis
• user flows & journeys, wireframes, prototyping
Successful onboarding increases the likelihood that a first-time user becomes a full-time user after adopting a product.
To reach this, we focused on:
3 visual attractive screens are telling the initial information about the product to the new user - it gives the quick insight into what problems the app solves, how it can help the user and what benefits it gives.
Customize user preferences
Get users to the core product as fast as possible. There’s no such thing as one-fits-all experience. Different users have different preferences. When the app gives users freedom of choice, they will be able to get the maximum benefit from using it.
The value in the first experience
The user can see that he got 3 free events before the subscription and payment and get the instant communication and prompts about what’s going on.
RESEARCH & ANALYSIS
Main interview findings:
It is ok to collect personal information if the user is getting something in return.
Users like to try new things, meet new people, and get out with their friends.
The onboarding process should be informative and enjoyable.
The quality and quantity of events aren’t always aligned with users interests.
Landing page must provide product benefits, features, and price.
Finding events when they have time and where they are is important.
Searching across many different platforms for events is time consuming and a pain.
After the user interview, we figure out the points which are important for users. And on the other hand, we had the main advantages of the application (value proposition) and the question "How to show the advantages to the user?" And for understanding the best way how to answer the question it's good to analyze how the competitors are doing currently in the market.
For competitive analysis were examined the most popular market leader apps like Fever, Eventbrite, Brandsintown, Meetup, Tinder, Duolingo, and Moviepass.
Focus was on analyzing:
• Landing page
• Onboarding process
• Sign Up / Registration
The result of competitive analysis
Based on competitive analysis conclusions were made:
Informative landing webpage
Most competitors have a website where you can interact, browse, and purchase tickets, and are informative.
Concise sign up/registration
Offer sync with Facebook or Google, option to signup with email, and 5 screen average for registration and onboarding.
Intuitive onboarding process
Most apps have cards explaining their special features, collects user’s interests and location.
Personalized app dashboard
Displays events that match your suggestions and location from onboarding.
To better empathize with users and to guide decisions in this process, research-based personas were created.
Customer Journey Maps
To better understand the essence of the whole experience from the customer’s perspective a journey map was created.
For user journey map persona “Maria” was chosen because her experience is versatile and will help to identify opportunities to enhance users' experience.
She started her interaction with EventPass from Facebook event page, than she moved to EvenPass landing page. There she figured out she needs to download a mobile application and finished using mobile device.
With a journey map clear can see:
• gaps between channels - Maria is going from social media to website landing page
• gaps between devices - Maria moves from one device to another
• user’s frustrated points - Maria has to complete some conditions to achieve her goal
The User Flow was made to observe the whole picture the user travels – from entry point to end goal – in order to complete a task in a user interface.
The entry point was App Store EventPass screen and the end goal - Sign Up for EventPass App.
It helps to understand what the user needs to get done and how to deliver that in the most effective manner possible. This should lead to better user experiences as it places the user at the heart of the design process.
After ideation process and meetings with the client for the stage of wireframing we have enough information about the users and their behavior. Based on that info couple of hypothesis how to make user interaction with the landing page and make onboarding experience in a positive way were created. And looking for the best solution - the paper prototype is a great tool.
For testing were made two option of lading page and mobile app user flow.
Landing Page. A-B Testing
The goal for the landing page testing was to know what the information hierarchy is the most useful for the user to know before making a decision Sign Up.
User testing task was: "Please check the landing page and explain what it's about, what kind of product is represent, how does it work".
For landing page was made 2 options, was made a decision make A-B testing. To figure out what information visually is the best for users perception.
Version A in a header there is an entertaining video about events and a short description about app benefits above.
Version B - pointed out the most important information about the app.
Overview of the landing page user testing
• Most people like option A
• Not obvious at first that it's a mobile app
• There is no value for the Sign Up process through landing page
• “How it works” doesn’t very helpful for users since it's just a process
• Most users didn't understand what type of events the app represents
• Some users had questions about technical support and need the information like "what if...."
The story of dealing with the app or a website starts from the first impression through the decision on trying and up to the actual interaction.
EventPass is a product of unusually way of interaction with payment (the user has to make a subscription but the user can explore the app at first and attends free events. Usually way - use for free, pay at the beginning.)
For many people trying something new is a sort of stress which demands some effort and consideration, so a little help could make the decision-making process easier and more harmonic.
Thus we decided to make an onboarding tutorial screens which are shown to the user in case of the first interaction with the product.
The task for testing was "Please check the app and join the event".
Overview of the app onboarding user testing
• Users found tutorial screens very confusing. The text was asking them to think too much.
• Screen graphic not relevant distracted.
• Couldn’t follow the hierarchy of information on screens tutorial screens.
The rounds of tests using the wireframes iterations were made. It allows me to move on with a high fidelity prototype.
A reason why purple color was chosen as the main EventPass application color: the color for EventPass was selected based on the participant’s preference and client wishes.
They would like to have the feeling of excitement, enthusiastic, vivid and at the same time clean.
High fidelity prototyping
According the user testing, structure of the landing page was changed:
• A header part of the landing page - education part - explains shortly about EventPass.
• Next 3 parts - engagement-benefits blocks - to show the product value to the potential customer.
• Reinforcement part with benefits and app features.
• Pricing part with explanation.
• FAQ - part with answer for most popular and important questions.
• Contact EventPass team part.