The Jungle Room Concert: A UX Case Study
Eastern India's First Digital Tech-Enabled Boutique Electronic Dance Music Concert
Goal: Attract 1500 attendees in 20 days
Outcome: 1700 attendees and $30K+ in revenue
Introduction
As the lead designer at Visual Trip, I've had the privilege to design and execute few immersive boutique concerts over two years. In this case study, I'll walk you through the design and implementation of "The Jungle Room" - Eastern India's first tech-enabled boutique Electronic Dance Music Concert.
My Role
Head Of Design | Experience & Stage Designing | Content Design | Ticketing Platform Design | On Site Execution
Team
1 Designer
1 Performance Marketer
2 Sound Engineer
2 Light Engineers
2 Visual Engineer
15 Volunteers
Timeline
1 Month Research + Design + Execution
1. Understanding the Audience
Challenge:
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Discomfort attending live events solo
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Hesitation to commit to ticket purchases due to unpredictable schedules
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Concerns about events involving alcohol or perceived high costs
Insights:
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Venue: MALT, Kolkata - Eastern India's largest pub
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Featuring: top electronic acts in the nation
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Target audience: Electronic music enthusiasts, including newcomers
Deep Dive:
Audience characteristics:
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Preference for group or couple attendance
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Unfamiliarity with the artist or electronic music genre
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Concerns about ticket, food, beverage, and transportation costs
Solution:
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Targeted Outreach: Focus on both dedicated electronic music aficionados and newcomers to the live electronic music experience.
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Virtual Event Experience: Introduce an immersive online preview of the concert, allowing potential attendees to get a feel of the event before committing. This can alleviate concerns of those unfamiliar with the artist or the music genre.
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Social Media Ads: Launch targeted ad campaigns on platforms frequented by the target audience. Use engaging visuals and snippets of the electronic acts to pique interest.
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Organic Traction: Encourage sharing and word-of-mouth through incentives, contests, or features of attendees on official concert platforms. This can help in building a community feel and reduce the discomfort of attending alone.
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Informational Content: Regularly update the event's website and social media platforms with content about the concert, the artists, and the music. This not only educates potential attendees but also builds anticipation and excitement.
Team
The project involved a multi-disciplinary team that included specialists in digital marketing, graphic design, stage management, visual production, sound and tech engineering, and customer support. The team's synergy was crucial for the success of the project.
4. Digital Experience
Challenge: Building anticipation and giving a teaser of the real experience.
Solution: Using Blender, we transformed venue photos into a 3D animated video, giving potential attendees a virtual tour.
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2. Digital Ticketing Platform
Challenge: Crafting a seamless Online ticket booking experience.
Solution:
Design & Platform :
Functionality
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Beyond ticket sales: Central hub for event details, artist bios, FAQs, and more.
Payment & Analytics:
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Razorpay for secure payment processing.
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Chartmetric analytics offered insights into audience preferences, refining marketing strategies.
Responsiveness:
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Ensured design adaptability for various devices, especially mobiles, given the increasing mobile-centric user behavior. As per Statista, in Q1 2023, mobile devices accounted for 58.33% of global website traffic.
Target Audience:
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Primarily young individuals, with a significant portion accessing via mobile devices. This aligns with global trends, emphasizing the importance of mobile-responsive designs.
"Mobile accounts for approximately half of web traffic worldwide." - Statista, 2023.
5. Marketing Content
Challenge: Engaging potential attendees in a short time span.
Solution: Video content, given its higher engagement on social platforms, was our primary tool. Quick snippets of artist performances and the 3D renders ensured our content was both informative and captivating.
3. Venue Layout and Stage Design
Challenge: Elevating the attendee experience amidst a densely packed venue.
Solution:
1. Innovative Stage Design
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I Introduced a 360-degree access stage, ensuring every attendee feels like they're in the front row. This design also facilitated seamless artist-audience interaction throughout the event.
2. Strategic Venue Planning
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Developed a detailed wireframe of the venue to guide attendees effortlessly, even during peak crowd moments.
3. Advanced Lighting Technology
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Incorporated the cutting-edge Pixel LED technology, capable of producing up to 16 million vibrant colors.
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Used a special fiber material to diffuse the LED output, ensuring the lighting was vivid yet gentle on the eyes.
4. Efficient Infrastructure
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Opted for PVC pipes for the stage frame, promoting swift setup of lights and stage components.
5. Collaborative Approach
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Teamed up with expert visual and lighting engineers to integrate the best equipment, ensuring a visually stunning and immersive concert experience.
6. Social Media Marketing
Challenge: Achieving maximum reach and engagement in 15 days.
Solution: A mix of paid ads on platforms popular with our target audience, like Facebook and Instagram, combined with organic strategies like giveaways, ensured we had both reach and engagement.
7. On-ground Experience
Challenge: Delivering a seamless live experience.
Solution: Collaboration was key. Working with sound and visual engineers, we ensured top-notch production quality. Safety was paramount; wires were meticulously masked, and the stage was elevated for better artist-audience interaction.
7. Outcome
The Jungle Room" wasn't just a concert; it was an experience. With 60% pre-event ticket sales and over 1700+ attendees, we not only met our goals but set a new benchmark for boutique concerts in Eastern India.
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