UX/UI Case Study — Redesign Campus Party Website
Since the 90s, event culture has been rising tremendously. Festivals, conferences, releases, exhibitions, and fairs have transformed into a new shape that changes every year.
Communication is a key factor of their success. The strategy has to be aligned and deliver a cohesive message and experience. Nowadays an event’s digital presence is as important as the event itself — it represents the more lasting testimonial of what happened during those days.
At the same time, communication strategy may vary from edition to edition, in pursuit of innovation and that wow factor.
Challenge
This time, our one week challenge was to design a website for an event/festival that will take place next year.
Thinking about that, I decided to redesign the Campus Party website. I chose this event because I have been participating along 8 years and always thought that they could improve their online experience.
Campus Party
Campus Party is an immersive event where people use the most diverse technologies to change the world. It is the world’s largest technology experience that annually attracts geeks, entrepreneurs, gamers, scientists and many other creatives who come together to follow hundreds of activities on Innovation, Science, Culture, Digital Universe and Entrepreneurship.
To have a feeling about the event, here is a video of this year edition, Campus Party Brasil 12 — São Paulo:
Guerrilla research
In the beginning of the project I did an online survey and interviewed about 10 people to understand the public that I was going to work.
With my research I wanted to know what kind of information they look for when visiting the website, what are their motivations to go to Campus Party, what are their difficulties in the event and website.
Discoveries
Looking through all collected data, I saw that:
- 57% — 26–35 years old
- 33% — 18–25 years old
- 80% — access the site before the event
- 20% — visit the website during the event
- 50% — already participated at least once
- 32% — wants to go to the event
- When they visit the website they want to find dates, prices, agenda, volunteering, how to get to the event.
Most of them find it hard to locate the information they need, there are problems on the interface and the navigation is very confusing.
They really like the event because is a place where they can share experiences, be within the news, meet new friends, learn new things and have fun.
Empathy map and Personas
Based on my research, I created 2 personas.
Igor Cardoso is a student that wants to learn new things. He wants to meet new people, increase his professional network, experiment and get knowledge in other fields. He always have trouble on planning to go to the event, he feel insecure to go alone and he lives in other city.
The second persona is Danilo Oliveira. Danilo is a veteran, he went to Campus Party a few editions. He loves the event and feel like have to share his knowledge with others. He wants to find new friends and see the latest technology. Danilo thinks that the website is confused, he never find what he wants and believe that the community is not engaged enough.
Jobs to be Done
To understand all touch points that the user was going to have in their journey right after they have the desire to go to the event, I used the method Jobs to be Done.
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Before: They want easy access to basic information (tickets, place, dates), what is this event, agenda and speakers.
During: They want to know everything that is happening, easily locate their friends, get to know new people and don’t waist their time in long lines.
After: They want to get their certificate, review everything that happened, find and share photos and videos.
How Might We and Brainstorm
Having a clear view about the user needs and their outcomes, I started to question myself and brainstorm some ideas for possible solutions.
The main pain points that I consider was:
- How might we help customers to find basic information on the website?
- How might we help customer to plan to attend the event?
- How might we help customer to locate themselves and their friends?
- How might we help customer to be aware of everything that is happening on the event?
Sitemap and Userflow
Analyzing their website and all data, I developed a sitemap to structure the new website. This time it was going to have two menus, the main menu, with everything about the event and past events, and the secondary menu, that was going to be changeable, according to the next edition.
With this 2 menus, it would be less confusing and easy to find information about the edition they are visiting.
I also created 3 user flows, one for each period that the user would have contact with the website.
The first one is related to before the event. When he decides to go, he needs to buy a ticket, see the guidelines and the agenda.
The second one is when he is in the event. He wants to have easy access to his personalized schedule, find his friends and be aware of what is happening on the event.
And, the third one is for after the event. When he can get his participation certificate, see photos and talks that happened.
Moodboard and Style Tile
Analyzing their brand, website and social medias, I found out that their brand is pretty solid when talking about styles and colors. I decided to keep most of the visual identity because represents very well all the things that they want to show. Bringing energy and colors to this technological world.
Solution
Thinking about the use of the website in their journeys, I choose to focus on web version for before and after the event and concentrate the mobile version during the event.
The user would have their own personalized profile and easy access to general agenda, keep up with everything that happens with Twitter posts and easy way to find their friends.
Project developed for Week 6 at Ironhack UX/UI Design Bootcamp
Special thanks for my Teacher Mayra Sasso, Teacher Assistants Juliana Furtado and Constance Chen, and all my classmates.
