HCI580 Practicum Tip the Band: Increasing tipping behavior through better engagement between fans and musicians

Team Band Together Linda Brammer, Liz Dykes, Kate Fitzgibbon, Rafael Flores, Jon Hensley, Emily Ryou,

Alexa Smith, Nathan Varjavand, Michael Wesolowski, Matthew Womack

The Problem Space

• Music scene is popular but isn't highlighted as a tourist activity

• Musicians often reluctant to ask for help, or don't know how to reach out

• It is difficult for musicians to get discovered by fans and build a lasting relationship

• Disconnect between how people believe artists get paid and how they actually get compensated

Stakeholder Interviews

"It's up to you as an artist to engage your fan base - and make them your Street Team." - Reid Wick

“If you only look at next-gen musicians, who will embrace technology?" - Mark Samuels

"Stay engaged and in touch. Move beyond useless websites... offer social rewards, music rewards, and custom incentives." - Evan Christopher

Stakeholder Themes

Analysis of Interviews

Collectively brainstormed potential solutions, tasks, and requirements

Make recommendations to enhance Digital Tip Jar with the goal of creating a community that sustains musicians respectfully and helps them connect with music lovers to create fans for life...

Refined Problem Space

User Research Interviews

Fan Interviews

4 Locals that have visited NOLA 2 West Coasters who go every year 1 Burqueño who used to live in Baton Rouge

"If people know that the band was playing for tips, it would definitely change behavior."

- Brad

Fan Team Affinity Diagram

Fans fall into clusters based on their behavior: •Tipping •Following •Music discovery

Themes: Fan Team

User Research Interviews

Musician Interviews

"Word-of-mouth is king." - Woody

"There's probably a more savvy way to do promotion, but I just use what I know."

- Dan

3 Chicago Locals 2 NOLA Residents 1 West Coast Resident

Musician Team Affinity Diagram

• General Engagement • Band Management • Promotion • Discovery

Themes: Musician Team

Heuristic Analysis of Digital Tip Jar

Goals for Digital Tip Jar

Increase tipping behavior among fans by:

• Engagement. Create lasting relationships by engaging with fans.

• Discovery. Allow fans to easily discover new artists

• Community. Crowdsource help and promotion so cultural workers don't have to do the lion's share

• Street teams

• Encourage behaviors through popular, existing outlets

Competitive Analysis

Meet Felicity

Felicity's Story

Meet Peter

Peter's Story

UI Sketches

Site Map

Wireframes and Prototyping

Process:

1. Defined global elements:

(i.e. header, footer, tipping module...)

2. Beanstalk svn repository for Axure

-Visual, responsive, action-oriented

3. Responsive Framework, Twitter

Bootstrap

Tasks in Prototypes: Search for a genre and find a band Give a band a tip Upload a band photo

Fan Prototypes

Musician Prototypes Tasks in Prototypes: Staggered Profile creation for convenience and gamification Street Team and Point System

Usability Testing- General Site Feedback

Security

Explain Business Process

"Make sure the bank stuff is secure and has a reputable verification agency. Mint explained how it works and has fancy icons that said who evaluated the site."

"How much of the tip money does the band keep?"

Keep Homepage Simple

"If you didn’t know what DTJ was, I’d be confused with array of options. Which features am I supposed to use as a musician or as a fan?”

Location & Recordings

"Would like to see recent recordings. I might decide to buy one of their recent albums."

"Would like to know where the performer will be, through social media feeds."

"Will there be a charge or will it be free for musicians?"

Key Discoveries from Testing

Tested 3 Users for Fan Use Cases:

1. Searching for a band 2. Tipping 3. Adding a photo

Positive Feedback

• Easy to use and intuitive

• Liked the social aspects and street team gamefication

Key Issues

• Too many clicks to get to a band's page- wanted shortcuts

• Redundant options distracted from correct path

• Unclear terminology, such as media instead of photo

• Security concern with providing Paypal login to another site

Key Discoveries from Testing

• Useful and engaging way to connect with fans

• Liked ease of use and pre-set messages

• Sign up was not a focal point and got lost on home page

• Separate calls to action from imagery

• Clarify generic terminology, i.e. messages become fan mail

• Allow profile creation at own pace and simplify profile bar

Tested 2 Users for Musician Use Cases:

1. Create account 2. Set up Street Team 3. Contact a tipper

Positive Feedback

Key Issues

Future Possibilities

Recommendations and possible features for future state:

Fans: • Show information • Recordings • Tip-caching • Immersion • Personalization

Musicians: • User Studies to Study

Tipping Behavior • Data Analysis • Connections • Percentage • "Tip-starter" • Venues

Questions?