CHALLENGE

• Majority of the people who attend are older people.
• Engage a younger generation especially millennials.
• Without alienating the older generation or being invasive or disruptive to the regular attendees.
• Younger generation is disinterested and receives opera as boring due to a lack of understanding.

PROCESS & INSIGHTS

We conducted user research including these Methods:

• Competitive & comparative analysis
• Online surveys (25 participants)
• Contextual interviews

These insights helped develop personas and defined the scope of the project:

Our research suggests the best way to spark interest towards opera is to educate them in a comfortable environment such as Opera in The Domain.

SOLUTION:
EDUCATIONAL MOBILE GUIDE

• An educatinal mobile app which is catered towards people who lack an understanding of opera.
• The purpose is to allow users to join an educational competition that runs concurrently with the opera to foster user engagement.
• Users are also encouraged to share their experience with a hashtag on social networks.
• This will solve the common misperceptions:
Operas are for older people, it’s boring and it’s hard to understand

RESEARCH STEPS

• Competitive/comparative analysis and website evaluation.
• Online survey in which 23 participants were surveyed.
• Conducted contextual interviews at the opera house with actual attendees of a live opera to gain more in dephts insights into their behaviour and influence to why they would attend.

We created an affinity diagram to collate qualitative (User interviews) and quantitive (Surveys) data together to see relative links between common topics.

PRIMARY INSIGHTS

• Majority of the people are neutral about watching operas however would watch a movie instead, due to the price factor.
• A strong relation between users not understanding operas which lead to negative perceptions. “its boring, its for older people and it doesn’t interest users.”
• Which we can conclude a deeper understanding or knowledge will lead to the appreciation and enjoyment of music/opera.

PERSONAS

From there, based on our research we created our user personas.

FEATURE PRIORISATION MAP

From understanding our persona needs and behaviours, a list of ideas are generated and sorted into nice to have, essential, low effort and high effort map.

SKETCHING AND IDEATION

WIREFRAMES

HAVE A LOOK AND TRY OUR INVISION PROTOTYPE

https://invis.io/7B5KOFN9F