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UI RWD REDESIGN:
PIONEER THEATRE COMPANY
PHASE 01: User Interface Analysis
methodology
User interviews will be conducted to collect qualitative data from participants. A survey will be sent out on social media to ask questions about volunteering experiences which will give us some for quantitative data. Both sources will be used to help us understand and create a user persona.
Interviews
User interviews will be conducted to collect qualitative data from participants. A survey will be sent out on social media to ask questions about volunteering experiences which will give us some for quantitative data. Both sources will be used to help us understand and create a user persona. Once we have gathered the data creating sketches, wireframes, and prototypes will be done simultaneously with user testing to validate any ideas or iterations.
Stakeholder Pull Quote
“We offers student discounts and rush tickets. U of U theatre students attend for free. But very, very few of them subscribe for season tickets.”
Karen Azenberg, Artistic Director
“Why aren’t there tickets on the front page?"
Susan G.
“It won’t even let you purchase tickets online.”
Sam G.
“I thought ‘Masks to Order’ was the name of a play.”
Jennifer S.
survey results
We decided to send out a survey for people to fill out. We wanted younger people to fill it out as we hoped to fix the site to attract a younger audience. Luckily for us, younger people did fill it out. 50% of our survey respondents marked they are Millennials, and then the second largest group was Gen Z with 38.9%.
When asked if they had ever heard of Pioneer Theatre company we got a majority of yes with a 57.9%, which was a nice surprise as we thought majority would say no because I hadn’t even heard of it and I was in the target demographic.
We then asked in our survey how people would prefer to purchase tickets. Majority said online using their phones with 73.7%. The second was still online using desktop at 42.1%. While the least amount was in person at 15.8% which is currently the only way to buy tickets with the Pioneer Theatre Company.
AFFINITY DIAGRAM
We then took what our users said in their interviews with the current site and turned it into an affinity diagram. This helps us visually see how many cons there were over the pros. This also helps us determine what things we should focus on first vs last. Here you can see that most users complained about the ticket information so we decided to focus on the ticketing information and even adding a online ticketing function.
USERS LIKED
the colors of the PTC logo and their site, though some areas felt a little overwhelming.
USERS HATED
that they could not purchase tickets online and that it was kind of hard to figure out how much the tickets were.
USERS NEEDED
to be able to purchase tickets online and not feel too overwhelmed with the process.
Competitor Analysis
After we completed the affinity diagram we realized that we should do a competitor analysis to see what was out there when it came to purchasing tickets.
Determining who our competition is was tricky. In today’s market, live theatre competes with much more than just other live theatres. Hale Center theatre is the most successful community theatre in the country, so they’re an obvious competitor. But so are movie theatres, which provide a far less expensive quality that is also quality and more convenient, and movies use the web far more than live theatres do.