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Breana Panaguiton UX Researcher: Jerome Innovative Design Co. for Project Manager: Breana Panaguiton LIVE NATION ENTERTAINMENT UX Researcher: Jerome Kendrick Business Analysis UX/UI Designer: Annie Zheng T H E P R O B L E M For Q1 of 2020, LiveNation was on track for a 31% revenue increase compared to the prior year.1 But with state mandated closures within the entertainment industry due to the COVID-19 global pandemic, that quickly changed into a 22% decrease instead by the end of March. Of the 65,000 shows that were impacted by the virus, 20% of them were cancelled and refunded back to customers, while 80% of them were rescheduled.1 While almost all of the rescheduled shows are offering refunds, 91% of ticket holders have opted to keep their ticket, and plan on attending their show.2 While live in-person events with typically large gatherings of people are not allowed at this time, many people have turned to live online streaming of their favorite artists from the comfort from their own home. However, 85% of livestream viewers say that digital performances can’t replace the live music experience.2 How might we be able to create a more impactful and desirable experience for these customers so that they would feel fulfilled and confident in continuing to attend shows virtually? S T A K E H O L D E R S Stakeholders within Live Nation include, but are not limited to: O W N E R S Governance – board members and their positions E M P L O Y E E S Innovative Design Co, developers, performers, graphic designers C U S T O M E R S Generation x – Ages 4055 Generation Y – Ages 2439 Generation Z – Ages 1823 C O M P E T I T O R S Tomorrowland IG Live Youtube TwitchYoutube B U S I N E S S P R O C E S S There are three major segments in which Live Nation conducts their business and company: concerts, ticketing, and sponsorships & advertisements. These encompass their business process, and in recent months, they have added a “Live At Home” feature to their Concerts segments. However, they do not offer a direct livestream from their platform, as it refers viewers to other popular streaming platforms.3 Innovative Design Co. for Project Manager: Breana Panaguiton LIVE NATION ENTERTAINMENT UX Researcher: Jerome Kendrick Business Analysis UX/UI Designer: Annie Zheng C O N C E R T S T I C K E T I N G S P O N S O R S H I P S & A D V E R T I S I N G Involves global promotion of Agency business through Drive increased advertising live music events in owned or Ticketmaster that sells tickets for scale to further monetize operated venues and in rented events on behalf of its clients and concerts platform through third-party venues, the retains a portion of the service rich media offerings including operation and management of charges as fee advertising associated with music venues, the production live streaming and music- of music festivals across the related content world, and the creation of Gross transaction value GTV = associated content face value of the ticket + service charge Create marketing programs for corporate clients that Typically sees higher revenue support business goals and during Q2 and Q3 due to Sells tickets through website, connect their brands directly seasonal nature of outdoor mobile app, ticket outlets and with fans and artists amphitheaters and festivals telephone call centers Develop, book, and produce Expected that this year will not Ticketing direct operating custom events or programs follow expected seasonality expenses include: for clients’ specific brands trend • Call center costs Concerts direct operating • Credit card fees expenses include: Direct operating expenses • Artist fees include: • Event production costs Health of Ticketing segment is • Fulfillment costs related to • Show related marketing and measured by reviewing the GTV sponsorship programs advertising expenses and number of tickets sold through ticketing operations, number of clients renewed or Health of Sponsorship & Health of Concerts segment is added and the average royalty Advertising segment: monitored by the number of rate paid to clients who use • Review the revenue confirmed events and fan ticketing services generated through attendance, talent fees, sponsorship arrangements average paid attendance, and online advertising market ticket pricing, advance Also by reviewing the number of ticket sales, and the number of visits to websites, cost of major artist clients under customer acquisition, purchase conversion rate, overall number of customers in database, number and percentage of tickets sold via mobile and the number of app installs Innovative Design Co. for Project Manager: Breana Panaguiton LIVE NATION ENTERTAINMENT UX Researcher: Jerome Kendrick Business Analysis UX/UI Designer: Annie Zheng O P P O R T U N I T I E S Innovative Design Co. will deliver a product that offers an experience that either simulates the real life one, or offers one with unique aspects to it, such as different camera views of a stage performance or behind the scenes footage. S O L U T I O N O P T I O N S The following features can be reviewed upon once data from user interviews have been evaluated: VR livestream experiences for concerts Flexible pricing options for attendees and festivals • Concert ticket packages • Payment plans On demand viewing of past performance • Subscription plans recordings Ways to explore artist’s music before purchasing tickets Gamify the experience to enable social Social interactions interactions, activities, and purchasing • Live Chat to mimic that of the in person experience Pre-concert meet up for friends (possibly connect with VR connection and gamify Unique features: the experience) • Behind the scenes clips Merch booth • Artist interviews • Artist merch, integrate apple pay, • Drone views of stages amazon pay, paypal • Out of this world “stage” production S C O P E Timeline summary: 2 weeks 7/27/208/7/20 Milestones: 7/29/20 - Research findings The Team: 8/2/20 - Low fidelity prototype Project management – Breana Panaguiton 8/4/20 - High fidelity prototype UX Researcher – Jerome Kendrick 8/7/20 - Final prototype due UX/UI Designer – Annie Zheng Innovative Design Co. for Project Manager: Breana Panaguiton LIVE NATION ENTERTAINMENT UX Researcher: Jerome Kendrick Business Analysis UX/UI Designer: Annie Zheng D E L I V E R A B L E S & S C H E D U L E : R Monday 7/27/20 Project Plan and Scheduling C+C analyses: E Research Plan & discussion • Feature inventory V guide • +/Δ listResearch Plan & O C discussion guide S I Tuesday 7/28/20 D User interviews x6 1 day) Business analysis E N Wednesday 7/29/20 Affinity mapping Problem statement I Persona(s) HMW’s? F E Journey map Research Report #1 D Thursday 7/30/20 Ideation sketches Features prioritization Main wireframes sketched Design research Navigation scheme Friday 7/31/20 Style guide Start digital grayscale low- Generate microcopy fidelity prototype Start scheduling usability N tests for next week G I S Sat 8/1/20-Sun 8/2/20 Finalize low-fidelity prototype Usability discussion guide E Start filling in high-fidelity Start low-fidelity usability tests D prototype images Monday 8/3/20 Finish low-fidelity prototype Schedule high-fidelity usability usability tests tests Tuesday 8/4/20 Iterations with sketches on high- Finalize high-fidelity prototype fidelity prototype Wednesday 8/5/20 High-fidelity usability tests Further iterations R Affinity map findings Start presentation prep E Usability test report #2 V I L Thursday 8/6/20 Finalize presentation, deliverables, content E D Friday 8/7/20 Present findings, process, and high fidelity prototype walkthrough Innovative Design Co. for Project Manager: Breana Panaguiton LIVE NATION ENTERTAINMENT UX Researcher: Jerome Kendrick Business Analysis UX/UI Designer: Annie Zheng I M P A C T Being able to offer a way for people to safely enjoy their favorite artists’ performances from their own home, socialize with friends, and offer a unique experience from the live in person events may help fill the demand for live performances by artists, and produce work opportunities for those within the live entertainment industry who were impacted the most by event cancellations and postponements. By offering such unique experiences, it will also help mitigate the losses Live Nation has gone through since the onset of the pandemic. 1. Operational and financial information LiveNation Earnings Report Q1 2. Supplemental Fan Survey Data Earnings Release 3. Live Nation Quarterly Report.
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