On The Stage
UX Redesign for On The Stage’s all-in-one theater platform
Overview
On The Stage is an all-in-one ticketing, streaming, event marketing and merchandising platform for indie and school theaters. I was hired by them to do a comprehensive UX redesign of their website which included the main dashboard, customer support, and website builder. Additionally I also assisted in the creation of their new live streaming service, a solution created for the struggling theater industry during Covid-19.
Roles: UX Researcher, UX Designer
Methods: User Interviews, Affinity Mapping, Journey Mapping, Wireframing, Usability Testing, User Flows, Prototyping
Tools: Figma, Adobe Photoshop, Miro
Team: On The Stage Dev Team & Customer Support Team
Type of Project: Client Project for On The Stage (part of Artech Holdings, LLC.)
User Interviews
Who: 6 current On The Stage users
How: Users participated in a 20-30 minute interview through phone or zoom.
Sample Questions:
Tell me about your most recent production.
What is your general experience with OTS?
What are the benefits of using OTS?
What are the pain points?
Can you walk me through a typical ticketing process for one of your productions?
How was your experience creating the website?
User Quotes
“I don’t want to make something cookie cutter, I want a website that represents our theater.”
“I’m older so it’s difficult to learn new technology.”
“Because of Covid-19 we had to change our play to livestreaming.”
Key User Insights
User research gathered from interviews was synthesized through affinity mapping and I found the following user insights:
Users are interested in online streaming alternatives for their productions because of the pandemic.
Users struggle with learning new technology
Users want a higher level of customization for their websites.
Users check their ticket sales often.
User Persona
User Journey Map
Usability Testing- Existing Site
Who: 5 users with either theater/teaching experience, no prior experience with OTS
How: users were given a series of scenarios (to give context) and tasks to perform, 6 tasks total
Why: to evaluate usability of existing OTS website
Tasks
Create a production (In person & Livestreaming)
Create a website
Update cast page
Buy a walk on ticket
Contact customer support
View ticket sales
Usability Testing Results
Low-fi & Mid-fi Wireframes
Usability testing was performed on both low-fi and mid-fi prototypes and revisions were made according to the results
High-fi Prototype
