Beyond the screen - A hybrid concert experience
A Hybrid concert experience which seamlessly integrates holographic technology to deliver the immersive and socially connected atmosphere of live concerts. While addressing challenges associated with physical concerts.
A Hybrid concert experience which seamlessly integrates holographic technology to deliver the immersive and socially connected atmosphere of live concerts.
Our goal is to refine concert experiences through an innovative hybrid concept, merging holographic technology with local traditional venues. Our primary objective is to recreate the captivating atmosphere of traditional concerts, fostering social connections, and providing sustainable, cost-effective alternatives for artists and audiences through cutting-edge holographic displays, ensuring a transformative approach to future of entertainment.
Duration
4 weeks
Advisors
Dr Liang He
My Contribution - My role spanned from primary research to product strategy, design, and service blueprint creation. I was involved in every aspect of the process, contributing to the seamless integration of research insights into our strategic planning and implementation.
The challenge
Traditional live concerts grapple with a fundamental challenge – their inherent limitation of accessibility. The requirement for physical presence at a venue restricts the audience to those who can be present in person, excluding individuals who may face geographical, financial, or logistical constraints.
On the flip side, livestream concerts, while attempting to bridge these gaps, confront technological hurdles that impact the smooth delivery of the concert experience to remote viewers. Issues such as buffering, audio quality, and the inability to capture the atmosphere of a live event contribute to dissatisfaction among virtual audiences.
Live/In-person
​Livestream
Solution
Our innovative approach incorporates existing physical channels, effectively transforming hosting venues into "franchises" for livestreamed concert events. This strategic shift not only expands accessibility but also introduces a scalable and sustainable model, fostering partnerships with local businesses to amplify the reach of our hybrid concerts and by offering an unprecedented blend of traditional and virtual concerts.
The hybrid concert experience with like minded people with an integration of holographic technology and local business partnerships for accessible venues.
Local business partnerships for venues
Holographic technology
Mobile application for seamless onboarding
Local Business Partnerships - Franchise Model
Our innovative approach incorporates existing physical channels, effectively transforming hosting venues into "franchises" for livestreamed concert events.
This strategic shift not only expands accessibility but also introduces a scalable and sustainable model, fostering partnerships with local businesses to amplify the reach of our hybrid concerts and by offering an unprecedented blend of traditional and virtual concerts.
Hybridization - Holographic Technology
"Hybridization" involves the seamless integration of holographic technology into the concert experience, creating an immersive blend that captures the energy of live events while harnessing the accessibility of virtual platforms.
This integration introduces holographic representations of performers onto the stage, allowing audiences to experience the visual and spatial dynamics of a live concert, even if physically distant.
Mobile application
The mobile application serves as the central hub, offering seamless onboarding, intuitive ticket booking, merchandise shopping, and personalized notifications, enhancing user engagement throughout the hybrid concert experience.
Experience starts with users picking suitable location which allows them to explore and connect with live events world wide.
Once users select an event, they view a list of potential venues and concert locations, accompanied by a progress bar indicating the countdown to the event.
The bar completes two weeks before the event, triggering the payment process based on the chosen venue, with payment on hold until this point. Venue availability and pricing hinge on number of registrations, closing two weeks prior to the event for seamless processing.
In the next step, users can explore and select concert merchandise they wish to purchase. They can effortlessly add chosen items to their main order, ensuring a convenient and personalized shopping experience.
After selecting their desired merchandise, users proceed to the final order page, where the list of chosen items, including the concert ticket, is displayed. Here, they can opt for delivery or pickup, review order details, and view the final amount.
Upon proceeding, a pop-up for food and drinks appears, followed by the completion of the payment process through their preferred method, concluding the seamless transaction.
What features do we provide ?
Scalability
Scalable model that allows for the easy replication of the hybrid concert experience across diverse locations, ensuring adaptability to various venues and meeting the evolving demands of a broad audience.​
Interactive elements
Interactive features within the hybrid experience, fostering real-time engagement between performers and audiences, by aiding in enhancing the sense of community even in a virtual setting.​
Multi-Genre Integration
Catering to diverse musical preferences by curating a spectrum of genres within the hybrid concerts, providing a dynamic and inclusive entertainment platform that appeals to a wide audience.
Okay, but how did we get there? Lets talk a look at our Design process...
Methods Used - Secondary research, Interviews and Affinity mapping
We conducted a though research based on these areas to gain insights and understanding into various aspects of both the concert experience."
~ Research areas
~ Affinity mapping themes and insights
We found that two main aspects of users not wanting to attend live concerts are physical and financial accessibility. They also "value community" aspect of physical concerts and appreciate being with like minded people.
~ Affinity mapping themes and insights
The primary objective of the interviews was to gain insight into how individuals engage with diverse concert experiences and their corresponding sentiments, as well as to identify associated challenges. Additionally, we aimed to conduct a comparative analysis of both the concert experiences.
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Our guiding questions were based on four categories : Concert experience preferable mode of interaction, improving the experience, gap between in-person concert experience and live streaming.
~ Key takeaways from affinity mapping of 9 interviews - 5 physical concert attendees and 4 virtual attendees
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Responses highlight that the majority of participants find the overall vibe and atmosphere of concerts to be a significant factor in their enjoyment, with descriptors such as energetic, immersive, and unforgettable.
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Participants express the live music experience deepens their connection to the artist and contributes significantly to the overall enjoyment of the concert, emphasizing the importance of live performances in creating memorable moments.
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Some insights reveal that a considerable number of respondents face challenges attending concerts due to affordability and accessibility issues, impacting their decision-making process when considering concert attendance.
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Insights indicate that the community aspect plays a vital role in the overall enjoyment of a concert for many respondents. Participants might describe interactions with fellow attendees, emphasizing the sense of camaraderie and shared experiences.
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Participants share instances where they refrained from attending concerts due to cost-related barriers. Insights might reveal that more affordable options would likely increase overall attendance and positively impact the concert-going experience for a broader audience.
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Our interviewees prefer the use of existing technology for live streaming experience instead of emerging AR/VR technologies.
Who exactly we are designing for ?
We deliberately interviewed listeners of different musical genres initially in order to get a sense of what aspects of live concerts are valued among disparate genres.
There was an almost unanimous agreement among our interview participants, irrespective of genre, which was quite surprising.
Using empathy map we were able to understand the emotions and thoughts of our user group and come to a clearer understanding of how we should tackle challenges associated with both forms of concert.
These insights pared with our secondary research findings allowed us to determine that the most prominent issues are
Accessibility and Money for traditional concerts and Technology for live concerts.
Ideation - Narrowing down the problem space
In addition to our hybrid concert concept, we encountered three other ideas that played a role in our decision-making during the ideation process.
PROBLEM/OPPORTUNITY SPACE 01
The Silent Disco concept aimed to enhance accessibility for individuals facing barriers attending live events by providing personalized music experiences through headsets. Attendees could enjoy the event without disturbing others, fostering inclusivity.
Despite its potential, the Silent Disco concept presented challenges related to the logistical complexities of managing and distributing headsets on a large scale during events, raising concerns about operational efficiency.
PROBLEM/OPPORTUNITY SPACE 02
The Vibration Wristbands idea sought to create a stronger sense of community and shared experiences among concert-goers by simulating the energy of a live concert through wristbands generating vibrations synced to the music.
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While addressing the community aspect, challenges persisted in providing a comprehensive sensory engagement beyond vibrations, potentially limiting the overall immersive experience for users. This concept was also a bit futuristic.
PROBLEM/OPPORTUNITY SPACE 03
The Compact Home Kit aimed to provide an affordable solution for users to simulate the concert experience at home. However, this concept raised concerns about the overall cost-effectiveness and whether it could genuinely replicate the communal aspect of live events.
The main challenge with the Compact Home Kit revolved around the potential lack of community interaction, as users would experience the concert alone, possibly diminishing the desired social aspect.
Product Strategy Diagram
Service Blueprint
Reflection
User centered approach and service Design
Reflecting on this project has been a profound learning experience, underscoring the critical role of user-centered design principles in crafting an innovative product strategy. The fusion of holographic technology, franchise venue transformation, and a feature-rich mobile application in service design reinforced the importance of a holistic approach. Creating a service blueprint revealed the intricate interplay between frontstage and backstage elements, highlighting the need for meticulous planning and constant iteration to ensure a seamless and user-centric hybrid concert experience.
Designing for cross-channel experiences
Navigating the realm of cross-channel experiences in this project unveiled the power of seamlessly integrating holographic technology, mobile applications, and physical venues. We learned that a harmonious fusion of these channels is key to delivering a cohesive and immersive hybrid concert experience, transcending traditional boundaries and delighting users at every touchpoint.