Tecate Music Festival

Description:

Tecate is a mexican brand beer that his main concern is winning loyalty and engagement with their consumers. They organize different concerts, festivals in different places of Mexico.

Problem:

Tecate needed to communicate the dates, schedule and artists participating from three different venues, so the customers would know how to find the artists corresponding to their location without confusion.

Solution:

Attending to a festival should be exciting. Finding the artists that will be presented in your location should spread emotions and produce an impulsive action of buying tickets as soon as they are available.

In the case of Tecate Location we made this possible by providing a fluid experience:

1. Enter Tecate site and choose a location

2. Review Lineup

3. Confirm Date, venues and being able to buy the tickets efficiently and with minor steps.

Can you believe that only took 1 minute to have tickets from Tecate Location Festival?

My Role:

UX design for a mobile/desktop concert site

This project was my first project as UX Designer so it is very special to me that I designed a very easy experience with clear interactions and content. *I did not worked in this project as UI, another UI designer helped me with color, mockups and UI Elements.

Challenges as UX:

This was my first project and I got presented a brief with different constraints of content but we came to a good agreements with Project Manager who helped me to research on extra information about what users were expecting from this festivals.

Research

Who are Tecate customers ? What information and content do they need to attend to a festival? What does makes them feel excitement about a festival?

• Is there any problem to considered when they are entering the site to buy tickets and then being redirected to a external site to pay?

• How the user is going to consult for information through each stage of the experience: BEFORE, DURING and AFTER Festival?

• What are the decisions they are making to share this site and convince friends to assist with them?

Define

I starting by considered all client requirements and the defining content in site maps, screen flows and Wireframes.

Wireframes, Iterations, and Learnings

Stages from Experience

It is a classic design problem not to think through the entire experience. We see this failure in digital products all the time. In order to provide the user a complete holistic experience, I tried to wear the shoes of the user going through each step to enjoy and share a exciting festival experience.

I always ask this type of questions:

1. Where did this person come from? / How did they find us?

2. What need are we serving? / What task are they hoping to accomplish here?

3. What are the steps they need to take to accomplish their task? Do these steps make sense? Can we simplify?

4. What are their main concerns and how do we address them?

5. When does their experience with us end and how can we make sure it ends on a positive note?

Thinking about an entire experience help me to identify edge cases, opportunities for delight, and mitigates the potential for disappointment and confusion. I added an entire section called “Experience” where the user could consult information before festival, like location venue, schedule entrance, FAQs. and after festival they could consult coverage content and a festival gallery, where they could see pictures, tweets, publications, hashtags from the event shared in social media.

Work with cross-functional team

As I mentioned before, I worked with UI Designers to plan and design the website for the festival. I helped them by providing feedback and test the flows to have each screen needed.

Testing Prototypes

I did a Mid Fidelity Prototype (Wireframes) in UXPIN in order to analyze the 5 possible flows I had and explain scenarios to developers. And then I did a High Fidelity Prototype (Mockup) in Invision to plan the interactions with the FrontEnd team.

Prototype Links

MockUp Demo