Design Sprint — Millennials and U2

U2 as a music band is very popular amongst the 30+ but, how can they become more popular within the Millennial generation?

Together in a team of 4 (with Fang, Javier and Montse) we are presented with a few design inquiries related to the music band U2:

  • To position the Irish band as a reference in the use of technology.
  • To spread its main financial income (live concerts and the distribution of LPs).
  • To revolutionise the future of the concept “live concert”.
  • To popularise the band amongst the millennial age group

By the use of the Design Sprint methodology, which consists on 5 days working full-time on a project, we are asked to approach one of the previous design inquiries and come up with an innovative and creative digital solution.

Now I will take you to what happened in each and every day, what we learnt, the solution we came up with and the conclusions we got after testing the product. Enjoy!

(if you want to know more about design sprint you can click here or see some examples here and here)

DAY 1 - UNDERSTAND

It’s difficult to understand the dynamics of a concert crowd

On the first day we all try and observe, study and understand the problem that we are presented with. The team will then decide which will be our middle-to-long term objective. Due to the fact that millennials do not seem to like or listen to U2 that much, (check the amount of followers on Instagram compared to Facebook) we came up with the following objective:

Increase the amount of followers of U2 in social media, specially from the millennial group age

The questions that will help us achieving this objective are the so-called sprint questions. We came up with the following ones:

  • How to make U2 become more approachable by millennials?
  • How to share the principles of U2 with that public?
  • Which is the most adequate source of communication in order to reach the millennials?
  • Can we use influencers for that?
  • How will the target be willing to follow U2 on social media?
  • Which is the current use of social media platforms from U2?
  • Which could be the role of parents in this process?
  • And the role of friends?

Seems pretty clear right?

Well, with the idea to increase U2 followers on social media, we need to draw a map in which we will indicate every step to be taken in a process of target-discovery-learning-using-solution. And that was pretty tough!

This can sound very confusing and it is. On the first day of the design sprint you need to pretty much trust blindly on the process. No deciding, no ideating or no questioning. Basically just follow the flow .

DAY 2 - SKETCH

A far away stage is sketched

After a bit of a confusing first day, we start the second day by finding inspiration in other products, websites, apps and illustrations. Any concept that could be used and integrated in our project is valid! With that, each person of our team presents its inspirations.

With all the inspiration, map and defined objective, each member of the group generates an idea.

This idea is then extended to 8 (crazy 8’s technique) multiple variations and the best idea is then sketched in a more detailed version.

The second day finishes with 4 different ideas in which we will work a bit more on the next day.

DAY 3- CONVERGE

Three music instruments converge

Good morning all, today is the day, today we need to have an idea to prototype and test! — . Said our dear teacher Pere.

With all that pressure added, each of us presented the idea from the previous day, where the other members asked as many questions as they wanted and the creator explained its idea with more details. By dotmocracy (voting by with sticker dots) the best idea is chosen.

Well that didn’t happen. Two ideas were equally voted! This is when someone of the team (me and Fang) had to compromise and chose the idea we didn’t vote. Fair enough, again, believe in the process.

And so the final idea is called SONG EMOJI. It is a game in which the player can interpret the lyrics of songs from U2 by the use of emojis. Gamification as a concept and emojis are the main connection to the millennial generation.

Without loosing much time on the detail we started drawing the visual script. Check it out!

Paper wireframes

And so the final idea is called SONG EMOJI. It is a game in which the player can interpret the lyrics of songs from U2 by the use of emojis. Gamification as a concept and emojis are the main connection to the millennial generation. Without loosing much time on the detail we started drawing the visual script. Check it out!

DAY 4- BUILD

An orchestral piece is being built

Let’s make it happen! We divide the group between different roles

  • 2 creators, which will design the wireframes with Sketch
  • 1 recopilator, which looks for sources, icons, fonts and images
  • 1 copywriter, which will decide the text and the commands to be introduced.

Once the prototypes start to be in shape, one person will be in charge of putting everything together, in order to get the same style and vision of wireframes.

It ended up looking like this!

Cute right? Well, in order to understand the dynamics of the interfaces and get a more realistic view of the app, we used Invision to prototype it.

At the end of the afternoon, we do an internal test of the protoype and the testing session of the last day is planned. We need to ask the right questions, as well as making the user interact in the most realistic way, in order to get the best representation of the interactions between the user and the interfaces designed.

DAY 5- TEST

Arp Google Doodle as Test of Abstraction

Hello last day, let’s test and conclude some things right?

We did 5 testings in total, two of them were remote and the other three were in person. Regarding the roles of our group, one person is the one in charge of the interview, while the other three are in another room were they can see the interaction of the person interviewed with the app via Facetime. They are the ones in charge of writing down every comment, friction point and suggestion of the user. These remarks will be organised in the following way.

When finished, we can analyse the friction points and define patterns. Those patterns will help us defining conclusions.

Conclusions

We have observed that Song Emoji is attractive for the chosen target. The prototype seems fast, entertaining and easy to play with. On the other hand, the landing page and hero banner need to be more self-explanatory, in order to learn better about the contest concept and the awards to win. The project needs to be iterated to increase functionality, as well as improve the attraction of the project towards millennials.

I have to say I am surprised about how much work can be done in one week with this methodology. Collaboration is key though, and it is the best part of this process! Next projects are coming soon and they are pretty cool, stay tuned!

Mood of the day! Actually I’m pretty sick so… not relatable, but BEAUTIFUL.

https://www.youtube.com/watch?v=oTnWe_sMznM