UX Case Study: A Yoga Festival Microsite

Team Members: for this project, I worked with fellow UX design classmates Vlada Tkach, Lauren

Role: UX/UI Designer

UX Design Tool: Adobe Xd

Timeline: 4 Day Sprint

Our Process

Our team followed the Double Diamond design process model developed by the British Design Council in 2005.

We analyzed the problem space and ideated solutions as a team, and then implemented our most valuable findings into our product.

The Brief: Design a microsite for a new festival created with your team and incorporate a feature that will add value and improve user experience.

Game Plan — Determining the Who, What, Where, When, and Why

Before we begin our primary research, we needed to ask the 5 Ws to help us prepare.

  • Who is our target user?
  • What problems are we solving?
  • Where is the user’s story taking place?
  • When is the user using the product?
  • Why does the user need the product?

Yogi Times

A lifestyle guide made for the modern yogi called the Yogi Times shares articles drafted by the yoga community to attract curious minds. This website was used as a helpful resource to gain insight into our users’ world.

It was absorbing to learn the different tactics the yogi community used to improve their health and wellbeing. We learned that many people in that community wish they knew of easier ways to fit relaxing exercise in their daily or weekly routine. For these individuals, centering their lives include activities such as meditation, healthy eating, breathing exercise, and yoga help them center their lives.

Discover

1 in 3 Americans has tried yoga at least once. It is known to be the most commonly used complementary health approach in the U.S.

Lean UX Canvas

Once we learned the importance of maintaining a yogi’s wellbeing, we started making plans for a yoga festival. It was clear that we needed to offer a product that would encompass the community’s favorite hobbies.

Based on our secondary research, we predicted that this event would be created for health-conscious and curious souls who focused on improving their body and their mind.

Since we only had a broad idea of our potential product, our lean UX canvas remained a living document to go back to as we gather more data from our user research.

Competitive Feature Comparison

We knew we wanted to plan a yoga festival, now we had to guarantee that it would be an exceptionally unique experience for our users. Our first instinct was to research similar events and explore their offers.

If we wanted to stand out from our competitors, we had to analyze their products and characteristics — This would be key for determining which features our microsite would need to have to be competitive and where we might add value with some unique features.

We studied yoga retreats and holistic festivals that happened around the world, this included: Happy Place, Telluride Yoga Festival, Wanderlust Yoga Festival, Secular Sabbath, and Charity Weekend.

We noticed most of our competitors' websites failed to provide detailed information about the activities prior to the event. Festival attendees had to wait until the week or day of the event, to thoroughly plan for them. Another interesting discovery was that none of the festivals offered options to select activities that best fit the user’s individual interests.

Prioritizing these shortfalls helped us articulate the axes for our market positioning chart. Consequently, we were able to identify our ideal position in the market.

  • Pre-planning features: Offering users the ability to plan their experience ahead of the festival.
  • Educational: Providing users information and practices to reflect on after their activities.

User Research

My teammates and I distributed a survey and conducted interviews to gain contextual information on our user’s behaviors and main goals.

  • The survey received 40 responses.
  • We interviewed 5 users including members of the yogi community, friends, and family members.

Key Findings

The following answers clarified the results of our research:

68% Find it important to incorporate wellness practices into their daily routine.

44% Associate the word "Peace" with beach and lake.

59% Find breathing & yoga classes to be relaxing.

Great service is what’s going to make me come back. I should have an amazing experience

“I like when I have information on what is going to be provided at the festival

“There should be an intention behind a festival, I listened to your music, then what? Why should I come next year?

“The best part of festivals is SWAG and merch

“My relationships will fail if my mental health is not on point”

“I don’t like that line-up times are kept secret until the actual event”

Our interviewees explained that yoga refreshed their minds, and emphasized that wellness spaces encourage users to learn about different mental perspectives — in other words, they allow the user to discover new practices to improve their daily routines.

Define

Lessons from our research

  • There should be more purpose to a festival than just the lineup.
  • They want to easily navigate the festival once they’re there.
  • Learning wellness practices is the best form of relaxation.

Narrowing our focus

Our research proved that our users were mainly interested in the value festivals could provide them before and during the actual event. They also found it important to discover new wellness exercises at the festival that they would then add to their daily routine to improve their lives.

Therefore, we decided that our key focus would be helping attendees with planning difficulties regarding a yoga festival.

Wellness Wendy — Our health-conscious user

We created a persona called Wellness Wendy. She values her well being and sometimes attends festivals that are focused on wellness. However, Wendy finds it difficult to plan for these festivals due to the lack of information provided on those websites.

What tasks must Wendy achieve to reach her goals?

We created a user journey map to help us get a holistic overview of the existing user experience to help us further identify their pains and identify design opportunities.

We discovered that the website Wendy was using did not satisfy her emotional needs. We distinguished the three main problem areas and set out to ideate for the following:

  • How to allow the user to schedule or personalize their event experience, prior to the event itself?
  • How to reduce or avoid unexpected expenses for activities during the event?
  • How to provide accessible directions and information about the activities during the event?

Develop

We wanted to offer a memorable and relaxing experience to our users. In order for us to deliver that experience, we needed to meet their needs from the beginning of their journey to the end.

My teammates and I started ideating for each main point and distinguished the good from the bad.

The good

  • Color key for each zone (blue for relaxation, red for food, etc)
  • Offer a schedule based on their interest
  • List of all the paid activities prior to the event

The bad

  • First come first serve basis activities
  • Split themes between days
  • Send map with tickets

Once we sorted our best ideas, my teammates and I analyzed the solutions that would add the most value to our microsite by using the MoSCow method.

Based on our research, the following three main key features seemed like the best fit:

  • A detailed list of activities
  • Selective packages at affordable prices
  • Virtual map with location and direction to activities

Problem Meets Solution — Our MVP

Once we had ideas to build from we were able to come up with our minimum viable product.

The Light & Love Festival: a 2-day yoga event filled with yoga, meditation, wellness talks, and nutrition advice. This exceptional experience will foster health and wellness in the yoga community.

Our microsite will aim to help the festival attendees plan their activities beforehand by providing the lineup and schedule. Attendees will also have access to a virtual map displaying the locations and direction of booked activities. Additionally, they will have the opportunity to complete their experience with a free item.

The microsite’s key features:

  • Personalize their packages
  • Plan their expenses and activities beforehand
  • Navigate the virtual map for directions and information

Before moving forward with prototyping, we needed to plan our user’s happy path using a flow-chart to understand the steps taken towards a successful outcome. Once we created our site map and user flow we were able to visualize how our users’ would navigate our microsite. This plan helped us ease the creation of our prototype and improve our user’s experience.

Deliver

It was time for us to sketch out our concept and implement our solutions. We knew to offer activity details was incredibly important to our users, what we didn’t know was that we would face several difficulties blending that into our design.

Usability Testing Discoveries

  1. We had too many screens and it made it difficult for our users to understand the end goal.
  2. The arrangement and taxonomy of most screens raised concerns about the payment and receipt process.
  3. The buttons’ ontology was not clear and led to misclicks.

After conducting 5 usability tests with our users we were able to make improvements to our prototype and moved forward with creating our mid-fi. We also gained some constructive insights from testing our mid-fi prototypes with 5 testers.

Usability Testing Discoveries

  1. Differentiation between button and cards raised confusion.
  2. Missing back button.
  3. Lack of payment options.

To best visualize what our yoga festival microsite would look like, Vlada Tkach created a mood board that best spoke to our brand attributes: refreshing, joyful, friendly, wholesome, secure.

We needed to reevaluate our assumptions and dig deeper into our visuals. We conducted extensive research on our competitors' visuals and taxonomy to ease the flow of our user’s experience.

Based on our findings, we created two style guides and conducted a desirability test to gain insight on user’s attitudes and responses towards our aesthetics. These were the results:

Our users agreed that our product needed to portray a sense of rejuvenation and calmness to it. This helped us put together an atomic design inventory that fit our product.

The Final Result

As you can see from the video above, we were able to simplify our prototype and incorporate our testers' insights.

First screen: Displays an overview of all the activities happening at the festival.

Screen 2: Display all the paths (ticket packages) visitors can select.

Screen 3: Shows the activities included in the path of Self-Love.

Screen 4: Once they add the self-love path to their cart they have the option to add a free item to their experience.

Screen 5: Payment screens with different options.

Screen 6: Receipt and button leading to schedule.

Screen 7: Displays schedule of activities along with a clickable navigation icon.

Screen 8: Shows the virtual map including location, direction, and e-ticket at the bottom of the screen.

Success Metrics

  • High traffic on the website
  • Positive feedback & reviews
  • A large number of ticket purchased
  • A large amount of following on social media

Failure Metrics

  • Low traffic on the website
  • Negative feedback & reviews
  • A low number of ticket purchased
  • A low amount of following on social media

Key Learning

Overall this was a fun project, despite completing this 4-day sprint virtually, we managed to divide tasks accordingly and accomplish more than we expected.

Our biggest challenge was timeboxing ourselves while problem-solving, yet we were able to manage our time effectively to complete the project on time.

We also learned the value of testing. By conducting several tests, we were able to understand what our user’s desired and expected from a yoga festival microsite.

Thank You

Thanks for the claps if you enjoyed this article. As always, feedback is appreciated. If you’d like to connect, please reach out! — Bianca Salomon

Product Designer