Dice +
Designing a new gig-subscription feature for Dice’s existing mobile app.
Team of 5 // Nov 2021 // 2 weeks // Concept Project // Ticketing Platform
Role: UX/UI Designer & Researcher
Tools & Methods: Double Diamond Method, Figma, Maze, Zoom, Slack, Kanban, Retro, Pen & Paper!
— Client
Dice is a platform that connects fans to live events. Users can search, browse and buy tickets for upcoming live shows, gigs, concerts, club nights, festivals and other cultural events (both in-person or virtual) that have been curated by their editorial team. Users can also connect their Spotify accounts in order to get event recommendations, based on their account preferences.
— Brief
Dice were looking for a way to promote emerging artists and increase their market share in small venues, which they believed to be a massively untapped potential source of revenue. Dice’s strategy to accomplish this was through a subscription service, which enables users to discover and attend new live shows tailored to their likes a location.
We were tasked with implementing the new subscription service feature into the existing app.
— Process
01/ Understand the user
Carried out a competitive and comparative analysis of 7 other experiential services (some with subscription models).
Conducted interviews with users to understand their needs, behaviours and attitudes around: subscription services, discovering new & emerging artists, ticketed events and attending these events in times of (post?)Covid 19.
Synthesised our insights into 4 main themes:
Post-Covid (Blues & Safety concerns.
Active & passive ‘Discoverers’.
Preferences (types of events).
Groups (organising group outings; shared subscription plans).
02/ Identify the problem
Created 2 personas (Paul & Susan), based on our user research to help empathise with the user. Paul & Susan were also represented as 2 archetypes: the Active Discoverer and the Passive Discoverer.
Created a retrospective user journey to highlight the pain points we needed to resolve. We identified that Dice’s shortcomings were mostly in catering to Active Discoverers, like Susan. So we focused our efforts on the Susan persona.
Defined a problem scenario based on addressing issues around discovering new events and incentivising users to attend these (in a post-Covid world).
Problem: “The average event-goer needs incentives to visit Covid safe events so that they can get out more after the Covid 19 lockdown, based in their preferences because they want to find more things to do with their friends & family with minimal effort, but stay safe.”
➡️ How might we encourage users to go to more events after Covid?
03/ Ideate Solutions & Test
During our Design Studio Ideation session, we changed the focus of our problem statement away from Covid and refocussed on incentivising and helping users to discover and attend up-and-coming artists’ events. We would do this by:
Creating a dedicated section for the feature.
Creating an onboarding process to sign up for the service.
Implementing some sort of gamification feature which would reward users for interacting with the app and subscription service.
— Outcome
We designed and tested several solutions to implement Dice’s new gig-subscription service in order to incentivise users to discover and attend up-and-coming artists’ events:
Created a separate section, accessible from the navigation bar dedicated to our new subscription service feature - ‘Dice +’.
Created an onboarding process to sign up for the service and discover how it works (through the use of overlays), with two types of plans:
Solo or Shared: invite a friend to shared-plan + control the plan (split payment, etc).
A gamification feature in the Dice + Dashboard where users are rewarded with Dice points for attending upcoming artist events as well as interacting with the app, which they could use to claim goodies or gig-tickets.
— View the Demo
