glow
A livestreaming platform that makes concert experiences memorable, not in spite of their virtual nature, but because of it.
Timeline
November - December 2020
Skills
User research, UI/UX design, prototyping
Group
Lulu Tian, Zhaodi Wang, and me
Overview and role
In the height of the pandemic, many performance venues were shut down and there was uncertainty when - or if - they would open back up. With this uncertainty in mind, we conceptualized Glow: a livestreaming platform that makes concert experiences memorable, not in spite of, but because of them being virtual. I worked on this with two other team members; all three of us were equally active in the user research, synthesis, and ideation phases but we split up responsibilities once we started prototyping. I focused mainly on interactions during the performance.
User research
To better understand the needs of our potential users, namely college students and young professionals who used to regularly attend concerts in-person, we decided to conduct user interviews. First, we compiled a list of questions and activities that would give us insight into what aspects of the concert experience are most important to them. Using this protocol, each team member recruited interviewees in the aforementioned demographic and conducted their own interviews.
One finding from our research synthesis was that interaction--both amongst audience members and between the audience and the performer--was a common value in our participants and a big area of apprehension when considering livestreamed performances. Another finding was that while virtual concerts require much less effort to attend, that contributed to a lack of atmosphere and excitement for the performance. We started asking ourselves, how can we make users feel more invested and build up anticipation for the livestream without compromising on the convenience?
Not a solitary experience
After several rounds of brainstorming, we came up with the concept of giving each user a "glow" - a virtual presence in the form of a glowing aura. Glow allows for interactions that are unique to a virtual platform while creating a shared atmosphere that reminds concert-goers that they are not alone in the experience, even if they are not physically together. It also doesn't require users to turn on their cameras in order to create this feeling of togetherness.
Buying experience
The Glow experience starts from when the user is browsing shows. They can opt in to "glow mode" for a visualization of how many others have bought tickets to a given show. When they decide to buy, they can add their own glow to the mix.
Before the show begins
On the day of the show, users enter using their confirmation code. Once they're in, they can set their initial glow color and nickname. While waiting for the show to start, as well as during the performance, they can mingle with others in groups called "clusters."
Public and private clusters
Inside of a cluster, users can turn on their videos and mics and interact with one another. Clusters can be public or private - anyone can join a public cluster while private clusters are for groups who don't want others joining.
Glowing together
Even outside of clusters, Glow allows users to feel like they're part of something bigger while still leaving room for agency and self expression. Users can move their glows around freely and match the color to their own mood or the mood of a song.
Sending glow
Users can become one with the performance by sending their glow, which shows up in the performer's background. The way the glows show up can vary depending on the mood of the song - they can be still and cinematic during a slow song, or more dynamic when it's upbeat.
Participatory activities
Another way users can interact with each other and with the performance is by voting with their glow on decisions like the next song.