Atlanta loves brunch, so each year there is a festival to celebrate some of the best restaurants in the brunch game. Each vendor offers tasting size portions of the brunch items they do best. While the festival sells very popular bottomless drink tickets for brunch beverages we all love – Bloody Marys, Mimosas, Brunch Punch, beer, wine and seltzer.
Client: ATL Brunch Festival
Project: Visual Design | UX | Research
Role: Solo Designer
Atl Brunch Festival attendees need a way to effectively try as much brunch foods and beverages during their experience so that it feels more like brunch and less like a chaotic festival.
1. Incorporate a way for attendees to navigate the festival easier.
2. Create a way for users to keep track of the vendors they have tried.
3. Provide a way to personalize the festival experience.
During the discovery phase of this project I began by conducting various types of research which included a competitive analysis, user research and exploring similar applications in the entertainment industry and others that may not be viewed as direct competitors. My looking at applications that were not considered direct competitors was to get a wide view of functionality and a better understanding of possible features. During the research phase I also answered questions such as:
"What is the product and who is it for?"
"What do the primary users need most?"
"What challenges could we face moving forward?"
In order to determine the user personas for the ATL Brunch Festival app I created a persona hypothesis. This hypothesis let me think about what sort of user may be interacting with the app and how, when, and where they might doing it. I determined three personas were necessary to fully encompass the potential users of the app.
I looked at other festival apps and apps often used at festivals. Although none compete directly with the Atl Brunch Festival, they can still offer insight on what users like a dislike. The Atl Brunch Festival has the opportunity to capitalize on this by bringing product offerings from each company to create well rounded experience. The apps I analyzed included: Cochella, Bottle Rock, Pukkelpop & Water Minder
After sketching out wireframes and thinking through the preliminary flow, I reviewed what was successful, and what areas needed improvement. I took time on this step to make sure that the UX was thoroughly thought out before moving onto UI.
It was important to consider how each user would use this application and what features would create a well rounded experience.
The first step in planning the visual direction for the ATL Bruch Fest app was deciding on the color palette. I first identified which colors would be most likely to increase appetite which could directly increase the amount of revenue generated by vendors at the festival. This in turn would increase the ROI for the ATL Brunch Festival brand, as they would be more likely to see a high percentage of return vendors.
For the primary colors I chose yellow as my appetizing color and balanced its’ boldness with burgundy and tan. I also included secondary colors such as orange, peach and black.
For the logo I wanted to create something that was bold and easy to understand at first glance, as well as incorporating an ATL landmark. When creating a logo it is important to consider scale, as logos are frequently used in varying sizes for different collateral throughout a brand
Navigating any festival can be very difficult, whether you're trying to locate stages, vendors and/ or your friends.
Create a map feature in the application that can help users find their friends, stages , restrooms and more. The map feature also indicates which bar and restroom lines are shortest , in an effort to make the festival experience as seamless as possible.
The festival takes place once each year, so how can we offer users a way to keep track of the vendors they have tried ?
Create a digital wallet feature that will allow users to add cards for payment. When any of the cards in the user's wallet are used at a festival vendor, the app will add it to the receipt log.
Finding food to eat at a festival can become an overwhelming and time consuming experience for picky eaters who would rather be enjoying the other festivities.
Upon making an account users have the ability to create a personalized brunch lineup list. Users will first choose their top 5 favorite brunch items to recieve an app generated recommened vendors list. Next they will be able to create their brunch lineup from the generated suggestions or the full restaurant list.
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