My Role
UI, UX Design,
Desk&User Research,
User Flow, Prototyping,
Video Storyline


Team
Hyelim Lim
Poonam Patel
You Zhang


Client
Lippincott


Project duration
12 weeks


Advisors
Christopher Pross (Lippincott)
Roger Mader (Ampersand)
Criswell Lappin (Bigtincan)

Studio 22 offers immersive ballet experiences through creative dance powered by interactive technologies.

The studio aims to reinvigorate Ballet experience so that it appeals to the new young generation by bridging the gap between Ballet and GenZ.

 


Prototyping

Mobile application
* Feel free to play with interactive demo, following along the video demo

Interactive demo
Click To Start
Video demo



Problem context


1. Lost popularity over the years
Ballet is dying because it has a static reputation. There are many more types of performing arts shows in the industry today, and Ballet isn't the most popular choice. From 2004 until now, Google Trends shows a steady decline in the interest of these top ballet companies.





2. Attended mostly by seniors and Ballet enthusiasts
My team watched the New York City Ballet performance to observe the current situation of the Ballet industry. After interviewing fifteen viewers selected randomly, most of the audience turned out to be seniors or Ballet fans who have already watched Ballet more than once.







Primary research



1. Who is GenZ?

GenZ is the demographic cohort after the millennials. They will be the youngest, most ethnically diverse, and the largest generation in American history. Generally, it includes 16-23 years, but my team narrows the age scope into 18-23 years old who can earn and spend money on watching performances.

Main features: Tech-savvy, digital natives, all about videos, multi-tasking
Most popular apps: Youtube, Instagram, Snapchat





2. Why Ballet?

From a business perspective, the Ballet industry could be a blue ocean. In the case of the circus industry, Cirque de Soleil is a pioneer that has created a new type of circus performance and gained enormous profit. If my team suggests an innovative form of a Ballet performance, it could revitalize the business as with Cirque de Soleil.

Above all, traditional Ballet has the potential to be innovated. Because choreography and music of Ballet are the basis of contemporary dance&music such as Hip-hop and pop that GenZers like.




Secondary research










Empathy map











Insights on users


➊ Tech-savvy
Considering how much time GenZ spends on digital devices,
they are drawn to tech-driven experiences.

➋ Interactive
Because they are all about gaming and videos.
They like being engaged through experiences that they can participate in.

➌ Relevant but differenciated
They are not interested in the “Generic.”
They like experiences that stand out and they can resonate with.





Synthesizing insights








 Opportunity 


① Using modern technologies
to enable Gen Z’s participation in the Ballet experience.
② We created an experience layer
over the existing genre of contemporary Ballet.







User journey map



My team thought out solutions across the entire journey of the Ballet performance.
➊ Before the show :Studio 22’s new brand image captures GenZ’s attention through stimulating visuals and a young voice. Also, it offers an wasy and engaging booking experience.
➋ During the show : the addition of interactive technologies like AR and 3D projection mapping allow GenZers to participate.
➌ After the show : Online performances enable GenZ to engage with the performance on their smart devices.




User flowchart







Wireframing

Mobile application



Iteration

Mobile application



Prototyping

Stage experiences


➊ Initial prototyping
GenZ students experienced low-fidelity AR prototyping
: AR ticket experience and AR seat tracker & gift.
➋ Iteration: Final prototyping
My team iterated the prototyping for a stage experience by using a projector and a mobile UI prototyping. A GenZ student experienced the whole journey of Studio 22: AR ticket experience, AR seat tracker, Projection mapping, and Gamification of performance.





Users’ feedback







Video Storyline







Promotion video








Future scope


➊ The cost-benefit formula
This project deals with not only users but also business and market in performing arts. By analyzing the feasibility of each action item, it maps across impact and investment.
Impact is scored based on an item's brand and commercial value, and investment is based on the cost and time. “Ticketing” has the lowest investment and impact, on the other hand, “stage-tech” has the highest.



➋ Roadmap
Based on the cost-benefit formula, my team plans a roadmap to execute each action item.





References
 

1. Beauchemin, Raymond. Popularity of Ballet on the Rise. The National, 2 Mar. 2011
2. Anderson, Matt. Discover What Gen Z Is Watching on YouTube - Think with Google. Google, Aug. 2018
3. Law, Tom J. 10 Vital Strategies to Use When Marketing to Generation Z in 2019. Oberlo, 5 Dec. 2019