Upped Events
Help feature product case study
Upped Events is a startup optimizing events with SaaS, using digital payments, analytics, and automation. Their mobile app is for event attendees. As the main designer from April to June 2022, I conducted research, ideated concepts, presented to leadership, and delivered final assets for production.
Project Summary
The help section in most apps is often considered boring, containing legal statements, FAQs, and customer service information. However, during my UX design work on an event experience app, I realized the potential of this section. Through initial quantitative research, I discovered that hundreds of people get injured at events each year, and some crowded concerts even result in deaths. This led me to brainstorm a feature to assist injured concert attendees, which could potentially save lives. The final product of the Help feature not only aids unsatisfied customers but also serves as a valuable tool for medical teams at concerts to assist injured attendees.
The Problem
Business problem:
Increased risk of safety hazards, accidents, and injuries
Email-based customer service is inefficient, leading to dissatisfied customers.
Minor and serious injuries can result in lawsuits.
Decreased trust in the event brand and its ability to provide a safe and enjoyable experience.
As Covid restrictions ease, large events are resuming, making safety and customer satisfaction a priority for event planners. However, the beta version of the Upped Events attendee app lacked a Help or Customer Service feature.
The Goal
The goal of this feature is to improve the experience of event attendees seeking emergency help or customer service support through the mobile application. To ensure the safety and security of distressed attendees, the mobile application should provide a quick and effective way to call for help. This can be achieved through a prominent and easily accessible call-for-help button or feature within the application.
Quantitative Research
To begin this project, I conducted a comprehensive quantitative research study to uncover the frequency and severity of injuries and crimes that occur at events. Through this research, I discovered a concerning reality about the safety risks that event attendees face.
1 in 500 festival-goers in the UK is a victim of crime
232 people have died at approximately 300 concerts in the past 10 years
92% of female festival attendees say they have experienced sexual harassment
70,000 people have been significantly injured at outdoor music festivals in the past 10 years
By analyzing statistical data and trends related to events, I was able to identify common types of injuries and crimes that occur at events. This information helped me to develop a deeper understanding of the risks that attendees face and the potential impact on their overall event experience.
User Research
As a designer focused on improving the event attendee experience, I recognized the importance of understanding the specific problems that event attendees face. To gather this information, I conducted in-depth interviews with 10 individuals who frequently attend events. Through these interviews, I was able to gain valuable insights into the challenges that attendees encounter at events.
After analyzing the interview data, I identified several common categories of problems, including issues related to safety, accessibility, and communication. To prioritize these categories, I ranked them by urgency, taking into account the potential impact on attendees' experience and safety.
This research provided a solid foundation for developing a UX strategy that addresses the most pressing needs of event attendees. By focusing on the categories of problems that have the highest urgency, I can create solutions that have the greatest impact on improving the overall event experience. Through this user-centered approach, I can design solutions that not only address the most pressing problems but also enhance the safety, accessibility, and overall satisfaction of event attendees.
Furthermore, by analyzing the communication channels between attendees and event employees, I was able to identify pain points and areas for improvement. This research allowed me to design user flows that are intuitive and efficient, enabling attendees to quickly access the help they need while providing employees with the information and tools they need to provide effective support.
User Flow
I began my design process by sketching a flow for the new feature in my notebook based on my initial research findings. This allowed me to quickly iterate on different design ideas and identify potential pain points in the user experience. After refining the design, I transferred the flow to Figma to create a more detailed prototype. Once the flow was finalized, I presented the prototype to the COO for review and feedback. Their input allowed me to refine the design further and ensure that it met the needs of both event attendees and employees.
Low-fidelity Prototypes
While designing a low-fidelity prototype, I faced the challenge of designing an interface that could effectively serve a user group that may be affected by distress, sobriety, and short attention span. This required a thoughtful, user-centered approach that prioritized simplicity, clarity, and ease of use. To tackle this challenge, I began by creating low-fidelity sketches that explored different design solutions. Through these sketches, I was able to experiment with different design elements and identify potential pain points in the user experience.
By focusing on simplicity and ease of use, I was able to create an interface that was intuitive and user-friendly, even for users who may be experiencing distress or sobriety. By reducing clutter and emphasizing important information, I was able to make it easier for users to navigate the app and access the help they need.
Usability Testing
To improve the accessibility of the help features and ensure users can easily find the help they need, I conducted a usability test. I asked 10 participants to simulate an emergency situation and call for help using each flow, timing, and observing their interactions. Afterward, I asked follow-up questions to gather feedback and insights.
Based on feedback from the usability test, I determined that separating the help features into the settings menu was the most effective solution. However, I was still uncertain about the necessity of the slider confirmation. While the slider added an extra layer of confirmation, it also made it harder for users to call for help. To explore this further, I designed an alternative screen that eliminated the slider confirmation and allowed users to call for help directly from one screen.
In a second usability test, 10 participants were asked to call for urgent help using the app. Results showed that not including the slider confirmation was more effective, as users were able to call for help faster. Many participants felt the slider confirmation was unnecessary, since it was easy to cancel a mistakenly-called request. Additionally, the traditional square button was preferred over the rounded button, as it conserved space and made other information easier to understand. After finalizing the flow, I worked with the COO to make minor adjustments before designing the high-fidelity screens.
High Fidelity Prototypes
To optimize resource allocation during a busy event, the app's default setting allows a user to call for both medical and security assistance. However, users also have the option to call for either medical or security assistance alone, helping to prevent the unnecessary use of resources. This feature was added based on user feedback during the usability testing phase.
During an urgent situation at an event, effective communication between the user and event staff is critical. To ensure that users can stay informed about their emergency call status, the app includes a status indicator and map that provides real-time updates. This feature was designed to provide a sense of relief for users, knowing that their emergency call is being tracked and responded to appropriately.
Some event attendees may prefer traditional methods of communication such as phone calls or email over in-app chats due to limited technological literacy. Additionally, after the event has ended, many users may not continue to use the app. Providing communication options via phone or email allows for effective post-event communication between the event and the user.
