In collaboration with Spotify and VW we created an app to give dedicated music fans an opportunity to see Paul Weller in concert at Abbey Road. Spotify’s API was used to maximise engagement with fans allowing fans to select their favourite song to a VW playlist that was accessible on Spotify. Over 11,000 entries were submitted in just under two weeks.
compact design, quick to use, intuitive
positive user experience, quick to share
maximise social reach and competition entries
iterative feedback to design team
building app prototype
public release and PR push
improved, clear design
10,000 entries in first week
7,500 social shares
1.5 million user social reach
UX is something that’s often overlooked in Social Media campaigns, particularly within Facebook Apps. The assumption is that because they are a single-page app, that they are relatively self-explanatory.
The brief we received from Volkswagen was slightly different, as we were required to merge two technologies (Facebook and Spotify) into a seamless manner that allowed users to search for music via Spotify’s library but within a Facebook Fan page. The users would be required to choose an iconic track to add to a global playlist in exchange for a chance to see Paul Weller perform in front of a selective, private and exclusive audience at Abbey Road Studios. A prize not to be missed!
Paul Weller has a huge fan-base crossing multiple demographics and this combined with an incredibly popular Volkswagen brand meant we needed something clean and slick. The key UX points outlined in our brief to the design team were ‘intuitive, smart, slick, compact, cool, incredibly simple to use tool’.
Based on our guidance, the first iteration of designs were produced. Our initial thoughts were that the form looked good and the space available had been used well. We weren’t however convinced that the user journey was intuitive enough and we felt that some of the key UX points from our brief had been lost in translation. The colour background being used wasn’t minimal enough and didn’t convey the experience we were trying to provide.
To test our theories on the intuitiveness of the app, we made a working prototype of the interface and asked 25 colleagues and friends to road-test it. We gave our users little information as to the background of the app except for commenting on it being a “Paul Weller competition to win exclusive gig tickets” and we tracked and noted their behavioural movements on screen. Our observations noted hesitancy, confusion and even frustration, with some giving up after a short attempt at interacting.
It’s worth nothing that when studying the behaviour of a larger cross-section of individuals across multiple locations, we tend to use heat mapping analytic tools and apps such as Silverback to capture facial gestures and gain invaluable feedback. Often what users say and do can be polar opposites!
Our feedback was passed back to the design team. The form should be much clearer with pointers as to where the user should click first. The form was not clear and slightly intimidating. Placeholders on the input fields needed to be improved to guide input. Using green ticks on completion of each input field were needed to reward the user with positive pointers and to encourage the user to complete the form. Navigation buttons should be added to give the user a feeling of control.
By the third iteration of the design all outstanding issues were resolved, the arrow was added to guide the users eye to the correct place. The background was changed to black and white which improved the ‘cool-factor’ and also helped the form standout more. Our guinea pigs were bought back in and all felt motivated to complete the form and get their chance at winning the golden tickets!
Design is never the only consideration regarding UX, implementation is also a critical step and by looking at the potential audience; every Volkswagen Facebook follower and every Paul Weller fan, we anticipated a huge variety of users all with different devices/browsers and connection speeds. With that in mind we set out to make the app as lightweight as possible, all assets were optimised and compressed, and all images combined into a single file to improve speed and the responsively of the app.
Key factors such as a solid design, an improved user experience and an optimised and fast app implementation – all contributed to a competition that was entered over 10,000 times in a week, shared over 7,500 times and with a social reach of over 1.5 million users.