Ironhack UX/UI Bootcamp | 6th-week challenge | work alone| 4 days

The Challenge
Create an event website. Define the brands' attributes and choose the the visual strategy to communicate these attributes. Test the visuals and iterate.
Problem
From several conversations, especially with people who are social and extroverted, I realised that the Covid-19 pandemic lockdown is being harsh on peoples mental health. It seems we all spend most of our time working (or learning). While this might be beneficial in the longterm, the lack of a separated location for work-related activities can lead to the inability to release stress in leisure time.
There are plenty of streaming services helping us to “shut our brains off”. But still, the invaluable interactive, social aspect is missing. Indulging in effortless entertainment in a social context: silly jokes, fooling around, meeting new people, dancing with others, can be a wonderful way to release tension. Sometimes a little booze leverages that effect. However, consuming alcohol in lockdown, out of the usual social context, feels weird for most healthy people.
Another side of the situation is a massive change in the way we purchase and consume alcoholic beverages and the influence of that on the liquor industry. Sales are shifting to online B2C channels while the profits from events, bars, clubs are dropping. This generates a huge demand for new alcohol-related entertainment concepts. A new idea enabling socially active people to keep their night-live going while in lockdown might be beneficial for both producers and consumers.
HMW
How might we bring the bar/club/party experience to people's homes to help them have fun with their friends and let go of work-related tension?
JTBD
 “When I finish working on Friday, I want to have fun and enjoy a drink in with my friends, so I can forget about the stress accumulated during the week and just relax”.
Idea - what is this about?
This idea has been presented to me by Sektgar and is currently in further development. It shall be another online event stream BUT with some interesting add-ons. The user can go on the event website and buy a ticket for the next live streaming event. With the ticket comes a box delivered to the user's door before the event. The box includes a cocktail set and some fun party gimmicks fitting to the party theme. When the party-time comes, the user can log in to the live stream and have fun with other people while staying at home.
The events’ name is Superdiscobar.
The design process
Wireframes
When I learned about the idea it was very fresh and the only thing I had was a brief with a rough description of the concept. I thought about the the content and purpose of each section and developed some user flows. In 1–2 hours I was ready to talk about them with the client and understand, if he also sees it working this way.
The client insisted on having short copies and most information contained within the first landing page, so the user is incentivised to buy the ticket "without much clicking around".
There were many questions left open in these wireframes — for example questions about Shopify and Crowdcast integration. I decided to work further only on the homescreen for desktop and mobile. I did this because I needed to narrow the scope of the sprint: this challenge was focused on the brand presentation and the vision for the website. It was less important to think about how the entire user experience is going to work technically becouse the idea needs to be pitched to collaborators first.
Visual Design
Research
I analysed several websites that the client found appealing and that had an appropriate visual style.
Moodboards
The insights led me to create a few moodboards. These help to communicate with the client about visual directions. They narrow down the number of possibilities, initiate a conversation about the values of the brand, and how they can be reflected in the design.
They help to decide which direction to go further.
I created those moodboards based on some inspirations sent to me by the client. The upper ones had a more "trashy" approach, and in the lower ones I tried to balance that out with a calmer and fancier aesthetics to cover a wider scope of possibilities.
The client found the "trashy" ones more appropriate for the disco theme.
Logo exploration
During the process, I also had to come up with a logo. Below are some ideas. We chose two of the logos and I combined them with the former ideas on the first styletiles.
Styletile
A styletile goes one step further than a moodboard.
 It is a design and communication tool that helps visualize, how the website might look in the future without designing the layout yet. It is combining headlines, body text, icons, color palette, graphic elements, illustration, and photography type. I prepared two of them based on the moodboards.
Seeing the styletiles, the client tended to favor the “Googie pop” style. He also liked the other one, but worried that the retro 80s aesthetics might already be a little bit out-of-date and repetitive. Also, it seemed very masculine to him, and he assumed that women might not identify with that style. For me the “Googie pop” might be too feminine... we discussed.
Yes — some user research would be highly recommended here, definitely!
Working with our own assumptions and not having taken a crisp decision on a target audience, we both started to lose the momentum and direction.
However the project had to go on, because I was supposed to present a HiFi prototype on the 5th day morning. We chose to work with the second option and see how that is going to look like “in action”.
Hi-Fi Prototype
Desktop and mobile
These animated prototypes are made in Figma (Mobile) and Principle (Desktop). They will help us to test the design further.
Testing the design

After the presentation, I made a short survey to understand if people get what it is about after seeing the first page. I got only 15 answers by now, but some research is better than no research at all…
Most of the participants were perfectly able to describe the point in 1–2 sentences, for example one person answered: “Once you signed up, you get a cocktail set and party gimmicks fitting to the party theme sent home. Then you can log in to the party online and party from home with other people.”
But understanding doesn't mean they would identify and feel like joining. I wanted to know what attributes people associate with the design:
Most people felt it was joyful and energetic, but there were also some negative answers found like “overwhelming, childish, confusing, a little too much”.
The third question was to learn if people thought the design was appropriate for the content and purpose of the page. 8/14 responses were definitely positive. The rest expressed doubts about the amount and intensity of colours.
The last thing I asked was if they would be willing to participate in this kind of concept.
Next steps
This project is going to be continued. We would like to pitch the idea to B2B clients and collaborators after getting their feedback some research on users will be needed. Further, we will need to design the persona, and user journey, create the user flows and more wireframes, we take a close look at the usability and technical aspects. After that we take another leap into the visuals.
Learnings
1. "Learning" with a client in mind
From my former experience as a freelance designer I know that working with clients is much more demanding than doing self-conducted projects.
Keeping my own ambitions and objectives at bay and balancing them with the expectations of the stakeholder is quite a task. Combining this dichotomy into a bootcamp project was difficult but worth it. It reminded me of the "real-world".
Moreover, keeping the client in the loop, helping them to make decisions, communicate, and take responsibility as an expert is not easy. It demands a lot of experience in the field of project management and soft skills.
2. Principle
Principle. I learned how to structure the file in principle. The deep component hierarchy is something I found out by myself after some hours of trial and error. Learning like this might be a little frustrating and time-consuming at the beginning, but by trying out all the functions we get to know the program well, so further learning becomes much faster.
3. Colours
The palette for the "Googie-pop" might have been a little too crazy, childish, and maybe "too feminine"… I am not sure… anyway, my personal preferences are not really relevant here. We would need to narrow the target audience and research on THEIR visual preferences to really understand how the site should look and feel.
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