Onlive
Time: 2022
Duration: 1 months
Intro: Onlive is a service design app that aims to improve the user experience of online theatre and play. It incorporates essential functions like performance watching, ticket buying and community interaction into one app.
My role: This is an independent design project for which I conducted contextual inquiry, quantitative research, user journey mapping, mindmapping, wireframe, speculative design, lo-to-hi fi prototyping.
Overview
Background: Over the past two years, numerous offline plays and performances have been canceled due to the pandemic. In stark contrast to the pre-epidemic data of 2019, offline theaters witnessed a substantial decline in total revenue from 2019 to 2021.
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Problem statements:

How to enhance the overall user experience of online theatre and play, providing a holistic and engaging platform for users to enjoy theatrical content?
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Solutions:
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1. Accessible Information: Ensure clear and concise presentation of information related to performances, including cast details, plot summaries, and reviews.
2. Personalized Recommendations: Implement a recommendation system that understands user preferences based on past activities and provides personalized suggestions for upcoming performances.
3. Efficient Ticket Buying Process: Simplify the ticket purchasing process by implementing a user-friendly and secure payment system.
4. Community Interaction and Engagement: Encourage users to share their thoughts through chat forums, discussion boards, and social sharing.
Performance update
Purchasing ticket
Joining community
Research
Industry insights
Offline theaters faced a major reduction in schedules during the epidemic.
While there's an upward trend, the industry is still semi-operational, indicating a slow recovery but not back to pre-epidemic levels. The main obstacle is attracting a larger audience.
User profile
User interview
Target users:  theater enthusiasts
Identifying painpoints watching offline performances
I conducted semi-structured interviews with three theater enthusiasts representing diverse age groups. Utilizing directed storytelling techniques,they shared specific use cases highlighting pain points they encountered while watching performances offline.Additionally, they expressed their expectations regarding features and functionalities they would desire in an online theater platform.
Key insights
  • Desire for Variety: Users express a desire for a diverse array of choices when watching performances. Meeting this expectation for variety becomes essential to cater to the various preferences of the audience.
  • Preference for Flexibility: Users are actively seeking alternative forms of entertainment, including streaming services and home theaters. The modern audience values flexibility, convenience, and control over their entertainment experiences.
  • Limited Interactivity: Offline theaters provide a passive viewing experience with minimal opportunities for interactivity or engagement with the content. In contrast, online platforms often offer interactive features, bonus content, or social components, aligning with the audience's desire for more engaging and participatory experiences.
  • Scheduling Limitations: Offline theaters operate on fixed schedules, requiring patrons to attend specific screening times. This lack of flexibility may pose an inconvenience for individuals with busy schedules or those who prefer on-demand viewing.
Mindmap
This mind map categorizes the essential demand for an online theater platform.Each demand branches out, revealing design opportunities. It organizes information hierarchically, highlighting the prioritization of features and functions. This aids in structuring the app's architecture and helps me to identify essential components within the app.
User flow
Flow 1. Perfrmance update
Flow 2. Purchasing tickets
Flow 3. Joining the community
Usability testing
Usability testing played a crucial role in enhancing the user experience of the Onlive app, ensuring that it meets the needs and expectations of users in the online theatre and play domain. Here are the improvements made based on insights gathered from usability testing:
  • Accessible Information:Usability testing revealed that users were often overwhelmed by the abundance of information presented on the app. To address this, we conducted usability tests to gauge user reactions to different information layouts and structures. As a result, we redesigned the presentation of performance details to ensure clarity and conciseness. We prioritized essential information such as cast details, plot summaries, and reviews, making it easily accessible to users without overwhelming them with unnecessary details.
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  • Personalized Recommendations:Usability testing highlighted the importance of personalized recommendations in enhancing user engagement and satisfaction. We conducted usability tests to evaluate the effectiveness of the recommendation system in understanding user preferences and providing relevant suggestions. Based on user feedback, we fine-tuned the recommendation algorithm to better capture user preferences and deliver personalized suggestions for upcoming performances. This resulted in a more tailored and engaging user experience, increasing user satisfaction and retention.
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  • Community Interaction and Engagement:Usability testing revealed opportunities to enhance community interaction and engagement within the app. We conducted usability tests to assess user engagement with chat forums, discussion boards, and social sharing features. Based on user feedback, we introduced new features such as real-time chat functionality, topic-specific discussion boards, and seamless social sharing options. These enhancements fostered a sense of community among users, encouraging them to share their thoughts, connect with fellow theatre enthusiasts, and participate in meaningful discussions.
Prototype
Performance news update
Personalized Recommendations for Enhanced Viewing Diversity
The performance update consistently refreshes their content libraries by introducing new releases and curating a collection of classic titles. This continual update ensures that viewers enjoy a diverse array of options. The recommendations offer personalized content suggestions based on user preferences and viewing history. This tailored approach aids users in discovering new content aligned with their tastes, enhancing the viewing experience.
Show information
Offer Convenient Scheduling and Detailed Information on Cast, Crew, Genres, and Categories
Online theaters provide details about show schedules and timings, allowing viewers to plan their entertainment around their schedules by checking when a particular movie, TV show, or event is available.

Users can access comprehensive information about the cast and crew involved in a movie or TV show, influencing viewers who are fans of specific actors, directors, or creators. Additionally, users can review the genre and category of a show or movie, ensuring compatibility with their preferred entertainment preferences. This valuable information aids in selecting content that aligns with individual tastes.
Purchase ticket
Sustaining Online Theaters and Empowering Content Creator
Ticket purchases are a primary source of revenue for online theaters. By charging viewers for access to premium content, the platform can generate income to sustain operations, produce original content, and secure rights for exclusive releases.

Ticket purchases contribute to supporting content creators, filmmakers, and artists. A portion of the revenue from ticket sales can be shared with creators, incentivizing the production of high-quality and engaging content.
Join the community
Enhancing Entertainment Experiences Through Shared Passions
Joining a community allows users to connect with like-minded individuals who share a passion for movies, TV shows, and entertainment. It creates a virtual space where users can engage in discussions, share experiences, and build relationships with fellow enthusiasts.
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Users can share reviews and recommendations for movies or shows they have watched. This contributes to a collective pool of recommendations within the community, helping others discover content that aligns with their interests. Users can engage in discussions with professional critics, contributing to a more dynamic and informed discourse about movies and TV shows.
Watch performance
Live Chat Interaction: Elevating Viewer Experience in Real-Time Performances
The live chat feature while watching a performance enhance the viewer's experience by providing a platform for real-time interaction and engagement.
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Viewers can express virtual applause, cheers, or reactions through live chat. This provides a way for the audience to share their enthusiasm and appreciation for outstanding moments in the performance. It also allows user to directly interact performers, directors, and creators of the content through interactive Q&A sessions.
Reflection
Designing the Onlive app has been a journey of innovation, empathy, and continuous improvement, driven by the profound impact of the pandemic on the theatre industry and the evolving needs of users in the digital age. Here are some reflections on the design process:
Understanding the Changing Landscape
The backdrop of the pandemic provided a unique context for designing the Onlive app. As offline plays and performances faced cancellations and revenue declines, there was a pressing need to reimagine the theatre experience in a digital format. Recognizing this shift, I embarked on the design process with a deep understanding of the challenges faced by both theatre enthusiasts and industry stakeholders in adapting to the new normal.
Iterative Design and Testing
The iterative design process played a crucial role in refining the Onlive app and optimizing the user experience. Each design iteration was informed by user feedback, usability testing, and performance analytics, allowing for continuous improvement and refinement. Whether it was optimizing the ticket buying process, fine-tuning the recommendation algorithm, or enhancing community engagement features, each iteration brought the app closer to its goal of providing a holistic and engaging platform for online theatre and play.
© Jinlan Huang 2024