Lifestyle and event management app

Team: Product Designer, Visual Designer, User Researcher, Business Analyst, Product owner and platform engineer

Role: Program Strategy, Design Direction, User Research, Design management, reviews, feedback & workshop facilitation

KRAWLR is a platform for event planning for customers, venue owners and promoters. It is a platform focused on connecting customers directly to live and music event venues. It provides a network for promoters to stay up to date with new events being released weekly at numerous venues while building a customer network they can target for various music events based on customer preferences.

Problem Statement

Old product comprised of 2 apps

  1. Customer facing mobile app for event discovery

  2. Desktop web-app for event owners to configure new events and push them to the customer facing app

After launching the app 2 times in the app stores previously, the product was not sticking. The founders wanted to use user-centered design principles to re-imagine the app and take the product back to market. They were struggling to get discovered in a crowded event & entertainment space with the mobile app. UX was one big area that was a problem, but value proposition and product differentiator was also unclear.

Old Customer facing Mobile App

Old venue owner facing desktop web app

2-day Design Workshop

  1. Set the Vision

  2. Industry Deep Dive and historical learnings

  3. Define the target customers

  4. Set research goals for user research

User Research

Created a research plan, screener, and discussion guide to study participants from pilot market launch geo in Tampa and Miami, Florida.

  1. Customers - 8 participants with a targeted demographic spread

  2. Promoters - 4 participants

  3. Event Space Owners - 4 participants

Based on user research we created a set of personas to help create a product that meets user needs while modeled after their behaviors and expectations. These 4 personas shared a relationship with another and had different motivations and expectations from events.

Competitive Analysis

In order to create a market differentiator a deep understand and value proposition of competitors was needed so a hypothesis for a product market fit could be created

Wireframing and Final Design

Explore design options and flush out user flows to determine the user experience

Clickable prototype for customers

Clickable prototype for event-promoters