23.04.2024 - 09.08.2024 (Week 1 - Week 16)
Audrey Gracia Djohari / 0348120 Games Development Bachelor of Design
(Hons) in Creative Media / Taylor’s University Major Project
INSTRUCTIONS
PHASE 1: DISCOVER
The DISCOVER phase is all about understanding the problem space and gathering insights. For Pentas App, this involved extensive research into the live music industry, including interviews with musicians and event planners from Bandung. I explored their current challenges, preferences, and pain points. This phase also included competitor analysis to identify gaps in the market. By immersing myself in the users' world and gathering a wealth of information, I was able to uncover the real needs and issues that Pentas App aims to address.
WEEK 1-2:
Proposal (Miro Board)
Key Points
Moodboard & Inspirations
WEEK 3:
What is Pentas App?
Pentas App is an app prototype that connects musicians and event planners.
Pentas is an all-in-one app designed to simplify live music gig bookings. The app streamlines the entire gig booking process, from job searching
and contract creation to messaging, payment handling, and even social
media integration. It's tailored for musicians, bands, event planners, and venue owners. This app guarantees payment protection and opens up more job opportunities for musicians across various genres within Indonesia.
Sustainable Development Goals (SDGs)
Sustainable Development Goal 8 (Decent Work and Economic Growth)
Pentas App contributes to SDG 8 by creating opportunities for decent work and fostering economic growth within the live music industry. By providing musicians with a platform to find gig opportunities and manage their careers, the app helps them secure stable income and build professional networks. For event planners, Pentas App streamlines the booking process, reducing the time and effort required to find and hire talent. This efficiency supports economic growth by enabling a more dynamic and accessible job market for musicians and a more efficient hiring process for event planners.
Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure)
Pentas App aligns with SDG 9 by driving innovation in the live music industry. The app introduces advanced features like AI-driven gig matching and a video-sharing platform inspired by popular social media formats. These innovations improve the way musicians and event planners interact, making the process more streamlined and effective. Additionally, the app's focus on digital infrastructure supports the development of a modern, tech-driven industry, enhancing connectivity and efficiency in the live music sector.
Sustainable Development Goal 17 (Partnerships for the Goals)
Pentas App supports SDG 17 by enhancing partnerships between event planners and musicians, crucial for achieving sustainable development. The app acts as a bridge, fostering seamless collaboration between these two key groups within the live music industry. By connecting musicians with event planners directly, Pentas App facilitates efficient communication and collaboration, enabling both parties to work together more effectively. This partnership approach not only streamlines the gig booking process but also strengthens the industry’s network, promoting mutual support and contributing to the overall growth and sustainability of the live music ecosystem.
My Timeline & Design Process
The Pentas App project spans 16 weeks and is structured into five key phases: Discover, Define, Ideate, Design, and Reflect. In the Discover phase, I conducted research to understand user needs and market gaps. The Define phase involved synthesizing this research to clarify the core problem. During Ideate, I brainstormed and developed innovative solutions. The Design phase focused on creating and refining the app's features and user interface. Finally, the Reflect phase allowed me to review and evaluate the project’s progress, incorporating feedback to ensure the final product effectively meets user needs and expectations.
Project Timeline
Research & Interviews
For the interview process of Pentas App, I reached out to four musicians and bands from Bandung, as well as two event planners, to gain a deeper understanding of their needs, preferences, and challenges. These interviews were conducted via WhatsApp, making it convenient for everyone involved. I found some of the participants through Instagram, where I connected with musicians and planners who were actively involved in the local live music scene.
During the interviews, I asked questions about their experiences with booking gigs, the difficulties they face in finding or organizing live performances, and what features they would value in an app like Pentas. The insights I gathered from these conversations were incredibly valuable, helping me to tailor the app’s design and functionality to better meet the specific needs of musicians and event planners in Bandung.
Interviews
Interview Summary
Interview Findings
Articles & Competitor Analysis
Based on the competitor analysis I conducted, I discovered that there isn't a similar app like Pentas App available in Asia. Most existing platforms focus on either general event management or specific aspects of the music industry, but none integrate gig booking, job seeking for musicians, and the social features that Pentas App offers in one place. This gap in the market suggests that Pentas App has significant potential to succeed, as it addresses a unique need within the Asian music scene. The absence of direct competition in the region reinforces my belief that Pentas App could become a valuable resource for musicians and event planners, making it easier for them to connect and collaborate.
Further Research & SWOT Analysis
PHASE 2: DEFINE
WEEK 4-5:
As I progress in developing Pentas App, I've delved into several crucial design thinking concepts that have guided my work. Here's a look at the DEFINE process, user personas, empathy maps, and user journeys, and how they’ve played a role in shaping the app. The DEFINE process is a critical step in design thinking where the focus is on articulating the problem you're aiming to solve. After gathering insights from research, this stage is all about synthesizing those findings to pinpoint the core challenge.
For Pentas App, this meant distilling the various pain points and needs of musicians and event planners into a clear, actionable problem statement. This clarity helps in crafting solutions that are both relevant and impactful.
User Persona
Creating user personas has been an eye-opener. These personas are detailed, fictional representations of different segments of our target audience, based on real data from interviews and surveys. For instance, I’ve developed personas that represent musicians and event planners from Bandung, each with unique characteristics, goals, and challenges. These personas help keep the design process focused and user-centered, ensuring that every decision we make aligns with the needs and preferences of our actual users.
User Persona
Empathy Map
The empathy map is an invaluable tool for understanding users on a deeper level. It’s divided into sections capturing what users say, think, do, and feel. By filling out this map, I’ve been able to visualize our users' experiences more vividly. For example, understanding the emotional highs and lows of musicians looking for gigs or event planners dealing with last-minute booking issues has guided me in designing features that genuinely address these pain points.
Empathy Map
User Journey Map
Mapping out the user journey has provided a comprehensive view of how users interact with Pentas App from start to finish. This includes everything from their initial touchpoints to the steps they take and their emotional responses throughout the process. By visualizing this journey, I’ve been able to pinpoint where users might face challenges and identify opportunities to enhance their experience. This holistic perspective ensures that the app not only meets user needs but also delivers a smooth, enjoyable experience.
Incorporating these design thinking elements into my work has been essential for creating a user-centric app. They’ve helped me stay focused on what truly matters to our users and ensure that Pentas App addresses their needs effectively.
User Joruney Map
PHASE 3: IDEATE
WEEK 6:
The IDEATE phase is where creativity comes into play. With a clear problem definition, I brainstormed and explored various solutions and features for Pentas App. This stage involved the task flow that best suits both user: musician and event planner. The goal was to come up with innovative solutions that address the user needs and challenges identified earlier. Through ideation, I was able to refine and prioritize features that would make Pentas App a valuable tool for musicians and event planners.
Story Behind Pentas App
Growing up, my Dad’s love for music was contagious. He made sure I learned to sing and play musical instruments from a young age, which led me to join singing competitions, choirs, and take piano, drum, and violin courses. Along the way, I got to know many music teachers who made a living through gigs and they gave me deeper understanding on how it felt to be a musician.
In designing Pentas App, understanding the distinct task flows for musicians and event planners was crucial. Each user type interacts with the app differently based on their specific needs and objectives. Here’s a breakdown of the task flows for both:
Musician Task Flow
Sign Up/Log In
Questions
Profile Details
Verify Payments
Home Screen (Explore Gig Opportunities)
Apply for Gigs
Manage Applications
Contract Room
Showcase Performances (Pentas Live)
Messages (Online Meeting)
Community Forum
Find a Bandmate
Account
Notification
Review
Event Planner Task Flow
Sign Up/Log In
Questions
Profile Details
Verify Payments
Home Screen (Explore Gig Opportunities)
Find Bands/Musicians
Post a Gig Opening
My Venue
Manage Gigs
Review Applications
Invite Musicians for Auditions
Messages
Account
Notifications
Review
Card Sorting
PHASE 4: DESIGN
WEEK 7-8:
Colors, Typography, Illustration
As for the app's visual identity, I chose a color scheme,
typography, and overall design language that would resonate with the
target audience. I aimed for a modern, clean, and vibrant aesthetic
that reflects the dynamic nature of the live music industry. I
wanted the color to be fun because music is fun. And I don't want
them to lean to certain gender, so I chose orange, green and beige
as the app's primary color. The branding elements were carefully
selected to ensure consistency across all screens and interactions.
Design Systems & Illustrations
Low Fidelity Prototype
The low-fidelity prototype of Pentas App was like the rough draft of my design, where I focused more on the basic layout and how users would navigate through the app, rather than the visuals. It was pretty simple, mainly wireframes that showed the main screens and how everything was connected. This stage was really helpful for me to get a sense of how the app would work and to spot any issues early on. Plus, it gave me a chance to get some initial feedback before moving on to the more detailed, high-fidelity version.
Low Fidelity Prototype in Figma
WEEK 9:
High Fidelity Prototype
Creating the high-fidelity prototype for Pentas App was a crucial phase
in bringing the concept to life. This stage involved translating the
initial ideas and wireframes into a polished, interactive design that
closely resembled the final product.
The goal was to create an intuitive and user-friendly platform that
simplifies the gig booking process for musicians and event planners. I
focused on defining the essential features, such as job search, gig
booking, and payment processing, ensuring that these elements would
stand out in the final design.
Throughout the process, I sought feedback from my supervisor, Mr. Razif and my designer friends. This feedback was invaluable in refining the design. For example, I was advised to simplify some of the app's copy to make it more accessible and to emphasize important features, such as event dates, in a more prominent position. These insights helped me iterate on the design, making necessary adjustments to enhance usability.
High Fidelity Prototype in Figma
AI Intergration
I integrated an AI feature into the "Post A Gig" functionality, streamlining the process for event planners. Instead of manually filling in all the details from scratch, planners can simply describe the type of musician they're looking for. The AI then generates three personalized questions based on their input, and uses the answers to automatically summarize the information and create the gig opening post. This feature is designed to save time and reduce the number of steps users need to go through, making the process more efficient and user-friendly.
The Use of Artificial Intelligence in Pentas App
Video Sharing Feature
The Video Sharing Feature in Pentas App is inspired by the popular interfaces of Instagram Reels and TikTok. It allows musicians to upload and showcase their live performance videos, making it easy for event planners to discover new talent. Planners can scroll through these videos just like they would on social media, and with a simple tap on the available buttons, they can directly message the musician or send an invitation to audition. This feature streamlines the connection process, making it more convenient for both musicians and event planners to collaborate.
Pentas Live Feature
User Testing
After multiple rounds of testing I did to my friends and people I met, the high-fidelity prototype was nearly complete. I added final touches, such as animations and micro-interactions, to bring the app to life. These subtle details helped create a more engaging and immersive user experience. I also fixed some flows of the app and fixed some error components.
The final prototype was then presented to my lecturers and peers during the showcase, where it received positive feedback and valuable insights for further development.
As part of the touchpoints, I created a motion graphic campaign video of
Pentas App as an introduction of the app for future users. This animated
video can be posted in Youtube to gain more new users who might find this
app helpful.
First step is wriitng the script with the helpd of ChatGPT, then I used AI
voice Actor to create the narrator. I created the storyboards in Adobe
Illustrator and then proceed to animated them in After Effects. After I've
animated each scene, I combined them in Premiere Pro.
Premiere Pro Progression & Storyboard
Vid 1: Campaign Video Final Outcome
Vid 2: Animated Ad Banner
WEEK 14-15:
Collaterals & Printings
For my project, I created a variety of collateral and print materials to effectively present and promote Pentas App. These included a trifold brochure that provided an overview of the project, detailing the app’s features, target audience, and benefits in a concise format. I also designed a conference screen to visually showcase the app during presentations, making it easier for the audience to follow along.
Additionally, I created branded tote bags, postcards, and stickers to reinforce the app’s identity and engage with potential users and stakeholders. The tote bags featured the app's logo and were designed to be both practical and eye-catching. The postcards served as quick takeaways, summarizing key information about the app, while the stickers added a fun and interactive element, allowing people to carry the brand with them. These collaterals were all designed to create a cohesive and memorable experience for anyone interacting with the Pentas App brand.
Trifold Brochure
Conference Screen
Stickers
Tote Bag
Postcards
WEEK 16:
24 Interlude Showcase
The showcase, held from August 9-11, 2024, marked the end of my
journey as a design student at Taylor's University. I have mixed
feelings about this milestone. On one hand, I’m thrilled that the
event was a success, with positive feedback on my project and
great moments shared with friends. On the other hand, I feel sad
by the thought of no longer attending classes and the reality that
I may not cross paths again with the incredible people I’ve met,
as we all move on to our careers and new adventures.
I want to extend my heartfelt thanks to Mr. Razif, Mr. Charles,
Miss Anis, Mr. Shamsul, Mr. Asrizal, Mr. Zion, and all the
lecturers who visited my booth. Your words of encouragement mean
the world to me. I’m grateful for all the knowledge and support
you’ve provided, helping prepare me not just for the industry, but
also for life. Even as a foreign student in Malaysia, I’ve always
felt like I had many parents here—lecturers who genuinely care
about their students and appreciate our work.
I’m deeply thankful for everything I experienced at Taylor’s
University. To my fellow designers and best friends, I will miss
each one of you. I hope you find success and happiness in all your
future endeavors. I’ll cherish the class discussions, the meals we
shared, the tears and laughter throughout the years. I couldn’t
have done it without you, and you all made this journey so much
better!
(Mr. Asrizal) I should explore more ideas that can make a
significant impact on other people and effectively solve
problems for my final project. It shouldn't be something
that is "syok sendiri," meaning self-indulgent or lacking
broader relevance.
WEEK 3:
(Mr. Asrizal) Approved my gig booking idea and assigned me
to Mr. Razif as my supervisor.
WEEK 4:
(Mr. Razif)
After presenting my Miro Board &
research findings, he suggested that I
narrow the app's focus. I had too many
features, including gig booking, venue
booking, and logistics & equipment
rentals. I should prioritize the most
crucial features first: gig booking for
event planners and job seeking for
musicians. Mr. Razif also said that I can
make the app more localized and focused
more on the target users in
Indonesia,
WEEK 6:
(Mr. Razif) I presented my interviews, SWOT
analysis, competitor analysis and the
overall updated research findings and app
branding. He approved the color scheme and
design systems but advised that I should
arrange the findings more concisely and
clearly, to ensure the presentation is
to-the-point and easily understood. He also
commented on the logo because it looks like
"Penjas" intead of "Pentas".
WEEK 7:
(Mr. Razif) I presented my high-fidelity prototype
progression. He pointed out that some of the banner
headlines use complex language that may not be easily
understood by everyone. I should paraphrase these to
simplify the language and improve overall app copywriting.
WEEK 8: Independent Learning Week
WEEK 11: 70% Progression Presentation
(Miss Anis, Mr. Asrizal, Mr. Kannan, Mr.
Zion)
They noted that my app is good and the idea
is clear, with no significant feedback.
However, Mr. Zion suggested adding a Guest
Mode so new users can explore the app
without going through the sign-up process
and answering questions first.
WEEK 13:
(Mr. Razif) Mr. Razif said the overall UI
is alright.
He suggested placing the event date in a
more prominent position, as it is one of the
most important details for musicians when
applying for a gig.
WEEK 15:
(Mr. Razif)
I presented the 99% progression of my
project. He said my motion graphic video was
good but suggested resizing it for social
media if time permits. Additionally, I need
to consider how people will discover my app
and design the touchpoints so users know
they can find the app through social
media.
WEEK 16: During The Showcase
(Mr. Razif)
After seeing my final outcome and the
additional features I implemented, such as
the Pentas Live video swipe and AI
integration for the job posting screen, he
encouraged me to consider turning this app
into a reality as a side project. He
suggested starting small by focusing on the
Bandung region and prioritizing the most
important features first, with the
possibility of adding additional features
over time as I develop the app.
REFLECTION
Challenges
One of the main challenges was navigating the complexity of the live
music industry and understanding the unique needs of both musicians
and event planners. Balancing user-friendly design with robust
functionality was also difficult, as I wanted the app to be
intuitive while offering all the necessary features. Additionally, managing the development process, from conceptualization to execution, required constant adaptation and problem-solving. Thank you very much Mr. Razif for the guidance, feedbacks and all the lessons you have taught me. You helped me become a better designer :)
.
What I Learned
Throughout this journey, I learned the importance of empathy in design—truly understanding the users’ pain points led to a more effective and tailored solution. I also gained a deeper appreciation for the iterative nature of app development; each iteration brought with others, whether through user testing or feedback sessions, valuable insights that improved the overall product. Collaborating reinforced the value of diverse perspectives in creating a successful app.
What Can Be Improved
While the app meets its core objectives, there’s always room for improvement. I believe enhancing the gig posting & musician booking process could further simplify the user experience, making it even easier for new users to understand and utilize the app’s the best algorithm for the app, to better connect musicians with features. Additionally, it will be great to further explore on opportunities based on their specific strengths could increase user satisfaction and engagement.
What’s Next
Moving forward, I am eager to deepen my knowledge in UI/UX design. If given
the opportunity, I would love to pitch this idea and bring it to reality
with the right team and resources. The feedback I received during the
showcase was overwhelmingly positive, with many highlighting its potential
and noting that a solution like this doesn’t exist in Asia. I plan to focus
on expanding the app’s reach by integrating more advanced features like
AI-driven recommendations and personalized dashboards. I also aim to gather
more user feedback to continuously refine and evolve the platform. The
ultimate goal is to establish Pentas App as a go-to resource for musicians
and event planners, helping to elevate and professionalize the live music
scene in Bandung and beyond.
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