Year
2022
Client
Goldenvoice
Category
Product Duration
14 weeks
The idea was to immerse visitors in the festival by highlighting the in-person experience through use of natural elements and festival photography.
Strategy & Implementation
Overview
Coachella has multiple phases that were paramount to accounting for during its website lifecycle. Creating assets that occupied the website appropriately during each turnkey event were necessary to keep users informed.
April being when Coachella occurs, was the biggest month, but presale and initial sales of tickets were the other main events throughout the year. We needed to account for the content that would preside when the lineup wasn't announced and after the festival
Testing for IA through Maze
Tree Testing
Card Sorting
Comparitive Analysis
Comparing Coachella's user experience to other competitors is paramount to staying on top of trends and design cues that can make the ticket buying experience more seamless. If there is a commonly understood means for displaying the lineup or a way to checkout with your tickets we need to make sure Goldenvoice has the best UX possible for those areas of focus.
Key Insights
More immersion
Leverage more real life photography from the festival
Feature some of the iconic scenary from Coachella
Dynamic
Push content with a featured section
Mobile first design experience for on-the-go
Highlight relevant information with a dynamic homepage hero
Self-Service
Build out the support section: Top 10 FAQs, Popular Scenarios (ex. 1st Time, Tickets, Planning Your Trip, Camping, Parents), etc.
Reorder the top level navigation to align with trends found in the site analytics
Address high-volume support topics with announcement banners on the homepage
Site & UI Design
Animations / brandinG
The whole site experience is meant to be a digital recreation of when a festival goer takes a moment during golden hour, lays down in the grass, and looks up at the sky. The UI itself takes cues from the festival. Each button is a reference to the balloons that float above the grounds. The text itself is smooth and flowing to represent clouds.
The Mirage
What is the mirage?
The Mirage, as part of the Coachella festival, serves as a conduit for festival attendees to delve into the realms of immersive technologies and experiences within the festival grounds. Augmented reality and web3 experiences artfully complement the performances of the artists. Our objective was to craft a dynamic site that actively engaged users, spotlighting aspects beyond mere ticket acquisition, and effectively channeling their focus towards the myriad of experiences available.
Day / Night cycle
When visitors entered the Mirage, their local time was considered to create a unique brand experience. The colors and styles of the Mirage would adapt depending on whether it was morning, noon, or the magical golden hour.
Design system
Animations / brandinG
The whole site experience is meant to be a digital recreation of when a festival goer takes a moment during golden hour, lays down in the grass, and looks up at the sky. The UI itself takes cues from the festival. Each button is a reference to the balloons that float above the grounds. The text itself is smooth and flowing to represent clouds.
