Year
2022
Client
Goldenvoice
Category
Project 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
Brought greater immersion to festival goers with an site experience tailored to the festival days and each festival goers needs
Used onsite photography integrated into the experience to help create brand cohesion
Mobile first design experience
Feature some of the iconic scenary from Coachella
Highlight relevant information with a dynamic homepage hero
Self-Service features for day of and festival weekends
Built out the entire support section to be more dynamic and adaptive to popular searches throughout the year
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
Front page animations took the balloons on the festival grounds as inspiration and had the chain populate on load.
Each balloon is a separate object and was put along a path and lottie animation tools were used to make sure the size was ultra minimal.
This was helping create a connective tissue between the site and the festival grounds.
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
Sky meet Grass
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.
