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Larcade Event app

Larcade event app - Case study ongoing

The Larcade event app is a personal project(ongoing) I did that is designed for users who love attending special events in arcades to help them easily register and quickly check in on mobile. For this project, I did user research to identify users feelings and thought on the product to be designed. I also carried out competitive analysis, created the wireframes and prototype.

Year

2022

Client Name

Larcade Event app

Role

Lead UX designer, UX researcher, UI Designer.


Larcade

Larcade Event mobile App

Project Process
Description

Attending arcade events like games festivals is always the best fun period to spend our leisure time. However, it is often time-consuming to register and check into the venue during a special event due to the number of people usually present for the event, this can often leave you frustrated.

Larcade Event App is the solution to problems like this one, helping to increase speed line, easy and quick event registration and reducing check-in waiting time.

-Understanding the challenge-

The core challenge was “to create an easy and quick event registration process for an arcade”, to make attending events a less frustrating process. This process is a straightforward process that involves the ability to easily register and using the registered information, users can check into events quickly. To avoid jumping right into the ideating phase based on assumptions, I wanted to have a better understanding of users experience of attending arcade events in order to be able to appropriately address users’ pain points and that this concept is valuable to users.

In this case, the design thinking process below was followed:

1. Empathize

To start the design process, empathizing with the user was important to help understand the users I am designing for. To understand the user, interviews and user research was carried out.

I conducted interviews, with secondary research and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working young adults who are often busy within the week with work but love to spend some time going out during the weekend to have fun with friends.

This user group confirmed the initial assumptions about the arcades centre event process, but research also reveals that waiting in line for a long time was not the only factor affecting users when visiting arcades. Other user problems included expenses, availability and lack of security that make it challenging and frustrating to visit arcades during special events.

Interview questions

1. Can you describe your current experience with going to an arcade event, do you find it fun or less enjoyable?

2. How often do you visit an arcade? When you do, what is your motivation for visiting?

3. What challenges do you face whenever you go to an arcade event? How does this make you feel?

4. Is there any way you feel these challenges could be resolved?

User pain points

1. Time: too much time is spent waiting in line.
2. Availability: arcades in most residential areas are very few.
3. Security: It is not safe going to arcades due to it being crowded with gangs.
4. Cost: New arcade platforms include games that cost you a lot of money.

Empathy map development

Upon carrying out the user research and interviews and based on the users’ pain points, this helped me create an empathy map for the prospective users of this app. This addresses what the user says, thinks, does and feel.

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Empathy map

2. Define

Who is Larcade event app for?

Based on the user research and communication with the interviewed users, this helped in creating my persona. Dare is a representation of the typical users of this app, he is looking for a way to register quickly and easily check into an arcade event venue without having to wait in line for long.

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User persona - Dare

User journey map

Mapping Dare’s user journey revealed how helpful it would be for users to have access to a dedicated Larcade app.
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User journey mapping

Problem statement

The problem statement was created to make clear what needs to be done and the problem to be solved as follows:

“People who love going to events such as arcade events, need to easily and quickly register and check-in, in order to avoid waiting in line for long or missing out the interesting part of the event, which is playing their favourite game”.

Hypothesis statement

After brainstorming on the problem statement, I came up with a hypothesis to test the assumption and possible solution to the problem. The hypothesis is as follows:

“If people have the Larcade event app, then they can easily register for the event in advance and quickly check in with their registered information when they get to Larcade”.

3. Ideation

In this phase, I started to generate ideas, implemented tools that will help me think outside the box, look for alternative ways to view the problem and implement innovative solutions to the problem statement that has been created.

Competitive analysis

Competitive analysis research objective

Customers are having issues with the event process, as they always have to wait in line for long to register and check-in for events due to how crowded some events can be, this makes them frustrated and sometimes they are unable to play their favourite games.

I audited both direct and indirect industry competitors to understand how the event process compares, their strengths and weaknesses and what can be improved.

Research questions

1. How is their event process like?
2. Can their users book future events, make future payments online?
3. Do they provide an option to allow easy check-in or passage for users?
4. How does their app look and feel?
5. Does the design complement the product?
6. Do they have a mobile app that provides all useful features related to event bookings, like easy registration, payment, check-ins and location features?

Research procedure

I reviewed these aspects of each company, their app and website design Using S.W.C.UX.O that addresses their Strength, Weaknesses, Content, Design, UX, Opportunities.

Who are the competitors?

The key competitors are Chuck E. Cheese (a chain of family entertainment centres, including restaurant pizza, arcade games and special events), Dave n Busters (an American entertainment and restaurant business that offers video arcade and events services), Seaworld coco loco arcade (an entertainment company also engaged in video games and events), Dreamworld (a theme park and zoo company, that operates wildlife conservation activities and theme park fun activities) and Cedar Fair (owns and operates amusement parks, water parks and hotels ). Chuck E. Cheese, Dave n Busters and Seaworld coco loco arcade are direct competitors, and Dreamworld, Cedar fair are indirect competitors to Larcade.

Chuck E. Cheese, has a well-designed website where you can book events, and a dedicated mobile app just for earning rewards, ordering online, finding locations. The website has excellent event options to choose from, book or reserve birthday parties, and the app has a friendly option to earn rewards, order online, and even use scan barcodes to earn points. However, the app focuses on just earning rewards and online orders and does not have any feature related to events compared to the website.

Dave n Busters, is also well-designed with quality image and clear content, has a mobile app but mostly dedicated to earning rewards and nothing related to other services the company provides. An event booking option is available on the website but not so easy and straightforward.

Seaworld coco loco arcade, makes better use of their mobile app for viewing upcoming park events and amenities, reserve seats ahead of the visit and pay via the mobile app (account/login required) and has a map to help find your way around the park, which makes the event process and coming to event easy for users, however, the app is difficult to navigate, you can’t view future date or showtime making it difficult to plan ahead and you cannot use passes with the app as you can only link to your email and not possible for a phone number, this makes it difficult to enter the arcade.

Dreamworld, has a minimalist design and it’s simple and straightforward with multiple options of events, but no detailed information of the events and does not make use of a mobile app. They make better use of the website for most of the events services.

Cedar Fair, is well-designed with an intro video which is very friendly and fun to watch. They make the most use of their app with a lot of features that make event experience very easy. For example, the app helps users to locate any place in the park easily, you can buy tickets and store pass on your app, interactive guide map for the user to locate any place in the park and app gives information of show times and dates, but with the app, you can’t see your wait time and barcode/quick code scan feature sometimes does not recognise your code

All the websites are well-designed and do have an event registration process option, however, some of these companies use their apps mainly for earning rewards like ‘Dave n Busters’. The apps that include the event option, its functionality is pretty limited or not working as expected by customers. Based on the analysis, the competitor’s gaps are:
Chuck E. Cheese: Does not have any feature related event process in the app.
Dave n Busters: Does not have an event process in the app, and the event process on the website is not easy and straightforward.
Seaworld coco loco arcade: Mobile app is difficult to navigate, and you cannot use passes with the app as you can only link to your email and not possible for a phone number, this makes it difficult to enter the arcade
Dreamworld: Does not have a mobile app or any feature to book events, or make check-in process easier for users.
Cedar Fair: It’s hard to see the season passes option for scanning your pass and getting quick access to the venue.

The Goal statement

In the ideation phase, the goal statement was also created to understand the product and its benefit to the users. The goal statement is as follows:

“The Larcade event app will let users register and check-in to events easily and quickly which will affect Larcade regular event goers who have to wait in line for long by giving them the ability to use their registered information to check-in quickly and saving them time. The effectiveness will be measured by tracking time spent on the check-in process.”

My proposal: The user flow

I proposed a user flow for the user story in the design phase, which is the user registering an event.
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Larcade User flow

Information Architecture

Paper wireframes

For this process, taking the time to draft iterations of each screen of the app on paper was the goal, and this ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For example, on the home screen, I prioritize a quick and easy event registration process, by presenting the users with an option to access events or directly search for events they wish to attend and register to the event. This was after creating five different versions of the same screen and creating one image of the new, refined version.
This step was applied to all screen versions; Home screen, search screen, registration screen, ticket screen, profile screen, checkout, confirmation screen. The below images shows all of the paper wireframes for all screens.

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Digital wireframes

After sketching the wireframes on paper and refining all the versions, I transferred the design to a digital wireframe as shown below:

(Please click on the following images to expand them.)

Low fidelity protoype

Please click the link below to the live demo for the Larcade event app. The goal is to search for an event, register for one of the events, make your payment and view your ticket.

Live Low fidelity prototype