FirstLive: A New Product, Service,Experience (PSE) for the Engaged Coffee and Music Consumer
Team Amplifuture: Camilo Echeverri, Amy Fredericks, William Jones, Chris Newlun, Fan Wu, Shirley Wu
Team Amplifuture: Camilo Echeverri, Amy Fredericks, William Jones, Chris Newlun, Fan Wu, Shirley Wu
Art & Cultural Entity Assessed [Existing]
assembly / collective / context
the coffee house is a “hub” for coffee lovers and for music people.”
Problem Statement [what is gained/enabled or resolved by solution]
Problem:
FirstLive (FL) currently hosts nine different web properties (three websites, a LiveStream page, and five social media sites).
Each property imparts a different message and list of products and services. There is no consistent brand or direction, centralized means of retrieving information, and no consistent “message” or mission in the four platforms that will serve to direct users to the brick and mortar coffee house in Bushwick.
It’s evident that FL’s brand identity is lost within the myriad services they offer.
Art & Cultural Entity Assessed [Existing]
These multiple web properties:
1) connects and engages with live music
2) freelance audio/visual production services
3) an in-house studio that hosts series of live interviews with musicians
Primary Differentiation [of product/service] in the market
SWOT Analysis
Strengths: FL has a unique combination of services, differentiating factors, is an experiential cafe,
offers good quality products, has different avenues for earned income, “hip” location
Objectives:
Opportunities: to design a website for FL, because the company offers a variety of remarkable/quality services and products, but no cohesive way to present their mission, vision and activities to consumers in digital format (web property).
Primary Product, Service & Designed Experience Offering Summary [Improved Redesign]
Solution:
Team Amplifuture strategic tech plan aims to unify all of FL's current properties into one, single web platform that supports their brand identity, centralizes a user experience, and creates a uniform perspective of the company's mission, vision and activities. The website will align: FL's three main services of coffee house, studio and live music venue information distributor; and will bolster their two main revenue streams (DIY Music/Production kits sold online and audiovisual production services).
Team Amplifuture aims to design a website that acts as both product, service, and experience. By turning the analog FL experience of being physically in the coffee house into an interactive, digital format, the website will supplement the physical (analogue) FL experience. The website will unify all the miscellaneous directions of FL under one mission statement created by Team Amplifuture: FirstLive is an experiential coffee house dedicated to sharing and enabling the production of live music through coffee, production services, live musician interviews, and an informational music venue guide.
First Year Objectives & Goals
IA Information Architecture
UI User Interface (Website and Apps)
IA Information Architecture
UI User Interface (Website and Apps)
Results:
Team Amplifuture will develop a website that emphasizes the benefits of the “FL experience,” by including interactive pages that emphasize the FL website features for all aspects of FirstLive (The Version 3 Slayer Espresso Machine, Interview Couch, FL Guide, Coffee Table, Supplies Counter, Service Desk, Danny, and Be A FirstLive Fan).
The user interface forms of the user flow / path are signifiers outlined in neon green highlighting the particular rollover image.
First Year Objectives & Goals
IA Information Architecture
UI User Interface (Website and Apps)
The interactive user will experience the simplification of the user flow / path through the navigation of the user interface, and functionality through the product roadmap.
Navigation of the user interface uses signifiers by hovering (rollover an image menu items). The user interface forms of the user flow / path are signifiers outlined in neon green highlighting the particular rollover image (i.e. about us | menu | news | interview couch | buy like a pro | firstlive guide | production service).
First Year Objectives & Goals
UI User Interface (Website and Mobile Apps)
The interactive user (customer) will have an enjoyable user journey experiencing all the FL website has to offer, even though they won’t be physically present in the coffee house. Instead, this will familiarize the user (and potential or current customer) with the physical space in addition to the mix of services the company offers.
Primary Market [User, Audience]
UX User experience
To effectively nurture its audience, FL will design its marketing with the following
archetypes in mind:
1) The Dedicated Music Fans/ Coffee Lovers–who know what FL is and come specifically for the overall experience.
2) Artists–those want to know more about live performances and see interviews of their favorite musicians.
3) Crew Members who love talking about recording and
production gear and experiences.
4) Aspirational Musicians who want to learn more about how to
effectively enter the market.
5) First Time Patrons who happen to stumble onto FL by chance.
Presentation outline-2 (user types)
FL will regularly perform three key diagnostics for its’ GPO deliverables (kpi / measurable / and quantify)
1. Keyword Audit - Simply stated, what are people talking about on the FL website.
2. User Traffic Analysis - By knowing when and where the site is in high usage, FL can drive traffic to the site,
advertise new products or interviews to influence the highest amount of users.
3. Revenue-to-Product Comparison - Analysing which products are making the most money.
