AGNCY
An innovative platform designed to enhance the efficiency of the discovery, communication, and booking processes for both event producers and DJs.
Team Members:
Coco Zhang, Manny Pichardo, Allie Boyle
Tools:
Figma, Notion, Zoom
Timeline:
3 week design sprint
Overview
What is AGNCY?
Founded by Daniella Busciglio, AGNCY was created to streamline the connection between event producers and DJs, offering a service that's both seamless and dynamic. Daniela herself is an event producer, DJ, and owner of two event production companies in New York. As someone who knows the ins and outs of the industry, she noticed a gap in the market which was the need for a platform that turned the currently inconvenient DJ booking process into something that not only felt enjoyable, but also curated and hassle free.
Starting Point
Challenge
Solution
Building up from the foundation
Prior to our introduction to this project, AGNCY provided us with some foundational research as a starting point for us to expand on such as a brief affinity map and user persona. Equipped with their initial stages of research, we found ourselves with a solid footing to dive deeper into the project. As we were building an MVP, we focused the app for users based in new York City the time being.
There is no streamlined process for event producers to book DJ’s
Right now, the process for event producers to book DJ’s is far from simple. From scouring the internet to find curated talent, to endlessly searching for their contact information, and then having no streamlined way to book or pay them, there is no one-stop-shop.
Fill the market need for an all encompassing DJ booking platform
Assist AGNCY to bridge the gap between event producers and DJ’s, creating an all encompassing platform that enables seamless discovery, communication, and booking. With a focus on information architecture and visual design, we wanted to create a dual-purpose platform that not only caters to event producers looking to book DJ’s within the techno and EDM genres, but one that also provides a space where DJ's themselves can connect with other event producers and fellow DJ's. For this project, we focused our flow on the perspective of the event producer booking a DJ.
Take a look at the final prototype!
Research Question
What does the current process look like when event producers book DJ’s and what are their pain points?
Interviews
Synthesizing our findings
Key takeaways
Gaining insight from event producers within the industry
To begin our initial research, our client put us in touch with 15+ event producers within the industry. From there, we started to reaching out and asking if they would be interested in an interview. In total, ended up conducting three user interviews. The aim of the interviews was to gain a deeper understanding into the current process of booking a DJ, taking note of any pain points they were experiencing.
After completing our interviews, we were able to synthesize all of our findings into an affinity map, allowing us to clearly identify the reoccurring themes within our user group.
Event producers often find new DJ’s either in person or through word of mouth.
Event producers need access to DJ’s social media accounts to see their following.
Event producers need access to DJ’s music platforms such as Soundcloud, Spotify, or Resident Advisor to hear their music before booking.
Event producers use various platforms to communicate with DJ’s such as Instagram DM, WhatsApp, email, text, etc.
Event producers typically pay DJ on a third party app such as Venmo, PayPal, Zelle.
Feature Analysis
Comparing and contrasting AGNCY’s competitors
We then analyzed three of AGNCY’s main competitors, taking note of what features they did or did not have. We chose to compare @CueUp, @Bark, and @Thumbtack, all of which are DJ booking sites. After exploring these platforms, we were able to pinpoint some common, and trending features which helped us choose what to prioritize in the making of AGNCY’s app.
Problem Statement
Defining the problem at hand
Producers are in need of an integrated platform that addresses the challenges in discovering, communicating with, and booking artists for their upcoming events because they want to connect with skilled and professional talents in their area.
How Might We’s
Targeting in on specific goals
HMW provide event producers an easy and direct way to communicate with artists?
HMW streamline the artist booking process to save event producers effort and time?
HMW facilitate event producers with the artist’s portfolio?
HMW create a platform that allows event producers to view a curated list of trusted/vetted artists?
HMW provide event producers with useful filters that allow them to narrow down their search when looking for talent?
Persona
Meet Victoria!
Identifying and getting to know the target user
Based on our user research we were able to create a comprehensive persona based on the most common behaviors, needs/wants, and frustrations of our target users.
Bio
Victoria is a 36 years old and lives in new York City. She is a fashion designer by day and an event producer by night. She is a socialite, a go getter, and loves bringing music and people together!
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Discovers talent in the real world
Contacts DJ over dm or text
Pay’s DJ through third party platform
Doesn’t normally work with contracts
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Spend less time discovering talent
Wants curated options
Wants access to DJ’s portfolio and social media
Wants an easy form of communication
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No centralized platform to discover/book DJ’s
Finds it hard to verify DJ’s professionalism
Is frustrated when DJ’s cancel last minute and is left with no backup plan
User Flow
Mapping out the initial user flow
Before jumping into designing any wireframes, we first mapped out a rough user flow to better understand the steps a user would take to book a DJ *User flow subject to change post usability testing*.
Sketches
Ideating some initial designs
Before diving into designing wireframes, we held multiple sketch workshops, later condensing our ideas into one cohesive design.
What we needed to prioritize in our design
1. Useful filters
Provide proficient filtering options so users can easily narrow down their search
4. Extensive artist bio
Provide key details about artist such as rates, availability, links to music and social media accounts
2. Clear communication
Facilitate seamless communication between event producers and DJ’s
5. Ensure quality DJ’s
Facilitate a way for event producers to ensure the quality of DJ’s based on past experiences
3. Curated selection
Provide a curated list of DJ’s, focusing on techno and EDM genres
6. Hassle free booking
Enable a hassle free booking process, allowing payment to happen within app
Add-on Features
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To instill confidence within the event producer when making their booking choice, we added a fun graphic that represents feedback that other’s have left for the DJ from past events. Similar to a review or an endorsement, but presenting it in a way that felt positive no matter what.
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To further build the relationship between event producers and DJ’s, we added an option to view DJ’s past / upcoming shows so event producers can stay up to date on their music.
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Here, you are able to view and learn about any group that the DJ may be apart of. During user research, we learned that being apart of a larger group is a common way that DJ’s build their network and grow their audience.
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Building on the idea of networking, we added a feature in hopes to build community within the AGNCY app. This feature allows for event producers to view the DJ’s connections, along with any mutual connections they may have as well.
Usability testing
Login Page
Starting off with the login page, we found that 2/6 users had some confusion surrounding the layout of the login page. As our task was to sign in as an event producer who already had an account, the users did not know whether to click “log in” or event producers. So, we simply changed the layout making that distinction more clear, while also adding the option to browse as a guest.
2. Submit Icon
Next, we found that 3/6 of our users did not find the “submit” button on the filter page to be very intuitive. We wanted to add a fun vinyl graphic as the submit button but realized after user testing that it needed some context. So, we made a simple fix and added some text, symbolizing a call to action.
3. Reviews
Moving onto the review section, we wanted to create a graphic that visually symbolized feedback that event producers can leave on the DJ’s profile in a fun way. Although the idea of this graphic was liked by our users, 2/6 found that some of the initial criteria felt irrelevant to the industry. For example, we originally had the DJ’s skill and creativity levels listed, but because of the vetting process that users would go through to even be on the app in the first place, these qualities would already be assumed. So, we changed them to “adaptable” and “accountable”.
4. Payment
Lastly, we found that 6/6 of our users had some trouble figuring out how to pay the dj as the payment tab was inconveniently located. As you can see in the first screen, it was hidden within the plus button on the chat screen. So, we switched things around, ensuring that those actions were visible straight away.
Testing our initial designs through usability testing
After forming an initial flow and set of wireframes, we wanted to see how effective our design choices were. So, we set up 5 usability tests with event producers within the industry *different users than ones from interviews* and had them complete the task of booking a DJ.
Visual Design
Color Palette
Designing for our audience
Inspired by nightlife in New York City, we wanted to design an app that transported the user into an electric and lively nightclub. Using bright colors and modern fonts, we really played into the look and feel of a DJ’s environment.
Typography
Key Takeaways
Reflecting on the journey
What an amazing ride this was! Looking back on our journey, I am so proud of the amazing product that our team had the opportunity to build. As a music lover myself, it was so fun getting the chance to talk to real life DJ’s and event producers. As a team, our strengths complimented each other in a beautiful way and I think it really shows within our final product.
In conclusion, we effectively helped AGNCY streamline the DJ booking process into one singular platform. As this was just the beginning consisting of the initial ideas, we are excited to see where AGNCY takes our design next, furthering it’s design/prototype.
Next Steps
Looking into the future we would…
Conduct more research and usability tests
Build out flow for DJ’s using the app
Integrate number of cancellations into DJ profile
Develop vetting process to make an account on app
Build out contract and cancellations flow