Customer journey map
These qualitative insights helped refine key user ideas into three personas with different expectations for the festival. It was determined that the app and website needed to serve different purposes.
The app needs to allow users to engage with the festival and customise their event experience. Allowing ticket purchasing through the app also aims to reduce enquiries over the phone.
The website requires heavy emphasis on information and sponsorship opportunities, as primary funding comes from users who predominately exhibit desktop use behaviours. It is important to improve content flow on the website so resources are easily navigated. The expectation is to alleviate call volumes requesting more information, and prioritise conversion of potential donors.
Research on festival stakeholder demographics was also used to inform the creation of the personas, to reflect the typical stakeholder to the festival.
Next steps
The customer journey map based on these personas provided three common use cases of interaction with Festival Fleurieu, and was then used to create the feature prioritisation.