Experience and Service Designer
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SPECTACLE |Service-UX-Branding|

How might a music service increase engagement with music genres that are struggling or falling out of fashion?

Service 2019

Role: Concept Development, User-research, Pop Up Design, Hybrid Experience (Digital/Physical)

Methods: Interviews, User Test, Service Blueprint, Value Flow, System Thinking, Concept Development, Videography, Illustrator, Photoshop

Collaboration with: Monica Huang, Joe Hines, Lily Kim, Ulu Mills

Advisor: Molly Steenson, Daphne Peters

Time: 9 weeks

The Challenge

Attendance of classical, jazz, dance, and opera performances has been declining. The cultural arts need fresh audiences to thrive. However, there are false preconceptions and hesitation of investment in the unknown.

The Outcome

Spectacle is a service that offers packaged experiences that make the performing arts more approachable. Spectacle seeks to serve audiences, organizations, venues, and greater cultural district and its surroundings. Spectacle takes on the role of middle man, and takes all of the pressure of matchmaking and coordination off of the user.

Concept Video

Touchpoint 1_On-board

Users physically experience Spectacle at the pop up in Pittsburgh festivals like squirrel hill night market or three rivers festival. Liaison connect speak about spectacle service with visitors. Photo booth area welcomes visitors to create memory and share to connect with larger community through social media platforms. Interactive Panels enable visitors to experience the kinds of services Spectacle provides, including dining, performances, entertainment.

Touchpoint 2_Web App

A Tool for Building Experiences, answers a simple quiz to find  a music centric packaged experience tailored to you.


Getting Started & Set Constraints

After a brief introduction to the service users can begin building their experience by setting the constraints for your evening, including timeline, budget and group size.


This or That

A simple quiz helps Spectacle determine what package would best suit your needs.

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Keep it Mysterious

Reveal elements of your experience or keep them a mystery.

Touchpoint 3_Invitation

Users can select to receive a physical invitation that serves as a passport to their experience.

After completing their purchase, users can choose to receive a physical invitation which serves as a passport to their experience. Peel-able elements maintain the qualities of mystery while a custom qr code ensure’s that moving from one event to another is seamless

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Touchpoint 4_Review

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Detailed reviews provide the Cultural Trust with valuable data they can use for future planning purposes.


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Value Flow

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Service Blueprint

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+ Research

We explored themes around using music to explore cultures and approached it in two ways

1. people use music to connect/ reconnect to their cultural roots

2. people discover music and expand interests beyond what they are familiar with



We decided to move forward with the topic How might a music service increase engagement with music genres that are struggling or falling out of fashion? Initial state, we are specifically focusing on the culture around opera

We sent out surveys to find our more about the current audience state recognizing that the people we were sending the survey out to, were probably not regular patrons. this proved to be true.



Speed Dating

Once we had our concept, we spoke with members of the opera community for more direct insight regarding the challenges they face.
We have spoke with Music Instructor, Pittsburgh Festival Opera Chorus master, Education & Community Programs Directors and Marketing Directors



We interviews stakeholders to evaluate the needs and bring further clarity of direction of the project.

Pivot point

we pivoted our solution from being modeled as a service for opera, to encompassing all of the institutions of the Pittsburgh Cultural Trust, including the symphony, ballet, and concert series.

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Service Blueprint

We identified the most important touchpoints within the service and bring some clarity defining what supporting processes needed to be in place to support them.


Wireframe Prototype


User Test

Following our exploratory research we turned to evaluative methods to gain a better understanding of who our target user may be as well as to uncover usability concerns in our initial wireframes.

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Design Principles

  • Lower the barrier for engagement with the arts

  • Educate users about what to actually expect

  • Consider the end-to-end experience

  • Foster communication between arts organizations and audiences

Future Considerations

  • Partnership — How can we expand our thinking beyond the Cultural Trust and consider partnerships with arts in Pittsburgh as a whole.

  • On-boarding — How can we consider on boarding on the backend to help organizations to partner with Spectacle.

  • Data — How can we present data within Spectacle to derive meaningful insights to arts organizations.

process documentation