SCT Caretaker Engagement Journey
A three-part solution for Seattle Children Theatre to enhance pre-, during-, and post-show engagement for children and caregivers
CLIENT
Seattle Children's Theater
TEAM
3 UX Designers
DURATION
10 Weeks
ROLE
Information Architecture
Visual Design
Physical Component
Storyboard Artist
User Research
TOOLS
Figma
Zoom
Canva
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Seattle Children's Theatre
The client:
Seattle Children's Theatre (SCT) is a beloved cultural institution dedicated to enriching the lives of young audiences through transformative theatrical experiences. With a rich history spanning decades, SCT has been a cornerstone of the Seattle arts scene, captivating generations with its imaginative productions and educational programs.
The User
Caretakers
Caretakers are typically parents, grandparents, or guardians responsible for accompanying children to SCT shows. They lead busy lives, often juggling work and childcare responsibilities. Many caretakers are responsible for more than one child, adding complexity to their trip planning and entertainment needs.
The Problem
Business Perspective
Following the end of the Active Audience Guides, secondary material around SCT’s productions does not provide the desired level of engagement with patrons. How might we foster a deeper appreciation of SCT’s content among audiences?
User Perspective
Navigating SCT's website was awkward, especially for parents seeking information on upcoming shows and educational programs. How might we streamline the user journey and provide intuitive access to relevant content?
The Goal
“The first cultural experience for kids. ”
The overarching goal of the project was to revitalize and enhance the engagement experience for audiences, particularly children and their caretakers, attending SCT shows. This encompassed improving engagement before, during, and after performances to create a more immersive and enriching theater experience.
User Research
-
5 Individual Interviews
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19 Survey Responses
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8 Competitive Analyses
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Experienced “Dogman the Musical”
Additional Data
-
Website Visit Stats
-
Ticket Sales Stats
-
Performance Visit
Collected from SCT's official website
Research Insights
01.
MORE CONTENT TO ENCOURAGE AND ENGAGE KIDS’ INTERESTS
Caretakers are motivated to expose children to new cultural experiences and educational opportunities through SCT shows
02.
ASSIST CARETAKERS IN PLANNING THEIR TRIP, FAMILY DISCUSSION, AND MAKING A DAY OF IT
Caretakers face challenges in planning trips to SCT shows, including timing difficulties and the need to coordinate activities for multiple children. Addressing these challenges required streamlining trip planning processes
03.
GIVE CARETAKERS
MULTIPLE OPTIONS TO SUPPORT THE CONVERSATION
Caretakers are comfortable having conversations with children about complex topics, often initiated by the child's curiosity and observations during or after a show. Engagement tools should support and encourage these conversations by providing relevant resources and discussion prompts.
- Design Process -
Ideation
Brainstorming
Concept Matrix
Categorization
User Storyboard
3-Part Solution
1
Pre-Show Email
helps caretakers best utilize their limited time to build a memorable day out
2
Digital Guide
links engagement pre-, during-, and post-show. Host all information
3
Physical Guide
helps engage children’s curiosity & interests to spark questions and passions
User Flow
Pre-Show Engagement
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Email Notification
-
Accessing the Digital Guide
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Trip Planning
Day-of-Show Experience
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Accessing the Physical Guide
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Linking to the Digital Guide
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Engagement During the Show
Post-Show Interaction
-
Encouraging Return Visits
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Community Art Submission
Usability Testing
4 Testers via Zoom and Figma Prototype
Test Areas
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Pre-Show Communications
-
Digital Guide Navigation
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Digital Guide Content
6 tasks
10 follow-up questions
Outcome
What Worked Well
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Navigation flow within Digital Guide
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Content groupings of Digital Guide
Takeaways
-
Clearer navigation points from email to Digital Guide
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User education to maximize awareness of “Make a Day”
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Prefers digital platforms for information
- Final Recommendation -
3-Part Solution
Physical Guide
“Play the Play”
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Increases connection between child, caregiver, and show
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Entertain young audience members with games and activities
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Highlights the Make A Day of It functionality after the show
Client Feedback
