Visual Design · UX Design · UI Design
The DDW Music Festival is a nighttime event organized by Dutch Design Week, upholds the tradition of introducing novel and innovative music experiences to Eindhoven. We selected the festival as our touchpoint is not only due to its affiliation with DDW but also because it had received limited promotion.
Microsite Interaction
Role
Team
UX Researcher
UX Designer
UI Designer
Terence X.
Muhan H.
Jeryl V.
Jihoon L.
Strategies
Tools
Ethnography
Customer journey
Prototyping
Figma
Photoshop
Duration
8 weeks client-based project for a user experience design course
Period
September 2023
Client
Dutch Design Week prioritizes experimentation, innovation, and the convergence of ideas in the design domain. It focuses on both envisioning the design landscape of future and how design itself evolves.
The DDW Music Festival is a nighttime event organized by DDW, which also carries on the DDW tradition of bringing something new and fresh to Eindhoven in terms of music, which advocates creativity and experimentation, never limiting itself to a single genre and catering to an audience that enjoys any type of music.
Our Goals
Our goal is not only to draw attention to the music festival but also to highlight musicians as designers in a world centred around sound. Our objective is to swiftly convey the essence of the artist and event, enabling visitors to immerse themselves in the event's ambiance.
Graphic Design Asset 1- Poster
Overlapping Halftones
We found this interesting effect of overlapping two colors to create a darker third color, so we used it to highlight and emphasize important parts of the image using this overlap on top of the halftone.
Grid by Content
We use 3 column grid system to organize information vertically, and also separate the frame to three parts where the important info may take two columns to be emphasized. It also helps to apply rule of third and create focal point.
Poster mockup
Graphic Design Asset 2- Billboard
The reason for choosing this asset is that it is located next to a bicycle lane. Given the Dutch cycling culture in general, this poster will be highly visible to a large number of potential users.
Graphic Design Asset 3- Skate Park
Area 51 is a location where exhibitions and the music festival are held concurrently. We wanted to remind the people attending Design Week that the music festival takes place underneath the skate park, in the underground venue
Our goals
The festival was selected not only due to its affiliation with DDW but also because it had received limited promotion. This outstanding event merits greater recognition. Therefore, our goal is not only to draw attention to the music festival but also to highlight musicians as designers in a world centred around sound.
Our objective is to swiftly convey the essence of the artist and event, enabling visitors to immerse themselves in the event's ambiance. We achieve this through videos, image montages, interaction design, and music clips.
User Flow
Feature 1.
Welcome Page
Video as Background
Our intention is to give users the overall vibe of the music festival for their first impression, so we are using the video as a backdrop to grab attention and give them a sense of engagement.
Slide-in Movement for the Shuffle Function
Our objective is to immerse visitors in the music itself and tailor their subsequent explorations to their musical preferences.
To achieve this, we introduced the shuffle function as the initial point of interaction.
To capture users’ attention, we designed the shuffle as a dynamic element to smoothly slide into the frame from the edge.
Feature 2.
Photo Collage
Map
In order to give visitors a quick overview of the vibe and environment of each location, we decided to use a photo collage format where the photos move from all directions to the center. If the visitors decide to explore the location further, the photos are gathered into a single inner page and scale up to reveal more information.
Feature 3.
Inner Page
Inner Page
Our goal was to provide visitors with a seamless way to explore the venues on the map, allowing them to access additional information without the need to continuously navigate between different pages. As a solution, we decided to implement an inner page for displaying more comprehensive details.
Drag and Drop
There is a designated area where users can easily drag and drop a music clip to play. The drag and drop interaction is intended to simulate the record player, allowing the user to drag a vinyl record into a vinyl player.
Feature 4.
Database and Sorting
Database
To assist visitors in swiftly accessing relevant information, they can utilize the database. This feature automatically highlights activities based on the selected location or allows visitors to sort activities according to their preferences.
Art Direction
Colour Palette
Cyan and Magenta are used in CMYK print, which is a reference to image and printing techniques. When Cyan and Magenta are combined, they create a darker shade of blue, making it the second darkest color after black in terms of value. This enhances clarity by providing contrast against the thin halftone lines on the white background.
Font Choice
Alte Haas Grotesk brings a vintage printing effect; The rounded edges of each letter simulates the bleeding of ink on paper. This effect paired with the image treatment of halftones push the idea of early printing techniques.
Messina Sans Mono is used to reinforce the theme of early printing techniques, as monospace fonts were employed in traditional printing.
