Music Festival Microsite

Design Forró de Itaúnas Festival Website.

Description

Forró de Itaúnas is a brazilian music (forró) festival which happens once a year and gives opportunity to new artists to perform and present their talent to the public.

And what is forró? Forró is a popular Brazilian musical rhythm that represents the northeast region of the country’s culture. It’s considered part of brazilian’s culture and tradition and became very popular around the world.

Challenge

I had to design a ready-to-build one-year-life-cycle microsite for the Forró de Itaúnas Festival. The website should include all the information about the current edition and a ticket sales page.

Process

Project duration was a 5 days sprint, in which I had to cover a series of roles to make sure that I was delivering a high-quality project: Market Analyst, User Researcher, Interaction Designer, Art Director, Motion Designer and UI Designer.)

Brand Attributes

First step was defining brand attributes in order to guide project design and correct communication between the Festival and the final user. Analysing the current Festival’s website and researching about Forro’s history I defined the following attributes:

User Persona

Based on a quantitative research performed with participants from previous festival editions and users interested in Forro’s culture, I created the User Persona Pedro.

Pedro is 28 years old. He lives in São Paulo, Brazil with friends and he likes to dance forró because it gives him a feeling of freedom.

Moodboard & Style Tyle

Based on a quantitative research performed with participants from previous festival editions and users interested in Forro’s culture, I created the User Persona Pedro.

Having the moodboard allowed me to build the Style Tile used to define UI patterns to be used on the microsite creation.

Mid-Fi Prototype

In order to create the prototype I used a brainstorm technique called Crazy 8, which consists in drafting 8 ideas in 8 minutes (1 minute for each idea). The result of those ideas allowed me to build the Mid-Fi version which I used to perform tests with users and validate the concept.

Iterations

From the Mid-Fi validation I created 3 different Hi-Fi home page versions which were also tested and validated with users and the project stakeholder.

First version: Solid background color and a few illustrations.

Second version: Gradient background representing the sunlight changing at dusk, reflecting the festival mood which starts during the day and ends at night.

Third version: Chosen as the final version it kept the gradient background but the illustrations were replaced by a countdown interaction.

Hi-Fi Prototype

Below you can see the final Prototype version:

The microsite was prepared to be responsive. Therefore a mobile viewport prototype was also created following the same user flow as the desktop version. The hamburger menu allows the user to go directly to the desired page, as the ticket information page.