Project Timeline
Fall 2024 | 16 Weeks
My Role
Design Researcher | UX Designer | Product Designer
Project Team
Carey Corrow | Ryn Rangel | Dani Torgusen
The ALOUD events I attended: Jesmyn Ward | Edwidge Danticat | BANNED BOOKS
These events provided a picture of how ALOUD events are typically run and compared this to the BANNED BOOKS event that was in partnership with WORDTheatre, an organization with an expansive audience following.
Project Brief
The ALOUD program is the Library Foundation's key platform for showcasing its values, connecting great thinkers—authors, artists, scientists, and more—with live audiences through conversations, performances, and screenings. However, attendees often fail to associate ALOUD with the Library Foundation, and the program is underutilized for promoting other initiatives, such as volunteering, donating, or membership. This collaboration aims to enhance the in-person event experience while increasing awareness of the Foundation’s mission and broader programming.
Problem
While the events are culturally enriching and attempt to create an immersive experience for their audience, attendees can face frustrating barriers when it comes to preparation, navigation, and engagement.
Insight
By recruiting passionate volunteers that embody the welcoming spirit of ALOUD—ready to engage, guide, and inspire–our goal is to make these events even more impactful. Additionally, having volunteers to guide and assist attendees has shown to positively impact guests’ event experience.
Solution
The ultimate goal is to turn moments of uncertainty into moments of connection and inspiration, ensuring that ALOUD events continue to foster a sense of community and excitement.
ALOUD x WORDTheatre: A dynamic collaboration that attracted a diverse and extensive audience into the Mark Taper Auditorium.
UX Research | Understanding Human Connections
In my netnography research, I examined how individuals gather information about events and what factors influence their decision to attend. This exploration involved analyzing conversations and discussions in online communities. I identified several areas of opportunity that emphasized human interaction and the socialization aspects of these experiences.
1. Restructure how information is being announced or presented
2. Have a socializing component either before or after the event.
3. Having a photo booth to commemorate the event or have a physical aspect to engage with audiences that connect back to ALOUD.
Online forums like Reddit and Yelp offer insights into individuals' wants and needs regarding events, highlighting social interaction and the search for belonging through shared conversations.
Formulating Insights through Research
After attending several ALOUD events along with their collaboration with WORDTheatre, our design team reviewed the notes we had compiled individually through field research and observation and began to write down the common insights.
Staff Interaction: Implement identification for staff and train greeters; utilize lobby spaces for networking and refreshments; streamline check-in with reminder emails and signage.
Visibility and Promotion: Improve signage and promotions at the Central Library to increase attendance.
Technical Reliability: Ensure microphone reliability through sound checks and upgraded equipment; look to assign a dedicated host for guidance.
We reviewed our observations from events we attended and listened to attendees to understand their issues with the program. This helped us identify their wants and needs, revealing important recurring themes.
Talking through the customer journey while highlighting the individual experience and the effects of potential pain points during the event.
As we address these challenges, our goal is to enhance the overall experience of the event and boost attendee engagement. Who should we talk to about in-person engagement that relates to this client project?
Subject Matter Experts, of course! We created a set of questions for our subject matter experts to gain deeper insights into their strategies for promoting and engaging attendees at their events or similar. I had the opportunity to interview an Exploration & Creativity Librarian who is also a part of the LA MADE program, another LAPL-funded program. Here is what they had to say about the current issues they've seen, especially, as it relates to programs hosted at the Central Library in Downtown Los Angeles.
“Downtown is hard to navigate if you're not familiar with it, and then finding the library is kind of challenging, and then when you're here, so there's a lot of innate barriers”
Storytelling with Product Design
Led by Ryn Rangel & Carey Corrow
Discussed the plan for how the physical assets (playbill, volunteer guide, signage, bookmark, and vest) would need to be presented and printed out so that they correspond to the mockups we've set out to create.
To prepare for our Stakeholder Pitch Presentation, our design team engaged in an extensive discussion about how to address the pain points we identified in the customer journey. Since we are the in-person team, we decided to focus on the story of Emma, a first-time attendee. Keeping her story in mind allows us to identify the necessary assets that will help alleviate these pain points and demonstrate how these physical resources can support first-time attendees.
Emma, A First-Time ALOUD Attendee
Stakeholder Pitch Presentation: Attending an ALOUD event for the first time, highlighting pain points and potential integrations to address these issues, supported by insights from Subject Matter Experts.
Asking Stakeholders for Feedback
We gathered valuable feedback from our stakeholders on three key opportunities for the upcoming ALOUD event: staff vests for volunteers, audience event programs, and bookmark keepsakes. Our goal is to enhance attendee engagement and foster a welcoming atmosphere with easily identifiable volunteer vests. By recruiting passionate volunteers, we aim to create a team that actively engages and inspires attendees.
Insights from our subject matter experts informed our approach, which we integrated into Emma's narrative. To ensure clarity, I crafted our presentation script to illustrate how these solutions can significantly enhance the in-person experience. By showcasing the impact of these interactions through our storyboard, we aim to resonate with our audience and encourage collaboration for a truly memorable event.
Testing Prototypes
Our design team transformed into volunteers at the ALOUD event to test our solutions. We positioned ourselves in areas we believed to have higher foot traffic, followed the volunteer guide curated by Dani Torgusen for proper uniform, and collaborated with ALOUD coordinators for any additional support they may need.
By distributing stickers and initiating conversations, volunteers increased attendee engagement and contributed to a friendly environment. Their proactive interactions encouraged attendees to explore available materials, such as magazines and clarified important event details, ensuring everyone felt acknowledged and informed. With the help of the survey Carey provided, our design team was able to capture additional data almost immediately after the event was over.
As A Result...We Need to Improve Some Things
Check-in table at the entrance of the Mark Taper Auditorium.
Dani and Isabel welcoming attendees and distributing a copy of "The Atlantic" magazine after checking-in.
Although we experienced great success, we also identified areas for improvement. A key challenge was managing foot traffic during check-in, leading to confusion among attendees due to the absence of guidance regarding communal materials, potentially causing unnecessary uncertainty for those eager to engage.
Additionally, some volunteers faced challenges in distributing stickers effectively due to their attire. Many attendees reported discomfort wearing stickers, possibly due to the event’s political context and hesitance to start conversations. The lack of a clear check-in time also contributed to anxiety, as attendees were left waiting without knowing when the process would begin.
To enhance future events, we recommend clearer volunteer guidelines to empower them in assisting attendees. Positioning volunteers in high-traffic areas can improve the overall experience. Providing hospitality training will make participants feel welcomed, and involving volunteers in setup and breakdown can foster community. Lastly, using ALOUD branding on future stickers can strengthen attendees' sense of belonging.
Future Considerations
Volunteer with ALOUD
Our volunteer program and the assets we created were highly successful, significantly enhancing the ALOUD experience for both attendees and volunteers. Feedback indicates that our efforts made a noticeable impact.
Volunteers served as the first point of contact for attendees, which helped reduce confusion about parking and check-in. They also provided guidance for late arrivals and fostered a welcoming atmosphere that encouraged engagement and attracted newcomers.
Based on this experience, we envision scaling the volunteer program, enhancing training, and further aligning volunteers with ALOUD’s mission. Each new season will be an opportunity to bring in fresh faces, strengthen community ties, and create memorable experiences for all who attend ALOUD, in-person.
Volunteer is the first point of contact directing attendees to physical assets intended for them as part of the event. Volunteers also guided and assisted attendees who arrived post-check-in.
Seasonal ALOUD Playbill
Curated by Ryn Rangel & Isabel Bautista
Playbill relays information to audiences as to what to expect during the Fall season of ALOUD. This serves as a keepsake for attendees while also informing them about the kinds of events to expect this upcoming season and programs associated to the Library Foundation of Los Angeles.
The ALOUD program Playbill serves as a comprehensive guide to highlight the dedicated individuals and engaging events that make up the ALOUD experience. By showcasing staff members of ALOUD and LFLA, it fosters a personal connection between attendees and the passionate team behind the program. The Playbill also thoughtfully includes a Content Advisory to prepare attendees for sensitive discussions, ensuring an informed and welcoming environment for both newcomers and returning guests. While it showcases events for the season, it aims to be a memorable keepsake for attendees to promote the program and encourage sharing.
Additionally, it features curated ads to highlight supported programs and events within the Library Foundation, reinforcing its commitment to community engagement. Overall, the Playbill emphasizes the depth of involvement and the vibrant discussions that characterize ALOUD.
Reflection
Working with the Library Foundation of Los Angeles offered valuable insight into the complexities of supporting programs like ALOUD within a government-funded entity such as the Los Angeles Public Library. This experience highlighted the importance of addressing challenges creatively while respecting foundational principles like patron privacy.
Collaborating with my team made managing this project more achievable, especially with its many moving parts and tight timeline. Although we each had different approaches, we supported one another and stepped up during moments of uncertainty. This experience also sparked a new interest in UX writing, which helped me communicate ideas more effectively, particularly when preparing for our pitch presentations.
The project was not without its challenges—whether due to personal setbacks or moments where I wasn’t as proactive in communicating with the ALOUD team. However, it underscored the importance of having a team I can trust and rely on during difficult times. It also made me realize how often I hesitate to ask for help and the value of collaboration in overcoming obstacles.
A key highlight was working closely with Stacy Lieberman, the CEO and President of the Library Foundation. This experience taught me how to better engage diverse audiences and reinforced how foundational user experience is in fostering connections and building long-term relationships.
Dani Torgusen | Carey Corrow | Ryn Rangel | Isabel Bautista (Me)
"The Cherubs"
