case studies
We're creating a diverse community of people discovering classical music.
the challenge
tap into an untouched, younger audience
The Indianapolis Symphony Orchestra (ISO) is one of the nation's most renowned orchestras, performing a variety music each season. The ISO faces an aging audience for this series; the average age of a Lilly concert attendee is 64-years-old, while the average age of a subscription holder is 72-years-old.
my role
Producer, Researcher
project partner
Indianapolis Symphony Orchestra
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the research
What we learned
Through empathy and ethnographic research and comparative case study analysis, the project team identified a series of findings. From these findings, the team has found a problem affecting the ISO's Lilly Classical Series: younger audiences (ages 18-44) are less inclined to visit classical music venues. This information, along with similar case studies and brainstorming sessions helped us identify three pain points facing the symphony's target audience.
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Many people we spoke to were unfamiliar with classical music and composers. While they said the acoustics during a performance are pristine, but they felt they are paying to sit quietly through what is an unfamiliar experience. The design team found this unfamiliarity can breed a lack of enthusiasm and hesitance.
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Many environments create and foster their own unique culture and conventions. The social construct that exists within the concert hall was intimidating to many.
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People said they want to be entertained when attending a symphony concert. The design team asked potential attendees what they expected from a symphony performance and many people responded with suggestions such as making the stage move or interacting with musicians as they played.
the result
introducing ComposAR
After extensive research, a comprehensive set of guidelines was developed to influence and navigate future design strategies. Establishing a healthy balance of information and interaction reside in somewhat unchartered waters due to the accelerated progress of emerging technologies. By modeling these guidelines, we can intentionally craft each experience down to the pixel. All this research led up to our big idea: A pop-up augmented reality (AR) experience throughout the city of Indianapolis. This allows us to specifically and strategically address each of the pain points — encouraging people to explore the realm of classical music in a less formal environment.
