VGT staff simultaneously attempts to serve its visitors while leveraging external forces for expansion.

Description

Research that explores the relationship between the VGT and the surrounding community.

Overview

Chicago is home to many theaters of varying styles, audiences, and capacities. The neighborhoods that contain said theaters are equally as diverse. This project was meant to understand the relationship between Victory Gardens Theater and the surrounding Lincoln Park, with a focus on community and vibrancy, in an effort to increase awareness and expand consumer bases.

The research began in the field through immersive observations and interviews, and culminated in cultural probes designed to reveal tacit user needs and desires. These completed activities were analyzed to reveal  personas within the theater ecosystem. To demonstrate the motivations behind a key user type, the young single ticket buyer, an experience journey was developed from derived insights.

Research supported that instead of turning single ticket buyers into subscribers, as VGT had originally desired, we would focus on encouraging them to become return customers through compelling, unique experiences. Multiple concepts were suggested to leverage the convenience-conscious, variety-seeking, and socially-connected attributes of young adults.

Cultural probe kits asked potential users to outline and depict a play based on their own lives.

An experience journey was developed to show the motivations and actions behind young single ticket buyers.

Concepts were tailored towards attracting young adults and emerging artists.