The Voice of the Superhero Generation

How first time users interact with our platform is key to building a successful platform. Despite iCapital's achievements, an increasing number of users encountered obstacles duringACE Universe is a globally recognized live experience and media company. Their Comic Con events have superstar celebrities such as Jake Gyllenhaal, Chris Hemsworth and Bri Larson, and have played host to millions of passionate fans.

The website needed to be completely re-thought of to include an editorial section and live events promotion. The first task was to think about the live events portion of the site. their registration process. I was the Lead Product Designer in charge of improving our experience for first time users.

My role: Lead UX Researcher

Goal

The team at Loeb NYC was tasked to improve the overall experience of the live events and build out a full CMS website.

Location

Seattle, WA

Surveys sent

786

Interviews conducted

21

In person and virtually

Love ACE’s top celebrity offerings compared to other events; most attendees would not attend a future ACE event if it were not for the celebrity guests

Lack of activities and redundant vendors and exhibitors leave a lot of down time in between Photo Ops / Autographs and key panel events

Large interest in local meet-ups across all users, outside of Novice and some Casual

Users do not gather information or content from visiting websites - it is largely from links posted on social media

Highest reported type of interesting content is anything related to behind the scenes - celebrities hanging out, insight from writers and directors, etc.

Confusing ticket sales / grouping / offerings, especially for families

ACE Comic Con is inclusive to all fans, no matter if they have attended 100s of Comic Cons or none.

Novice Fan

“I was very adamant that I didn't like them at all and didn't want to go see any movies. And she literally dragged me to see Captain America.”

Overview

New to the comic / superhero fandom, but wants to learn more

Challenges

Since Novice fans are new to comic book world, they often feel intimidated when talking with others.

Engagement

Novice fans will be limited in their spending habits, but their most engagement with ACE’s content will be around a new movie Premier.

Opportunity

Create an experience that is fun and welcoming environment.

Casual Fan

“I wouldn't say I’m the most active person in the world, but I do like seeing what people are watching and some of the cool clips that people put up.”

Overview

Enjoys watching the new superhero movie, but will not go above and beyond to buy merchandise or live event.

Challenges

Questions around if Comic Con is worth the effort to travel, and if the activities are worth the expense.

Engagement

Limited spending ($50 - 100 annually) and will attend 1 - 2 live events every so often with friends.

Opportunity

Expand our events to include remote opportunities, such as live streams.

Super Fan

“We identify with them and with the values of the Marvel Universe, and we want to have a thing that defines us with them.”

Overview

The passion they have to comics is unmatched. They will buy merchandise, attend events and dress up.

Challenges

Wanting an easier and faster experience when meeting all their favorite celebrities.

Engagement

High spenders - $1,000+ on merchandise, artwork, Funko Pops, etc., and will attend multiple Comic Cons a year, as well as highly engaged in online content through social media.

Opportunity

Provide a VIP experience that speeds up wait times with photo ops and autographs, among other first class experiences.

The majority of the surveyed users fell under the Super Engaged persona, and so most of the website content should be geared towards this audience

Examples of tailored website content for the Super Engaged user: behind-the-scenes content, a higher release of content around movie-releases, and merchandise-related content such as new items or product reviews

Lack of activities and redundant vendors and exhibitors leave a lot of down time in between Photo Ops / Autographs and key panel events

Recommendations

While the original goal was to improve the digital presence of ACE Universe, we learned from our research that important improvements should be made to the in person experience as well.

Using a third party system, we were able to verify users information with just their name and work email. This allows us to remove the long manual approval process, allowing our internal team to focus their efforts elsewhere.

Online Presence

  • Behind the scenes interviews with stars conducted by ACE
  • Original ACE content, rather than news aggregated from other websites
  • Accessible high quality live streaming from events
  • Section for user submitted stories, content, comments, and reviews
  • Aggregate and simplify ticket purchasing process
  • Accessible and up-to-date information on vendors and exhibitors
  • Demand for content that humanizes celebs (background, hobbies, not just superhero related)
  • More in-depth “About Us” section

Live Events

  • Have more up-to-date information about schedules and last minute changes (e.g., line times, photo op and autograph times)
  • Expand entertainment guests to include directors of films in the Marvel Cinematic Universe, additional celebrities for additional panels
  • Charge more for photo ops with celebrities to have more time with them
  • Clarify the language around General Admission vs. Premium
  • Provide more tangible benefits (e.g., gift bags, fast passes for lines) for returning VIP customers
  • Offer additional activities outside of autographs, photo ops, and panels

Solution

Unfortunately, due to COVID, we were only able to complete phase 1. We delivered to ACE Universe a CMS site that displayed beautiful imagery that really captured what an ACE Comic Con event was all about - lifetime memories, family fun, and passionate fans.

More work

© 2023 Jason Volinsky. All Rights Reserved.