Co-founder of
project
Rave Rescue Web and App
summary
Co-Founding and Designing an app to be the ultimate hub for underground electronic music fans in Australia.
responsibilities
- Co-Founder
- Project manager
- UX/UI Designer
Team
- Marcelo Kazalukian (Partner and Developer)
Me:
I bleed electronic music. Deep bass, pulsing beats, the whole scene. But there’s this one thing that always throws a wrench in my weekend plans: finding the perfect event.
The Struggle is Real:
- Instagram Frenzy: Scrolling through endless Insta stories from promoters, each one pushing a different party. Feels like I’m following FOMO personified.
- Ticket Hell: Diving into an event website, only to be bombarded with everything from Zumba classes to Justin Bieber. Not exactly the underground techno vibe I’m craving.
Genre Overload
Electronic music is a whole damn universe, with subgenres galore. Don’t get me wrong, diversity is awesome. But there’s a big difference between a chill synthwave set and a mind-melting psytrance rave.
The Dream
An app that gets me. It understands my electronic music tastes, from deep house to breakbeat. It cuts through the noise and shows me the events that fit my vibe. No more wasted nights or earsplitting experiences. Just pure, unadulterated electronic bliss
Maybe it’s already in the works, or maybe it’s time for someone to step up and create it.
Wait, I am a UX designer, and my best mate is the best developer I know. Fuck it, let’s build it.
So why another music event app in the market?
Hypothesis:
Electronic music fans in Australia need help to find centralised information about underground events, relying on word-of-mouth and niche social media pages instead of mainstream ticketing platforms.
Objective:
To become the go-to platform for discovering and attending underground electronic music events in Australia by providing a central hub for event information, ticket sales, and community building, while contributing to koala conservation through sustainable practices.
Solution:
RaveRescue will be a mobile app and Instagram account that:
- Aggregates: Collects and curates information about upcoming underground electronic music events across Australia from various sources.
- Showcases: Provides a user-friendly platform to discover events, including details, visuals, and artist information.
- Community: Build a strong community around the app and Instagram account, fostering a sense of belonging and shared passion.
- Communicates: Fosters a community by sharing news, artist interviews, and event-related content on Instagram.
- Supports: Operates with sustainability in mind, allocating a portion of profits towards bush fire recovery and koala conservation initiatives.
the tools.
Figma
The User Personas.
Sarah, the Underground
Electronic Music Fan
Graphic Designer
AGE
GENDER
LOCATION
24
FEMALE
Melbourne, Australia
Bio
Sarah is a 24-year-old graphic designer in Melbourne with a passion for underground electronic music. She spends her free time exploring the city’s vibrant nightlife, seeking out unique and immersive experiences. Sarah isn’t just a casual listener; she’s deeply interested in the creative energy and artistic expression of the underground scene.
Quotes
- “I spend ages scrolling through different Instagram pages trying to find good events.”
- “It’s frustrating when buying tickets involves clicking through multiple links.”
- “I’d love to support local artists and organisers, but it’s hard to find information about them.”
- “I care about the environment and would love to see an app that gives back to a good cause.”
Challenges
- Struggles to find all the upcoming underground events in one place.
- Relies on word-of-mouth and various Instagram pages, making information scattered and unreliable.
- Often misses out on events due to late discovery or inconvenient ticket purchasing processes.
- Feels disconnected from the broader underground electronic music community.
Goals
- Discover and attend the best underground electronic music events in Melbourne and nationally.
- Connect with other fans and experience the unique community atmosphere.
- Find reliable information about events with minimal effort.
- Support artists and organisers within the underground scene.
Motivations
- Discovery: Sarah craves the thrill of discovering new artists and events, staying ahead of the curve within the underground scene.
- Community: She thrives in the inclusive and welcoming atmosphere of underground events, connecting with like-minded individuals who share her passion for the music.
- Authenticity: Sarah values the genuine experience offered by underground events, seeking to escape the commercialised aspects of mainstream nightlife.
- Sustainability: Sarah is environmentally conscious and seeks ways to support businesses that align with her values, appreciating RaveRescue’s commitment to koala conservation.
Why She Would Use RaveRescue:
- RaveRescue provides a one-stop shop for discovering and attending underground electronic music events.
- The app offers a user-friendly platform with clear information and easy access to ticketing.
- The community aspect allows Sarah to connect with other fans and share her passion for the music.
- The commitment to sustainability resonates with Sarah’s environmental values.
Mark,
the Music Event Organiser
Event Promoter
AGE
GENDER
LOCATION
32
MALE
Sydney, Australia
Bio
Mark, a seasoned event promoter based in Sydney, has dedicated the past five years to fostering the underground electronic music scene in Australia. Driven by a deep love for the genre and a desire to provide unique experiences for like-minded individuals, Mark curates events that showcase emerging and established artists within the local scene.
Quotes
- “It’s expensive to advertise in mainstream media, and it doesn’t always reach the right audience.”
- “I spend too much time managing event listings on different platforms.”
- “I’d love to connect with other organisers and collaborate on events.”
- “A dedicated platform for the underground scene would be a game-changer for promotion.”
Challenges
- Difficulty reaching a specific and engaged audience through traditional marketing channels.
- Limited budget for event promotion and marketing.
- Time-consuming process of listing events on multiple platforms.
- Lack of community platform dedicated specifically to the underground electronic music scene.
Goals
- Promote his events effectively to a targeted audience of passionate underground electronic music fans.
- Increase attendance and ticket sales for his events.
- Connect with other event organisers and artists within the scene.
- Manage his event listings easily and efficiently.
Motivations
- Passion: Fuelled by his unwavering passion for underground electronic music, Mark strives to create events that capture the raw energy and artistic expression that defines the genre.
- Community Building: He values fostering a strong sense of community within the scene, connecting artists with audiences and creating a space for shared experiences and cultural exchange.
- Growth: While deeply rooted in the local scene, Mark possesses a strong entrepreneurial spirit. He seeks innovative and effective ways to promote his events, expand his audience reach, and contribute to the overall growth of the underground scene in Australia.
- Sustainability: Mark recognises the environmental challenges facing Australia and appreciates the opportunity to participate in initiatives that support worthy causes.
Why She Would Use RaveRescue:
- RaveRescue allows Mark to reach a large and relevant audience of potential attendees for his events.
- The app offers a free and user-friendly platform to list and manage his events.
- The community aspect connects Mark with other organisers and fosters collaboration opportunities.
- The focus on sustainability aligns with his values and attracts environmentally conscious audiences.
Overall Insights:
- There’s a strong demand for a centralised platform dedicated to the underground electronic music scene in Australia.
- Users crave convenience, clear information, and easy access to ticketing for events.
- Fostering a sense of community and connection is important for both event-goers and organisers.
- Alignment with values like sustainability and supporting local artists resonates with the target audience.
Minimum Viable Product (MVP) for RaveRescue App:
Here at RaveRescue, we’re all about efficiency. Before we unleash the full app experience, we’re taking a strategic “first-drop” approach with our Minimum Viable Product (MVP). It’s all about validating our core concept and getting your feedback, the electronic music faithful. This initial version focuses on the essentials, letting you rave smarter while providing data to make RaveRescue the ultimate underground haven. Let’s see what awaits:
Event discovery:
- Users can search for events by location (city, region) and date range.
- The app displays a clear and concise list of upcoming events with essential details like:
- Event name
- Date and time
- Venue
- Artist information (brief description and links if available)
- Visuals (event poster, artist photos)
- Option to filter events by genre or subgenre.
Event details:
- Clicking on an event from the list opens a dedicated page with comprehensive information:
- Detailed event description
- Set times for artists
- Ticket information (price, link to purchase on organiser’s platform)
- Social media links (event page, organiser’s profile)
User accounts (optional):
- Users can create accounts for a personalised experience (optional for later stages).
- This can include saved events, following favourite organisers, and receiving notifications (future iterations).
Push notifications (optional):
- Users can opt-in to receive push notifications for new events or updates from their saved events/organisers (future iterations).
Marketing & User Acquisition:
- Leverage social media marketing (Instagram, Facebook) targeting electronic music enthusiasts and local event attendees to build initial user engagement and brand awareness.
- Partner with local event organisers to cross-promote events on their platforms and reach their audiences.
- Engage with the electronic music community through online forums and social media groups.
- Focus on a single city (e.g., Sydney) for the initial launch to gather targeted user feedback and refine the app before scaling nationally.
Success Metrics:
- Track app downloads and active users.
- Monitor user engagement metrics like event searches, saved events, and clicks on external links.
- Conduct user surveys and interviews to gather feedback on features, usability, and overall experience.
- Analyse user acquisition channels to identify the most effective strategies.
Information architecture (IA) & User Flow
the refinement.
What now??
Think of this as the pre-party prep. We’re laying the groundwork, building the database that acts as the heart of the app, the unseen force that connects you with the hottest events. We’re also conducting user testing and research – basically having conversations with you, the amazing rave fam, to see what clicks and what needs tweaking.
But it’s not all about you (well, mostly it is). We’re also reaching out to event organisers and stakeholders, the folks who make the underground scene tick. By understanding their needs, we can build a platform that benefits everyone.
And the party doesn’t stop there. We’re constantly brainstorming ways to make RaveRescue a sustainable operation, a business model that keeps the good times rolling.