What is the opera like for a newcomer?

Photo: US National Archives, WikiCommons http://bit.ly/ZKQ9vm

How can technology turn newcomers into passionate opera patrons?

Interaction Design AssessmentCaitlin Flint

Opera companies are not short on content. They are constantly sharing podcasts, live streams, interviews, video, history, synopses, program, commentaries, directors notes, behind the scenes photos, conventional newspaper reviews, and advertising.

To get started, I did a quick assessment of how opera companies interact with patrons.

I wanted to get a sense of the types of information opera-goers might be curious about, and how it could be organized or related.

Next, I did a quickbrainstorm

To test some of my assumptions, I interviewed a friend who had been to the opera only once before.

“I’ve been to the Opera once. I fell asleep. I loved it, but it was late at night and I had been on a flight earlier that day. The bathroom line was too long during intermission so I wasn’t able to buy coffee.”

I learned that for a newcomer, the opera seems long

SolutionAllow patrons to purchase refreshments in advance, from their seat, or while in restroom lines.

“Before the show started, the usher scolded me because I took a picture with my phone. But having a seat at the Metropolitan is kind of a big deal. I wanted to share the moment on Facebook.”

It is exciting, but difficult to share

SolutionMake the opera company’s existing social content accessible and shareable.

“Not everyone reads the screens, they just pick up on the emotion, but I read the screen quite a bit, which made me miss out on the production—you have to look down and then look up.

At times the opera can also be confusing

SolutionAllow individuals to switch between word-for-word translation and an overview of the scene, or choose their preferred language.

“They usually give you a program with the story, but next time I will look up the story before hand, to be a bit more prepared.”

To make the experience meaningful, newcomers may do a bit of research in advance

SolutionMake program content available to patrons in advance via mobile device.

We can improve the newcomer’s experiencefrom the moment they purchase their ticket.Providing patrons with a mobile platform that has everything they need for their trip to the opera will help them feel more prepared and help them interpret the show while they are in the audience.

11

22

33

Before the OperaAll their tickets and program information is stored in one place. When they are ready to return, all the information they need is right here.

At the start of the operaWhile they’re waiting for the show to start they can read about the show, or pre-order refreshments so they don’t have to wait in line. During the opera they can view subtitles on their mobile device, customizing them to fit their needs.

At intermissionWhile patrons are waiting, they can scroll through a news feed with behind-the-scenes info about their performance and upcoming shows. Since photos aren’t allowed, this content will also be something they can share on social media to tell others about their day.

55 66

ScrollDown

44

The opera company already has tons of great content they are sharing with social media—now it is available to patrons while their motivated to interact. Scrolling through will kill time while waiting in lines, but it will also connect newcomers to the opera in a more intimate way.

Patrons can tweet images or share them on Facebook. They can even buy tickets to upcoming shows that look interesting.

By keeping interaction minimal—limiting tasks to scrolling and sharing—visitors won’t be too distracted or burdened by technology and can still relax and enjoy the beauty of the opera.