web, app, vr


The goal of the user experience and design was to give users the feeling of going out, without having to actually go out. The an ‘MVP’ Virtual Venue had to enable the ticketing and distribution of 2-6 full length VR concerts captured at Lollapalooza 2017 on Stage. Ux deliverables included VR Concept Design & Art Direction for the Virtual Venue, Concepts and sketches, User journeys, IA, Wireframes that communicate the user journey and experience across 2D and 3D platforms (web portals, ticketing portals, mobile app, virtual venue, app stores), based upon the User Stories


Stage is a technology and production company on a mission to disrupt and expand the US $28B concert and events industry by redefining how we experience live entertainment in virtual reality. Their vision is to build the most powerful platform for promoting, ticketing and delivering live events & experiences in VR. Merging social, CGI and interactive elements inside a virtual space with a Lobby, Cinema, Stage, Backstage and Merch Stand, audiences can feel like they’re attending an event.



Working with a 3D technical artist to help with interactive programming and a unity developer as a core team. UX creative discussions and workshops were undertaken with the CEO and co-founder, strategy and marketing discussions with Chief Marketing officer and co-founder.


Framing ux discussions and solutions around user needs over tech solutions using jobs to be done framework

Understanding user base to frame opportunities and challenges in the design process through personas and journeys

Defining purpose and user objective for each platform

Defining relationships and intersection between 2D / 3D workflows

User journey

- How does someone find out about the Stage VR experience?
- How do we target existing user base vs attracting new users?
- How do we deal with users who have the mobile app installed already vs those who don't have the app?
- How do we to make the experience seamless across 2D/3D workflows?
- Which platform(s) can the user purchase tickets?
- How do we treat logins and access to preview content across multiple platforms?
- What is on the onboarding and off-boarding experience?
- What is the pre, during and post experience around the technology experience?


- How do we promote a 3D experience in a 2D platform?
- How does the experience scale across cardboard, oculus go, vive and future hardware?
- What is the experience for those who have the controller vs those who don’t?
- How do we ensure consistency of experience across web, mobile app and VR?
- How can you bring some of the VR elements back into the 2D platform?
- How do we deal with existing business logic, mobile technology and content?
- What sells a VR experience best? a 360 app? preview video of someone in VR?



- What role does music and sound play in the experience outside of the content itself?
- How are we setting up expectations before the user enters VR?
- How long are we expecting people to experience VR in one session?
- What is the ultimate length of digestible content?
- What do the transitions to spaces or scenes look like?
- How close will people be to the content?
- Is it a sit down or stand experience?
- Will there be movement around the space?
- What is the users perspective?
- How does the user preview and select content?







The company had previously released an ios app with existing functionality before they pivoted to make the mobile experience VR accessible, without embedding unity within the native app . We had to design a way for users to access and navigate through shows as a seamless playlist, between mobile and cardboard, without breaking the experience of having to take the headset off.

Some VR platforms don't require a user account to set up, so when dealing with the sign in experience we had to consider seamless ways for the user to sign in without putting in an account and password, considering the user may be accessing the experience across multiple platforms - web, cardboard, Gear VR, oculus.

All platforms (web, mobile and VR) were in design concurrently, which meant the direction of the VR experience affected the web and mobile experience. Thinking about the consistency between the 2D and 3D experience at the same time was challenging from a UI/UX point of view, as existing technology for the mobile experience was already built, so we had to be considerate of integrating extreme design changes.


Launching 2019