The highly complex technical architecture demanded of the app was matched by equally complex UX and design challenges. The sheer volume of shows, performances and venues demanded careful analysis of primary and secondary audiences to determine the many ways in which users would best search and navigated their way to show and performance information. As advocates and practitioners of design thinking, we began by exploring the app's target audience, undertaking extensive user and business requirements gathering workshops with Edinburgh Festival Fringe Society, followed by the creation of app user flows, user journeys and wireframes. By following a clear UX planning process we were able to build an information architecture and blueprint an app experience which worked for every user in the right context and at the right time.
From signed off wireframes and user journeys we moved into UI Design where we applied the existing Edinburgh Fringe brand guidelines to the creation of a modern, contemporary, clean and cross platform appropriate UI design. Taking care to deliver a simple content hierarchy through appropriate use of type styles we drew out the Fringe's wide ranging palette of colours across each of the core genres whilst at the same time keeping the core UI sufficiently minimal.
From design we were able to confidently commence our development sprints and using an agile development methodology we worked extremely closely with the team at the Fringe as well their software development partners, ticketing solutions partner, and Virgin Money sponsors to consume the relevant APIs and contextual content required to deliver each unique and complex piece of functionality within the iOS and Android apps.