Houston Symphony
Reimagining the Houston Symphony Experience for the Next Generation
Reimagining the Houston Symphony Experience for the Next Generation
Reimagining the Houston Symphony Experience for the Next Generation
Client
Houston Symphony
Team
Bianca Galli
Sanisha Agarwal
Shima Bahadorani
Amelia Yang
Role
Visual Designer
UI & UX Designer
Industries
Performing Arts
Cultural Institution
Date
March 2025
CONTEXT
Bringing classical music into the digital age
The Houston Symphony is a historic cultural institution with a rich musical tradition, but younger audiences remain largely disconnected from the symphonic experience. Despite their interest in live music and immersive events, many in their 20s and 30s perceive orchestra concerts as outdated, overly formal, or difficult to relate to.
Our brief was to explore how an app could attract younger audiences to this kind of cultural experience by addressing the emotional and logistical barriers that keep them away. Through a 2.5-week design sprint, our team set out to define how digital design could make the symphony feel welcoming, relevant, and exciting for new audiences.
The Houston Symphony is a historic cultural institution with a rich musical tradition, but younger audiences remain largely disconnected from the symphonic experience. Despite their interest in live music and immersive events, many in their 20s and 30s perceive orchestra concerts as outdated, overly formal, or difficult to relate to.
Our brief was to explore how an app could attract younger audiences to this kind of cultural experience by addressing the emotional and logistical barriers that keep them away. Through a 2.5-week design sprint, our team set out to define how digital design could make the symphony feel welcoming, relevant, and exciting for new audiences.
CHALLENGE
Creating relevance without compromising tradition
Many younger users admire the idea of classical music but hesitate to engage due to a perceived lack of cultural fit. The challenge was to make the experience feel inclusive, socially meaningful, and seamlessly navigable, without turning it into something unrecognisable.
Key barriers included:
Difficulty in accessing practical event info (dress code, breaks, location)
Uncertainty around social and cultural expectations
A web presence that felt more institutional than experiential
We asked:
How might we use digital design to help users feel like they belong in a traditionally exclusive space?
How can an app support both logistical needs and emotional resonance?
Many younger users admire the idea of classical music but hesitate to engage due to a perceived lack of cultural fit. The challenge was to make the experience feel inclusive, socially meaningful, and seamlessly navigable, without turning it into something unrecognisable.
Key barriers included:
Difficulty in accessing practical event info (dress code, breaks, location)
Uncertainty around social and cultural expectations
A web presence that felt more institutional than experiential
We asked:
How might we use digital design to help users feel like they belong in a traditionally exclusive space?
How can an app support both logistical needs and emotional resonance?
COMPETITIVE & COMPARATIVE ANALYSIS
Immersive venues lead the way in engagement
We analysed digital platforms from leading symphony orchestras such as the New York Philharmonic, Berliner Philharmoniker, and San Diego Symphony. Common weaknesses included underwhelming UI, limited interactivity, and unclear navigation. By contrast, comparative venues like teamLab, Artechouse, and Artclub excelled in personalised, immersive digital experiences.
Key takeaways:
Interactive apps increase anticipation and connection before the event
Clean, contrast-rich layouts improve accessibility and ease of use
Social tie-ins and mobile-first design are now baseline expectations
We analysed digital platforms from leading symphony orchestras such as the New York Philharmonic, Berliner Philharmoniker, and San Diego Symphony. Common weaknesses included underwhelming UI, limited interactivity, and unclear navigation. By contrast, comparative venues like teamLab, Artechouse, and Artclub excelled in personalised, immersive digital experiences.
Key takeaways:
Interactive apps increase anticipation and connection before the event
Clean, contrast-rich layouts improve accessibility and ease of use
Social tie-ins and mobile-first design are now baseline expectations
RESEARCH
Younger users seek shared moments, not just music
We conducted seven in-depth user interviews with people in their 20s and early 30s, all with varying levels of experience with classical music. The most consistent insights were emotional rather than functional: people wanted to feel included, inspired, and connected.
These insights revealed that the product experience needed to go beyond scheduling and ticketing. It needed to build cultural bridges—linking users’ emotional worlds (nostalgia, community, aesthetic value) with the music.
We conducted seven in-depth user interviews with people in their 20s and early 30s, all with varying levels of experience with classical music. The most consistent insights were emotional rather than functional: people wanted to feel included, inspired, and connected.
These insights revealed that the product experience needed to go beyond scheduling and ticketing. It needed to build cultural bridges—linking users’ emotional worlds (nostalgia, community, aesthetic value) with the music.
USER PERSONA
The culture enthusiast looking for shared moments
Based on interview insights and behavioural patterns, we developed a user persona, Jane, to guide our design decisions.
Jane Roberts is a culturally attuned young professional with a passion for music, film, and social experiences. She regularly attends concerts and festivals, values unique and emotional experiences, and enjoys documenting her life on social media. For Jane, the Symphony needs to offer more than just music, it needs to provide an interactive, sharable, and visually engaging experience that feels modern and relevant to her lifestyle.
Based on interview insights and behavioural patterns, we developed a user persona, Jane, to guide our design decisions.
Jane Roberts is a culturally attuned young professional with a passion for music, film, and social experiences. She regularly attends concerts and festivals, values unique and emotional experiences, and enjoys documenting her life on social media. For Jane, the Symphony needs to offer more than just music, it needs to provide an interactive, sharable, and visually engaging experience that feels modern and relevant to her lifestyle.
DEFINE
Turning an intimidating space into a welcoming one
Based on our research, we reframed our problem statement:
Jane wants to go to a unique immersive event with her friends but feels intimidated by the symphony and is worried she will feel out of place. Her previous experience at the symphony left her feeling exhausted and bored, so she needs a new and better way of interacting with music.
Based on our research, we reframed our problem statement:
Jane wants to go to a unique immersive event with her friends but feels intimidated by the symphony and is worried she will feel out of place. Her previous experience at the symphony left her feeling exhausted and bored, so she needs a new and better way of interacting with music.
TASK FLOW
From uncertainty to immersion
We mapped a task flow focused on arrival and on-site experience, ensuring Jane feels guided and inspired as soon as she decides to attend.
We mapped a task flow focused on arrival and on-site experience, ensuring Jane feels guided and inspired as soon as she decides to attend.
IDEATE
Prioritising features for emotional and logistical impact
To align our design goals with user needs, we conducted a collaborative feature prioritisation using the MSCW framework (Must, Should, Could, Won’t). This allowed us to determine which ideas to bring into the prototype based on feasibility, user value, and overall impact. The prioritised features reflect a balance of practical planning tools and moments of social and emotional engagement:
To align our design goals with user needs, we conducted a collaborative feature prioritisation using the MSCW framework (Must, Should, Could, Won’t). This allowed us to determine which ideas to bring into the prototype based on feasibility, user value, and overall impact. The prioritised features reflect a balance of practical planning tools and moments of social and emotional engagement:
DESIGN SOLUTION
Creating an experience that feels personal, shareable, and smart
We translated our ideas into wireframes that included:
Social tie-ins: Users can view which friends are attending, send invitations, and browse Instagram-linked posts, all designed to encourage shared experiences.
Event curiosities: A “Good to Know” section offers concise, accessible information on topics like duration, dress code, and accessibility, helping users feel more prepared and connected to the event.
Interactive moments: A Shazam-inspired feature allows users to identify live music and learn about it instantly. Augmented Reality (AR) elements further enrich the venue experience, turning moments of waiting or walking into moments of discovery.
We translated our ideas into wireframes that included:
Social tie-ins: Users can view which friends are attending, send invitations, and browse Instagram-linked posts, all designed to encourage shared experiences.
Event curiosities: A “Good to Know” section offers concise, accessible information on topics like duration, dress code, and accessibility, helping users feel more prepared and connected to the event.
Interactive moments: A Shazam-inspired feature allows users to identify live music and learn about it instantly. Augmented Reality (AR) elements further enrich the venue experience, turning moments of waiting or walking into moments of discovery.
USABILITY TESTING
Clarity, hierarchy, and onboarding were key areas for improvement
We ran 8 usability tests, both structured and unstructured, to evaluate navigation, icon clarity, and overall ease of use.
Key Findings:
Navigation issues: Users struggled to find key pages like the map and events.
Icon confusion: Icons like “Connect” lacked clarity.
Feature overload: Without onboarding, the app felt overwhelming.
Interaction gaps: Unresponsive buttons and unclear actions (e.g. dropping pins, collecting flowers) disrupted flow.
We clarified iconography, refined navigation, and simplified the home screen.
We ran 8 usability tests, both structured and unstructured, to evaluate navigation, icon clarity, and overall ease of use.
Key Findings:
Navigation issues: Users struggled to find key pages like the map and events.
Icon confusion: Icons like “Connect” lacked clarity.
Feature overload: Without onboarding, the app felt overwhelming.
Interaction gaps: Unresponsive buttons and unclear actions (e.g. dropping pins, collecting flowers) disrupted flow.
We clarified iconography, refined navigation, and simplified the home screen.
FINAL SOLUTION
From passive events to playful, personal journeys
Our final design reimagines the symphony as a dynamic, social experience, shaped by user feedback and iterative testing:
A platform built for discovery: We streamlined navigation and clarified visual hierarchy to make exploration intuitive and engaging.
Embedded guidance throughout: Clearer icons, contextual onboarding, and simplified copy help users feel confident from arrival to encore.
Tailored cultural content: Personalised, relevant information, like dress code, duration, and accessibility, reduces uncertainty and makes the experience feel approachable.
Social features with purpose: Spotify integration, “fit check” sharing, and proximity-based interactivity foster connection and excitement, without overwhelming the user.
Our final design reimagines the symphony as a dynamic, social experience, shaped by user feedback and iterative testing:
A platform built for discovery: We streamlined navigation and clarified visual hierarchy to make exploration intuitive and engaging.
Embedded guidance throughout: Clearer icons, contextual onboarding, and simplified copy help users feel confident from arrival to encore.
Tailored cultural content: Personalised, relevant information, like dress code, duration, and accessibility, reduces uncertainty and makes the experience feel approachable.
Social features with purpose: Spotify integration, “fit check” sharing, and proximity-based interactivity foster connection and excitement, without overwhelming the user.
NEXT STEPS
Building on what resonated
Future developments might include:
Richer AR content that integrates history, storytelling, and exploration
Group planning flows for shared attendance and ticketing
Post-event highlights and photo-sharing
Thematic playlists tied to composers or seasons
Loyalty features for repeat visitors and members
Future developments might include:
Richer AR content that integrates history, storytelling, and exploration
Group planning flows for shared attendance and ticketing
Post-event highlights and photo-sharing
Thematic playlists tied to composers or seasons
Loyalty features for repeat visitors and members
REFLECTION
Designing culture through empathy and emotion
This sprint reaffirmed that young users aren’t disinterested, they’re underserved. By designing from the lens of emotion, not just logistics, we created a product that bridges digital familiarity with cultural novelty. The challenge wasn’t to modernise classical music, it was to reframe the experience in a way that resonates with modern lives.
This sprint reaffirmed that young users aren’t disinterested, they’re underserved. By designing from the lens of emotion, not just logistics, we created a product that bridges digital familiarity with cultural novelty. The challenge wasn’t to modernise classical music, it was to reframe the experience in a way that resonates with modern lives.