Designing a dance learning experience

V 1.0Sep 30th 2020

Design Challenge

Group #4Groove.

Design a online learning solutionThe Task

Collaborate in a team on solving the problem with a limited timeframe, de�ning scope, timelines, deliverables, process steps, research, problem de�nition, personas, user journey, wireframing, user testing, and presentation.

UX Design Challenge

Tools Used

Brainstorming

What did we do?

• Brain writing• Reverse brainstorming• Polling

What?Dancers and aspiring dancers need a digital solution to stay motivated to improve their dance skills.

Why?Dancing is a social activity that is known to stimulate the brain and enhance a person's mood, self-con�dence, and �tness.  

Why now?Due to COVID-19,  many people want to pick up new hobbies, learn new skills, or focus on self-improvement while being unable to attend in-person classes. However, there is a lack of online platforms that offer real-time feedback.

Problem

What makes our product unique?Solution

Motion Capture and whole-body interaction technologies have been experimentally proven to contribute to the enhancement of dance learning (Raheb, 2019). Motion capture in AR would provide objective data as feedback for self-reflection and improvement.

Augmented Reality (AR)

Voice Command

CommunityIntegration of peer commenting and peer rating is able to promote students’ willingness to participate in online learning activities (Hsia, 2016). Creating a community for constructive feedback and performance suggestions promotes learning motivation.

Users can learn how to dance hands-free.

DevicesMobile, Desktop, Screen mirroring

Market research & analysisCompetitive analysisUser interviewsUser personas

Empathize

Here is how we approached this project

De�ne Ideate Next Steps

Requirements de�nitionPrioritization matrixIA/sitemap creationCard sortUser flows

Concept sketchesBusiness modelWireframes

Test

Our Process

Market Statistics

$171B $75B 3%Online learning revenue in 2019

Expected Revenue in 2023 in AR Market

Annual Growth Rate in the Dance Industry in

the past 5 years

https://www.ibisworld.com/industry-statistics/market-size/dance-studios-united-states/

Empathize

Key observations

• Users are not getting enough feedback on their movements online

Dance Studies Association (2020):

• Motion Capture and whole-body interaction technologies have been proven to enhance dance learning

Dance Interactive Learning Systems: A Study on Interaction Workflow and Teaching Approaches (2019):

• Integration of peer commenting and peer rating promotes students’ willingness to participate in online learning activities.

• Students need more guidance and assistance, such as suggestions for performance improvement. 

Effects of different online peer-feedback approaches on students’ performance skills, motivation and self-ef�cacy in a dance course (Hsia, Huang, Hwang) 

Market Research & AnalysisEmpathize

SteezyDance learning platform (web + mobile)

Just DanceMotion-based rhythm game

YouTubeVideo-sharing platform

Dance RealityAR mobile app

Lululemon/EchelonSmart �tness mirrors

Instagram Live/Zoom classesLive streaming of in-person routines

Our Competitors••Empathize

Competitive AnalysisEmpathize

Competitive MatrixAb

ility

to E

xecu

te

Completeness of Vision

ChallengersNot-so-innovative but great execution

LeadersBest of both

Niche PlayersWorst of both

VisionariesInnovative but poor execution

Empathize

1Who we talked to and what we learned

User Interviews

Performance, wellness and social dancersAge range: 20-40 years oldLocation: North AmericaGender: Female

79.4% of dancers and choreographers are female, making them the more common gender in the occupation.

The average age of female dancers and choreographers in the workforce is 27.3.

2 Having an extrinsic goal keeps users motivated

3 Community is important for engagement

4 Real-time feedback when dancing is missing in online learning

5 Dancers like Flexible schedules and suitable learning pace

Empathize

People �nd it hard to engage in dance through a digital platform due to lack of real-time feedback and community engagement.

Insights

• Incorporate community engagement for users of different levels.

• Real-time feedback during the learning process.

• A way to track and record individual progress in their dance journey.

How the digital dance learning experience can be improved

This affects motivation to learn and grow as a beginner dancer without structured guidance.

Empathize

User Personas

Jessica

Constant dancer. Disciplined, and competitive. Loves performing and dancing solo or in a group. Good team player, physically active. She aims for constant growth guided by instructors with high standards.

Biology studentMonica

Amateur Dancer. Dances to anything. Self-aware, emotional, and spirited. Wants to maintain a wellness lifestyle, have fun, and de-stress. Likes to get out of her comfort zone, interact with others, and feel the music.

Product DesignerKaren

Recreational dancer. Extrovert and spontaneous. Likes clubbing, freestyling, self-expression, and having fun. Dancing is a hobby to share with friends. Wants to be active, vibe with the music, and learn new moves.

Conservationist

Empathize

A disciplined, and competitive user

Jessica

A diligent college student studying biology. In addition to her schoolwork, Jessica co-captains a club dance team with her best friend. Jessica likes to de-compress in the evenings by dancing with her group or cooking in her dorm.

Goals Pain PointsImproving dancing skills, exercising, self-expression, have fun, flexible schedules classes, performing solo or with friends and social interaction

Can't practice in-person due to COVID. Online, it's hard to �nd proper teachers. There is no real-time feedback & lacks of motivation, fun or social interaction.

Jessica's Stats Motivations

Age

Occupation

Lives with

Living area

High quality content

Flexible Schedules

Growth

Creates community

20

College Student

Parents & siblings

Suburban

Empathize

Empathize

Jessica's Journey map 01

Empathize

Jessica's Journey map 02

Prioritization MatrixFr

eque

ncy

Importance

CouldHigh frequency + low importance

MustHigh frequency + high importance

ExcludeLow frequency + low importance

ShouldLow frequency + high importance

Ability to give others

feedback

Ability to see instructor + self

(AR)

Join competitions

Invite/�nd friends

Add/change payment methods

Chat with friends

Search with �lter/sorting

options

Receive feedback

Save videos for later

Invite friends to competitions

De�ne

Explore Programs Community Pro�le

Search

Filter

Upcoming live class

Continue class /programs

Trending choreography

Trending challenges

Trending instructor

Video picks based on

preferences

Search

Filter

List of all programs

Sort

Explore existing group

Search new community

Join group

Achievements

Watch history

Settings

Home page

Create new group

Information ArchitectureQuantitative open card sorting

Conducted open card sort with 10 users

Continueprogram

De�ne

Ideate

User Flow1. Enroll in a program

and learn using AR

Wire

fram

es

https://www.�gma.com/�le/nCeXD013Myc2zgVwouchNo/Design-Challenge-Group-4?node-id=120%3A6543

Ideate

The Brand

Groove app • Moodboard / Design System

Groove.

AccessibilityFlexible customization & accessible controls

01_ WCAG considerations

02_ Visual disabilities

03_ Deaf & hard-of-hearing

04_ Cognitive disabilities

05_ Extremes of stature

06_ Limited mobility

07_Environmental limitations

Month-Long Free Trial PeriodIt takes about 21 days to form a new habit.

Large VarietyA large variety of dance lessons & programs will be offered in order to cater to every skill level and interest.

Interactive ElementsGroove is a social app that encourages users to grow their network on the platform through word-of-mouth.

Rewards in Gami�cationUsers can track their personal progress and accomplishments as well as view leaderboards.

Daily RemindersWe will only send out relevant, personal, and actionable push noti�cations to remind users to build their new habit or participate in a challenge.

Business Model

Competitive EdgeWe plan to offer a competitive monthly subscription plan

Ideate

We will continuePrototypingUsability TestingUI Design

Lessons working as a teamWorkflows PrioritizationConsiderations when designing for Augmented Reality (AR)

Next Steps

Next Steps

Thank youGroove

Sabrina Dong LinkedIn

Natalia CardonaLinkedIn

Iswaria SudhaLinkedIn

The Team

Stella LeeLinkedIn

Halliq AMATeam Mentor