Discovery & Research - Competitive Analysis & Market Gaps:

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‍We analysed existing virtual concerts, such as Travis Scott’s collaboration with Fortnite and Lil Nas X’s on Roblox, identifying key opportunities to differentiate. The market revealed significant gaps:

Few music experiences utilised high-fidelity 3D environments (like Unreal Engine 5) and Web3 ticketing integration, which presented a prime opportunity for innovation.

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User Research

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Through surveys and interviews with Robbie Williams’ super fans, we identified key insights:

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- Exclusivity & Collectibility: Fans sought unique, collectible experiences, which led us to implement NFT-based ticketing.

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- Seamless Onboarding: Fans were hesitant about Web3’s complexity, so we implemented Web3Auth’s email login for a frictionless entry to the Lightcycle ecosystem.

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- Desire for Fan Interaction: There was strong demand for interactivity, leading to the inclusion of gamified elements like trivia and leaderboards.

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Survey Insights: What Fans Want from Virtual Concerts.

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Fan Expectations and Preferences Revealed.

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Key Insights

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- Exclusivity: NFT-based tickets offered fans both access and a collectible item, ensuring value beyond the experience itself.

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- Ease of Use: Streamlined onboarding with Web3Auth allowed even non-technical users to easily participate.

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- Fan Engagement: Real-time gamification, trivia, and avatar customisation kept fans invested throughout the experience.

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Problem Statement:

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Develop – UX Strategy & Interaction Model

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User Journey & Flow

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- Ticketing & Access: Fans purchase NFT-based tickets → Seamless Web3Auth login → Instant entry to the Lightcycle ecosystem.

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- Avatar Customisation: Fans design avatars featuring Robbie’s iconic outfits, adding a personal touch and connecting with the artist’s legacy.

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- Pre-Concert Engagement: Fans interact with the community and participate in trivia quizzes, building excitement for the concert.

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- Main Concert Viewing: Fans enjoy Robbie Williams’ philharmonic performance in breathtaking Unreal Engine 5 visuals, making them feel immersed in the event.

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- Gamification & Fan Leaderboards: Real-time quizzes, emojis, and chat features allow fans to accumulate points and interact with others, fostering community.

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- Post-Event Rewards: Exclusive content and event follow-ups enhance engagement and fan loyalty, offering additional rewards like early access to future events.

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1.Refined UX Flowchart for Robbie Williams Event (Web3 Integrated)

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2.Immersive Digital Experience

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3. Post Event Rewards & Next Steps

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Key Refinements Based on Web3 Integration:

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- Automatic Wallet Creation: For new users, a wallet is automatically generated for them in the background when they sign up, making the process completely invisible to users.

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- Native Web3 Ticketing: Tickets are minted as NFTs and directly tied to the user's wallet, with no need for the user to manually connect or interact with any blockchain features.

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- Seamless Payment Options: Users can choose to pay via traditional methods (credit cards, Apple Pay) or Web3 methods (cryptocurrency), with both experiences being intuitive.

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- User-Friendly Experience: The entire Web3 process (wallet creation, ticket minting, reward distribution) is hidden behind an easy-to-use interface that the average user will not find intimidating.

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The major refinement here is the complete integration of Web3 features while keeping the process invisible and easy for the user. By automatically creating wallets, minting NFT tickets, and making everything super native to the user's experience (no complicated blockchain jargon or actions), users will have a seamless, user-friendly journey from ticket purchase to event participation, and all the way through to post-event rewards.

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Wireframing & UI Design

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I started with low-fidelity wireframes to map out key navigation flows and event interactions. After testing and refining these concepts, I moved to high-fidelity UI design in Figma, ensuring a seamless user experience aligned with Robbie Williams' branding.

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Deliver – Final Product & Results: Key Features & Implementation

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- Web3-Integrated Ticketing System: NFT-based access with seamless wallet/email login, allowing fans to securely access the experience.

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- Immersive 3D Experience: Built using Unreal Engine 5, delivering stunning visuals that captivated users and enhanced fan engagement.

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- Gamification Mechanics: Trivia quizzes, fan leaderboards, and customisable avatars kept fans active throughout the event.

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- Social & Community Engagement: Live chat functionality and personalised messages fostered a strong sense of community and connection.

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- Post-Event Engagement: Automated email follow-ups ensured fans stayed connected with Robbie Williams’ digital ecosystem.

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The Robbie Williams Immersive Concert aims to redefine fan engagement bringing together 10,000+ attendees in a groundbreaking digital experience. Through seamless  ticketing, avatar customisation, and real-time interactivity, fans are transported into a next-level virtual concert that blended music, gaming, and community.

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Concert Experience:

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Ticketing experience combing both Art direction and strategic UX thinking to both engage the user and provide seamless flow to purchasing tickets via CTA triggers. On the ticketing site, a dynamic countdown builds anticipation for the event, while fans can easily subscribe with their email via Web3Auth for quick and seamless onboarding. As the clock ticks down, the page pulses with energy, offering exclusive updates and teaser content to ramp up excitement. It’s the perfect blend of hype and ease, setting the stage for an unforgettable immersive concert experience

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Fan Entry point: As users enter Lightcycle, they’re greeted with a one-minute waiting period designed for engagement. During this time, fans can participate in a fun, interactive quiz that tests their knowledge about Robbie Williams, building excitement for the concert. A dynamic map in the top-left corner shows users their position within the stadium, guiding them through key locations and providing navigation cues to ensure they easily find their way to the concert entrance. This seamless integration of gamification and directional cues keeps users engaged and ready for the immersive experience ahead

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Digital stadium boards enhance the experience with live, high-definition visuals of Robbie Williams, while displaying real-time quiz updates, scores, and upcoming show timings. Interactive and vibrant, these boards also highlight personalised achievements, fan challenges, and exclusive content. Powered by UE, they bring a seamless blend of gamification and live performance, creating a truly immersive and futuristic concert environment.

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Once inside, users can choose from multiple access points to the stadium, each offering clear navigation paths. A stunning skyview drone shot provides an aerial perspective of the venue, guiding fans smoothly to their seats and ensuring a seamless entry into the action. It’s the perfect blend of accessibility and hype, all within the immersive Web3 environment.

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Onboarding:

Upon entering, users are quickly onboarded with a seamless Web3Auth login, allowing them to jump straight into the action. They’re introduced to the live quiz, where fans can test their Robbie Williams knowledge in real-time and start earning fan points. As they participate, the points accumulate and are displayed on the dynamic leaderboard, igniting friendly competition. Fans who climb to the top can unlock exclusive prizes, creating an exhilarating showdown that drives engagement throughout the entire event. It’s the perfect blend of gamification and fan interaction, ensuring every moment counts.

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Once onboarded, fans are immediately introduced to an easy-to-use control panel, giving them full freedom to move and express themselves in the immersive concert world. Simple prompts guide users through fluid movements, while the intuitive dance emotes let fans bust a move just like Robbie himself. Every move and emote unlocks fan points, fueling the excitement as users rack up points in real-time. The more you engage, the higher you climb on the leaderboard, earning bragging rights and exclusive rewards. It’s a totally interactive experience, where the energy of the concert is in your hands—and every dance move brings you closer to victory!

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Easy to access and use: control panel.

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Introducing the Immersive Power Bar—an electrifying feature that puts the audience in control of the concert’s energy. Fans can fuel the power bar by dancing, emoting, and engaging with the experience, each action adding energy to the bar. As the bar fills, Robbie comes to life, lighting up the stage in a burst of color and energy, pushing the show to even greater heights. The more fans interact, the more intense the spectacle becomes, unlocking new levels of dance moves, fun, and entertainment. It’s a truly immersive, fan-powered experience where the crowd becomes the heart of the show

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Conclusion & Learnings

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- Frictionless Web3 onboarding is key for mass adoption—simplifying access to complex systems ensures users can participate without frustration.

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- Gamification drives engagement—real-time quizzes and fan leaderboards kept users engaged, even after the concert ended.

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- Digital + physical rewards (NFT tickets + exclusive content) added significant perceived value to the experience.

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- Seamless UX design made a technically advanced metaverse experience accessible to non-Web3-native users.

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Next Steps & Future Opportunities

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- Expand this experience to include new artists and partnerships, leveraging Lightcycle’s platform for future virtual concerts.

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- Enhance AI-driven engagement: AI-powered fan interactions can take personalisation to the next level.

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- Explore VR integration: VR would allow for even deeper immersion, enhancing fan interaction and enjoyment.

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