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A Study on Access to Manauara Culture.
Outdoor markets, street dance competitions, theater performances, traditional dances, and independent shows are just a few examples of the vibrant cultural scene in Manaus.
Preliminary research revealed that while some events are subsidized, sponsored, or even organized by the state’s cultural entity or private companies, which assist with promotion and execution, many independent events occur with little to no visibility. This lack of exposure is one of the factors that hinders access to culture in the city.
Considering that culture should be accessible to everyone and that misinformation limits cultural access, COLAKI emerges as a more democratic platform, providing broader access to information and showcasing independent cultural events in Manaus.
Context
Two back steps and observe
Previous research has indicated that a good portion of the events are not subsidized by a state agency and are independent of any private investment. Events related to traditional and exclusive cultural manifestations of the Amazon, such as Hip-hop Manauara, are not often publicized by the mass media.
Considering that foreign and Brazilian tourists who arrived in Manaus reached more than 200,000 in 2019, knowing that this audience is interested in tourism and connections with municipal and cultural events throughout the Amazon region.
I see an opportunity in these events, which are not subsidized by the state or promoted by the media, to reach this audience, since most of them simply burn out due to lack of support and incentive.
My Role
Plan, build, test and learn
Never forgetting dates of events, having an overview about what’s coming, knowing about your favorite events without having to even get up from the couch to find the remote: huge frustrations reduction.
To achieve this result, need to set some objectives:
1.
Promote digital inclusion and democratize information on Amazonian events and experiences.
2.
Building a Digital Platform for Access to Grassroots Amazonian Culture
As a lead designer in this project, my role spanned from research to the testing of the product. That is to say, it involved doing user interviews, insight analysis, and the creation of personas; it also dealt with the mapping of user flows. I have designed wireframes, developed the UI, and conducted usability testing. Also, I have aligned the solution with both user needs and business objectives.
buisness
Creating cultural value
Most people believe that Manaus pushes cultural movements significantly. Whereas the governmental bodies are putting in some effort, there are several limitations in the platforms that do exist, in terms of usability, reach, and curation. Most of the small events, which actually depict the Amazonian culture authentically, remain behind the scenes and are not known to people. It is in this gap that an opportunity arises for a strategic solution that would bring together those events and organize them in an intuitive, accessible way.
Beyond ensuring access to locals, tourists, and agents of culture, a platform like COLAKI acts as a driver of microeconomies by strengthening the cultural and tourism ecosystems of the region. This will increase participation in grassroots events and plunge them into the real experience of Manaus culture, allowing closer links between visitors and the local context to develop. It addresses a market need that has not yet received full attention.
process
Building in Practice
I focused on creating a user-centered platform, following a structured process from research to wireframes, ensuring that the user experience was seamless and intuitive. The iterative approach allowed me to gather insights, refine the design, and deliver a solution that met the needs of both tourists and locals.
This process wasn’t just about design—it was about making strategic choices. Each phase, from concept to feedback, aimed to align the app with the rich cultural diversity of the Amazon, ensuring accessibility and engagement from diverse audiences.
Research
Looking around
Many event organizers rely on platforms like Facebook, using small groups or hoping word of mouth will reach enough interested people. COLAKI takes a different approach, standing apart from platforms like Viva Manaus, Sympla, Meetup, and even Manaus Cultura, which often offer basic calendar functionalities for subsidized events or present complexity and bureaucracy in publishing an event. By learning from users’ tastes and preferences, COLAKI delivers more personalized event recommendations, enhancing the cultural experience for each user.
During the field research, 80% of the cultural events that were subsidized and supported by the cultural entity were 100 times larger than independent events.
73% of the people approached at the largest event obtained information through television and radio programs.
All respondents were either unaware or unsure whether there would be any new events happening during the month.
Attendance at independent events consisted of 85% of 16-23 year-olds. At larger events, the average age was 28, with an age range of 18-46, including complete families and/or families with children.
When asked about their attendance at independent and local events, 80% said they enjoyed them and tried to attend, while 20% said they did not remember the dates of the events or did not know when they would take place.
Unlike others, singular.
Many event organizers rely on platforms like Facebook, using small groups or hoping word of mouth will reach enough interested people. COLAKI takes a different approach, standing apart from platforms like Viva Manaus, Sympla, Meetup, and even Manaus Cultura, which often offer basic calendar functionalities for subsidized events or present complexity and bureaucracy in publishing an event. By learning from users’ tastes and preferences, COLAKI delivers more personalized event recommendations, enhancing the cultural experience for each user.
Synthesize
Clean and clear
To deepen my understanding of the users, I created insight cards that highlighted key findings from user research. Each card represented behaviors, pain points, and goals discovered during interviews and analysis. This helped synthesize information into actionable insights for the design process. Alongside this, I developed personas based on the research data to guide decisions and ensure user-centered solutions. The personas illustrated the needs and motivations of two primary groups: local event organizers and tourists seeking authentic cultural experiences.
Brainstorming Features and MoSCoW Prioritization
To define the scope of COLAKI, I conducted a brainstorming session focused on potential features to address the core needs of users. After identifying these features, I used the MoSCoW prioritization method to categorize them into:
- Must-Have: Critical features that ensure the app fulfills its primary purpose.
- Should-Have: Important features that enhance user experience but are not essential for initial release.
- Could-Have: Nice-to-have features that add value but can be deferred.
- Won’t-Have (for now): Features that are out of scope for the current version but may be explored later.
Key Features Brainstormed:
- Event discovery tailored to user preferences (Must-Have)
- Real-time event updates and notifications (Should-Have)
- Integration with local transportation maps (Could-Have)
- In-app ticket purchasing system (Must-Have)
- Gamified rewards for attending events (Could-Have)
- Multi-language support for tourists (Should-Have)
- Community event submission system (Must-Have)
This method helped prioritize user needs and align development efforts with project timelines.
Interface
Finally colors
Using insights from the research, I developed the concept: [“A platform to connect tourists with authentic Amazonian culture through smaller, underrepresented events”]. This concept provided the vision and shaped the user-centered approach throughout the development.
With the concept in mind, the user flow was designed to guide how both tourists and local event organizers would interact with the app. This ensured seamless navigation, making the app intuitive for all types of users.
Refinement
After testing the initial user flow with real users, several insights emerged, prompting adjustments to enhance the experience. The testing process revealed pain points, opportunities for simplification, and areas requiring added features. Below is the revised user flow:
Key Improvements:
- Simplified navigation between discovering events.
- Integrated user feedback loops to improve event recommendations.
- Added accessibility features, such as optimized filters and clear maps for directions.
Wireframes
Onboarding Screen
- Visual walkthrough and app features.
- Option to skip or set preferences.
Home/Dashboard
- Highlighted events personalized for the user.
- “Explore Events” button for broad discovery.
- Quick access to search bar and filters.
Event Details Page
- Event title, description, and organizer information.
- Interactive map for directions.
- RSVP/Book button prominently displayed.
Search & Filter Screen
- Filters: Date, Location, Price (Free or Paid), and Categories (Cultural Roots, Festivals, etc.).
- Search bar with autofill suggestions.
Profile Screen
- User preferences, saved events, and attended event history.
- Settings for notification preferences and account management.
Feedback & Reviews Screen
- User can write reviews and view others’ feedback on events.
- Rating system for events attended.
The COLAKI project has been an intense ride of exploration into user needs, the designing of thoughtful solutions, and iteration toward unlocking a platform that celebrates Amazonian cultural roots. Filling the gaps in event accessibility and offering deeper connections with authenticity, this is what places COLAKI as a very special tool for locals and tourists alike.
Next Steps:
Final User Testing:
- Validation of the refined prototype with a wider audience.
- Also, gather feedback to ensure that this application meets the expectations of the user.
Development and Launch:
- Work alongside developers to bring the final design to life.
- Develop a strategic marketing campaign to expose the app to its targeted audience.
Post-Launch Improvements:
- Monitor user engagement and behavior.
- Continuously iterate based on user feedback to assure relevance and usability.
