The client is asking for a microsite with a one-year life cycle — it will be stored in the main platform’s archive after this period.

For this project, I chose to make a microsite for Burning Man. Since the first Burning man started on, June 22, 1986, the number of attendees has gradually increased throughout the years. At Burning Man participants of the festival build camps together, create installations and performances.

What makes this event stand out from others is that it is a gift-based society. Money is nothing more than paper. You can’t buy food, water, clothes or other goods. But you can change something of yours for something else. According to one of the founders of the event, Larry Harvey, “ Burning man is a family picnic, where the principle of “buy/sell” does not work. Brands cannot advertise themselves at the festival.”


Lean UX Canvas

To start the business analysis stage I first did a Lean UX canvas that helped give the big picture of what I am building, why I am building it, and for who. It helped me identify and fix potentially weak areas of the product and solve business problems. One example of a problem with Burning Man is that it is not easy to navigate, to the point it is almost impossible for some users to find where to purchase a ticket.

Looking at Burning Man’s competitors I created a feature comparison chart. I compared how easy it is to navigate, links to social media, updated designs, gallery, about us, contact us, accessibility, FAQ, and purchase ticket option. From this chart, I was able to see a little of where Burning Man can enhance user experience and see what competitors have and don’t have compared to them. With more information being collected about Burning Man and its competitors, I created a Market positioning chart. Here I compared Morden vs Dated sites and easy vs complicated. Using the blue ocean strategy I was able to see where there is an opportunity in the market. Ideally, Burning Man’s website should move toward the Blue Ocean area on the market positioning chart which is more in the modern direction, yet keeping the design simple.

Feature Comparision Chart (left) Market Positioning Chart (right)

After the business analysis, I started to do qualitative research. Here I have quotes from one on one interviews I performed. These quotes being ones that stood out and summed up what mostly all users were saying. In short- the Burning Man website is not accessible and very hard to navigate to find what users are looking for.

Define Stage

After qualitative data is collected I made my way to the define stage. I then created an affinity diagram, I used this tool to organize the information that I gathered from the interviews. With this information I also created an affinity diagram, I used this tool to organize the information that I gathered from the interviews and a value proposition canvas, this tool allowed me to empathize with my users by learning about their gains, pains, and jobs.

Affinity Diagram (left) Value Proposition Canvas (right)

By collecting more data from real people I was able to create a user persona that helped me understand the user and their needs better.

User Persona

This persona is Free Spirit Stella, 26-year-old from New Mexico who is a marketing manager and an artist in her free time. She likes when sites are easy to navigate, she loves discovering new art and gets frustrated when it is hard to find tickets to an event she wants to attend.

With this user persona, I then created a journey map. This shows an interpretation of the overall story from a user’s perspective.

This helped me empathize with the user even more. By creating this I was able to identify user touchpoints with the product.

With these touchpoints in mind, I created problem statements that helped define the issue’s user’s face.

Problem Statements:

  1. User needs a better and easier way to purchase a ticket.
  2. User needs a way to access information and directions on art installations and performances during the event, so they can easily get to to the locations and plan accordingly.
  3. User needs a way to capture special moments because they want to see these moments forever.

From these problem statements, I then generated How Might We Statements that helped guide me with possible solutions. By doing this I was able to answer these in multiple ways.

  1. How Might we create a way for users to access tickets quickly?
  2. How might we help users during the event to get around more easily and plan accordingly?
  3. How might we create a way for users to see special moments captured at the event?

With the How Might We Statements in mind, I am brought to the Ideate stage where I brainstormed ideas for solutions.


With all my ideas written down, I needed to select and prioritize which ideas I need in order to solve the problems users face. To do this I did the MOSCOW method. I then created an impact and effort chart.

With all of this information, I was then able to complete the Value Proposition Canvas on the products and services side. By doing this and finishing the canvas, it helped ensure that the product is positioned around customer values and needs.

Recapping on user’s problems, what holds Burning Man back from a great user experience is: users having trouble navigating the site and finding important information, not being able to see pictures after an event, and little information on the event itself and its art and music.

With this, I was able to create an MVP. I created a Minimal viable product that Users can access art and performance information, and an about page that will give them a better visual and understanding of what Burning Man is, while also making it easier to purchase tickets. After the event, they will then be able to access pictures to keep the memories forever.

How will these features help users?

An about page will help users get a better understanding of the event, an artist and performance page will help users be more prepared and connected, a guides page will help users get around more easily with less stress, purchase tickets will give users an easier and quicker way to access tickets and lastly a gallery will give users less stress about capturing moments and give them a chance to live in the moment and after the event show their friends the amazing time.

By creating these features Burning Man will give users a more user-friendly experience before, during, and after the event.

Once my MVP was established I created a sitemap to show how the pages are prioritized, linked, and labeled. By doing this it helped ensure that content is in places that users would expect them to be.

Site Map

I then created a user flow to show the path a user will take when using the product. It shows every step the user will take from start to finish. I created different user flows to show user’s interactions between different interactions

User Flow

Deliver Stage

To test my MVP I created a low fidelity, mid-fidelity and high fidelity prototypes. I then did a usability test with my finished prototypes.

lo-fi prototype (left) Mid-fi (right)

To see my high fidelity please click here.

a born creative. Current UX/UI student