Learn with KWS – Orchestra Education & Engagement Platform
Client
Kitchener-Waterloo Symphony (KWS)
Year
2025
Location
Kitchner, Ontario
Link (Figma Mockup)
A mobile website add-on for Kitchener-Waterloo Symphony that uses education, personalised recommendations, and a loyalty system to make orchestral music feel less formal and more inviting for young adults.
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Client Context
The Kitchener-Waterloo Symphony (KWS) is a long-standing professional orchestra and cultural anchor in Waterloo Region. After facing a serious financial crisis and an over-reliance on older audiences, KWS is now focused on rebuilding by engaging younger, more diverse listeners and exploring new ways to experience the symphony beyond the traditional concert hall.
Our Team
 Temi Akinlade (Prototyper) |  Winston Yan (Researcher) |  Jason Yao (Project Manager) |
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 Onyinye Chigere (Prototyper) |
This project was created by our four-person UX team for the Kitchener-Waterloo Symphony. Temi and Onyinye focused on prototyping and interaction flows, while Winston led user research and evaluation. I coordinated the project and contributed to the overall product strategy and interface design.
How Might We ??
How might we help the Kitchener-Waterloo Symphony reconnect with 18–34-year-old audiences through modern, educational, and rewarding experiences that extend beyond the concert hall?
Young adults often perceive orchestras as formal, intimidating, or “not for me”.
KWS cannot rely on major rebranding or significant tech investments; solutions must integrate seamlessly into existing web infrastructure.
Staff capacity and union regulations limit the amount of hands-on community moderation that musicians can do.
The client wanted ideas that tie online engagement to in-person attendance.
Who We Were Designing For
18 - 34 years old
Our primary target audience is young adults aged roughly 18–34, including students and early-career professionals who enjoy music and live events but don’t see orchestral concerts as “for them.” Many are curious yet feel intimidated by formal concert etiquette, unsure what to expect, or overwhelmed by choosing which performance to attend.
Research Methods
Research Methods
Client Interview
To understand KWS’s organisational goals, limitations, and what has (not) worked in the past.
Online Survey
To gauge young adults’ attitudes toward orchestral music, learning formats, rewards, and digital features.
Usability Testing
To validate and refine the mobile web add-on concept and included unmoderated remote tests and in-person sessions.
Key Research Insights
Turning Insights into Opportunities
Our low-fidelity prototype was a set of simple grayscale mobile wireframes for the Learn, Recommendations, Workshops, and Dashboard sections. It focused on testing basic navigation and task flows before investing in visual design.
Final Prototype Showcase (High-Fidelity)
60-second walkthrough showing how a user discovers Learn with KWS, completes a learning module, receives recommendations, and earns points toward a ticket discount.