Connecting artists and fans

 

The challenge

Design a new analytics experience that addresses customers main pain points and unifies existing product portfolio.

My role

A strategic partner in the design process of the new analytics product from November 2017-2018. Worked closely with product, business and engineers to define the new experience while supporting two other designers.

 
 

The Problem

As we further understood the intricacies of the music space we interviewed and surveyed existing/potential customers to further understand their needs and pains points

 

Time and effort

“There is a clear lack of knowledge regarding today’s best practices online (e.g. YouTube content ID, playlists, etc.)”
-Peter Maffay. Recording artist

“I can spend hours breaking down services, metrics… there’s so much out there and not everything is relevant”
-Oriol. Love of Lesbian

 

Inform

“…I would like to inform marketing strategies”
-Lee Cauble. Artist Manager

Segment

“Identify engaged fans and create deeper relationships through data”
-Red Rooster. BMG Record label

 

Our mission was to bring fans and artist’s closer together through technology.

 

ULYTICS

The Solution

A web application that tracks digital consumption with the goal of bringing artists and fans closer together by monitoring digital streaming services and social channels.

 
 
 

A NEW UTOPIA INDEX

Trending

The Home tab displays data trending data from main dsps. Trending metrics are available to all users before and after linking external accounts.

 
 

A BIRDS EYE VIEW

Music stats

The Dashboard in the Music tab displays main metrics from connected DSP’s accounts

 
 

PERFORMANCE

Social stats

Creators have access to a social dashboard where they can visualise main metrics such as audience growth, content interactions and reach.

 
 

INSTANT VALUE

Insights

We saw the need for ready available insights as a method of retention - personalised insights take time.

 
 

Store & Apps

 

Results

  • Gained new strategic partners such as Red Rooster and the Peter Maffay team.

  • Validated the desirability of the mvp can be a must-have digital product.

  • Shaped the long term strategy of Utopia digital product portfolio.

 
 
 

HOW WE GOT THERE

Research

The previous reports and the current mvp helped create an early database of insights. The lack of quantitative insights directed us to customer and sales.

 
 

Utopia index

Utopia Index/Demographics for Peter Maffay

Utopia Index for Peter Maffay - Airplay data

 

MVP

 

Competitors benchmark

 

Early Concepts

Three main questions informed our design sprint and overall design strategy.

  1. How can we offer relevant data to a variety of customers with different roles.

  2. How can we inform customers of a potential path of success.

  3. How can we reduce time and effort when interpreting data.

 
 
 

Wireframes

We tested many solution and concepts, not everything made it to the final mvp.

 

Information architecture

 

Thanks to

  • Kamal Mango - PM

  • Simmon Stubben - PM

  • Andreas Karpastis - FE

  • Anna Villar - Design

  • Yamila Fritzler - Design

  • Alex Volonté - BU

  • Thibaut Gatouillat - BE

daniel loureiro