Project Ask

Insomniac Events, a major electronic dance music festival provider, had just begun their own record label, Insomniac Records. Their goal was to create opportunities for unknown, up-and-coming producers to make it big and for their record label to find the next "Avicii." Unsure of what they wanted the digital experience to accomplish, they came to us for assistance in dreaming up of a product that could be industry-changing.

MY RESPONSIBILITIES

  • Consult with stakeholders throughout process
  • Pitch product idea and strategy
  • Conduct research and translate into wireframes to demonstrate the idea

CHALLENGES

  • Lack of an initial product strategy and idea
  • How to make a record label website a destination instead of a brochure experience
  • Complicated and disorganized record label approval process
  • Supporting a helpless fanbase of young producers trying to get into the record label business

Approach

MEDIUM

Desktop

TECHNIQUES

  1. Stakeholder Interviews
  2. Competitive Audit
  3. Social/Discussion Board Data Mining
  4. Feature Planning and Prioritization
  5. Product Strategy and Market Positioning
  6. Empathy Map
  7. Ad-hoc Persona
  8. User Flows
  9. Low fidelity and High-fidelity Wireframes

Process

This project began with no product definition or requirements, so I started off with stakeholder interviews to at least gather their business goals.

Because the budget was low for heavy research, I did a competitive audit that focused on pros and cons around existing features and flows.

 One of the processes I observed in various direct and indirect EDM record label competitors

One of the processes I observed in various direct and indirect EDM record label competitors

I also inserted myself into EDM producer communities on forums and Facebook to gain empathy and observe user needs.

 EDM Producers in Facebook groups posting their user needs in the wild

EDM Producers in Facebook groups posting their user needs in the wild

I still needed more persona behaviors to work with, so I conducted an empathy map exercise to combine known behaviors and new ones from brainstorming. These produced features that supported user needs.

 An empathy map for organizing known behaviors and hypothesizing more behaviors; includes generation of features from behavior

An empathy map for organizing known behaviors and hypothesizing more behaviors; includes generation of features from behavior

I then put together a product strategy brief that outlined competitive value propositions and features, along with ad-hoc personas and high-fidelity concept wireframes to show the product's grand vision brought to life.

 A low fidelity wireframe of the landing page with the value propositions laid our hierarchically

A low fidelity wireframe of the landing page with the value propositions laid our hierarchically

 The leaderboard where users see the top songs and can instantly play and vote on their favorite songs

The leaderboard where users see the top songs and can instantly play and vote on their favorite songs

 Distilling what was once a complicated and time-consuming process into an efficient and collaborative flow for A&R to choose the next hit record

Distilling what was once a complicated and time-consuming process into an efficient and collaborative flow for A&R to choose the next hit record

Results

  • Initially a project for designing creative on a "coming soon" page became a giant research and design endeavor
  • Insomniac and their partner Interscope Records were very enthusiastic about the product solution solving many problems
  • A product idea built on user needs, complete with an MVP feature strategy; ready for production
  • The product idea was built on an ecosystem that would satisfy all success metrics. This included encouraging producers to submit their music to Insomniac, promoting Insomniac artists, creating a strong social community, inventing a supportive record label approval process, and ultimately selling records.