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My mission
Design, build, test and validate a music streaming platform for top fans that rewards listeners with digital collectibles and community status.
Existing behavior
Top fans of music artists are proud of their status amongst the biggest listeners, and feel this signifies their appreciation for an artist. Current behaviors include sharing and competing for top 0.01% on Spotify's yearly Wrapped, and Stan Twitter.
Hypothesis
By creating a platform where users can log in to their existing streaming service and be rewarded for their listening loyalty to an artist, we can create a new fan economy that incentivizes fans to stream for recognition and artists to engage for revenue.
My team
Karim Ismail
Design + Head of Growth
Zack H.
CEO
Sarah Leary
Investor @ Unusual.vc
Co-founder @ Nextdoor
Stefan Heinrich-Henriquez
Advisor, Prev. CMO @ Cameo & Head of Marketing @ TikTok
Kevin L.
Backend Developer
Alex F.
Frontend Developer
Collaboration Style
Lead various design tasks
Initial brainstorming, ideation and wireframes to final UI + deep user research
Strategized growth and product evolution
Formulated growth and content strategies that were aligned with product
Worked alongside dev team during implementation
Overseeing smooth testing and launch
User feedback and community oversight
Connected closely with users during development through to launch and implemented valuable feedback from community, leading to thousands of App Store reviews with an average rating of 4.7 / 5 and thousands of daily active users.
Existing music subscriptions
Users are accustomed to listening on the platforms they already pay for, and have their playlists on
Barrier to entry on digital collectibles
Implementation with crypto wallets can be confusing to unfamiliar users
Small team
Often times a design + growth role turns into much more
Existing behavior
Top fans of music artists are proud of their status amongst the biggest listeners, and feel this signifies their appreciation for an artist. Current behaviors include sharing and competing for top 0.01% on Spotify's yearly Wrapped, and Stan Twitter.
Brainstorming and initial ideation
This is an essential part of my process, and is a great opportunity to consider initial user research
Sketching and lo-fi design
This gives me a visual to work with, and helps get full-team input in jam sessions
Growth Loops
This is another pillar of my design philosophy that is important to consider early in the design process. By building growth loops into the product, retention increases and growth becomes organic.
Listen, discover, level up
my Spotify playlists
Top artists by day or week
talk to likeminded fans
Show off accomplishments
At this stage in the design process, it is important to understand how users are spending time with the product. This ranges from the overall retention of the app, to retention on particular screens and the frequency of button taps. In this case, an important metric is daily and weekly retention, since leaderboards are determined by daily and weekly listeners. The table below shows the percent of users who opened the app for the first time, who were also active 1 - 7 days later. These insights and more help to understand the effects of certain design decisions and the success of certain growth tactics.
On February 7th, a day where Crew was downloaded 407 times, 100% of users returned the next day.
Other stuff we made👇
Three.js Watch Party
A mobile and desktop experience where users can watch mobile content together as a community
Drove over 7 million impressions and 200,000 registered users to onscout.com, working alongside talented designers and engineers to develop and engineer viral growth loops.
Designed highly effective and engaging experiences for Gen-Z consumers using tools like Figma, Adobe Suite, and native internal management tools. Developed meaningful storylines that lead to massive exposure. AB tested, and conducted user research to formulate various company growth strategies.
Take a look