P001 → IDAGIO - Discovery
IDAGIO is a music streaming service tailored exclusively for classical music and the unique needs of its listeners. Discovery is a browser extension that enhances the experience of discussing and sharing classical music knowledge within the online community.
With Apple launching a classical music streaming service, IDAGIO faces a risk of losing its user base. To counter this, IDAGIO needs to enhance its brand presence and create a unique market differentiator for user-retention.
My Roles In The Project
As team lead and primary UX/UI designer, I managed the road-map, research, and design process. I also handled copywriting, content design, product strategy, user testing, interviews, and developed the UX for both the browser extension and mobile app.
Beginning with a vague problem, I led the team to consider the broader classical music community's needs, not just IDAGIO's. This approach allowed us focus on unmet consumer needs within the classical space.
Collecting & Synthesizing Data
By analyzing qualitative and quantitative data from user interviews, online research, forums, and industry papers, we identified a critical issue: a knowledge gap exists where users want to explore new music within the classical genre but struggle to navigate the extensive library.
These insight highlighted three listener categories, enhancing our understanding of how people discover and learn about music.
Classical music has 30% of its audience under the age of 35. This new generation of listeners is highly digital, with 70% using online resources to explore the genre, making it the most viable space for our design intervention.
To capture the influx of new listeners under 35, who utilize an active music discovery approach in order to learn more about classical music
In the absence of clear brand pillars from IDAGIO, we conducted a brand analysis using interviews and marketing materials. We developed a set of six values to provide the team with scaffolding during our ideation phase.
An exploratory assessment was conducted with eight participants from online communities such as Reddit and Discord. This initiative provided valuable insights into consumer pain points that reaffirmed the knowledge gap.
Democratize classical music by improving accessibility for newcomers and leveraging advanced listeners' expertise to bridge the knowledge gap.
Discovery provides a comprehensive suite of features for the online community. Instead of dividing these communities, we support and offer services that integrate with IDAGIO's App for extra functionality, drawing users into our ecosystem.
The extension scans the webpage for textual references to music and sources it from IDAGIOS’ library where it is stored in a sidebar. This enables people to stay in an exploratory mindset, deferring the more analytical review for later.
Tailored for the genre, the music player can be shared in forums during discussions, providing a touchpoint to introduce the community to IDAGIO without requiring an account or extension, lowering the barrier to entry.
Recap combines Discovery's web features to direct people to IDAGIO, where they can organize research and sample music. Membership unlocks the full library, offering alternative renditions and new music suggestions, enhancing peoples’ musical journey.
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