Midtown Radio
Role
Duration
Problem
Team Members
Tools
Scope
Who is Midtown Radio?
Midtown Radio is a comany is responsible for leveling the playing field for indie artists, which has resulted in our clients having billboard charting records, sync placements in major motion films, and endorsements deals.
Design opportunity
Measuring Impacts & Success
Scaling Up Using Website
It was made clear from the start of the project we wanted to raise conversion 15% YOY, to make the project profitable. The website will be a key part to reach this target with potential cliental being able to access company news and products online.
Key Metrics and Targets
Raise conversion 30%
Book 20 Consultations a week
Establish Company news successfully
Personas
Research
Identifying the key stakeholders, I drafted series of survey and in-person user interview questions.
Exploration
To get to know the user’s consumption habits and concerns, my team conducted 30 in-person interviews. The questions provided a framework for our research, competitive analysis, and user testings. We asked the participants questions such as:
Research
Empathy for users
I decided to spend a few days shadowing an artist to gauge their process and understand their perspective outside of a normal interview setting. I wanted to build empathy with the user. The common frustrations were outlined but there were also latent needs that I discovered. Experiencing their research process firsthand as a shadow allowed me to understand the pain porters artists face. A common theme never mentioned in the interview was “ I did not know there were outlets outside of social media
I decided to spend a few days shadowing an artist to gauge their process and understand their perspective outside of a normal interview setting. I wanted to build empathy with the user. The common frustrations were outlined but there were also latent needs that I discovered. Experiencing their research process firsthand as a shadow allowed me to understand the pain porters artists face. A common theme never mentioned in the interview was “ I did not know there were outlets outside of social mediaKey Findings
- 90% of the task were succesfully completed, people were able to navigage and find the information they needed
- Services page needed descriptions to navigate products
- Static service boxes confused users
Ideation & Brainstorming
The design team clarified the user flows and took out our sketchbooks to draw out various iterations of the homescreen. We experimented and compared with different blueprints, grouping the vital elements in the most intuitive ways possible.
