Role: Lead Product Designer
Team: Sylver, Patrick, Kelvin, Jess, Joshua
Overview
Splash Beatmaker represents the forefront of mobile music production, aimed at making music creation accessible to everyone. As the Product and Design Lead, I directed the development and significant relaunch of this dynamic mobile app, which first launched in 2019 and was revamped in 2022. The project involved refining the user interface and user experience to cater to a diverse user base, from hobbyists to aspiring musicians. The relaunch focused on improving usability and introducing a subscription model, which increased monthly recurring revenue and expanded the user community.
Problem
Challenge: Prior to the relaunch, Splash Beatmaker faced challenges in user engagement and retention. The app needed an updated interface and user experience that could meet the evolving needs of its diverse user base while introducing a sustainable monetisation strategy.
Goal: Enhance the usability of Splash Beatmaker and introduce a subscription model that would drive an increase in monthly recurring revenue and broaden the user community.
Approach
We got stuck in!
Research: Conducted extensive user research, including surveys, and usability tests, to gather insights into user needs and pain points. Analysed feedback from existing users to identify areas for improvement.
Insights: Identified key user preferences for a more intuitive interface, smoother navigation, and additional features that cater to both beginners and advanced users.
Solution
A revamped user interface that is intuitive and visually appealing, catering to both novice and advanced users.
Introduction of a subscription model that offers premium features and content, enhancing the user experience and providing additional value.
Features:
Interactive tutorials and tooltips for a better onboarding experience.
Improved navigation and workflow for seamless music creation.
Premium music content and features accessible through the subscription model.
Impact
We had some awesome results!
Significant increase in user engagement and retention post-relaunch.
Growth in monthly recurring revenue due to the successful implementation of the subscription model.
Expanded user community, with positive feedback highlighting the improved user experience and added value of premium features.
And some positive user feedback!
Users supported the intuitive design and the added value of the subscription model. One user commented:
One user says "The new interface is so much easier to use, and the premium features are worth every penny."
Another user says "This app keeps improving and I love the new features they keep adding in newer updates"
Da-da-data!
I documented how we track some key metrics in Notion for:
Transparency: Clear visibility into data collection and analysis.
Consistency: Uniform tracking methods ensure reliable metrics.
Efficiency: Streamlined data collection for easy access and reporting.
Informed Decisions: Accurate data for better strategic decisions.
Accountability: Defined processes ensure data accuracy and responsibility.
Scalability: Helps onboard new team members smoothly.
Collaboration: Shared understanding enhances team collaboration.
Improvement: Encourages ongoing refinement of tracking methods.