AudioTribe is a social media management tool for the music industry that allows labels and artists to manage all of their social media activity from one place. I was brought in to advise on the overall user experience of the product, work to hone the final designs as well as well as create all the flows and information architecture for the app. This was a challenging project as the platform incorporates analytics functionality, content search and discovery, as well as a ‘universal inbox’ that connects multiple social media inboxes to a master inbox. All of this complex functionality had to be boiled down to a slick app experience.
When I began the project, the app was already a multi-featured product with several complex and totally separate functions that needed to be tied together to make a logical architecture and simple, intuitive flows. The current state of the product did not make sense in its entirety, even though the separate features were pretty well thought out and honed.
I began this process by working with the team as well as potential customers in several design workshops to hone down the way in which the features would be used and how information flowed around the app. It became clear that there was one feature that would help drive the usage of the rest, so the focus was placed on this feature as the 'hub' from which the other features would branch off.
After several iterations of the flows for the app, we settled on a good compromise that tested positively with potential customers as it seemed to align well with their mental model of how they would approach the various tasks the app helps with. This testing was done via the clickable wireframes built in InVision...
The version you see here and in the above link was a result of about 10 iterations. It was just the right level of fidelity/complexity for the job.
Once I had signed the wireframes and flows off with the users (and client!) I was tasked with creating the final hi-fi mockups in Sketch based on the branding of the existing website and web app.
I was also asked to work on some totally new branding for the app that aligned better with the logo and colour palette already put in place by the original brand designer.
At the time of writing I've completed my work and the development team are rolling out the new and revamped functionality in stages to a select group of engaged customers. I also completed all the user stories for the new functionality I created as the team are down a Product Manager at the moment.
Overall, I really enjoyed this challenging project. I got to work with some very helpful, passionate customers who definitely helped refine the product, and the early results from the internal customer rollout are very positive and I look forward to the public release of these new features!
