What does Serenade do?

Serenade creates collectible physical items that unlock chart eligible music and bonus content

Case Study

Building the “Creator Platform”

Project Overview

Serenade offers wholesale physical merchandise, known as Smart Formats, to artists and creators. Fans can purchase these items and tap them to unlock exclusive digital experiences, including bonus content and music. In general, Serenade is an end-to-end product with multiple touch points for various customer groups. This case study focuses on the 'Creator Platform,' where artists can create and build their digital experiences.

Serenade B2B Shop

Artists purchase & create

Fans purchase physical merchandise

Fan unlocks Digital Experience

Problem Statement

Artists want complete creative control over their Digital Experience/Smart Format because they have the best understanding of their fan base and can tailor products to meet their needs, ensuring strong sales.

Hypothesis

By giving artists direct control over product creation and release management, we believe a wider range of appealing products will emerge, increasing supply. This will address the issue of limited availability of desirable products that collectors are eager to purchase, ultimately driving demand.

Design Process

Research

  • Initiative Kickoff Workshop

  • Personas

  • Customer Interviews

  • Customer Journey Map

Prototyping

  • Sitemap

  • Wireframes

  • Functional Prototype

Design

  • Design System/UI Kit

  • Finalising layout & design

  • Optimising UX behaviour

  • Device Responsiveness

Testing

  • User Testing

  • Feedback

  • QA Testing

  • Iterating & Optimising

Creator Personas

Creator Platform Sitemap

Branding

Logo

Typography

Colours

Custom Icons

Visual Elements

User testing the “Create Digital Experience” form

The 'Create Digital Experience' form is the second key touchpoint for the artist or creator. After purchasing a Smart Format, the next step is to upload and configure music and bonus content for fans to access and enjoy.

User testing consisted of 13 interviews across 2 product iterations. The main objective was to test terminology, discover any gaps in the experience and capture the existential needs for those using this form.

Key Learnings

Devices

  • All of the customers interviewed (100%) use laptops or desktops to complete this type of form, indicating that prioritising tablet and mobile designs is not necessary.

Page Previews

  • 85% of customers expected a summary or page preview before publishing this form

  • Ensure previews are easily accessible and easily editable

Pre Order Functionality

  • The pre-order infographic helps visually explain how the pre-order feature works

  • With 95% of customers either currently using or intending to use the pre-order functionality, it's crucial to prioritise this feature and ensure its usability is intuitive for the customer.

Mapping Serenade’s Key Product Experiences

Creator Platform Wireframes

Multi-tenancy Accounts

Final Designs