A new approach for aging SAAS tools improved overall retention and revenue.
01 Understand the problems & goals
Kobalt is a music distribution company and a digital rights and royalties management platform.
Its label AWAL (Artists without a Label), represents thousands of artists, helping independent musicians grow their careers.
The AWAL music publishing and performance tracking platforms needed more focus on the user base to understand how to improve the tools and attract more managers and artists to the platform.
The first step was to understand the current problems as well as the improvement goals.
02 Gather User Feedback
I walked through the Uploader and Reporting Tools with clients. I identified pain points & and opportunities.
03 Gather Data
Quantitative data indicated which areas were most used and what the users were searching for
This helped feed into product prioritsation
04 Understand Users
I worked with AWAL business colleagues to bring to life key users and understand detailed journeys.
05 Create a new architecture
Based on customer needs, a streamlined portal structure emerged, dramatically reducing pages needed, and simplifying navigation.
I surfaced the big headlines while allowing easy access to relevant detail on demand.
Both Labels and Artists shared a scaleable common structure.
05 Ideate, Prototype & Test
The product team brainstormed an optimised Uploader flow
We realised an excellent Uploader needed to be a part of an excellent AWAL product
Next we brainstormed a Beta site structure
I created detailed interactive wireframes which we tested internally for both the publishing and performance tools
The whole team observed prototype tests which we recorded for future reference.
I iterated wireframes after each detailed user test