Overview

When Viacom wanted to extend their millennial reach I created a branded product experience for them allowing them to enter the market with their first music app product. Working as the Head of Design and Lead Designer, I conceptualised, art directed & led the creative direction for the brand & product design.

This included work for B2C as well as B2B.

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Full project scope:

• Hands-on product design for the platform and feature set including, UX and UI design. Design system creation, documentation and management.
• UX included UX research, user journey mapping, wireframing, prototyping and running workshops. This also included process creation and review.
• Brand and identity creation and rollout, including meetings with key teams to update on progress and discuss any challenges.
• Product design roadmap planning and feature set development. ChaIring cross team global meetings to discuss rollout with Viacom and internal employees.
• Ongoing brand and product consultation with Viacom to define product positioning.
• Being a brand guardian for MTV Trax.

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Problem I was solving

MusicQubed had an old legacy platform that was in need of modernising to ensure that it truly reflected the essence of their value proposition, as well as the latest advancements in tech.

Viacom also wanted to explore the reach of their millennial content and music properties, they'd never explored this genre within their content strategy.

This project became a combination of an end-to-end platform experience overhaul that was also then had feature sets developed to support the launch of the MTV Trax product proposition.

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Results

With the product design strategy that I devised we were able to see the following:

• July 2017 - MTV Trax was the highest rated Music App in the Apple App Stores in the UK. Apple and Google stores.
• 88% of users loved and would recommend our app.
• We allowed a 20% increase in Millenial Acquisition by our third party brand partners.
• We allowed MTV to extend their reach to a Sim Product through a Sim Partnership with EE.

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