My role: Project management, brand audit & research, strategy development, creative concepting, deck storyline.
Team: Zack Ackerman, Joe Kuhns, Morgan Maclachlan, Marshal Pittman, Eli Reece
Brandcenter Sprint Competition
The Ask:
To help design/develop new experiences/offerings for Amazon Music that enhance the relationship between creators and customers. Look at their current offerings and make recommendations on what could be done differently/better based on what we know customers want. Pay special attention to ways to improve the feedback loop (2-way communication between creators and fans).
Criteria:
-
Innovate on behalf of Amazon Music’s Customers
-
Bring creators to the forefront of our app and closer to customers than ever before
-
Include mechanisms to encourage creators to continue to engage with the service
-
Ease the creation and upload of content from the creator community
The Insight:
When choosing a music streaming service, customers want a sense of community + feeling of exclusiveness + ability to interact w/ creators.
No audio streaming platform has fully explored streaming beyond the Fan-to-Product or Fan-to-Fan Relationship
An Audio Theater
An impersonal and transactional experience.
Come in. Choose your content. Consume. Exit.
An Audio Museum
A much more curated experience, but ultimately, visitors are only engaging with the products and not their creators.
An Audio Bar
A mix of consumption and socialization. Enjoy what’s “on tap” while engaging with those also listening.
Still not present: the creator.
Our Concept:
Amazon Music can be the first streaming platform to:
1. Give the Creator active participation
2. Facilitate open relationships between the fans and creators
Why a Neighborhood:
Creators and fans are both seeking Gratification, Self Expressions and a sense of Community. The neighborhood can encompass all that through its working and living spaces.
Product Features
UX Interface
UX Creator's Space x Fan's View
Audio Creator View
Fan View
