Deep Dive
Altitude Music Case Study

A full-service music + sound agency for content and advertising.
Made with ♥ at NB LDN


The
Objective

Altitude provide a full-service music + sound agency for content and advertising. Together we designed a website which better offered the companies bespoke and stock music services -- whilst making life easier for users to: search, filter, organize and listen to music.

Key
Challenges

Sell their services
We needed the redesign to cater for the new bespoke music service, how they offered this made-to-measure service but also show what work they had been creating. The vision was to have both core services (Bespoke Music & Music Library) to be seen just as important as each other. Like many other companies of this nature, Altitude were not just a stock music library or media center.

Search & Discovery
With an ever growing library, there were clear limitations on how the users were able to search, filter and find new and existing music.

Player Functionality
The current player had limitations which prevented the user to 'go anywhere' -- forcing the user to become stationary or idle.

Design Aesthetic
Altitude were looking for an aesthetic which better suited the companies personality and culture. They were after something which reflected their catalog of music.

Crafting
the UX

We begun discussing and setting goals, what new features, what screens and mock ups we would need while understanding current user persona to the future visions of the company.



Setting Goals
An architecture which catered for the companies new service. This needed to seamlessly and at all times provide both Bespoke and library services on a leveled playing field.

Adding features which would enhance the experience while users continues to listen, browse and organize tracks.

Streamline search and filtering capabilities to cater for each user persona, those types who are in and out within a flash.

Research, Analysis & Identifying Primary/Secondary Personas.
Informal interviews with stakeholders (Gaining insight's from prior user interviews and the primary / secondary user personas). Analytical review of the original site design along with competitor review.

Initial
Wire-frames

Sketches, experimenting, paper prototyping. Working through the UX strategy to the stage of presenting low fidelity wire-frames.





Wire-frames
The focus is solely on global, local, and contextual navigation elements of the page design.

Design
Focus Points

Improved Information Hierarchy.


Goal
Altitude's existing site used the music library as the companies landing page but since growing the key now was to equality push both services to their users, having each service appear as important as each other.




Landing Page
Was to introduce a landing page (duh!) which served the message 'We're Altitude, we offer library and bespoke music -- full stop'. We used this as the 'voice' of the landing page and designed a visual hierarchy to support this.


Search, Filter and easily find music.


Goal
To cater for the ever growing Altitude music library, we improved search by adding filtering functionality and also global search which was at all times accessible.




The Discovery of New Music


Goal
To entice the user to continue to browse new tracks and albums we introduced a related album section and reccomended albums section.In the sense of UX this completed the users journey or common cycle, the user would have to back-step to resume discovering if these modules were not present.




Ability to play, add, edit and organize music globaly.


Goal
A site wide player allowed the user to continue searching or exploring tracks.




Landing Page
Giving the user the ability to create, view and edit play-lists all the whilst within the player. This was most favorable for our 'productive' user persona - as it removed the need to navigate to a separate manage play-lists page.

Feedback &
Parallel Testing

Our testing often reflected our feedback loops — short and fluid. Keeping it this way means we're able to adapt the process quickly.



Short feedback loops / engaging everyone
Internally —Feedback loops were kept agile, short and as fluid as possible. Posting via discussion channels such as Slack and gathering feedback using Conjure -- allowed a constant stream which in-turn was used to adapt quickly throughout the process.

Heuristic Testing
We integrate testing at every turn and have it incorporated where possible. This is often as we're gathering feedback internally -- this spans from 'per mock-up' to flat file state. Common testing methods were based upon experienced / educated guess, common sense and using intuitive judgment.
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