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Lynae Marie

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Reinvent

BeatSpire case study

Objectives

User Research

Branding

Design

Testing

Next Steps

The mission

Design a top-notch user experience for BeatSpire that nudges free plan users to upgrade to a paid subscription while conveying a unique, edgy, and bold brand identity through color and visuals.

3

Rounds of design iterations

Three stacks of rectangles with rounded corners are grouped together at varying heights, resembling sound bars. The word Beat Spire is beneath the array of rectangles. The word and array are colored with a hot pink, orange, and yellow gradient.
Two young women sharing earbuds and listening to music. They are smiling at each other. The photo is very stylized, in hues of hot pink and purple.

1960s

Pop Art inspiration

A fresh approach

Rebranding and drawing on the counter-culture pop art movement for distinctive colors and imagery, BeatSpire breaks the mold in the music streaming world.

Dark grey background with three iPhone mock-ups for the app Beatspire. The first screen features the sign up page, the middle screen features the home page, and the third screen displays a sucess message after upgrading a subscription.

Bold, familiar, and intuitive

A music streaming interface that feels like home yet stands out with its modern and fresh approach.

Discover BeatSpire

Take a closer look at this concept project and the decisions behind the design.

Design objectives

  • Get to know the audience being designed for

  • Create branding that is simultaneously familiar and fresh

  • Design to appeal to the target audience while satisfying business requirements

  • Test the design and make improvements utilizing the feedback received from users

Getting to know the audience

Through literature analysis, I gained knowledge on the importance of reaching critical mass quickly and creating a fun, social app. A comparative analysis of industry giants inspired ideas to make BeatSpire stand out, while feeling familiar.


After conversation mining on music forums, I understood the audience's wants, needs, and communication style. This guided the development of BeatSpire's brand imagery and voice, establishing an emotional connection with users.


The discovery and research phase ensured the final product was visually appealing and aligned with the target audience's expectations. The research provided valuable insights into industry trends, allowing for a distinctive and innovative approach to music streaming.

Simplistic wireframes, showing an overview of a design for a music streaming app.
A list with the categories: yes, no, inspiration, and action items.

Creating fresh and familiar branding

BeatSpire targets young adults seeking bold, smart, and hip music. Inspired by graffiti and pop art, I crafted a color scheme reflecting the edgy spirit of the brand. Bright and contrasting colors, combined with the Bronova font, evoke an energetic and modern feel.

The name "BeatSpire" captures the brand's essence, fusing "beats" and "inspire" while conjuring cityscapes and aspirations. Memorable and catchy, it aligns with the bold and inspiring personality of the brand.

Typography plays a vital role in the branding strategy. The chosen Bronova font perfectly embodies the brand, with strong and geometric shapes in regular and bold weights, complementing the color scheme and infusing a contemporary touch.

This cohesive combination of bold colors, dynamic typography, and an engaging name distinguishes BeatSpire in a crowded market, leaving a lasting impression.


Color template for a trendy music streaming project. The primary colors are magenta, yellow-orange, and lime green.
Typography and color guide for a music streaming app. Text is in Bronova, and the main colors are lime green and magenta on an almost-black background.

Designing for users and stakeholders

In designing the registration and sign-in flows for the music streaming app, I prioritized user needs and product goals. By incorporating clear calls to action and emphasizing the value of the premium experience, I encouraged users to subscribe and boosted company revenue. Taking a human-centered design approach, I created a streamlined and intuitive flow that prioritizes user discovery and subscription. Emphasizing unique features and benefits, I made the paid experience more compelling. By keeping users at the forefront, I ensured a seamless and enjoyable app experience that exceeds expectations.

A screenshot of a review from a usability test. The quote reads, "It keeps it a little fresh, but still familiar. I like that." From Andrea. There are outlines of icons from the app. A lime green house, a lime green heart with a curved line orbiting around it, and a lime green outline of a cassette tape.

Test and improve

Through two rounds of testing with 9 participants aged 18-34, improvements were made to the design based on synthesized feedback. Users relied on imagery and color instead of text, preferences for information order were noted, and excitement was observed when reading about streaming capabilities. Content was adjusted to address text interpretation differences.

Navigation and layout were intuitive, instilling confidence in testers. Attention to small details, such as color and icons, added uniqueness to the app.

Testers expressed enthusiasm for the design's color palette and styling, finding delight in the neon colors, dark background, and unique icons. These reactions highlighted the importance of visually striking design that leaves a lasting impression.

The final design was refined to create a strong emotional impact on the target audience.

Screen shots of the first iterations of the app screens, in greyscale. Each screen has its final version placed over it, toward the right.

Project takeaways and next steps

In the next iterations of BeatSpire, the emphasis will be on improving social engagement by introducing music sharing features and social elements. One such feature is the 'mixtape' functionality, enabling users to create and send playlists to friends as a thoughtful gesture. Additionally, users will have the ability to share their recently played music or personalized playlists with their connections.

Throughout this project, a delightful challenge was encountered: striking a balance between creating a bold and distinctive design while ensuring it remains user-friendly and easily recognizable.


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Click the image to view screens from the project.

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