CASE STUDY: SOUNDER
UX Research
Design Thinking
UX/UI
Business Strategy
Written by Roberto Arcos
Reading time: 4 minutes
Role: UX/UI Designer
Deliverables: Research data | Design system | Prototyping | User testing data
THE PRODUCT
Sounder is a software developed to completely digitize the booking of rehearsal rooms.
The main objective was to achieve a unique positioning by fulfilling a need that musicians and venue owners have been demanding for several years: to book rehearsal spaces for bands using software that replaces all previous logistical methods.
One of the main challenges was to research both musicians and owners to learn about all the methods that were being used to date, and with that huge volume of information find out if their interest in buying the product could be driven home. Usability testing and task completion times were vital.
Role
I was in charge of executing the entire design process. Researching experts in the field of music, technology enthusiasts and professionally relying on experts specialized in digital product design, who acted as stakeholders.
Responsabilities
UX/UI Design
Deliverables
Project presentation
Tools
Figma
Optimal Workshops
Notion
Google Meet
Photoshop
AI
Design process
Research
I gather information
Definition
I organize and analyze information
Identify areas of opportunity
Define the challenge
Idea
How could you turn the challenge into an opportunity?
Value to the user
Wireframes
Business impact
Design
Corporate image design
Highframes
Prototyping
Evaluation
User testing
Analysis of results
Conclusions, adjustments and iterations
THE PROBLEM
Understanding the goal
It is necessary to solve the total lack of agility when booking a rehearsal space. It is important to digitize this daily management of musicians and relieve the owners of administrative procedures. The challenge is to satisfy the needs of both protagonists, creating a business in the form of a digital product, which in turn generates a high impact on the musical community.
Through research
I go out on the street to conduct surveys, I meet groups of people, I go to events and I use digital tools to conduct interviews and surveys. I need to know what the potential user feels, says, thinks and wants. Their motivations, pain points.
At this point it is important to note that the research focused on communities closely linked to the music business: rehearsal space owners, concert promoters and producers, semi-professional musicians, professional bands and orchestras, etc.
“
If there is Booking for hotels, why isn't there something for booking venues?
Carlos, 32
Musician
“
I need to stop working as a receptionist
Marta, 38
Rehearsal business owner
Insights extraction
The music community is constantly evolving: it rehearses, produces material, discovers content, learns, shares, attends events, wants to monetize (both its music and its commercial venues), and so on. It has many needs related to music, and most of these needs are related to the digital world.
Information and prioritization
I synthesize the information gathered in order to finally define the problems to be tackled.
To define the problem
I confirm my hypothesis about the pain points of the music community, these are my challenges to try to solve:
Booking of rehearsal venues: real time availability, map with venues in the city,
agile “amazon-like” payment method.
Finding musicians: find musicians through an efficient “tinder”.
Extract from research documentation: prioritization of functionalities
Benchmarking
Benchmarking is completely exhaustive, there are many platforms related to the music sextor. However, I confirm that there is no digital platform that can solve the problems of my potential users.
Business model
At this point it is vital to think about whether the product can be economically sustainable. Good design is good business. I develop my model based on ROI:
Commission for venue booking.
Monthly rental of the platform to venue owners.
Advertising and synergy with events.
Why would anyone use my product?
3 fundamental pillars based on research data:
Innovation: there is nothing like it on the market
Efficient: easy to use and delivering real results.
Quality: professional at a competitive price.
Two problems to be solved
Fully digitize the booking in several rehearsal rooms in the city: through a 5-step booking and payment flow.
Swipe function to find musicians.
Extract of documentation: business model
Information architecture
The application is highly scalable. That is why I consider it fundamental to design a solid information architecture from the beginning. Not only to generate an intuitive and efficient navigation, but also to be able to add new functionalities in the future without generating technical debt.
Onboarding
Splash
Login
Home
Profile
Finder
Booking
Discover
Advertisements
Notifications
Chats
Finder
Swap Finder
Filter
Musicians
finder
Notifications
Chats
Booking
Rehearsal Rooms
Rooms finder
Rooms
Map
Booking
Wallet
Discover
Podcasts
Social
videos
Academy
Perfil
App
settings
Preferencias
Perfil
Wallet
Favorite
rooms
Favorite
podcasts
Uploaded
videos
Payments
Registration
THE SOLUTION
Two key flows
Brainstorming, empathy maps, user journeys are essential. Two flows will solve the user's pain points and allow me to monetize. But I have to adapt them to the product model that the user has expressed in the research.
Reservations flow
Finder flow
Booking and payment flow: essential that this task can be completed in a short time. This is the main function.
Step 1: search and Selection
Step 2: details and Customization
Step 3: reservation Summary
Step 4: payment
Step 5: confirmation
Search and selection
Rooms information
Real-time availability
Quick payment with summary
Confirmation details
Booking and payment flow
Swipe function: find musicians
Profile Browsing
Connection
Interaction and Chat
Reviewing and Managing Matches
Additional Options
Profile scanning
Filtering by interests
Connection
Interaction and chat
Atomic design
I considered it essential to base the interface on a design system. This ensured not only visual consistency in every element, but also the long-term scalability of the product. This not only facilitated iteration and maintenance, but also ensured a consistent and satisfying user experience at all stages of development.
Usability testing
Validated the concept: confirmed that the design meets the users' needs.
Identified early problems: discovered and solved navigation errors.
Optimized the user experience: continuously iterated on the visual design.
I made design adjustments: I prioritized flows that enhanced core functionalities.
Validated hypotheses: confirmed assumptions about user behavior in secondary functionalities.
Ensured quality: identified bugs and affordance failures (redefined interactions).
Received iterative feedback: in general I kept getting feedback to improve and adapt the design.
Testeo real con usuario
Iterations and improvements (1 of 2)
After some tests with the user's booking journey, I detected 100% of complaints: the user needs an updated payment method to replace the classic bizum. It also forces to share the payment responsibilities in the band.
I decide to introduce a payment platform and collective wallet to speed up these transactions. It replaces the classic bizum, shortening the checkout flow, and is accessible to all band members.
Coin flow functionality: accessible to all band members
Iterations and improvements (2 of 2)
After the tests I detected elements that could be improved in the booking and payment flow. The path to purchase was long in all the tests performed.
Poor clarity in the copys of the CTAs.
Availability query is not prioritized.
User control and freedom heuristics are not prioritized.
Previous version
Iterated version. Improved CTAs
THE OUTCOMES
SMART objectives and future metrics
Outcomes 👍
Impact 🚀
How to measure it 📊
My headaches 🤯
User impact
Eliminates and replaces obsolete logistical processes
- Satisfaction surveys
- NPS
- Retention rate
Constant iterations of the task flows after each test
Entrance to the market
Game changer in the industry as a pioneering solution.
- Adoption rate
- Market share analysis
In-depth competitive analysis
Potential KPIs
App reference as a music-social ecosystem
- Conversion Rate
- User Retention
- Organic Growth
- Average Time
- Abandonment Rate
In-depth user research to anticipate these KPIs and optimize them as much as possible
Future scope
Positioning as a market leader.
- Increase in the number of users
- Diversification of services
- New synergies
Growth: Deliver MVP1 on schedule, constantly planning future strategic enhancements and expansions.
EXTRA: PROTOTYPING
Are you curious to see the complete prototyping of the application?