Project type
Project type
Case Study
Case Study
Year
Year
2021–2022
2021–2022
Client
Client
Playlist Map
Playlist Map
Role
Role
Product Designer
Product Designer
Platform
Platform
Web App
Web App
Project Summary
Project Summary
Created a unified visual identity and new homepage that clearly communicates the platform’s core value
Improved discoverability of key actions through revised navigation, simplified trial prompts, and CTA hierarchy
Developed a reusable UI component system, enhancing scalability across future features
Positive testing feedback highlighted increased trust and ease of understanding for first-time users
Created a unified visual identity and new homepage that clearly communicates the platform’s core value
Improved discoverability of key actions through revised navigation, simplified trial prompts, and CTA hierarchy
Developed a reusable UI component system, enhancing scalability across future features
Positive testing feedback highlighted increased trust and ease of understanding for first-time users
Key Outcomes
Key Outcomes
+42%
+42%
+42%
Trial engagement increased significantly after clarifying the core value.
Trial engagement increased significantly after clarifying the core value.
Trial engagement increased significantly after clarifying the core value.
+63%
+63%
+63%
Users accessed core features like curator matching faster and more frequently.
Users accessed core features like curator matching faster and more frequently.
Users accessed core features like curator matching faster and more frequently.
–40% dev time
–40% dev time
–40% dev time
Developers built new pages with modular components, accelerating delivery.
Developers built new pages with modular components, accelerating delivery.
Developers built new pages with modular components, accelerating delivery.
4.6 out of 5 stars
4.6 out of 5 stars
4.6 out of 5 stars
Participants noted a smoother flow and greater trust in the interface.
Participants noted a smoother flow and greater trust in the interface.
Participants noted a smoother flow and greater trust in the interface.
Context
Context
What is the PlaylistMap?
What is the PlaylistMap?
What is the PlaylistMap?
The original site didn’t clearly explain what PlaylistMap did or why it mattered. Artists often left without understanding how the platform worked or how it could help them. The goal was to redesign the product experience to better communicate value, reduce cognitive load, and encourage signups without friction.
The original site didn’t clearly explain what PlaylistMap did or why it mattered. Artists often left without understanding how the platform worked or how it could help them. The goal was to redesign the product experience to better communicate value, reduce cognitive load, and encourage signups without friction.
The original site didn’t clearly explain what PlaylistMap did or why it mattered. Artists often left without understanding how the platform worked or how it could help them. The goal was to redesign the product experience to better communicate value, reduce cognitive load, and encourage signups without friction.
Previous version of the website
Previous version of the website
Opportunity
Opportunity
There was an opportunity to transform PlaylistMap from a backend-driven product into a user-first experience
There was an opportunity to transform PlaylistMap from a backend-driven product into a user-first experience
There was an opportunity to transform PlaylistMap from a backend-driven product into a user-first experience
Help users quickly understand the platform’s value
Help users quickly understand the platform’s value
Reduce friction when browsing or trying the product
Reduce friction when browsing or trying the product
Build UX patterns that encourage account creation and engagement
Build UX patterns that encourage account creation and engagement
Build UX patterns that encourage account creation and engagement
How Might We statement (optional)
How Might We statement (optional)
How Might We statement
How might we help independent artists discover, trust, and effectively use PlaylistMap to grow their reach — without needing deep technical knowledge?
How might we help independent artists discover, trust, and effectively use PlaylistMap to grow their reach — without needing deep technical knowledge?
How might we help independent artists discover, trust, and effectively use PlaylistMap to grow their reach — without needing deep technical knowledge?
Tools Used
Tools Used
Research results & insights
Research results & insights
Research results & insights
We conducted both qualitative interviews and quantitative surveys via Maze plus competitive analysis
We conducted both qualitative interviews and quantitative surveys via Maze plus competitive analysis
We conducted both qualitative interviews and quantitative surveys via Maze plus competitive analysis
Artists wanted faster access to curators without commitment
Artists wanted faster access to curators without commitment
Artists wanted faster access to curators without commitment
Questions asked in the interviews + Maze Survey
Questions asked in the interviews + Maze Survey
Many didn’t understand what PlaylistMap offered
Many didn’t understand what PlaylistMap offered
UI lacked clarity, especially around pricing and value
UI lacked clarity, especially around pricing and value
User Journey
User Journey
We mapped the current journey and identified high-friction areas
We mapped the current journey and identified high-friction areas
We mapped the current journey and identified high-friction areas
Unclear homepage messaging
Unclear homepage messaging
Unclear homepage messaging
Unused free trial prompts
Unused free trial prompts
Unused free trial prompts
Confusing curator access experience
Confusing curator access experience
Confusing curator access experience
User persona
User persona
Solution Design
Solution Design
Key Changes Introduced
Key Changes Introduced
New homepage that clearly communicated what PlaylistMap is and how it works
Visual storytelling and value-focused UI components
Added curator discovery UI with search filters and trust-building design
Created a responsive system with scalable UI tokens and dark mode
New homepage that clearly communicated what PlaylistMap is and how it works
Visual storytelling and value-focused UI components
Added curator discovery UI with search filters and trust-building design
Created a responsive system with scalable UI tokens and dark mode
wireframes, design tokens, final UI screens
wireframes, design tokens, final UI screens
wireframes, design tokens, final UI screens
wireframes, design tokens, final UI screens
wireframes, design tokens, final UI screens
wireframes, design tokens, final UI screens
Impact & Results
Impact & Results
Impact & Results
Post-design validation showed
Post-design validation showed
Post-design validation showed
Artists reported clearer understanding of platform value in interviews
Improved usability scores during testing sessions
Design language reused across upcoming features to ensure consistency
Artists reported clearer understanding of platform value in interviews
Improved usability scores during testing sessions
Design language reused across upcoming features to ensure consistency
Artists reported clearer understanding of platform value in interviews
Improved usability scores during testing sessions
Design language reused across upcoming features to ensure consistency
Key Metrics (launch impact)
Key Metrics (launch impact)
Trial-to-signup conversion
Trial-to-signup conversion
+37%
+37%
CTA interaction rate
CTA interaction rate
+54%
+54%
Bounce rate reduction
Bounce rate reduction
–31%
–31%
Avg. session duration
Avg. session duration
+28%
+28%
Reflection
Reflection
Reflection
This project reminded me of how much design is about clarity. Most users weren’t struggling with functionality — they were just confused.
The power of UX in this project was in explaining value fast, reducing noise, and guiding users without effort.
This project reminded me of how much design is about clarity. Most users weren’t struggling with functionality — they were just confused.
The power of UX in this project was in explaining value fast, reducing noise, and guiding users without effort.
This project reminded me of how much design is about clarity. Most users weren’t struggling with functionality — they were just confused.
The power of UX in this project was in explaining value fast, reducing noise, and guiding users without effort.
If I had more time, I would:
Run usability tests on the new flow for mobile-first scenarios
Explore more community-driven features for repeat engagement
If I had more time, I would:
Run usability tests on the new flow for mobile-first scenarios
Explore more community-driven features for repeat engagement
If I had more time, I would:
Run usability tests on the new flow for mobile-first scenarios
Explore more community-driven features for repeat engagement
Figma Prototype
Figma Prototype