The Challenge
Thematic artists needed to be driven to engage with their new fans and share new music on the platform to further build the Thematic community. If possible, the artist should be supported by personalized insights.
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The Process
Ideate
During an ideation session with the CPO and COO of Thematic, numerous solutions were discussed.
A couple of honorable mentions were:
- A set of customizable notifications that trigger when certain milestones are reached.
- A message within the Thematic app, driving them to their artist dashboard when they reached certain engagement milestones.
- A receipt of their artist metrics sent to their inbox on a weekly or monthly cadence.
Through looking at the goal (to drive artists to engage with the platform) and striving to minimize development effort we converged on the idea of an artist email.
Prototype
I came up with a few concepts and sketched out wireframes for the designs. Voting on the ones that would be most effective, I took those concepts and created high-fidelity prototypes.
During the design process, I collaborated with the development team to ensure custom work and time issues were accounted for (striving for greatest impact with minimal resource allocation).
Test & Iterate
Through conducting internal user tests, I found that the most effective designs were a celebration, instead of a receipt of the artist’s personalized metrics. More information did not equal better engagement.
Therefore, with the final design, I kept both the information light and the design simple to maximize the click-through rate and minimize the development effort needed to generate the email.
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The Solution
An automated email that sends on a monthly cadence. It included 1) pick-ups, 2) creators, and 3) spins. It drove the artist to their artist dashboard to review their pick-ups and engage with their new fans.
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The Result
A simple yet effective email design which summarizes and celebrates the past month’s metrics. I’ve included two separate designs (different color combinations). With them, I suggested conducting an A/B test to see which had a better CTR (click-through-rate).
