Building an immersive and integrated music appreciation platform
Songbird set out to help music aficionados have a more immersive cross-platform music experience. As technology innovators and music lovers themselves, the team at Songbird saw the limitations of mobile music consumption platforms and wanted to offer a more fulfilling experience. They partnered with Proximity Lab to help conduct research, develop concepts and workflows and to design new product experiences that would make up this product relaunch.
Before identifying the features that would differentiate Songbird from the competition and compel new users to try the platform, the Proximity Lab team analyzed competitive products and surveyed prospective consumers on their tastes, habits and desires.
In a target market demographic heavy with mobile users, we prioritized the redevelopment of the Songbird mobile platforms for iOS and Android. Our design imperative was to go beyond music management and playback and to explore enriched social and artist discovery experiences.
Our team developed concepts for social media integration including competitive poll-based content to help Songbird pursue new customer acquisition strategies by leveraging the reach of existing customers and their passion for specific artists and genres.