top of page

Acerca de

Project

Featured Artist Promotional Site

ezgif_edited.png
Overview
doodle-stars_edited.png

Madison Baker is a songwriter and vocalist thriving in the Austin music scene. 

In the past 2 years, they've reached tens of thousands of fans, made numerous brand deals with local vendors, and have nationally toured in the US. They've played festivals and small-scale venues alike; such as Austin City Limits 2020, SXSW 2020-2024, and is an artist-in-residence at Mohawk.

Here's the kicker: T
he indie music scene is so fast-paced and DIY-based, keeping up with artists is decentralized for users.

Madison Baker's team reached out to develop a design solution that encompassed their artistic aesthetic and welcomed new audience members.
 

Challenge

Listeners need a consistent place to see updates from Madison Baker. 

Current State:

Instagram is the most common way to track local indie artists, but a user must visit every artist's page, or leave the app to stream their music.

Solution

Establish a place to make Madison Baker's music easily accessible for fans and listeners. 

Goals:

  • Consolidate contact details

  • Curate browsing experience

  • Identify user flows and optimize flow

A site serves as a concise digital location for users to find Baker's music, live performances, music videos, and socials.

Project Specs + Approach

How might we virtually introduce Madison Baker to new listeners, in order to grow their audience, boost their radius of influence, and increase collaboration opportunities?

TIMELINE

2 weeks

STAKEHOLDERS

Madison Baker - artist

Management Team - Austin Music Works

DESIGN APPROACH

image4-1_edited.png

Balancing...

scribble 2_edited.png
CLIENT NEEDS​
  • A home base for: Followers, attendees, and monthly listeners
  • Socials, performances, streaming exposure
  • Meeting the tight deadline
  • Staying authentic
USER NEEDS​
  • Legibility + Accessibility
  • Intuitive navigation
  • Clear information and intuitive structure
  • Identifying with the artist
Who is our target user?
sxswmadisonbaker

Austin-based Musicians

Goals

  • Collaborations

  • Tour Opportunities

paulette-wooten-FMiczIq8orU-unsplash.jpg

Music Enthusiasts

Goals

  • New fans = growth

  • Returning fans = reliability

nikola-duza-MX5av6rjdvk-unsplash.jpg

Nonbinary Folks

Goals

  • Role model behavior tbh

  • Connecting through music

V.1 Iterations

Identifying Key Features

We ideated a small blog page, ticket and RSVP forms, and interactive video elements.

 

AUTO-UPDATING PLUG-INS:

  • Spotify - audio streaming

  • BandsInTown - live show publication

  • YouTube - video streaming

  • Shop - merch and release sales

With SXSW quickly approaching, we navigated our research to pinpoint 4 site necessities.

01.

Streaming

02.

Live Showtimes

03.

Social Media Promotion

04.

Contact Form + Bio

OPTION A

Large pictures, photo backgrounds

One-page landing = minimal clicks

- Every click is action-directed (listen, watch, follow...)

Pinned social bar

Top Menu hovers for constant access

Wix-Website-Editor_edited.png
C3D8F8BA-0AD3-4218-B6E8-B99B6C920E97_1_2
Wix-Website-Editor_edited.png

OPTION B​

More negative space, icon accents

Multiple pages (Events, Releases, Contact)

Pinned CTA Brainstorming:

- Stream

- Follow

- Contact

Drawer menu, slides out, minimizing wordcount

madison template 2_edited.png
D822E18D-E76F-49BE-9775-446F80605D3C_1_1
madison template 2_edited.png

Option A proved more intuitive after heat-map-based user testing. 

THE WHY:

Streaming is first

  • because of Baker's extensive Spotify presence

  • streaming a song is a quick way to get to know an artist, and validate the user's interest in Baker's music 

This doubles in function, as a user can stream a song while they're exploring the rest of the page.

Live shows was next

  • because of Baker's upcoming SXSW shows

Additionally, we wanted to address the issue of disjoined postings i.e., a venue tweets about a show, while another might only post on instagram.

 

We placed "Watch" below shows

  • Provides the user an idea of Baker's visual vibe

  • Gives Baker's production team a publicity boost

 

A detailed bio and Contact Form wrap up the page

  • This is a natural information structure for a user; they'll be interested in details post-the "getting to know you" stages

Font Testing

caps vs. all lowercase:

all lowercase was the client's preference.

lowercase reads more intimately, like a text to a friend. :)

Screen Shot 2022-04-23 at 9.49_edited.pn

Color Palette

V.2 Iterations

CURRENT VERSION

More negative space, icon accents

Multiple pages (Events, Releases, Contact)

simplified graphics + color palette

incorporated hand-written font

Drawer menu, slides out, minimizing wordcount

Outcomes

Skills Built + Future Thinking

Taking on this project after BrainStation's UX Bootcamp was a way to strengthen, test, and broaden my skills.

Improved Skills:

  • Client Collaboration

  • Deadline Management

  • Social Media Research

  • CMS Proficiency

  • Graphic Design

  • Photo Editing

Going Forward...

  • More robust site, multiple pages:

  • Merch Store

  • Blog

  • Community Connection Element

bottom of page