THE TEAM

Andrea Owens, Experience Designer

Jeremy Stokes, Experience Designer

Ynes Bouck, Experience Designer

MY ROLE

Tasked with creating User flow's and Journey, designing the Prototyping, and writing the Persona.

TOOLS

Adobe Illustrator / Photoshop

Figma

Lucid Chart

 

THE ASK 

Connect Soundcloud to "Music Heads" through an event.

PROBLEM

Discovering new music has become easier than ever before, and with corporate giants such as Apple Music and Spotify dominating the marketSoundcloud has been left in the dust.

OPPORTUNITY

Although the competition's listeners are satisfied being served their music selection, Soundcloud is built for those who enjoy the rigorous hunt for untapped gems.  They don't only value the product, they're invested in the process.

SOLUTION

Host an underground pop-up event in the heart of Downtown Chicago that celebrates discovery. Establishing Soundcloud as the one true platform for music-heads.  

An Off the Rail Experience

1

LAUNCH

We wanted to replicate the music discovery process for our users in order to come to our event. Unlike Spotify and Apple, we don't just want anyone here, we want music heads. Soundcloud will embed a limited set of code into a select group of geo-specific playlists. By collecting these codes, users can input them into a form on the SoundCloud site to receive their invitation

 
 

2

GETTING TO THE EVENT

A limited-time partnership with Lyft will give our guests a complimentary ride to the event and back. As they sign up for the event they’ll be paired with a designated time slot. The slots will be matched with highly reviewed Lyft drivers. The Lyft vehicles will be decked out with tablets playing featured Soundcloud artists to set the mood for the night

3

SOUNDWAVE AVENUE

To truly embrace the feeling of an underground event we want to build a mock train station in one of Chicago’s many empty warehouses. To enter the event, the guest will scan their tickets at our ticket booths. The guest will be issued a custom wrist band allowing them to gain access through our turnstiles. Once in the event, the guest will be greeted with a SoundCloud swag bag.

 
 

4

4

THE TRAIN

There are four cars, each of which is specially designed to fit a genre of music. The four genres are Electronic Dance, Rap, R&B, and Discovery which includes a mix of local experimental music. As the guest walks through the trains, they're able to fully immerse themselves into the world of the music they're listening to. We wanted to stay true to Chicago and use local artists to decorate the trains in an authentic way.

 

5

NEXT STOP

Guests have the opportunity to go to one of our custom-built bars to grab some themed cocktails before hitting the interactive dance floor. Tik Tok booths will be set up in the lounge area where guests can share a moment using some of the music they listened to that night.

6

POST EVENT

After receiving a ride home by our designated Lyft drivers, our guests will be automatically be sent featured playlists from music played at the event to their Soundcloud events. The Guest can then share the playlist, and show off their exclusive experience to those who weren't in the know about the event.

Validation

"I love it. With the Migos "Walk it Talk it" video, I feel like Millenials and Gen-Z are actually pretty familiar with the sound train IP."

-Shawn Hurley, Giant Spoon

"This is Dope! I could totally see this growing into something like  an underground Coachella."

 

-Grandmasterflames58, SoundCloud Artist

 

Let's Link Up!

danny.timbers@gmail.com                      703-593-2732                                    LinkedIn                      Instagram