HEAD OF DESIGN

THE CHALLENGE
Create live video streaming platform focused exclusively on community of music enthusiasts. 

THE APPROACH
Offer a personal, passionate and valuable experience of connecting artists with fans through live chat, tipping, digital rewards and lessons.

MY ROLE
Sole designer for web and iOS apps. Ampli.fi went from idea to live in 90 days.
Launch date: June 14th, 2016. 

Shaping product strategy and leading all design efforts to evolve the offerings and grow user base.

IDEATION PROCESS
Close partnership with co-founders to translate business goals into product strategy. Uncover insights through user surveys and translate concepts into features that address users behaviors and motivations and are aligned with business goals. Work closely with community and A&R leads to capture and address users pain points.
 

EXPERIENCE STRATEGY & VISION
I created frameworks and prototypes (sketches and wireframes) to share the vision, design principles and content strategy to evangelize ideas, gain alignment and drive decision making. Additionally, I set the visual esthetic of the brand and product design, create high fidelity prototypes.

PLANNING & SCOPE DEFINITION
I worked closely with co-founders to define the product and prioritize features based on business goals and users’ objectives.

OVERSIGHT & COORDINATION
I designed across and collaborated with front end and iOS engineers to translate product features for each platform context.

DESIGN EXECUTION
I executed wireframes, prototypes and design specs.

LEADERSHIP
I designed and presented works to gain consensus from cofounders, engineers, A&R leads and community leads.

THE OUTCOME
WEB APP
Evolving the initial static web presence focused on marketing into an interaction hub for a community of live music enthusiasts. Creating UX that could scale and support robust set of features such as multiple live streams, chat, scheduling, tipping, subscriptions, promotions, competitions, leaderboards and digital awards.
iOS APP
Defining and designing a scaled-down UX/UI focused on easy live streaming, tipping, chat and social features.