• Beatcamp started off as EverestMG, an online music production business.
• Our platform aims to solve the major problems in the beat licensing market between vocalists and music producers. 
• We're a team of four; I joined as one of the co-founders and sole designer in mid 2016.
• We've won a handful of competitions, including $4000 at the inaugural Spin Master HBA Business Plan Competition.

Pre-design of EverestMG.

• Users did not feel safe entering their credit card information with 3rd parties (over 60 percent cart abandonment rate). 
• High bounce rate (about 60-80 percent) pre-design.
• New vocalists (users) felt overwhelmed and found it hard to navigate to different genres. 
• Users disliked receiving beats through e-mail. 
BeatCamp Competitors: (1) SoundClick, (2) BeatStars, (3) TrakTrain, (4) FlashStore.
(1) SoundClick, (2) BeatStars, (3) TrakTrain, (4) FlashStore
• Most competitors have outdated user experiences (i.e. non-responsive websites), and complicated checkout & download user flows.
• Most potential end-users we interviewed thought entering their credit card information on the checkout pages was unsafe.
• None of the competitors cater their user experience for new vocalists.
• Prior knowledge of different genres are required to navigate and find their desired beats.
• Most competitors show all their beats in one long list with poor search and filtering functions.

An overview of the competitive audit we conducted.

While testing our competitors, we identified the major user flows & features to focus on.


We created personas based on real user data and user interviews.

Market segmentation exploration (to decide which personas to focus on).

• Our platform has two kinds of users: producers and vocalists (customers). 
• Producers use out site to create a free profile and beat catalog listed on our marketplace. 
• Vocalists purchase beat licenses on our site. Beats are the "skeleton", they record their voice over the beat to create an original song. 
• The license allows them to earn a revenue through their song.
Sitemap (ver 1.3).
• Our initial site map and interaction map placed a huge emphasis on allowing the user to discover and access the various genres and categories we had.
• We tested the build with 8 vocalists and discovered that having persistent genre selection is redundant 

Simplified User flow (ver 1.3).

Revised Sitemap (ver 6.8).

• Our new sitemap involves a single tab navigation bar and more flexible content areas (i.e. carousels, grids, etc.) 
• Subsequent user tests involved newer vocalists being overwhelmed with long content lists
• Carousels and grids appeared "friendlier", over 90 percent of our vocalist participants preferred the revised sitemap design

 A couple wireframes out of the hundreds of concepts we explored.

The initial direction we were exploring in our earlier beta phase.


Based on Sitemap ver 6.8.

• Homepage is now more aesthetic, more visuals to look at instead of just a single content list. 
• Shows the most popular genres in a carousel instead of a persistent list in the side panel in the previous design.
• Carousels and mini content lists provide "bite sized content" for users to consume. 

The grid thumbnails facilitate quicker scanning and recognition.

• We tested a variation of the featured page similar to home with more content lists, however users preferred this version with the flexible grids.
• Featured page shows curated content (producers and beats).
• Modifiers = "newest", "trending", "top", "top beats in genre", "top producers in genre", "featured", "top beats from producer", etc. 
3.0 Genres
• I'm planning to create custom icons for each genre in the next release update
• Pending genre subscription feature
• Once vocalists narrowed down a specific genre to explore, we decided to reduce visual clutter and allow them to focus on the beat list 
• Filters = Newest, Oldest, Most Listened, Most Purchased, Trending (most listened in past month), Hottest (most listened in past week) 

Exploration between modal and side mini-cart variations.

User checkout flow overview.

Selecting a license tier on hover.

system usability scale (SUS) Test Results

SUS – 10 item questionnaire with 1-5 Likert scale

• Tested 8 participants in total using the standard SUS questionnaire (link to calculator)
• Pre-design = 50 (68 = C "OK" grade, 51 = F "fail" grade)
• New design = 88 (80.3 = A) people love the site and will recommend it to their friends
• We conducted two rounds of user testing with 6 participants each for the pre-design and post-design (ver 5.4).
• All users tested completed the "Discover Trending Beats", "Create New Account & Sign In", and "Discover Genre" tasks.

A few testimonies from influencers.

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