Background: Applauze began as an event discovery ticketing app. As its platform evolved, the need to focus and serve pre-sale clients surfaced. There was a shift from discovery-based purchases to intent-based. The high demand for pre-sales ticketing resulted in the need for an online purchase experience.
The goal: To design and construct a seamless timed-purchase web flow.
Process: First, we examined the components and steps that existed in the current app's purchase flow. We researched and used a myriad of other purchase experiences. We took note of things we liked and didn’t like.
Next, we outlined our constraints, defined the steps and began sketching. Then, we iterated on wireframe flows and then moved to invision for prototyping. We went through a handful of solid iterations before the final flow cemented. Our timeframe was a little under a month and we met the deadline in time for a large presale.
Issues and constraints: We had to consider events with seated venues versus general admission. Therefore, we addressed the concept of “ticket tiers”. What are the best methods for selecting quantity? How do we give the user access to viewing a venue map and their "cart" throughout the checkout flow? At what point does the timer start?
What I learned: The biggest lesson here was understanding what is meant by “designing with emotion in mind”. The most valuable questions asked were: what are the emotional timeline pieces occurring at each stage? What are the points of tension? How do you instill trust within each stage while keeping brand, flow and functionality in harmony?
Background:Applauzeshifted from an event discovery app to to an artist ticketing and analytics platform. In order to showcase our new focus, we needed to revisit our web presence.
The goal: Revamp current homepage to target clients (tour managers) rather than fans (app users).
Process: First we had to compose our new story. We explored different ways of visualizing the newly refined focus. We did a lot of copy munging, identified what images best illustrated our message and iterated on layout. We talked through actionable items and the way images animated. We sketched wireframes and used invision to produce prototypes. Eventually a new design was solidified and put into development. I also created the app presentation video which is showcased on the final site.
What I learned: This project reinforced howcontent drives design. The shift in Applauze’s focus called for a revisitation of messaging, presentation and experience.
Background: Applauze began as an event discovery ticketing app and evolved to serve artists with insights and a comprehensive dashboard. We conceived a myriad of features that would enhance the client’s experience while using Applauze as their ticketing platform. Clients include band and tour managers whose goals are to optimize their artist’s tour revenue. The function of the dashboard is to provide clients with the tools to make informed decisions while handling tours.
My role: Designer. Worked directly with product lead.
The Goal: The Dashboard infrastructure was already designed and built. The goal was to work with the product lead on refining pre-existing core features and to develop captivating additions.
Process: First we revisited core features to strengthen the dashboard’s foundation. The research phase involved participating in client meetings and higher level conversations in order to identify exactly what their needs were. Next, we began with a large collection of features and prioritized them according to client needs. We defined what information was valuable, outlined constraints and asked ourselves what factors we could combine in order to generate engaging insights.
What I learned: Actionable, clear content is invaluable. I learned that a lot of what produces successful content is not being constrained by pre-conceived ideas about how something “should” look or feel. I think this is the difference between being process driven and solution-driven.
Marketing at Applauze
When I started at Applauze, I handled all of the product marketing and re-engagement. This included ad generation, promotional campaigns and creating business development collateral.
We made significant progress in our efforts to generate installs and build user acquisition. Facebook highlighted our success in acase study.
This is a collection of some of my marketing work from Applauze.
Background:shesaid.so began as a small group of women in London who wanted to support each other in the music industry. As the network grew into a larger organization, there was a need to establish an identity.
My Role: I feel lucky to have entered this group in the first year because I had a unique opportunity to not only develop the brand's visual identity, but also drive some of the organization's principles and how we approach strategy.
The sequence of images you see here shows my process from the beginning and how I've applied creative direction throughout the community's ecosystem.
Today, I manage the Bay Area chapter where we curate quarterly speaker panels which highlight women doing ground-breaking things in music.
You can read more about my thoughts on shesaid.so here.
TEDx Nashville Poster
I created this poster for TEDx Nashville.
Applauze SXSW Branding
Background: Every year, Applauze curates a showcase at the SXSW conference. This is an opportunity to establish a presence in a community of music and tech enthusiasts. This year, Applauze hosted an event at Austin's historic venue, Scoot Inn. The acts included The Vaccines, Family of the Year and Marian Hill.
My role: I was responsible for conceptualizing and producing brand materials. We made t-shirts, banners, wristbands and various branded artwork.
Faces of East Nashville
Background: I used to work as a contract artist at a mental health facility. I worked with members on art projects of all ages and varying degrees of mental health issues. The organization that I worked with was the Healing Arts Project.
I applied and received a grant through the Arts Build Communities program to organize and execute a community art project which would highlight a cause of my choosing.
Overview: Faces of East Nashville was an interactive craft project sponsored by the Healing Arts Project, Inc. The project recognized Mental Illness Awareness month (October). The objective was to start conversations about mental health issues and raise understanding about treatment and recovery.
The East Nashville Farmer's Market hosted our art booth every Wednesday. We invited members of the community to paint self-portraits on wooden oval pieces. All of the wooden pieces were created from drawings by members at the mental health facility. Some of their portraits were also represented in our project. It was a fun, messy 5 weeks.