CD Baby empowers over 300,000 artists to thrive in the cluttered music landscape through a robust hub of production, distribution and promotion resources. They needed a more usable platform to support the passionate, supportive, and symbiotic relationship between their employees and artists—beyond touchpoints on the website.
We brought together key stakeholders to explore business goals and user needs in a collaborative, full-day Design Thinking workshop. Realizing there was a disconnect between the existing digital experience and what musicians needed, we leveraged personas and mood boards as a baseline for our conversation.
Surveys, heat map tests, and interviews with customer service representatives helped gather real data from CD Baby customers. User research and workshop findings provided the foundational layer to develop a detailed customer journey map and experience design approach going forward.
To accommodate for CD Baby’s extensive array of products and services, we needed to create an environment that provided artists relevant, usable information when they most needed it. By gaining a deeper understanding of existing content, we were able to propose new ways of introducing content to artists at key points along the customer journey.
With a past in CD manufacturing and distribution, the CD Baby history became a key source of design inspiration. We designed a “retro meets modern” visual aesthetic to speak to the brand history—and future. This foundation informed fresh brand elements and a new digital style guide for their teams to use as a reference point going forward.