Songkick - Campaigns
With the help of Songkick's fan database, an MVP promoter tool was designed and developed. Music promoters can use this tool to send email marketing campaigns in order to increase concert ticket sales. Songkick developed the product in order to generate additional revenue.
Role
Competitor Research, User Research, UX/UI, Prototyping, Usability testing.
Impact
Increase Songkick revenue stream by 45%
Date
2021
Background
For Q1 of 2021, the business aim was to develop the MVP Campaign tool into a full-scale product. In our newly created B2B stream, I worked closely with the PM to ensure our engineers understood the artist management side of concert attendance as well as setting up a continuous discovery framework to speak to users on a weekly cadence.
Problem
In the MVP product, users were able to create a marketing campaign for one artist. As a result of user insights, we were able to identify patterns that indicated that promoters needed to be able to add more than one artist to a campaign.
Solution
Develop a new flow that allows Promoters creating email campaigns for a festival the opportunity to add more than one artist. This scaled back lean solution was the gateway to extending this to a wider group later in the year.
Using surveys and Hotjar recording to gain insights
How we got there
With a new product comes a small number of users. Also, due to the commercial team's protective nature of potential customers, getting user insights was difficult. To overcome this I ensured we got user insights from GA data, Hotjar recordings, and user feedback surveys. After gaining trust from outside the organisation, I conducted several interviews with users and conduct usability tests. Data points showed us users making more than one campaign, when investigating further we found out that this was for festivals.
Promoter persona
There was a lack of knowledge among some team members about Songkick's business-to-business offering. The creation of a persona for Music Promoters was essential for sharing with the team while working on the Campaigns tool. I did this so that we could all align on the needs, goals and pain-points of this particular group. As a result, we were able to remain on track to solve the most impactful problem.
“I want to be able to add more than one artist to my marketing email, my aim is to reach as many people for a range of big and small artists”
Artist Promoter
Ideation
Adding additional artists to a campaign presented many challenges, from a technical standpoint to a design standpoint. Users expressed their appreciation for how quick and easy the product was to use in their feedback. As a product trio, we worked together to streamline the process. This included restrictions such as applying this feature only to festivals, allowing up to four artists, and maintaining a basic email template.
Sketches and rapid prototyping for scoping with the team
Using the existing UI pattern library it was easy to create high-fidelity prototypes in Figma to conduct usability testing with promoters. From the findings, we clarified key information needed for promoters to trust the feature. For budget purposes, this included detailed cost breakdowns. For fan marketing, this included the ability to add smaller musicians to more prominent acts from a festival line-up.
Key concepts & Testing
Usability testing new features with Music Promoters
Campaigns multi artist flow
Design & Engineering
In order to deliver the most effective product features, I spearheaded various processes to align design to developer handover. Our KO docs would be updated with design specs, we would pair with developers to ensure features were pixel perfect, and we would run design QA sessions. We were able to deliver at a fast and smooth pace once these processes were in place.
Multiple artist addition in audience reach section
Email campaign page. Optimised to ensure high open rate
We saw an increase in user spend for campaigns the monthly campaign revenue in June was $5,791 (+$193 compared to May) and average revenue per campaign was $352.9 (+$215 compared to May). We also saw higher repeat usage from some promoters. Big Think Agency created one campaign in May and 10 campaigns in June.
Results
+45%
Campaign revenue
+64%
Revenue per campaign
x10
repeat use
Features Roadmap
A range of features were discussed to make the Campaigns tool a superior product to its competitors. This included:
Ability to adjust spend per campaign
Add additional artists in line up
Account creation to increase repeat usage
Customisable email templates