SingTel AMPed redesign

SingTel AMPed music service

In 2011, the client asked us to envision the next major version of an existing mobile music service. The project also called for the expansion of SingTel’s new digital design language to include mobile apps, of which this would be the first.

iPhone/PC Application UX & Visual Design

I led a team of designers and information architects through the product definition and design process, providing strategy and research, plus interaction and feature design.

We created an entire music library management and navigation system for millions of songs, an integrated rule-based social network, easy ways to discover music in a variety of different contexts, innovative multitouch gestures, and specified cross-channel interactions for desktop and tablet versions.

Coda: Due to the complexity of music licensing arrangements, application development was handled by the client’s existing provider. Much of the functionality and pricing structures we designed and recommended were not implemented until a couple of years later, in the app’s Version 3.0 release, which saw much greater take-up.

 


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Slideshow: Vision deck for the product concept, and ideas for location-based feature expansion.


Discover

Player

Screen shot 2011-11-28 at 14.07.45

The Discover screen combined a catalog of 3+ million songs with a visual browsing interface for featured music, new releases, personalized recommendations, and charts.

The Discover screen combined a catalog of 3+ million songs with a visual browsing interface for featured music, new releases, personalized recommendations, and charts.

Player with cover art

Player with cover art

During playback of any song, users can browse for similar music by swiping to the left

During playback of any song, users can browse for similar music by swiping to the left

An artist page designed for small screens: putting all releases within reach, along with bio info and a jumping off point to other related acts

An artist page designed for small screens: putting all releases within reach, along with bio info and a jumping off point to other related acts

Contextual controls on each item

Contextual controls on each item

A unique swipe to select gesture allowed for intuitive multiselection without a global Edit button. Contextual controls appear along the bottom when invoked.

A unique swipe to select gesture allowed for intuitive multiselection without a global Edit button. Contextual controls appear along the bottom when invoked.

PC application

PC application


Marketing Ideas

Post delivery and launch, the team wouldn’t leave the client alone, calling every other week to propose ideas and offer assistance towards the product’s marketing efforts.

Product Info Microsite

To assist in the relaunch of the service, I worked with a designer to proactively create example content and a microsite design to showcase the app’s new features. The team also consulted on subscription pricing strategies for the new streaming service. The client did not have resources to deploy this design, and the app unfortunately launched without an accompanying site.

AMPed_Micrositev2


Digital Idea: A “Plug-In” Bookmarklet

To communicate the value of AMPed’s music discovery proposition, we proposed a campaign built around finding great music in the unlikeliest of places.

Once activated, the AMPed bookmarklet would transform the user’s cursor into a headphone cord with which they could ‘jack in’ to any website, and hear the soundtrack beneath the surface. We planned to create a database of the top 500 sites (via Alexa) online, and assign associated music for users to discover. Perhaps the organic bleeps and bloops of Royksopp for Apple.com, and some inspiring workout tunes at Nike.com?

A prototype bookmarklet was built in a couple of days at the office.

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Outdoor Extension

Using tiny MP3 players housed in a plastic shell that could be attached to any surface (or hidden beneath them), we would take the ‘jack in’ campaign on the road. People with headphones would be able to plug into the soundtrack of bus rides, park benches, street art, and so on — the essential message of AMPed: unlimited music discovery, everywhere.

Plug_In-Wall

Plug_Man_At_BusStop

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