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