QELLO CONCERTS
BY STINGRAY
Qello Concerts by Stingray is the streaming service for full-length concerts and music documentaries on-demand reaching users in more than 160 countries.
Context
With the Qello concert and documentary library scaling up, there was a strong need to improve Qello’s website experience also to optimize user registration flow, so that we can have a standardized UX scaled to the other digital music products by Stingray.
Goals
-
Refine the website overall visual and user experience
-
Improve the site’s content structure and hierarchy
-
UX standardization for purchase flow
My Role
Worked alongside designers, devs and marketers, we had gone through 2 releases of Qello site and finally landed on an ideal solution featuring rich content offerings from Qello Concerts.
Teams
Creative design lead
UX designer
Dev team and lead
Marketing team
Partners
UI support
Content support
The Journey
We started with V1 experience from early brainstorms around IA and content structure to polished solutions with full responsiveness support. V1 exp was focusing on creating a blended content structure mixing plan purchase and promotion vs Qello content offering showcase.
Building up Qello design system
With V1 experience being shipped, we worked closely with Marketing team and UX designer to monitor user engagement. According to the feedback from users, we identified a few issues that a fair amount of users had expressed difficulties while they were trying to navigate through plan purchase, the featured contents are not attracting, missing genres etc.
Then we went ahead and optimized the purchase flow at the root level, meanwhile I started working with UX designer for planning on new iteration to improve user experience on Qello site.
Revised purchase flow
After working with the UX designer on the team, we rolled out the V2 experience (current) which put more focus on Qello content exclusivity by bringing immersive interactions and visuals such as infinite sliding background carousel and video autoplay with mouse focused.
For the full experience of Qello Concerts website, feel free to check the official site.
Lastly, to optimize the purchase flow from design side, partnered with the creative design lead, we standardized the UX and scaled it to the other Stingray digital music products such as Stingray Classica (classical music), Singing Machine (karaoke service), Stingray Music and more.
