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
As the Qello concert and documentary library expanded, the need for a refined website experience became crucial—not only to enhance user engagement but also to optimize the registration flow. The goal was to establish a standardized UX framework that could scale across other Stingray digital music products.
Goals
Our redesign efforts focused on three key objectives:
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Enhancing the website’s visual identity & UX
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Improving content structure & hierarchy for better navigation
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Standardizing the purchase flow for scalability across digital music products
My Role
I collaborated with designers, developers, and marketers, leading two major website releases that ultimately refined Qello’s content-rich platform into a seamless user experience.
Teams
Creative Design Lead
UX Designer
Development Team & Leads
Marketing Team
Partners
UI Support
Content Strategy Support
The Journey
V1 Experience: Establishing Core UX Foundations
We kicked off V1 with early brainstorms around IA structure & content strategy, progressing towards fully responsive polished solutions. The focus was to create a blended content structure that balanced:
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Subscription plan promotions
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Showcasing Qello’s extensive content library
Building up Qello design system
User Engagement & Optimization
Following V1’s release, I worked closely with the Marketing & UX teams to monitor user behavior and feedback. Insights revealed key pain points, including:
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Confusing purchase flow - users struggled to navigate subscription options
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Lack of content appeal - featured sections weren’t grabbing user attention
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Genre gaps - users wanted more variety in music categories
V2 Experience: Refining UX & Content Exclusivity
To address user feedback, we redesigned the purchase flow at its root, ensuring a simplified, intuitive journey for users. Meanwhile, I collaborated with the UX designer to plan new design iterations aimed at enhancing user engagement.
Revised Purchase Flow
With V2, the focus shifted towards content exclusivity, incorporating immersive interactions and rich visuals, such as:
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Infinite sliding background carousels
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Video autoplay triggered by mouse movement
For the full Qello Concerts website experience, visit the official site.
Scaling Beyond Qello Concerts
To optimize the purchase flow and establish a scalable UX framework, I worked alongside the Creative Design Lead to refine and standardize key design elements across multiple Stingray digital music products, including Stingray Classica, Singing Machine, Stingray Music and more.
