Beyond The Beat Media
beyondthebeatmedia.com
A Platform for the People Behind the Music
Role | Sole UX/UI designer + brand design
Tools | Figma
Overview
BeyondTheBeatMedia.com is a unique website dedicated to showcasing the stories, achievements, and insights of the unsung heroes behind the music industry. This platform celebrates the business side of entertainment, offering engaging blogs about music industry news, corporate successes, and in-depth explorations of the entertainment sector. The project is tailored to connect with a demographic passionate about the behind-the-scenes workings of the music and entertainment business.
Purpose
The goal of this project was to design a platform that bridges the gap between entertainment enthusiasts and industry professionals, providing valuable content while fostering a sense of community. BeyondTheBeatMedia.com serves as both a resource for those in the field and a source of inspiration for aspiring professionals eager to learn about the business side of the industry.
Features
- Informative Blog: Insightful posts covering music business news, production trends, and corporate entertainment milestones.
- Audience Engagement: A design and tone that resonate with a readership interested in the professional aspects of entertainment, from emerging trends to success stories.
- Celebratory Content: Highlighting corporate wins and showcasing the impact of innovative contributions within the industry.
Design Approach
- We began by conducting a thorough analysis of Beyond The Beat Media's target audience and business objectives. This allowed us to create a customized user interface that seamlessly guided visitors through their services and portfolio.
- Focused on a clean, intuitive layout to ensure easy navigation for users seeking specific topics or general browsing.
- Incorporated dynamic elements like multimedia conten and call-to-action buttons.
- Prioritized a responsive design for seamless access across devices, catering to a diverse audience of readers on the go.
the Process
It all began with a simple idea fueled by a deep passion. As a small business, we pride ourselves on personal attention and dedication to every detail. Our approach is rooted in quality and integrity, ensuring that everything we do reflects our commitment to excellence.
Empathize - Exploring the User's Needs
To design an effective platform for BeyondTheBeatMedia.com, it was crucial to deeply understand the needs, preferences, and challenges of its target audience. Empathy played a vital role in crafting a user-centered experience that resonates with the community of entertainment enthusiasts and industry professionals.
Target Users
Key Insights From Research
Entertainment Professionals:
- Individuals working in the music and entertainment business, seeking insights and trends to stay informed.
- Interested in celebrating industry achievements and connecting with a community of peers.
Aspiring Professionals:
- Emerging talent eager to learn about the business side of the entertainment industry.
- Seek inspiration from success stories and actionable advice for career growth.
Content Needs:
Users value authentic, in-depth content that highlights untold stories and industry milestones.
Platform Usability:
Readers prioritize a clean, intuitive layout that makes navigating content effortless.
Mobile Accessibility:
A significant portion of the audience accesses content on mobile devices, making responsiveness essential.
Community Connection:
Users want to feel part of a like-minded community that shares their passion for the entertainment business.
Define - Establishing the User's Needs and Problems
To ensure BeyondTheBeatMedia.com effectively meets its audience’s needs, it’s essential to understand their motivations, challenges, and expectations. Below is a structured framework that identifies user needs and the problems they currently face, based on research and target demographics.
Insights from the Complete Empathy Map
- Content Focus: Provide unique, untold stories and actionable insights that users don’t currently see on competitor platforms.
- Accessibility: Break down barriers such as paywalls and overly technical writing to cater to frustrated and overwhelmed users.
- Community Building: Create interactive features to help users feel seen, heard, and connected.
- Visual Appeal: Design a clean, intuitive platform that consolidates industry resources and highlights unsung contributors.
Persona Development
Alex Carter – Aspiring Music Industry Professional
Alex Carter, a 26-year-old recent music business graduate from Brooklyn, NY, is eager to break into the industry but struggles with finding relevant, actionable content. Despite searching for resources, Alex feels overwhelmed by the jargon and fragmented information available. The lack of networking opportunities and relatable success stories has left Alex feeling isolated.
Alex seeks a platform that offers clear, practical insights from industry professionals, along with accessible content that resonates with someone just starting out. They are motivated by the desire to build a lasting career but need a space that provides both valuable information and a sense of community. BeyondTheBeatMedia.com can meet Alex's needs by offering engaging, actionable content and interactive features that connect emerging professionals with experienced mentors and peers.
Aspiring Music Industry Professional
Goals
- Learn how to break into the music business in a meaningful role (e.g., A&R, marketing, or production).
- Build a professional network in the music industry.
- Stay informed about trends and behind-the-scenes stories that relate to future opportunities.
Challenges
- Overwhelmed by fragmented, generic resources online.
- Feels disconnected from the real people working in the industry.
- Lacks access to experienced mentors or professionals willing to share advice.
Motivations
- Wants to build a long-lasting career in the entertainment sector.
- Values unique, actionable stories from behind-the-scenes contributors.
- Seeks community and mentorship to feel less isolated in their career journey.
Preferred Features
- Articles about industry trends and corporate success stories.
- Content featuring behind-the-scenes roles and relatable career journeys.
- Interactive forums or Q&A sessions with professionals.
Name: Alex Carter
Age: 26
Occupation: Recent college graduate with a degree in music business
Location: Brooklyn, NY
Ideate - Creating the Framework
Overview
- user flow
This user flow ensures that users of all types can easily navigate the site to find valuable content, connect with the community, access career-building tools, and engage with experts in the music and entertainment industry. It emphasizes simplicity and accessibility while offering ample opportunities for interaction and growth.
User Flow
This chart visualizes the navigation steps from the landing page to other key areas of the site, such as the category page, article page, community, resources, and contact page. It will help to understand how users will interact with the website.
Prototype - Let's make the Design!
Sketch
When Beyond The Beat Media approached us, their website lacked intuitive navigation and a visually appealing design. Our goal was to revamp their online platform to reflect their creativity and professionalism along with incorporating the owners request.
Digital Low-Fidelity Wireframe:
Translate sketches into a digital format with placeholders for text, images, and interactive elements.
I tested this low fidelity prototype on 5 participants. From this test, I was able to understand what vital pieces were missing and what was confusing.
Low-Fidelity Prototype Usability Testing
For BeyondTheBeatMedia.com, we conducted a low-fidelity prototype usability test to ensure the design met user needs and aligned with stakeholder expectations.
TESTING
The goal was to validate the initial wireframe design by observing how users interact with the interface and gathering actionable feedback for improvement.
Navigation
Testing ease of use for the menu items (HOME, SHOWS, EVENTS, NEWS, ABOUT).
Content Accessibility
Ensuring users could locate key sections like trending articles, events, and news highlights.
Call-to-Action (CTA) Visibility
Checking if the CTAs in the hero section and footer were noticeable and intuitive.
Key Findings
From the usability test, we identified areas for improvement:
- Navigation Bar: Users suggested adding hover effects and clearer menu item labels.
- Hero Section: Some users requested more emphasis on the main CTA, such as adjusting button size and color.
- Content Sections: Participants wanted better visual differentiation between "Trending Articles" and "Upcoming Events."
- Participants: Five users representing the target audience (music industry professionals, aspiring artists, and industry advocates).
- Tasks: Users were asked to perform specific tasks such as:
- Navigate to the "NEWS" section.
- Locate an upcoming event.
- Share a trending article.
- Explore the "ABOUT" page to learn more about the platform.
- Feedback Collection: We observed user behaviors and collected verbal and written feedback during and after the test sessions.
Finalization
After incorporating these updates, we presented the revised design to the project owner. Their additional requests, including refining footer details and ensuring mobile responsiveness, were implemented. With all feedback addressed, we finalized the design, creating a user-friendly, visually appealing, and functional prototype.
