Boombox
DEC 2023 - JUN 2024
BRAND
DESIGN
SITE
Overview
Boombox is an onchain web app designed for music superfans to obsess over their favorite artists and solidify their status within a passionate community. Tasked with building the visual identity from the ground up, I led the design strategy and execution, delivering a cohesive and innovative experience that bridged Web3 with mainstream music culture.
Accomplishments
Attracted a groundbreaking user base with over 75% being first-time Web3 users (predominantly female and Gen-Z), which was a significant shift in a traditionally male-dominated space.
Drove measurable results, including a 93% increase in onboarding completion.
Successfully fused design, branding, and UX into a compelling product that meets both business and user needs.
Responsibilities
As Head of Design, I owned the end-to-end design process, from brand creation and web app UI/UX to animation and product management. I was responsible for every design decision, ensuring the final product resonated with our target audience while maintaining a high level of aesthetic and functional integrity.
Process
To craft a brand that would resonate deeply with Gen Z audiences, I spearheaded an extensive research and discovery process. This included studying music and cultural trends, engaging with potential users, and leveraging insights from previous projects. The result was a "modernized 90s" aesthetic that became the foundation of Boombox’s identity.
One of my key brand innovations was the introduction of Boomie, our brand mascot, who added personality and delight to the user experience, similar to what Duolingo has achieved with their mascot. Boomie’s presence was felt throughout the app, from interfaces to animations, enhancing the overall brand experience. I even trained a custom GPT to speak in Boomie's voice, streamlining copywriting while ensuring a consistent voice throughout our products and socials.
After establishing the brand identity, I translated it into basic, low-fidelity wireframes. I presented these wireframes to our team and stakeholders, advocating for focus on our target demographic.
After a few rounds of iteration based on feedback from our internal team (CEO, CPO, devs, and investors) and from users on our waitlist, I transformed the wireframes into high-fidelity mobile & web designs. I also created a prototype that I built in Framer, which our investors valued to ensure alignment to my product and design decisions.
When it came time to hand off finished designs to developers, I worked with our CPO to create thorough Asana tasks that were complemented with interaction and UX instructions in Figma. You can see an example of these Figma resources below.
Ultimately, this process (including multiple rounds of updates) resulted in a dynamic UI/UX that was both intuitive and visually striking. It was some of my favorite work to date.
One key area focus of mine from a UX perspective was gamification. I gamified the user experience by introducing features that encouraged daily engagement, including:
Variable Reward: Users were notified daily that their artists earned BOOM, but the amount was only revealed upon opening the app, encouraging a habit of daily check-ins.
Leaderboards: Instead of ranking users, I displayed top artists, tapping into fan loyalty and driving superfans to engage more by competing to elevate their favorite artists.
Communities: I gamified community interactions by enabling users to level up their artist tier through investment and earn BOOM for upvotes, which significantly boosted engagement and maintained quality.
Throughout the project, I remained agile, using user feedback and data analysis to iterate quickly, and I collaborated closely with cross-function teams to ensure streamlined, efficient experimentation, design, and development.
Additional Visuals
Boombox
DEC 2023 - JUN 2024
BRAND
DESIGN
SITE
Overview
Boombox is an onchain web app designed for music superfans to obsess over their favorite artists and solidify their status within a passionate community. Tasked with building the visual identity from the ground up, I led the design strategy and execution, delivering a cohesive and innovative experience that bridged Web3 with mainstream music culture.
Accomplishments
Attracted a groundbreaking user base with over 75% being first-time Web3 users (predominantly female and Gen-Z), which was a significant shift in a traditionally male-dominated space.
Drove measurable results, including a 93% increase in onboarding completion.
Successfully fused design, branding, and UX into a compelling product that meets both business and user needs.
Responsibilities
As Head of Design, I owned the end-to-end design process, from brand creation and web app UI/UX to animation and product management. I was responsible for every design decision, ensuring the final product resonated with our target audience while maintaining a high level of aesthetic and functional integrity.
Process
To craft a brand that would resonate deeply with Gen Z audiences, I spearheaded an extensive research and discovery process. This included studying music and cultural trends, engaging with potential users, and leveraging insights from previous projects. The result was a "modernized 90s" aesthetic that became the foundation of Boombox’s identity.
One of my key brand innovations was the introduction of Boomie, our brand mascot, who added personality and delight to the user experience, similar to what Duolingo has achieved with their mascot. Boomie’s presence was felt throughout the app, from interfaces to animations, enhancing the overall brand experience. I even trained a custom GPT to speak in Boomie's voice, streamlining copywriting while ensuring a consistent voice throughout our products and socials.
After establishing the brand identity, I translated it into basic, low-fidelity wireframes. I presented these wireframes to our team and stakeholders, advocating for focus on our target demographic.
After a few rounds of iteration based on feedback from our internal team (CEO, CPO, devs, and investors) and from users on our waitlist, I transformed the wireframes into high-fidelity mobile & web designs. I also created a prototype that I built in Framer, which our investors valued to ensure alignment to my product and design decisions.
When it came time to hand off finished designs to developers, I worked with our CPO to create thorough Asana tasks that were complemented with interaction and UX instructions in Figma. You can see an example of these Figma resources below.
Ultimately, this process (including multiple rounds of updates) resulted in a dynamic UI/UX that was both intuitive and visually striking. It was some of my favorite work to date.
One key area focus of mine from a UX perspective was gamification. I gamified the user experience by introducing features that encouraged daily engagement, including:
Variable Reward: Users were notified daily that their artists earned BOOM, but the amount was only revealed upon opening the app, encouraging a habit of daily check-ins.
Leaderboards: Instead of ranking users, I displayed top artists, tapping into fan loyalty and driving superfans to engage more by competing to elevate their favorite artists.
Communities: I gamified community interactions by enabling users to level up their artist tier through investment and earn BOOM for upvotes, which significantly boosted engagement and maintained quality.
Throughout the project, I remained agile, using user feedback and data analysis to iterate quickly, and I collaborated closely with cross-function teams to ensure streamlined, efficient experimentation, design, and development.
Additional Visuals
Boombox
DEC 2023 - JUN 2024
BRAND
DESIGN
SITE
Overview
Boombox is an onchain web app designed for music superfans to obsess over their favorite artists and solidify their status within a passionate community. Tasked with building the visual identity from the ground up, I led the design strategy and execution, delivering a cohesive and innovative experience that bridged Web3 with mainstream music culture.
Accomplishments
Attracted a groundbreaking user base with over 75% being first-time Web3 users (predominantly female and Gen-Z), which was a significant shift in a traditionally male-dominated space.
Drove measurable results, including a 93% increase in onboarding completion.
Successfully fused design, branding, and UX into a compelling product that meets both business and user needs.
Responsibilities
As Head of Design, I owned the end-to-end design process, from brand creation and web app UI/UX to animation and product management. I was responsible for every design decision, ensuring the final product resonated with our target audience while maintaining a high level of aesthetic and functional integrity.
Process
To craft a brand that would resonate deeply with Gen Z audiences, I spearheaded an extensive research and discovery process. This included studying music and cultural trends, engaging with potential users, and leveraging insights from previous projects. The result was a "modernized 90s" aesthetic that became the foundation of Boombox’s identity.
One of my key brand innovations was the introduction of Boomie, our brand mascot, who added personality and delight to the user experience, similar to what Duolingo has achieved with their mascot. Boomie’s presence was felt throughout the app, from interfaces to animations, enhancing the overall brand experience. I even trained a custom GPT to speak in Boomie's voice, streamlining copywriting while ensuring a consistent voice throughout our products and socials.
After establishing the brand identity, I translated it into basic, low-fidelity wireframes. I presented these wireframes to our team and stakeholders, advocating for focus on our target demographic.
After a few rounds of iteration based on feedback from our internal team (CEO, CPO, devs, and investors) and from users on our waitlist, I transformed the wireframes into high-fidelity mobile & web designs. I also created a prototype that I built in Framer, which our investors valued to ensure alignment to my product and design decisions.
When it came time to hand off finished designs to developers, I worked with our CPO to create thorough Asana tasks that were complemented with interaction and UX instructions in Figma. You can see an example of these Figma resources below.
Ultimately, this process (including multiple rounds of updates) resulted in a dynamic UI/UX that was both intuitive and visually striking. It was some of my favorite work to date.
One key area focus of mine from a UX perspective was gamification. I gamified the user experience by introducing features that encouraged daily engagement, including:
Variable Reward: Users were notified daily that their artists earned BOOM, but the amount was only revealed upon opening the app, encouraging a habit of daily check-ins.
Leaderboards: Instead of ranking users, I displayed top artists, tapping into fan loyalty and driving superfans to engage more by competing to elevate their favorite artists.
Communities: I gamified community interactions by enabling users to level up their artist tier through investment and earn BOOM for upvotes, which significantly boosted engagement and maintained quality.
Throughout the project, I remained agile, using user feedback and data analysis to iterate quickly, and I collaborated closely with cross-function teams to ensure streamlined, efficient experimentation, design, and development.
Additional Visuals