Working for a community of +50,000 monthly users, some heavily engaged in the product through forums, polls and dialogues was great. But the learning curve for creative tools can be steep. We knew that users who stayed for +5h had an 80% higher probability of becoming paid customers. Therefore, my priority was often to reduce friction for the users in the early stages.
A part of the job included implementing, extending and modifying the design system and brand identity produced by the renowned agency Kurppa Hosk. Designing responsive, dynamic and complex components for many different states, view settings and zoom levels was a fun part of the work at Soundation.
I take pride in implementing design DNA even in the smallest atoms of a design, by crafting icons in line with the brand identity. In this case it was a sharp style. Curious details; most may see a light bulb, but some may see an analogue amplifier tube. Automation icon in the shape of an “A” and beatmaker icon as “B” serves as functional quirky symbols for the brand DNA.
Features that I designed was amongst others the Beatmaker, what would become the most used feature. Also a new website as a framework for a large SEO-value. A new system for effects inspired by market leaders as Ableton, and a sampler inspired by Logics Quick sampler.
