Indiloop
2013-2014 · Sole designer
Indiloop
Turn fans into music-makers. Indiloop let people remix instrument and vocal tracks, with beat matching helping the parts work together.
As the sole designer on a small team, I worked across the editor, discovery, identity, and artist campaigns. I also created demos and pitch materials for investors and prospective partners.
Product experience
Connect discovery to the act of making
People needed to find music, work with its component tracks, and share the result. I explored the information architecture and interactions that connected those activities.
Wireframes and live prototypes helped us examine how the growing library and social features would fit together. We iterated with feedback as the product developed.
Participation journey
From a favorite artist to something of your own
Find a reason to create
Artist campaigns and the music library give listeners an entry point
Make it a remix
Work with individual tracks in a visual, drag-and-drop workspace
Share the result
Publish a remix for other people to discover through profiles and the community feed
Desktop
From finding a track to shaping a remix
The desktop experience connected the music library, member profiles, and remix feed to the editor. Within the composition, direct manipulation kept actions close to the audio tracks.
iOS
Carry the music into a smaller workspace
The iOS designs brought track selection, editing, discovery, and listening onto the phone. Color carried the identity of each instrument from the library into the composition.
Structure
Give a growing library a clear place to live
With a large track library and several ways to participate, the structure of the product mattered. I used wireframes to work through browsing, selection, and the relationship between music and social activity.
The prototypes let us explore those relationships before committing to detailed interfaces.
Participation
Give people a reason to make a remix
We worked with music labels on remix contests, giving listeners access to tracks and stems from featured artists. Recognition and rewards provided a specific reason to try the tools and share the result.
I designed the campaign experiences and promotional material, including the Fearless Records collaboration at Warped Tour in 2014 and competitions for artists such as Anberlin and Colt Ford. Each campaign connected an artist's audience with a specific invitation to create.
Identity and proposition
Connect the creative tool to a business idea
The identity needed to work inside a creative tool, across artist campaigns, and in conversations about the company's future. I developed brand assets, promotional work, pitch materials, and demos that made the product and its possibilities tangible.
Shaping the proposition meant connecting what fans could make with what artists, labels, and potential partners could offer their audiences. That work supported fundraising and business-development conversations alongside the everyday work of designing the product.
Brand explorations
Push the identity beyond the interface
Logo, color, and graphic explorations tested different expressions of the brand: a recognizable app icon, a bold wordmark, music-led imagery, and a more playful visual voice.
Reflection
Test the experience before polishing every screen
The work gave me early experience connecting a product's interface, community, identity, and commercial proposition, while taking responsibility across design disciplines.
It also clarified where I would invest earlier next time: defining the experience and testing assumptions before detailed production. That lesson carried into my later research and prototyping work.
Coverage