Cadenza TV
Digital Production
User Experience Design
Creative Direction
My Role
Lead Experience Designer
The Background
Cadenza TV was a live-streaming platform created to bring fans closer to their favorite artists through curated, high-quality performances and real-time interaction. The founders recognized a growing demand for more meaningful digital concert experiences and identified live fan-to-artist chat as a differentiating feature that had yet to be designed or validated. The product company was founded in 2018 before COVID 19.
The Challenge
We had the fun challenge of building a product from scratch. Our core product challenge was to design a product with thoughtful engagement, putting our two users (the fans and the artists) at the core of everything we built. Unlike your classic Zoom call or broadcasted music festival live streams, we wanted to build something that truly was a two way street: artists performing with fans, fans connecting with artists.
The Strategy
Through rounds of qualitative interviews, persona creation, usability testing, and social media marketing, we built a desktop and mobile MVP for the live stream channel that we felt was both intuitive and innovativ: a streaming experience that felt familiar but offered new features. Within our unique design, we included a feature called Ask The Artist where fans could ask the performer questions in real time, creating a queue for the performer to pick from between songs or conversation.
The Outcome
We saw incredibly strong engagement with Ask The Artist and the live stream in general. Prominent creators and musicians like Lady Gaga, Rachel Hollis, Chelsea Culter, and more performed on our platform and helped to spread a new experience of fan to artist engagement. Although Cadenza TV as a company ultimately pivoted to a new offering, I’m proud of the experience we created and the community we built.
