PlayNetwork

Facilitating a website’s evolution

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We helped a music technology company communicate its value and establish competitive position as an innovative thought leader

The Challenge

PlayNetwork is a leading global music tech company that provides in-store and digital music, video programs, content licensing, audiovisual systems, digital signage, and consumer insights. End-to-end, they evolve the ways that brands inspire and connect with customers. While it’s a compelling offering for brands seeking differentiation, PlayNetwork’s challenge lay in communicating their story in a direct, approachable, and understandable way.

Our Solution

We partnered with PlayNetwork to redesign their website and create a seamless user experience reflective of their brand. The previous website provided information about their complex service offerings, but the value proposition was difficult to understand, and minimal organic traffic was being driven to the site. We mapped out an effective way to tell PlayNetwork’s story, constructing logical information architecture, improving user flows, broadening access across more devices, and creating immersive, engaging layouts.

Key Contributors
Johnny Rodriguez
Johnny Rodriguez
Mark Nader
Mark Nader
Kelly Nibley
Kelly Nibley
Anatolie Bogdan
Anatolie Bogdan
Ayush Malakar
Ayush Malakar
Jirayu Yingthawornsuk
Jirayu Yingthawornsuk
Ben Spencer
Ben Spencer
Jeff Bick
Jeff Bick
Jesse Bufkin
Jesse Bufkin
Steve Hulet
Steve Hulet
Darryl Nicholson
Darryl Nicholson
Randall Tateishi
Randall Tateishi
Amber Franz
Amber Franz
Chris Allen
Chris Allen
Dan Meyer
Dan Meyer
Visit Site

Communicating a cohesive story

We viewed information architecture as an outline for the story PlayNetwork tells about itself, surfacing key plot points at the right moment in the user journey. We conducted extensive research to learn more about the target user’s mental model, then structured the site accordingly.

Layering design, content, and interactivity on top of a solid narrative foundation communicates PlayNetwork’s expertise in helping brands use content and technology to engage consumers in-store and beyond. Long, scrollable pages encourage discovery about the brand, its services, and robust thought leadership.

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Creating pathways to value

At a high level on the homepage, users can see the unique value PlayNetwork provides: the organization transforms physical locations into destinations with music and media. If you have prior experience with the brand or background knowledge about PlayNetwork, that might be enough to convince you to convert or continue partnering.

But what about prospective clients who need additional proof? We collaborated with the PlayNetwork team to understand current user pathways into the site, then reorganized the navigation and messaging to facilitate a deeper dive for users who wanted it.

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Before & After

Before

After

A mobile-first mentality

PlayNetwork transforms locations, including brick and mortar businesses and interactive installations, into destinations. Many of their users are on the move, and mobile responsiveness was especially vital in PlayNetwork’s case. The site caters to clients and prospective customers on the go, with rich content accessible on any device and the same engaging elements carried across platforms.

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