Facilitating a website’s evolution
We helped a music technology company communicate its value and establish competitive position as an innovative thought leader
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.
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.
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.
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.
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.