⸺ Music is a journey, and you can take it anywhere you want. Campfire supports you no matter where you are on your journey.

04.

Strategy

Discover, validate, and launch Version 1.0 Campfire — a new guitar product that specifically serves the needs of casual guitar learners and sets them up for a lifelong musical journey. The objective is to prove that Campfire meets the needs of casual guitar learners better than any other product and to understand how to scale this success. The scope of this project includes establishing a design direction, incorporating art direction for imagery, defining voice and tone for copywriting, developing a design system and guidelines, and creating key designs for testing the product's journey.

05.

Value Proposition

Play a song you love to someone you care about in 1 month. This is Campfire's approach to meeting the needs and desires of casual guitar players: personalised, early wins, independence, authentic song format, amplified play, inspire a journey, learning through play, personal musical profile, best of digital and human, and a premium user experience.

●  Personalised
Empower the users to choose musical goals that interest them (e.g. a song they love) and get them to reach those goals as directly as possible, in a way that works well for them

●  Early wins
Enable users to reach their first goals fast (e.g. play a simplified song within a month)

●  Independence
Enable users to play songs independently without the app so they can do it “in the real world” (e.g. play with only the aid of chords and lyrics, at a party for friends to sing along)

●  Authentic song format
The songs users learn in Campfire are designed in a format in which the users’ part sounds like playing the actual song also for non-musician ears (e.g. you could only play that part and people could sing along or recognise it)

●  Amplified play
Enable a unique and amplified play experience that feels like magic. While users are independent to play without the app, they often choose to play with it due to this feature

●  Inspire a journey
Keep users hungry for more by inspiring them with goals that are exciting for them

●  Learn through play
Help users understand that their generic musical skills improve as a result of any playing they do, also replaying a song they already know and play well (meta-learning)

●  Personal musical profile
Track all musical activities and celebrate the musical achievements of a user. Used to show users where they are, and what’s possible, and to estimate effort to reach future goals

●  Best of digital and human
Combine both digital solutions and access to a real human teacher in a seamless experience that is more valuable than each of those options on their own

●  Premium user experience
The experience for a user is smooth and seamless both in terms of visual design and user experience. It is a modern and fun service to play with a few awe-inspiring touches

⸺ Campfire is designed to support people in their musical journey, with an innovative and personalised experience. Learning music with Campfire is different, almost magical.

06.

Testing

An end-to-end customer journey is the basis for testing the product identity and updated features built on the new design principles, which translate Yousician's brand values into the user experience. The demographic tested includes 18-48-year-old males and females from Australia, Canada, the United States and the United Kingdom with an income range from lower than $19,000 to $200,000+. Additionally, a holistic brand test is used to ensure seamless integration with the overarching identity of Yousician's brand and product portfolio.

07.

Key Insights

In qualitative resonance testing, the new product identity and experience outperform competitors, with Campfire being preferred 90% of the time. Positive adjectives mentioned include personalisation, vibrant, colourful, attractive, eye-catching, universal, professional, mature, modern, fresh, unique, clean, fun, encouraging, beautiful, and fantastic. The key findings during testing include:

▲  Campfire is often preferred over the other apps and the first impression is positive

▲  Users say the design looks fresh, vibrant and modern

▲  The words personalised, personalisation and customisation come up a few times as very important and a key feature for users

▲  The experience feels very easy and straightforward. It feels exciting and makes people want to play and come back to the app

▲  The progress tracking features are all well received and a differential over the other apps

▲  The design for Campfire harmoniously aligns with the aesthetic of GuitarTuna, creating a sense of unity to position both products as integral members of the same Yousician brand family

▲  While each product possesses its distinct personality, there is a seamless integration that allows them to collectively contribute to the overarching brand identity

▲  Art direction is shared between the products, ensuring a cohesive alignment of brand identity throughout

▲  Products share various assets, including imagery, illustrations, icons, and more. Some of these design elements originate from the Yousician Design System

⸺ The design concept for Campfire leverages Yousician's brand values 
and combines them with the product's value proposition. It aims to bridge the gap between brand and product. Aiming to balance what Yousician stands for with what customers want and the product's key features.

08.

Design Direction

The design direction uses the latest industry trends with a focus on Apple iOS, making the user experience and interaction models easy and intuitive. By adding its own design elements, the product creates a unique identity. The design emphasises simplicity and eliminates the unnecessary. A bold design creates a modern and fresh feeling, with the use of vibrant colours to promote an uplifting mood while adhering to a content-aligned system that supports the product's experience. The art direction is authentic, focusing on what's most valuable and inspiring for users. By removing redundant noise from the design, the focus is put on the content and functionality of the product. In other words, users will get the most from the product and feel inspired to return to it. As a result, Campfire becomes a powerful companion product for anyone wanting to learn to play their favourite music.

© 2024

SV IS A REGISTERED LTD COMPANY IN THE UK & EU AND VAT–REGISTERED. © COPYRIGHT SV & CLIENTS AND RESPECTIVE OWNERS OF IMAGES AND CONTENT USED.