Launched in 2010, PureMix is an online training platform dedicated to music production and mixing techniques. It offers video tutorials led by world-renowned audio engineers. With practical resources, PureMix helps musicians and producers enhance their skills in a concrete and interactive way.
Role
Art Director, Graphic Designer, Designer UX/UI
Services
Branding, Art Direction, Graphic Design, UX/UI Design, Design system
Industry
Music Industry, Online Education
Team
Challenges
Puremix faced an outdated design and a complex user experience that hindered engagement and loyalty within its community. This situation negatively impacted the platform's competitiveness in a saturated market. The primary objective was to modernize the brand identity and reorganize the user experience to facilitate access to the music content library, thereby attracting a broader audience.
Strategy
Puremix's strategy revolves around three major pillars: accessibility, innovation, and strengthening the musical community.
Positioning: Puremix positions itself as a democratized music training platform, accessible to all, while offering exclusive mentorship from Grammy Award-winning experts. This model attracts both beginners and professionals seeking to enhance their skills.
Communication Strategy: The brand focuses on a strong community dynamic. Puremix elevates its iconic mentors by creating inspiring and interactive content, fostering collaborative and engaging learning through forums, masterclasses, and live events.
Value Proposition: The service provides a personalized and immersive experience, with a collaborative approach where users interact with recognized professionals, thus offering a unique dimension to music learning.
Content
Approach
The redesign of PureMix aims to modernize and clarify the brand while preserving its expertise in music education. This approach focuses on establishing emotional connections with users, thereby enhancing their engagement and interaction.
1. Analysis and Empathy
UX Audit and Competitive Analysis
Conducting a comprehensive UX audit to identify friction points in the current user experience.
Competitor analysis to evaluate market best practices.
Collecting user feedback through surveys and interviews, revealing opportunities for improvement.
Key Insights
Users struggle to understand PureMix's offerings.
The video library is not regularly updated, making searches tedious.
The relationships between PureMix's different products are unclear.
Features for paying customers are not prominently highlighted.
2. Visual Identity
PureMix's visual identity has been designed to embody modernity and accessibility while remaining true to its expertise.
Stylized Logo: A dynamic "P" in a square, evoking the digital realm.
Typography and Color Palette:
Clear, geometric typography.
A vibrant color palette (bright blue, mint green, yellow, indigo purple, orange) chosen for its visual and emotional impact.
Distinct Categories: Organization of the video content library for better understanding.
Visual Identities for Each Category: Geometric shapes and flat colors creating a dynamic contrast with the black and white logo.
3. User Experience (UX) and User Interface (UI)
The redesign of the interface aims to provide a clear and intuitive user experience:
Dark Design: Highlighting videos and tutorials, with color accents to organize information.
Smooth Navigation: Reducing visual clutter for quick access to content.
Highlighting Tutorials: A modular interface allowing direct access to key sections.
Dynamic Carousels: Presenting multiple videos without cluttering the interface, ensuring a compact structure.
Custom Icons: Facilitating quick understanding of categories (e.g., "Tutorials," "Start to Finish").
Minimalist Design: Harmonizing icons with the graphic charter to structure content and ensure intuitive navigation.
4. Emotional Impact and Immersion
Each visual element is designed to tell a story, creating an emotional connection with the user. The clean and versatile design adapts to different media and resolutions, reflecting a serious yet accessible image of the brand.
Content
Results
The redesign of Puremix has generated measurable and significant results: a 25% increase in acquisition rates, an 18% increase in conversions, and a 30% reduction in bounce rates. Additionally, users reported a 40% increase in time spent on the site, reflecting the effectiveness of the new approach and the enhanced engagement with the platform.
Conclusion
This transformation, both visual and functional, has modernized Puremix's image while optimizing categorization, navigation, and rebranding. By placing the user at the heart of the design, we have created an intuitive and scalable experience that not only captures attention but also fosters lasting engagement. Puremix is now better positioned to inspire and retain its community of creators.
Content
