Aulart is an online music education platform helping you become a better producer and musician through Masterclasses & online Bootcamps, featuring world-renowned music producers and industry leaders as your instructors. I led usability and interface design improvements.
Agency
Digitup Studio
Role
Product Designer
Year
2022
Context
User feedback showed confusion about the product’s target experience level and unclear calls to action. Membership plans also caused uncertainty around features and payment. Our challenge was to create clear, concise storytelling to make the product and pricing easy to understand.
Framing the problem
63% of users exit the homepage, with an average session duration of 10 seconds.
82% of users stop interacting at the comparison table on the Membership page and then abandon the site.
Users frequently contact support and social channels seeking clarification on what is included in the membership plans.
First-impression bias is significant: 90% of users interviewed believe the product is aimed at music professionals rather than beginners.
The outcomes: new homepage
We highlight the diversity of musical styles, emphasize accessibility for all skill levels, and showcase the instructors’ expertise and experience, creating a clearer, more inviting first impression for all users.
For beginners and professionals, available as individual lessons or through a subscription plan.
We emphasized making the platform accessible to all users, while clearly showing that you can purchase individual lessons or subscribe.
Content sneak peak and new releases
Access to top producers and promotions directly from the homepage, allowing users to explore content and benefits.
The outcomes: revamped membership page
We redesigned the membership page to clearly communicate the features and benefits of each plan.
Business impact
17% increase in membership subscription
8% increase in new beginner-level users
User interviews revealed that users now have a better understanding of the different membership options.
⚠️ Questions about what’s included have been reduced to almost zero, but there are still questions about the annual subscription with monthly payments.
Note: due to information sensitivity, some of the data shown here isn’t 100% exact, and not all processes or screens are displayed. It’s also worth mentioning that improving metrics (or sometimes not hitting targets) isn’t just on the Product team. It takes all teams working together to make the experience better and get the best results.