Manager, User Experience
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CBS Artist of Tomorrow

CBS Artist of Tomorrow is a special web series that shines a light on upcoming music superstars as part of the GRAMMY Awards. This project aimed to present the Nominees alongside their sponsoring GRAMMY musicians through video, editorial and a new interactive voting module to engage their fans.

Role: UX, Prototyping

UI: Amanda Fong

Strategic Goals

Strategic Goals

Make voting competition process fun, easy and quick to use.

Elevate engagement through storytelling videos of artist interviews and musical performances.

Optimize experience for mobile devices as site traffic will be primarily driven through social media.

 

First Ideation

First Ideation

Exploring ideas for how to present the Artist of Tomorrow event, nominees and their sponsoring GRAMMY artists. The challenge was to find a balance of how much information to provide while keeping things clear and simple. Beginning thinking on ways to create an easy and fast voting tool.

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Site Map

Site Map

Artist of Tomorrow site is structured into three primary sections, Nominees, Vote and Video. This provides a simplified experience for visitors as well as streamlined flow that facilitates navigation.

User Flow - Nominees Page

User Flow - Nominees Page

This flow serves to introduce visitors to the musical artists and the grammy artist who nominated them through video and editorial. Next is to promote the voting competition and get users participating.

User Flow - Artist Page

User Flow - Artist Page

Once on the Artist Page, visitors can view video performances, vote, learn more about the new artist and their grammy sponsor as well as link to the other nominees.

Mobile Layout Ideation

Mobile Layout Ideation

Exploration of mobile experience and how it would introduce visitors to the Artist of Tomorrow series, the Grammy artist nominated musicians and voting competition.

User Flow - Voting Slider

User Flow - Voting Slider

Once Product Management decided to offer multiple votes for users to apply across all three artist, a new solution was required to make this as straight-forward and easy for users as possible. 

Voting Slider

Voting Slider

Vote slider enables quick method for user to apply votes for their favorite nominee in a single swipe. Users can choose to split their 20 daily votes total between multiple artists.

Mobile Layout

Mobile Layout

Final design for mobile site focused on four page types, Nominees Introduction, Voting, Artist Bios and Video.

Results

Results

Voting page received 95% of the event site traffic.

Page views grew by 295% Year on Year.

Visits increased 142% Year on Year.

Prototype Development

Prototype Development

Chose Framer to accurately simulate a functional vote counter and remaining votes indicator. User testing feedback helped refine design down to a single floating action button to submit votes as well as a bottom navigation menu to link through the site sections.

Click on video clip below to see prototype.