Melodics Web Design
Web Design
Creative Direction
UX Design
UI Design
Animation
Video + Photography Production
Illustration
Melodics is a global music education app based in New Zealand. Started in 2014, it has slowly grown from a finger drumming app to a leading interactive learning tool that provides a curriculum for keys, controllers, finger drumming and drums. As a software subscription service, the website is a critical part of the customer journey.
During my time at Melodics, I worked with an engineer to move Melodics off an archaic, bootstrapped legacy site to a slick CMS, with cleaner code, templated Landing Pages & Blog, plus a common component library that still gives us enough flexibility to create bespoke web pages.
Once the platform was in place I worked to define stronger messaging for each customer cohort - creating conversion-optimised pages for each demographic, which increased app downloads significantly. Over 2 years we also updated the architecture & general copy to enable better conversion and improve SEO rankings. I implemented more animation, photography and video of people using the app, to better communicate what the product did and to create a more emotional, aspirational experience.
I created landing page templates for our partnerships team for users being sent to us by instrument makers. This incredibly important channel acted as a handshake between a brand customers were familiar with and our brand, which they usually were not. A bespoke video was created for each partner page featuring their instruments to quickly communicate what our product was, how it synced with their hardware and why it would be valuable to them.
Melodics also introduced pricing tiers which added more complexity and additional steps to their funnel. I designed a new web subscription flow and pricing page to create as frictionless an experience as possible for new and old users alike. I also spearheaded initiatives to harvest user testimonials, encourage web reviews and work more strategically with high-profile artists and feature them on the site.
Results
Increased conversion on all updated landing pages: Between 4% - 13% increase CVR to download.
Increased conversion on all partnership pages in 2019.
Added an additional 5% to conversion in a recent test with the newest partner template design.
Brand identity and experience improved significantly.
Trustpilot rank up from 3.1 to 4.7 out of 5.
Trustpilot ranking added to headers, driving a 2% uptick in conversion to download.
Complex pricing page and subscription flow implemented with no loss of conversion.
Google ranking increased hugely on critical landing pages, with our drums page rising from page 3 to the 4th on the list.
Improved load times with better processes around rich media.
