Aulart is an online music education platform helping you become a better producer and musician through Masterclasses & Bootcamps. I led usability and interface design improvements.
17%
Increase in membership subscription.
8%
Increase in new beginner-level users.
Aulart is an online music education platform helping you become a better producer and musician through Masterclasses & Bootcamps. I led usability and interface design improvements.
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 stop interacting at the comparison table on the Membership page and then abandon the site.
82%
Of users exit the homepage, with an average session duration of 10 seconds.
Support
Users frequently contact support and social channels seeking clarification on what is included in the membership plans.
90%
Of users interviewed believe the product is aimed at music professionals rather than beginners.
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.
Target audience
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.
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.
Loud&Clear
User interviews revealed that users now have a better understanding of the different membership options.
8%
Increase in new beginner-level users.
To improve
Questions about what's included have been reduced to almost zero, but there are still questions about the annual subscription with monthly payments.
Conclusions
With Aulart, we reinforced the importance of talking to users; if we hadn't, the fact that many users didn't feel represented wouldn't have come to light. The subscription model now shows better acceptance, but several users still have doubts, so we need to keep refining it to be clearer and more concise.
Note: some data here has been adjusted for confidentiality and may not be fully exact.