1. Team BBM: Final Presentation and Panel Discussion
a solution to help NOLA musicians
better manage their careers
Mykle Brossette Maria Dahman Tetiana Iegorova
Abdulrahman Jarallah Heidi Koontz Chris Moser
Will Norris Tom Sanderson Bob Schaffer
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3. Average Salary % of Income from Music Sales
$17K 5%
Number of Musicians % without Management
4500 78%
Living Large?
Simply making a living requires a huge amount of managerial time and
attention that most musicians can’t afford when also working odd hours
and trying to hone their craft.
Insight Labs
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4. I am NOT the User
4
Our Process
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
5. I am NOT the User
5
Our Process
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
KEY RESEARCH
QUESTIONS
1. How do NOLA musicians define (career) success?
2. What makes career management hard?
3. And, more importantly, WHY is it hard?
6. I am NOT the User
6
Our Process
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
1. How do NOLA musicians define (career) success?
2. What makes career management hard?
3. And, more importantly, WHY is it hard?
ACTIVITIES
ACADEMIC
RESEARCH
INDUSTRY EXPERT
INTERVIEW
MUSICIAN
INTERVIEWS (X6)
UX PANEL
DISCUSSION
KEY RESEARCH
QUESTIONS
7. Meet Marley Hayes
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Research Findings Ambition Talent
GOALS
Continue to support herself by playing paid gigs multiple
times per week
Eventually perform and share her music with a wider
audience; tours, larger venues
Connect deeply and emotionally with the
people that come to hear her play
TECHNOLOGY USE FRUSTRATIONS
Phone: Older iPhone 3GS
Computer: Mac Laptop
Internet: Facebook, ReverbNation, Gmail
Controlling/perfectionist personality keeps her from asking
for help when she should
“Doesn't know what she doesn't know”
Not clear on the “next steps” to turn a successful local
career into a long-term and widespread business
8. Meet Ian Shaw
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Research Findings Shy Amateur
GOALS
Play music full-time
Make enough money to get by with some disposable
income
Make friends
Prove his parents wrong about his
career decision
TECHNOLOGY USE FRUSTRATIONS
Phone: Outdated Android Smartphone
Computer: Desktop PC
Difficulty meeting and talking to people
Not knowing how to pursue a music
career
Not having the money for music lessons
10. ROOT CAUSE ANALYSIS
Poor Career Management
Don’t know WHAT to do Don’t know HOW to do it Don’t DO it
Poor Education No Planning Procrastination
Why?
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Don’t Know or Don’t Care?Research Findings
11. ROOT CAUSE ANALYSIS
Poor Career Management
Don’t know WHAT to do Don’t know HOW to do it Don’t DO it
Poor Education No Planning Procrastination
Why?
Content is too general (the WHAT) and not actionable (the HOW)
Forums (where experts present to a large audience) do not resonate
Educational events and related resources are poorly promoted
Why?
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Don’t Know or Don’t Care?Research Findings
12. ROOT CAUSE ANALYSIS
Poor Career Management
Don’t know WHAT to do Don’t know HOW to do it Don’t DO it
Poor Education No Planning Procrastination
Why?
Inability to brainstorm TASKS with seasoned experts
An educational system that emphasizes the “ends” but not the “means”
Lack of consideration for potential barriers or roadblocks
Why?
12
Don’t Know or Don’t Care?Research Findings
13. ROOT CAUSE ANALYSIS
Poor Career Management
Don’t know WHAT to do Don’t know HOW to do it Don’t DO it
Poor Education No Planning Procrastination
Why?
No metrics to measure progress or overall effectiveness
No accountability to ensure the work gets done
Lack of external acknowledgement
Ineffective system to track and manage tasks
Why?
13
Don’t Know or Don’t Care?Research Findings
14. Teaching AdultsSolutions
Constructivism:
People construct their own understanding and
knowledge of the world, through experiencing
things and reflecting on those experiences.
Active techniques to create more knowledge and
then to reflect on and talk about what they are
doing and how their understanding is changing
15. Teaching AdultsSolutions
Constructivism:
People construct their own understanding and
knowledge of the world, through experiencing
things and reflecting on those experiences.
Active techniques to create more knowledge and
then to reflect on and talk about what they are
doing and how their understanding is changing
Mechanisms for Future Planning
Approaches
Objectives Based On Diagnosed Needs/Interests
Co-operative Learning Climate
Sequential Activities Leading to Objectives
16. Teaching AdultsSolutions
Constructivism:
People construct their own understanding and
knowledge of the world, through experiencing
things and reflecting on those experiences.
Active techniques to create more knowledge and
then to reflect on and talk about what they are
doing and how their understanding is changing
Mechanisms for Future Planning
Approaches
Objectives Based On Diagnosed Needs/Interests
Co-operative Learning Climate
Sequential Activities Leading to Objectives
Lifelong Learning
Implicit and Explicit
Constantly Learning
18. Behavior ModificationSolutions
Cognitive
Behavioral
Therapy
An approach to behavior modification, which
examines faulty thinking and employs goal-
oriented processes and mentorship.
Faulty Thinking: “List of Errors”
Key Mechanics
Mentorship: Reviewing, Reconceptualizing, Accountability
Self-instructions: Imagery, motivational self-talk
Goal-setting: Measurable progress through homework exercises
19. Behavior ModificationSolutions
Cognitive
Behavioral
Therapy
An approach to behavior modification, which
examines faulty thinking and employs goal-
oriented processes and mentorship.
Faulty Thinking: “List of Errors”
Key Mechanics
Mentorship: Reviewing, Reconceptualizing, Accountability
Self-instructions: Imagery, motivational self-talk
Goal-setting: Measurable progress through homework exercises
Case-in-Point:
Advantage
Response Cards
A token reminder of what the doer (i.e., musician)
hopes to achieve
Adapted from Judith Beck’s diet solution
techniques
20. Making a Game of ItSolutions
Gamification:
The application of game design thinking to non-
game applications to make them more fun and
engaging.
Using game mechanics and behaviorist ideas to
increase user motivation.
21. Making a Game of ItSolutions
Gamification:
The application of game design thinking to non-
game applications to make them more fun and
engaging.
Using game mechanics and behaviorist ideas to
increase user motivation.
Engagement
Benefits
Loyalty
User-Generated Content
Virality
22. Making a Game of ItSolutions
Game
Mechanics:
Constructs of rules and feedback loops intended
to produce enjoyable game play.
The building blocks that can be applied and
combined to gamify any non-game context.
23. Making a Game of ItSolutions
Game
Mechanics:
Constructs of rules and feedback loops intended
to produce enjoyable game play.
The building blocks that can be applied and
combined to gamify any non-game context.
Achievements/Bonuses/Points
Key Mechanics
Appointment Dynamics
Cascading Information
Urgent Optimism/Epic Win
24. I am NOT the User
24
Our Process
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
25. I am NOT the User
25
Our Process
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
PURPOSE
translate user needs into
system requirements
group similar requirements
ACTIVITIES
requirements grouping
26. I am NOT the User
26
Our Process
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
PURPOSE
translate user needs into
system requirements
group similar requirements
ACTIVITIES
requirements grouping wireframe sketching
PURPOSE
translate system requirements
into design features
share ideas
27. I am NOT the User
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Our Prototype
DISCOVERY
DESIGN
PLANNING
PROTOTYPES
USER
TESTING
we are here
PROJECT PHASES
our prototype
WHAT IS IT?
online education platform where
musicians can learn about how
to manage their careers
HOW DOES IT WORK?
• Goal-based progression through
courses, tasks, and social
interactions that teach you what
to do (and how to do it)
• Game mechanics to keep the
experience fun, entertaining, and
engaging.
DELIVERABLE
28. The Devil is in the Details
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Our Prototype
KEY FEATURESKey Features
Dashboard: Central information hub for the user
Progress Bar: Visual reminder of their progress based on specific goals
Courses & Lessons: Content, lessons, and advice in manageable portions
Social Learning: Online access to mentors and other musicians as a source
of information and career advice
Badges & Rewards: Game mechanics to encourage the user to stay
engaged and provide in-progress recognition/rewards for their effort
