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From Scattered to
Synchronized
In a world where music never sleeps, marketing teams shouldn't either. At Warner Music Group, campaigns were getting caught in the static of scattered emails and fragmented conversations. The rhythm needed a new beat.
ROLE
Lead Product Designer
YEAR
2023
DURATION
2 years
CROSS-FUNCTIONAL
Product Manager
Eng. Lead
User Researcher
STRATEGY
Narrative Design
User Research
Data Analysis
ARCHITECTURE
Information Flow
Site Mapping
DESIGN
UX/UI Design
Visual Systems
Motion Design
Illustrations
MENTORSHIP
Jr Product Designer
The solution? A platform that simplifies, synchronizes, and amplifies—bringing harmony to the chaos of global marketing.
The goal: uncover the root of the problem—fragmented workflows and delayed updates. Through interviews and workshops, we discovered what teams truly needed: a single source of truth for real-time collaboration.
Bringing teams together in real time wasn't just about speed—it was about enabling smarter decisions and better collaboration.
— Scott Cohen, CIO
Activities and
Outputs
I started with stakeholder and record label interviews to understand pain points, workflows, and industry challenges. Then, through affinity mapping, we clustered data, spotted patterns, and defined key problems. Finally, in the discovery phase, I mapped user flows, prioritized features, and brainstormed solutions, setting the stage for creating prototypes and testing ideas in a outcome-driven design.
Disclaimer: Due to the constraints of a non-disclosure agreement (NDA), I am limited in the visuals and details I can share publicly regarding these activities. If you require further insights or additional visuals, please reach out directly. I would be happy to discuss the process in greater detail through a formal interview.Insights
This UX research involved conducting stakeholder interviews to identify pain points, document key insights, and synthesize actionable outcomes. In parallel, interviews with record label teams helped me understand business models, document workflows, and identify industry challenges. These insights informed role matrices and workflow maps, ensuring the solution addressed user needs and streamlined processes.
Affinity Mapping
During the affinity mapping phase of our research, we conducted value proposition workshops to cluster insights, identify patterns, and define key problem statements. This collaborative effort allowed us to synthesize research findings, prioritize challenges, and align on a clear understanding of the product's unique value.
Discovery
I engaged in user flow mapping and feature prioritization to streamline the product experience, while visual brainstorming and team alignment exercises ensured collective clarity. Design requirements documentation and solution ideation, provided a solid foundation that led seamlessly into the creation of prototypes for testing and refinement.
Low-Fidelity Design
Through multiple iterations, usability testing, and continuous feedback, I refined the interface to ensure clarity, efficiency, and ease of use. By understanding the tech stack's capabilities and limitations, I focused on achievable solutions that maximized resources and delivered real value.
High-Fidelity Design
Once development constraints were clear and high-fidelity prototypes were in place, I conducted A/B testing to validate the design. The insights led to final refinements, ensuring the solution was intuitive, efficient, and aligned with user needs—ultimately enhancing the efficacy of the feature. After all, in a fast-paced industry, time is money.
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Conclusion
Storybox has successfully transformed communication workflows across Warner Music Group's global marketing teams. With 488 active users (24.4% adoption rate), the platform has demonstrated meaningful efficiency gains through streamlined collaboration.
The March 2023 metrics tell a compelling story: users save 3-5 minutes per interaction, accumulating to approximately 3,253 hours saved organization-wide per month. This efficiency gain is particularly impactful when managing 571 active projects and 2,455 products across two regions. A typical user saves 45-100 minutes per day by avoiding fragmented communications and duplicate work.
The implementation of a monthly stakeholder newsletter has further enhanced transparency and engagement, while tools like Fullstory helped identify and address user pain points early. Though global time zones presented initial feedback challenges, these insights proved crucial in refining the platform.
Looking forward, Storybox continues to serve as a vital collaboration hub, with room for expansion to reach more of the 2,000 potential users. The platform's sustained adoption and steady growth in both active projects and time savings validate its role in modernizing marketing operations at Warner Music Group.
