I work as a product designer at Amuse and today we are launching the latest version of ‘Fast Forward’. It is the next generation of royalty advances for all successful artists — big and small. It comes with a new look and feel, as well as major improvements under the hood. In this text I will guide you through the design, and the primary design decisions we took.

First, a little bit of background. Advances are a big part of the music industry. Record deals have turned into a race for artists to score as high advance as possible, and…


We have released a new version of the Amuse app. It comes with a totally new look and feels for the music tab. It’s bigger, bolder and more beautiful. The new music tab is part of an effort to redesign the whole app over the coming months. In this article, I will try to explain the rationale behind the new design, as well as show some directions that didn’t make the cut.

The new design on iPhone and Android

Our main purpose at Amuse is one thing and one thing only: making it as easy and possible for an unsigned artist to release their music to the…


Whenever I see a link called Web Design Trends for this year I click it happily only to be disappointed within minutes. It’s always, without fail, trends from last year, or non-trends like: illustrations. Like, did you know that animations apparently is a big trend? Seriously, if you write a trend list and include full screen background video as a trend for 2016 you should really try to go online and look at websites before jotting down your list. No one like click baits. …


Part 2: In which we set up the structure and create user scenarios

The work with the redesign of the Apegroup website continues. We now have an allocated time and a name for the project. We have strict deadlines and basically no time, but what’s most important is that we’re selling our new process. In a nutshell, our new process is all about making prototypes early on and testing on end users from start. We have decided on that we will be working in small 8 week sprints with dedicated user scenarios, that we will…


Part 1: In which we establish a core teams and start the project

We at Apegroup are re-designing our website apegroup.com and as we are big advocates of transparency we are documenting the whole process of it here. Every week we will tell you how the discussions are going, how the designs are developing, where our focus lies, and so on.

Being a digital agency and doing a redesign of your own website is hard. Not only does every single person at the office have strong opinions about the site, it is also hard to know what reasons there are…


A designers job is to change behaviour to the better, not to enable behaviour that is less optimal.

I’m a UX Designer and I hate user tests, there I said it.

Let’s start off with a story from my personal life. My girlfriend is an average Internet user. Whenever I have the chance I like to study her behaviour, as she is using her laptop, her tablet, or her phone. For most of the time she is using a less-than-optimal solution to any given problem. Furthermore, she is perfectly content with her solution, and shuns any attempts from me to better her experience…


Two sections on a website that scroll separately is now the coolest thing on the block.

When I was young and started tinkering with websites I used Dreamweaver and always two frames, as this was basically the norm back then. To the left you placed the navigation and to the right you placed the content. These sections scrolled separately, so if you had a long left hand navigation (the almost always were, since you added visitor counters and links to friends and whatever you could think of) you had two separate scroll bars on your website. As all of you know two scrollbars is basically the worst sin a web designer can commit when building a…


Horizontal sliders suck, videos however don’t.

At the beginning of time, in 2011, every website had a big image slider at the top of their homepage. You can still se them on almost every website for small and medium sized companies.

Then everyone realized they suck. Conversion rate for any slide except the first one is close to zero. The users see the 1st slide but not the others, so a lot of time is spent on slides that no one will ever see. A lot of people wrote articles (here’s one, another one, a third one) on why they were bad, including me. So, a…


Nothing says online shopping like a man fishing.

You know, the semantic web and that sort of things.

Online commerce have slowed down in it’s aggressive progress of last years. Now its all about being the biggest, having the most products, being the cheapest and A/B test until death do you part. Maximise, optimise and make it more effective. That’s all good but it’s not progress, it’s just fine tuning. Something have to change.

Soon we will see other types of e-Commerce sites. Sites that are not first and foremost online shops but rather fashion magazines, travel guides, or food blogs that sell what they write about. Why should smaller magazines make money off paywalls or advertisement? …


Credit: 3xhumed on deviantart

The next step towards a customer tailored web

I believe that, right now, the single biggest UX theme is predicting systems. From your data, and others, you are given the content that you need, without having to ask for it. It’s kinda cool.

First, let’s back it up a bit. The biggest trend in UX in 2012 was learning systems. I’m going to stick to websites on this theory, since its easiest. Some call this responsive content, others adaptive design, but basically it’s a website that knows what you usually do and adapts to it. Say you are visiting a travel website. On the start page there are…

Nils Sköld

Design Lead at Amuse. I try to be funny when I write and love hyperboles. http://nilsskold.se

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