Instrumental Site Design

As a freelance project in early 2017, over 3 months, I worked with Instrumental to design their new site. The challenge was to define an experience that perfectly pitched the business offering to a prospective B2B audience of major brands and inventors.

Instrumental are leaders in online talent scouting; using machine learning to discover emerging talent, predominantly for the music and entertainment industry. Working with primarily record labels, music publishers, live promoters and consumer brands to identify high value artists and creators.

I previously led design at the startup for 3 years from it’s early inception (under the brand PopShack) through to major investment and it’s re-positioning and re-brand as Instrumental. When offered the opportunity to work on the project (2 years down the line) I jumped at the chance. I truly loved my time at the company, the people, and the journey we took. My high level of subject knowledge gave me all the confidence needed to do a great job.

The Brief

To design a responsive web experience that communicated the businesses somewhat complex value proposition to a B2B audience in the most effective way. Success would be realised in terms of validation from existing investors, key business stakeholders and clients.

My Role

I worked remotely on the design in collaboration with Instrumentals Product Manager, copywriters and team of department heads to define the experience. My role specifically was to produce the User Experience and Interface design of the site.


Working remote and as a freelancer posed obvious challenges around time with business stakeholders and of course engineers who would later develop the site. Essentially, the discovery (phase 1 of 2) aspect of the project was a waterfall, yet exactly the right and most pragmatic, approach. An Information Architecture model, wireframes and visual style tiles we’re the deliverable of this phase of work. The second phase was production oriented towards creating Interaction and Visual Design, this was achieved in more of a kanban model; design, validating and building iteratively.


The tasks I undertook to define the experience was:
* IA/ Content audit of existing site.
* Heuristic evaluation of existing site.
* Review of behaviours through Google Analytics of existing site
* Produce key findings and proposals.
* New site map and content model.
* Informal stakeholder interviews to understand goals and requirements from the Product Manager (primarily) and CEO plus other department heads. 
* Key sketches and user flows.
* I led the process of creating the company brand and style guides as a former employee. The style tiles I produced to agree on visual design were produced in the format of 4–5 key interactions and animations across screens.

Style Tiles


Concept Animations


The production phase, once the experience was designed and validated, consisted of producing:
* Design System: Style Guide (Atoms/ Basics) & UI Component Library
* UI Artboards for Mobile, Tablet & Desktop layouts

From my previous experience as a design lead at Ticketmaster, a major success of my time was being instrumental in the production of the Design System. This enabled, particularly when working with remote engineering teams in an agile process, the ability to collaborate and understand our shared design language. Experience taught me that this was an important step in ensuring visual consistency of the Instrumental Site (when working with remote stakeholders, QA and engineers) and illustrating the varied states of UI elements and components. It also provides a degree of future proofing for when I was no longer involved in the project.

Design System

UI Artboards


I’m Luke Illidge, A creative lead with strong capabilities in primarily UX along with Interaction & UI Design. My passion is transformation through Design Thinking. Founded by a naturally high curiosity, divergent thinking and a UX toolkit to execute projects.

Check out my portfolio for more juicy design goodness.