Improving the Music Scene through Jam— Case Study

Bridging the communication gap between local artists and venues

Jasmine Oh
Apr 9, 2018 · 5 min read

Roles: UX Research, UI Design (producing high fidelity mockups)

Tools used: Sketch, Illustrator, InVision

Collaborators: Kira Street, Riley Lenz, Will Kuglen

Timeline: October — November 2017

Click here for the app demo!


As this was a class project on an concept application, our objective was to improve the process of discovering local music.

Our Process

Using the information we gathered, we ideated 4 different personas involved in the music scene: DIY Musicians, Everyday Fan, Hobbyists, and Behind the Scenes (BTS) people.

We took 5 minutes each writing up “first impressions” of who each of our personas were. From there, we took our main ideas to the board, separating our ideas of the personas into motivations, goals, and frustrations. We took a step further by adding a column for Meyers-Briggs personality types in order to humanize these personas a bit further.

I was in charge of producing the personas —created through sketch

We each went through our notes and highlighted the similarities and patterns that we found throughout the people we interviewed. Using a tally method, the most influential themes of our interviews begun to reveal.

By utilizing the most common themes into our discussions as well as the insight we had with people in the music scene, we concluded that there was:

  • A lack of communication between venue and artist
  • A disconnect of promotional opportunities for artists
  • Venues looking for artists and artists looking for venues

With this, we decided to narrow down our 4 personas to 2: DIY Musician + Behind the Scenes Professional

Problem Statement:

There is a lack of efficiency in communication between the venue and the local musician.

After brainstorming various solutions to the problem, we came up with JamA mutually benefitting platform for local musicians and venue promoters. It helps bridge the communication gap between local artists and venues.

  • Musicians can apply for available gigs nearby through real-time discover feeds
  • Venue owners / promoters (VOP) can post gig openings
  • Musicians and VOP can search through profiles based on location and other filters
  • Profiles are curated based on reviews, past experiences, verifications, etc.
  • Musicians and VOP can message and request each other’s services

Next, user flows were created via wireframes:

Riley was in charge of producing the user flows


For the branding of this app, we wanted to play around with the literal connotation of jam. With this, we agreed on the idea of grape jelly — which is where the deep purple came from. As jam/jelly has a bouncy texture, we chose to use rounded letters for a less rigid feel. From this, we chose to use Quicksand Bold as our logo font.

For the “A” in the logo, we wanted to create something that represents “change” in relation to how this app would impact the music community. With that, we incorporated a delta for change, and a trapezoid next to it in order to keep the A shape in Jam.

The four corners of the trapezoid represent the four people (my group members and I) who came together to make this change happen within the music community.

Riley and Kira worked to produce the logo through Adobe Illustrator


I produced the high-fidelity mockups of all the screens (for mobile) through Sketch

Afterthoughts / What I Would’ve Done Differently

There was also less physical interviews than we wished to get — more so because of schedule conflicts, inconvenience in location (people in other states), and so on. If we had done these interviews differently, such as in pairs, in person, documented via video, etc. would the outcome be any different? Would we have landed on the idea of JAM?

Kira produced these 🔥 concept ads

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