Puremix - Audio engineering

Edutainment Tutorials & Series

Overview

Founded in 2010, Puremix is a subscription streaming service designed for audio engineers. The Puremix library is filled with hundreds of tutorial videos on how to use all the tools in a studio and much more. Over the years, they have created many side features for their customers and have become the largest community of producers and engineers dedicated to sharing mixing, mastering, recording and production knowledge.

Business objectives:

Make everyone understand what Puremix is.
Make the brand resonate with the community and beyond.
Turn the library into a learning and community application to avoid overwhelming the Puremix team with video production, which took a lot of time and effort to produce.

Business objectives:

Make everyone understand what Puremix is.
Make the brand resonate with the community and beyond.
Turn the library into a learning and community application to avoid overwhelming the Puremix team with video production, which took a lot of time and effort to produce.

Business objectives:

Make everyone understand what Puremix is.
Make the brand resonate with the community and beyond.
Turn the library into a learning and community application to avoid overwhelming the Puremix team with video production, which took a lot of time and effort to produce.

The team

🙋🏻‍♀️ My role: Product Manager

👱🏻‍♂️ CEO: Guillaume

🧑🏻‍🎨 Design: Caroline, Quentin, Maria, Baptiste

👨🏻‍💻 Tech: Mael, Thomas, Armelle, Benoit, Yohann, Camille, Riad

🧑🏻‍🔧 Marketing: Matis, Franck

Challenge

Despite its considerable success and loyal customer base, Puremix faces the pressing need for a total revamping. While resting on past achievements, acquiring new users has become increasingly challenging. Compounded by an aging website and an outdated, unstable backend system, Puremix struggles to keep pace with evolving industry standards and competitors.

How might we bring up-to-date and widen Puremix’s lead in the music engineering industry?

Insights

Key learnings

Puremix has a lot of concepts from video tutorials to audio toolbox and chat for the community.

According to user testing sessions, people don’t understand what is Puremix.
The videos library is not being kept up-to-date, which results in painful searching.
Puremix has multiple products, but it's unclear how they're related to each other.
Paying customers are unaware of certain features.

Puremix has a lot of concepts from video tutorials to audio toolbox and chat for the community.

According to user testing sessions, people don’t understand what is Puremix.
The videos library is not being kept up-to-date, which results in painful searching.
Puremix has multiple products, but it's unclear how they're related to each other.
Paying customers are unaware of certain features.

Puremix has a lot of concepts from video tutorials to audio toolbox and chat for the community.

According to user testing sessions, people don’t understand what is Puremix.
The videos library is not being kept up-to-date, which results in painful searching.
Puremix has multiple products, but it's unclear how they're related to each other.
Paying customers are unaware of certain features.

Decision

We started by reviewing the user experience and organizing Puremix features in a clear way. Then, we worked on improving our value proposition, making videos more engaging, and highlighting Puremix services such as plugins bundle and collaboration system for audio engineers to keep our members coming back.

Process

The Puremix project journey involved making critical decisions to advance product development.

In terms of video selection, we established clear criteria to prioritize essential information such as titles, mentor names, music styles, and distinct visual identities per category. This streamlined the user experience and made content discovery more intuitive.

For content strategy, we separated free and pro content to cater to different user segments while also incentivizing upgrades. This approach helped maximize the value for both free and pro users while encouraging conversion to premium memberships.

In addition, we undertook a branding revamp to align logos and video thumbnails with platform-specific aesthetics, enhancing brand visibility and recognition.

Takeaways

The culmination of these efforts led to a refreshed website design with improved navigation and categorization. This was complemented by revamped branding elements, resulting in a more engaging user experience that resonated with our audience.

Prioritizing user-centric design and ongoing updates are crucial for sustaining competitiveness in the ever-evolving market landscape.

Momoko Sakamoto

From anywhere 🌏