In May 2012, a group of user experience (UX) designers traveled to New Orleans, LA at their own expense to do something that has never been done before: Use design thinking principles to invent new business and social service models for the local music community. As one of two teams during the 2012 UX for Good event, this team's challenge was: How can we re-arrange the elements of the New Orleans music scene so that artists there can survive and thrive in a digital economy? The design brief: http://www.theinsightlabs.org/interview/raise-the-roof The "Raise the Roof" team included: Carolyn Chandler UX Director, Manifest Digital @chanan Bill DeRouchey UX Consultant @billder John Kenny Strategic Planning Director, Draftfcb @johnxkenny Jason Kunesh UX Director, Obama for America @jdkunesh Jodi Leo Director of UX, Bolt | Peters @jodify Mark Wills Interaction Designer, Hattery @markandrewwills Brian Winters Associate UX Director, Manifest Digital @bwinters

1. UX for Good
Raise the Roof

2. Our challenge
Our challenge

3. Our challenge
How can we re-arrange the
elements of the New Orleans
music scene so that artists
there can survive and thrive
in a digital economy?

4. Our challenge
Who we talked to

6. Our challenge
Insights

7. 8.8 million tourists
support 4,500 musicians.
Average annual income
is $27,000.

8. Music is almost
too pervasive.

9. Little support system
for musicians.

10. The music scene
is hyper-local.

11. Musicians can’t
define “success.”

12. Curators drive
awareness.

13. Management is a
thankless job.

14. Our challenge
Overall theme

15. Create tools for
better band
management.

16. Established
managers avoid
acts that gross
< $500k.

17. Artists don’t value
business time.

18. Artists live
a cash life.

19. Managers need
support.

20. Our challenge
Our concepts

21. 1. Discovery app
2. Local support
3. Fitbit for managers

22. Our challenge
1. Discovery app

23. Problem this tackles
How can curators promote
their favorite artists/bands?
How can fans discover music
and reward musicians?

24. Principles
Reward the curators.
Help tourists find music.
Increase musician revenue.

25. Concept
A phone app to discover new
music, managed by local
curators. Fans can find new
music nearby, and
financially support their
favorite artists.

26. How can we increase
musicians income?
1. Increase the overall
number of tourists
2. Increase the number of
tips per tourist

27. Poor publicity depresses visitor numbers

28. $5 more from each tourist
could additional $10,000 to
a musician’s annual income,
from $27,000 per year to
$37,000 per year.

29. The tourists have the money
and the technology to share
their personal pride in
incredible visit to an
amazing city where the
musicians are central to the
experience.

30. Channel Existing Behaviors
- Tourists check in and share
- Critics and fans review
- Bar owners promote

31. Follow musicians first not clubs.
Organize visits into sharable content.
Crowdsource support for NOLA music.
Donate in a one step act. Remove the
decision about how much to give.
Share the live music experience
globally.

35. Our challenge
2. Local support

36. Problem this tackles
How do you bring the
industry to the musicians
and preserve the hyper-local,
word-of-mouth tradition?

37. Principles
Play. Grow musically.
Network. Honor and bridge
the hyperlocal community.
Learn. Create business skills.

38. ECOSYSTEM
HYPER LOCAL INDUSTRY
- street - Not here!
- word-of-mouth
- traditions (habits)
[BUSINESS STRUCTURE]
musicians radio booking agents
managers radio
CREATING MUSIC
fans
technology labels
support systems promoters

39. Concept
Meeting musicians
where they are.
A mobile resource Tech-savvy driver
center
dedicated to
building and
promoting
musicians online.
Capturing and
posting real-time
content.

40. A center to match
musicians with
mentors and business
partners.
A place to teach up
and coming business
managers and
booking agents.
A place to develop a
unified voice for
musicians in local
policy.

41. Hosts jam & learn
sessions.
Held by musicians
who learned at the
center.

42. Our challenge
3. Fitbit for managers

43. Problem this tackles
Help musicians and business
managers better understand
the overall health of their
business.

44. Principles
Teach new managers.
Help artists find managers.
Help them communicate.

48. Thank you!