Primephonic

Finding the right tone for classical music

Introduction

Primephonic is a Dutch-American streaming service founded by classical music lovers with the ambition to create a better future for classical music.

The team was looking for a product refresh to captivate a younger, more diverse audience of classical music listeners. My objective was to reimagine the platform's potential and establish a tone that resonates with this new generation.

Responsibilities

Research • Opportunities • Prototyping & testing • Brand identity • Design system

Challenge

People have been enjoying classical music for centuries, yet it has often been perceived as a genre reserved for older generations. Primephonic aimed to challenge this stereotype by creating a classical music streaming service that appeals to listeners of all ages, particularly younger audiences.

However, for this younger generation, the platform felt outdated and uninspiring. The content appeared generic, and the music catalog was difficult to navigate. Overall, the user experience lacked the vibrancy needed to engage modern listeners.

Strategy

We defined the exploration around one core idea: ‘Music that moves you’. It speaks to the idea of offering personalised music that is tailored to your tastes and inspires you to listen to more classical music.

Prototyping & testing

Throughout this process, we experimented with a variety of ideas for both the web and app interfaces. We tested numerous design concepts, interactive features, and navigation styles to determine what resonated best with users. This iterative approach allowed us to refine our designs based on real user feedback, ensuring that the final product was both intuitive and captivating. The result was a cohesive and vibrant aesthetic that appealed to existing users while attracting a new, younger audience, redefining how they connect with classical music.

We embraced the idea of 'Music that moves you' and set out to give the brand a complete overhaul. This involved creating a dynamic design system that seamlessly integrated color, typography, photography, illustrations, and layout. Each element was carefully orchestrated to work together like a symphony, enhancing the overall user experience and making it more engaging and visually appealing.

Instead of having classical content feel dark and heavy, we explored a direction that looked and felt fresh and inspiring. A new way to show classical album art that would appeal to both older and younger audiences.

The content navigation was meticulously organized around categories, genres, and moods to ensure an intuitive user experience. As users interacted with the platform, the interface would analyze their behavior and gradually adjust to their preferences. This dynamic system would highlight the most relevant categories for each user and propose new music selections that aligned with their tastes. By continuously learning from user interactions, the platform aimed to provide a personalized and engaging experience, helping users discover new classical pieces and deepen their appreciation for the genre.

Outcome

Crafted to give classical music a modern look and feel, these design ideas explored a product and brand expression that would make Primephonic feel fresh, dynamic, and globally recognizable on any device or platform. The redesign aimed to bridge the gap between the timeless beauty of classical music and the cutting-edge technology of the digital age, creating a seamless and visually appealing experience for users everywhere.

Before Primephonic could complete a redesign, the company was acquired by Apple in 2021. Apple was particularly interested in Primephonic's high-quality music streaming and its unique classical music catalog. Although our innovative design concepts were not implemented, the acquisition allowed Apple to integrate Primephonic’s exceptional features into its own music ecosystem.