Making live music discoverable beyond the physical stage.
Moods needed to unite two distinct experiences within a single digital ecosystem: the energetic, colourful world of its live concert programme and the immersive atmosphere of its streaming platform.
The experience had to serve different audience needs, from visitors searching for their next concert to music enthusiasts exploring recorded performances. At the same time, the platform needed to simplify content management and reduce the operational effort required by the internal Moods team.
My Contribution
As Lead UX Architect and Art Director, I shaped the experience architecture and creative direction of the new Moods platform.
I defined the overall information architecture, navigation, user journeys, and interaction model, creating a coherent experience across the concert programme, editorial content, and streaming catalogue.
A central challenge was connecting the physical and digital dimensions of Moods without losing their individual character. I developed an experience concept that uses a bright, expressive visual language for concert discovery while giving the streaming environment a darker, more immersive atmosphere inspired by the feeling of entering a concert hall.
I also helped establish the platform’s visual principles and translated the identity of Moods into a scalable digital design system. Working closely with strategy, design, development, and the Moods team, I guided the experience from early concept through design and implementation.
Outcome
The platform helps users discover music based not only on traditional categories such as genre, event type, or instrument, but also according to the atmosphere they are looking for, ranging from atmospheric to wild. The homepage draws inspiration from the visual character of traditional concert posters, using colourful and dynamic content to promote upcoming events. In contrast, the streaming experience uses dark backgrounds to create a more focused and cinematic environment.
Key Outcome
30% ↗
Website visitors
30%
Marketing resources freed up
10%
Operational resources freed up
The new platform brought the live venue and streaming service together within one consistent digital experience.
The project was recognised at the Best of Swiss Web Awards 2023.