Music icon, Neil Young, presented an engaging opportunity to enhance the digital reach of his wide-ranging digital archive and song streaming platform, the Neil Young Archives (NYA). My involvement was wide-ranging, including product, UX, revenue strategy, and managing customer support.
Here’s what Joe did for NYA:
Marketing Strategy: Created a comprehensive Go-To-Market (GTM) strategy for the transition from a free to a paid app. Championed product features that significantly increased user traffic and conversions.
User Research / SEO: Provided pivotal insights through user interviews, surveys, and SEO analysis that led to substantial changes to the product roadmap.
Design and Prototyping: Designed wireframes and functional prototypes, which clarified requirements and accelerated time to market.
Product Management: Worked on the evolution of web and mobile apps. Developed user stories, testing plans, and KPIs to streamline the development process.
Here’s what we accomplished:
User Conversion: Strategic product features played a pivotal role in transitioning users from the free app to the paid version.
Stakeholder Relationships: Fostered strong relationships with business stakeholders, record labels, and technology partners, leading to a higher return on capital.
Artist Vision: Helped a renowned artist realize a vision for an innovative product, resulting in a dedicated platform that thousands of his passionate fans continue to use to this day.