Problem Space

Why is it so difficult to discover new music in your local scene?

Our lives are filled with a seemingly endless array of entertainment options. Streaming platforms use revenue driven algorithms to deliver shows, movies and music to our tvs, computers, tablets and smartphones. How do we break free from the digital monoculture and connect with new and exciting artists? 

Project Goal

Create a live music events app that provides fans with personal recommendations, curated content and an intuitive, multifaceted search in cities across the country while promoting and empowering local and independant artists, small venues, DIY and other alternative event spaces. 

The Concept

Every music fan needs a Virgo in their life. We are hard working, detail oriented, reliable, perfectionists who love to make an informed decision. Amazon, Apple and Spotify algorithms will only generate surface level results. Go deeper with Virgo and discover your next favorite band or new go-to venue.

Finding the Inspiration

“I am a Virgo to a T! I like to think outside the box. I don’t believe in the answer ‘no.’ I am extremely driven and extremely critical — sometimes overly critical. Sometimes it is one of the things that I have to work on. I am a control freak. I pay attention to details. When I do something, I do it 100 percent. I have high expectations of myself and expect the same thing of everyone around me. I’ve always been that way. I am all or nothing.” 

— Beyoncé (Queen of the Virgos)

Who are the users?

City Dweller College Student Young Professional

Journey Map

Sadly, the user journey of an aspiring concert goer is all too often a slow and inevitable downward slide toward giving up and staying home or doing something else altogether.

User Research

Concert Goers: 4 Key Takeaways

Time

They don’t have the time or the tools to adequately research and discover new music.

Where to look

They are interested in exploring their local music scene, but don’t know where to start.

Bring a friend

They want to share the concert going experience with a close friend or friends.

Authentic

They enjoy supporting local artists & find those experiences to be more meaningful. 

Mid Fidelity Wireframes

virgo’s robust & intuitive search engine sets it apart 

Know what you’re looking for?

Cut to the chase and do a direct search…

Are your favorite artists performing soon?

Find out in your personalized Virgo feed…

In the mood for a certain style of music?

Search concert listings by genre and satisfy

your craving!

Perhaps you just want to know what’s

going on nearby?

Browse concert listings of venues in your neighborhood!

Logo & Branding

Above are my initial sketches of Virgo logo concepts. The "Virgo Rising" design was under serious consideration, but ultimately I was drawn to the "i" and the potential of genre based iterations. I would also like to shoutout my neon Sharpie set for inspiring the palette.

The Virgo “i” is an androgynous figure that represents the virgo inside all of us. It is ready to be outfitted with instruments & accessories to bring the 16 sortable virgo genres to life.

The “i” can be rendered in primary virgo blue or any of the 4 secondary colors.

Virgo

Blue

Groovy

Green

Funky

Fuschia

Melodic Mandarin

Electric

Lemon

Virgo Vibes

The 16 genres are divided into 4 "vibes"

Blues

Country

Folk

Jazz

Electronic

Hip Hop

Pop

R&B / Soul

Indie

Metal

Punk

Rock

Classical

Latin

Prog

Reggea

FRESH

UNIQUE

ORIGINAL

BOLD

Art imitating life...making art...

Wielding the sax with deadly precision, the “Sexy Saxophonist” leans into a sensual solo.

The Sexy Saxophonist

Soulfully floating above the groove, the “Soul Singer” takes hold of the mic and belts it out.

The Soul Singer

The Smasher

Swinging the axe with reckless abandon, the "Smasher" bruttaly destroys another guitar.

The Mad Scientist

Swirling in a sea of analog synthesizers, the “Mad Scientist” masterfully conducts the chaos.

Typography

Photography

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Virgo strives to capture the spirit of our musicians, whether that is on the stage, in the studio, behind the scenes or striking a pose. The common denominator is an emotional resonance or "reverb" if you will.

High Fidelity

Onboarding

Discover Your Virgo

Genre Search

Artist Search

Event Card

Profile - My Artists

Profile - My Genres

Final Thoughts

My mission in designing Virgo was to build a better live music discovery platform that empowers independent artists and spaces, and provides users with a powerful new tool to help push past the ordinary. I am happy to report that based on user testing and feedback, I was largely to able to deliver on that promise. Moving forward, I hope to expand on the venue search functionality to include a larger array of filter options. Though, the perfect balance of simplicity and utility can be elusive. For now, Virgo exists as a passion project in the form of a high fidelity prototype, but I'd love to see it come to life someday!