MIXX
Building a Media Tech Platform for Music Lovers.
Year:
2024
Timeframe:
Ongoing
Tools:
Figma, Capcut, Procreate, Instagram
Category:
Product Strategy
01 / OVERVIEW
To keep people in the MIXX with all things Hip Hop, R&B, and culture. #StayintheMixx
MIXX is a personalized, centralized platform for music enthusiasts to stay current on their favorite artists and discover new ones — surfacing what's trending alongside the specific information fans actually want. I led operations strategy, product design and development, and user research and usability testing for the MIXX mobile app, along with business cards and other curated touchpoints across the platform.
02 / PROBLEM
Hip-hop and R&B culture has no central hub for music lovers
The Hip-Hop and R&B community is siloed across subgenres and niche circles, making it hard for fans and artists to connect meaningfully. News, music, and updates live scattered across countless platforms, leaving audiences overwhelmed and under-engaged, with no central hub bringing the culture together. And today's audiences want more than content — they're looking for genuine interaction, direct access to artists, and a community-driven experience that celebrates the heart of Hip-Hop and R&B.
03 / SOLUTION
A centralized platform built from fan, artist, and industry research
I started with human-centered research — interviews and surveys with Hip-Hop and R&B fans to understand their habits and frustrations, interviews with artists to identify their creative needs and engagement gaps, and interviews with industry professionals to uncover systemic challenges and opportunities. From there, I built out curated MIXX content: exclusive podcasts, video interviews, and multimedia storytelling; artist-led discovery and commentary that centers authentic voices; and social content that sparks conversation and keeps fans engaged. The result is the MIXX mobile app — a centralized hub for artist discovery, content, and real-time engagement, built for community and powered by culture.
04 / OUTCOME
3M+ impressions across Instagram and TikTok since launch
Since launch, MIXX has generated 3M+ impressions across Instagram and TikTok — early validation for a centralized, community-driven approach to Hip-Hop and R&B culture.