Red Bull

Design and UX for Future Underground music campaign platform

Red Bull

“Tom was really great to work with; we broke the problem down from the user’s perspective, turning high level ideas into wireframed solutions and developing outcomes we could test and validate with users. The process was rigorous, but fast and valuable - a real success.”

Neville Daniel, Future Underground Project Manager, Somethin' Else

1 viral music event, 3 nights and 3 secret acts

Red Bull - Future Underground - an urban music festival to increase Red Bull’s profile in music culture and engage with the creative youth studying and working in London today. Staged over 3 nights, at a secret location in the city, each act would be announced 24 hours before they were to perform. Requiring complex architecture, but a simple, user focused UI, I was asked to design the platform that would integrate with the event.

A website that would change and evolve over 72 hours

A complicated problem to solve - the platform had a series of crucial KPIs. Along with framing the event, it had to continuously engage users on social media, building momentum and anticipation for each night and linking to the viral campaign being carried out around the platform. Each night needed a countdown to the the event. During the event the site would convert to a live streaming player. Following the show it would then automatically announce the next night’s act, and aggregate reviews and news about the previous show.

Iterative, mobile first, user centred design

I worked closely with the product team and the stakeholders at Red Bull, to quickly and iteratively define the user journeys, and develop and refine the architecture of the platform. The site had to be designed, developed and launched in only 5 days. Through fast, iterative wireframing and qualitative user testing, I validated assumptions and pivoted where necessary to ensure the UI was simple and delightful for users. The event was a huge success for Red Bull, and the platform meant each night was packed with users.