Challenge

The company I lead is a production music library, which provides a variety of music  compositions available at any time for a license in TV commercials, TV programs, films,  Internet videos etc. The problem we have is that the library was started a couple of years  ago and the way of upload to the system is a little dated. For many of the tracks we are not able to provide enough different versions of the track (like 10 seconds stingers, 30s  versions ready for commercials). This makes our clients leave us as they claim that they  are not able to download the music quickly and they spend hours to adjust it to their  productions. It's a very small company and thus we are starting to lose our place in the  market which can be dangerous for our existence in the market.

Selection

We have chosen a 4. Learning Launch design tool in order to test the possibilities and the  ideas that we have with a small group of our existing clients. A Learning Launch is tool  which in a short period of time and with a method of small steps can help us find out with a small test group what works and if the chosen amendments to our system would work in  the future for a larger group of clients.

Application

We developed a new way of obtaining the different versions of music files through our site, we have made available different versions (up to 6 per track and additionally at a small  cost we added the possibility to download the stems - which are separate files for all the  instruments taking part in the music recording). We have tested it on 50 most popular  tracks that we have in our library. We have made the changes available for a small group  of our clients (15), who we find the most experienced and professional, as they have  worked in the industry for a long time and they have had experience with many  different  companies in the industry. Additionally we have asked our two colleagues who used to run  a similar company which was very sucessful and was acquired by a bigger company and  they swiched the business a little. The group of total of 17 people had the new search  engine and the new V2 version of the site available for test for two weeks. Then we  gathered the feedback which tourned out to be very positive.

Insight

This tool turned out to be very effective. Thanks to the fact that we asked the professionals and experienced industry personas we found out about some additional potential  amendments that would help us grow. We gathered very positive feedback about the  changes that we have made which allowed us to invest more into further development of  this tool and implement it on a bigger scale. Even though at the beginning I wasn't entirely  convinced about asking the clients about the changes which are just a test, the amazingly  valuable insight that we have revceived has opened my eyes in the matter of how the  design thinking and different tools that it provides can help us quickly grow our company  and get out of a hard situation.

Approach

The next time we might want to consider taking even smaller steps in order to avoid  spending too much money on that kind of a big launch. In case that the test phase would  turn out to be unsuccessful, the risk that we have taken might have turned out a little too  big. If we had a chance we would also want a slightly larger test group for another  innovations that we would like to make in our company.


Challenge The company I lead is a production music library , which provides a variety of music compositions available at any time for a license in TV commercials , TV programs , films , Internet videos etc . The problem we have is that the library was started a couple of years ago and the way of upload to the system is a little dated . For many of the tracks we are not able to provide enough different versions of the track ( like 10 seconds stingers , 30s versions ready for commercials ) . This makes our clients leave us as they claim that they are not able to download the music quickly and they spend hours to adjust it to their productions . It 's a very small company and thus we are starting to lose our place in the market which can be dangerous for our existence in the market . Selection We have chosen a 4 . Learning Launch design tool in order to test the possibilities and the ideas that we have with a small group of our existing clients . A Learning Launch is tool which in a short period of time and with a method of small steps can help us find out with a small test group what works and if the chosen amendments to our system would work in the future for a larger group of clients . Application We developed a new way of obtaining the different versions of music files through our site , we have made available different versions ( up to 6 per track and additionally at a small cost we added the possibility to download the stems - which are separate files for all the instruments taking part in the music recording ) . We have tested it on 50 most popular tracks that we have in our library . We have made the changes available for a small group of our clients ( 15 ) , who we find the most experienced and professional , as they have worked in the industry for a long time and they have had experience with many different companies in the industry . Additionally we have asked our two colleagues who used to run a similar company which was very sucessful and was acquired by a bigger company and they swiched the business a little . The group of total of 17 people had the new search engine and the new V2 version of the site available for test for two weeks . Then we gathered the feedback which tourned out to be very positive . Insight This tool turned out to be very effective . Thanks to the fact that we asked the professionals and experienced industry personas we found out about some additional potential amendments that would help us grow . We gathered very positive feedback about the changes that we have made which allowed us to invest more into further development of this tool and implement it on a bigger scale . Even though at the beginning I was n't entirely convinced about asking the clients about the changes which are just a test , the amazingly valuable insight that we have revceived has opened my eyes in the matter of how the design thinking and different tools that it provides can help us quickly grow our company and get out of a hard situation . Approach The next time we might want to consider taking even smaller steps in order to avoid spending too much money on that kind of a big launch . In case that the test phase would turn out to be unsuccessful , the risk that we have taken might have turned out a little too big . If we had a chance we would also want a slightly larger test group for another innovations that we would like to make in our company .