2018 - 2022
InMusic
A new era for embedded DJ software. Redefining creativity, streamlining workflows.
Hardware OS + Web
Senior UX Designer
Introduction
InMusic is the American enterprise at the forefront of music hardware/software innovation and owns 20 of the world’s premier music and audio brands.
Our team was responsible for Engine DJ which is an operating system built to power standalone DJ hardware. It’s a strategically important piece of software for InMusic as it powers three of their DJ hardware brands: Denon DJ, Numark and Rane, as well as sharing technology with Akai’s standalone products.
Comprehensive Hardware Compatibility
Engine DJ is crafted to seamlessly support a wide range of DJ hardware, including 15 different devices from renowned brands Denon DJ and Numark. This ensures DJs can rely on robust integration and performance, no matter their setup.
Effortless Creative Control
Unleash powerful effect combinations with ease. Simply swipe in any direction to instantly craft dynamic build-ups, seamless drops, and smooth transitions, putting creative possibilities right at your fingertips.
Expanded Connectivity Options
Enhance your setup with Bluetooth connectivity, allowing you to play audio wirelessly. Additionally, keyboard support offers greater flexibility and control, making your experience more intuitive and versatile.
Enhanced Visibility with Day Mode
Switch to Day Mode for an optimized user interface designed to ensure clear visibility in bright lighting conditions.
Personalized Experience with Engine DJ Profile
Sign in to your Engine DJ Profile to instantly access all your saved settings, ensuring a tailored experience every time you play.
Today, Engine DJ is considered one of the most innovative and forward thinking brand within the industry. Features like Wi-Fi connectivity, streaming service access, on-board analysis, touch FX and over-the-air updates have separated Engine DJ from its competition.
Leading Innovation at InMusic
In 2018, I was invited by InMusic to take on the role of Product Designer and join the senior leadership team with a unique and ambitious goal: to establish a brand-new office in New Zealand. This opportunity involved not only contributing to the company's product design strategy but also playing a key role in shaping the vision, culture, and operational foundations of the new location.
As part of this initiative, I collaborated with global stakeholders to align the office's objectives with the company's overall mission. I also contributed to recruiting top talent, fostering a creative and collaborative environment, and ensuring the office became a hub for innovation in design and technology. This experience was a pivotal moment in my career, blending strategic leadership with hands-on design expertise to deliver impactful results for both the company and its products.
Engine DJ's Industry Perception
At the time we joined, Engine DJ's reputation within the industry was underdeveloped, which was limiting InMusic's ability to drive hardware sales. Despite InMusic's long-standing legacy of creating some of the world's best music hardware, the company had traditionally relied on third-party software integrations, which contributed to the perception of Engine DJ as an afterthought in the market.
Elevating Engine DJ's Industry Standing
As part of the leadership team, our mission was to transform the perception of Engine DJ within the industry. By redefining its value proposition and aligning it with the needs of modern DJs, we aimed to enhance its reputation as a cutting-edge platform.
This strategic effort was closely tied to driving business growth. By emphasizing innovation, usability, and performance, we positioned Engine DJ to boost customer confidence and, in turn, fuel growth in hardware sales. Our approach focused on creating a seamless ecosystem that not only met but exceeded user expectations, fostering long-term loyalty and expanding our market reach.
Rigorous Testing for Optimal Performance
We needed to further explore the needs of our users to create something truely innovative and separate ourselves from our competition. We set up multiple DJ booths, a music production studio and hung lighting throughout our office space.
Our design and development process included extensive testing with clickable prototypes and beta versions. These prototypes allowed us to evaluate user interactions early, gather valuable feedback, and refine the interface for seamless usability. Additionally, beta versions underwent real-world testing by a diverse group of users to ensure reliability, performance, and a smooth overall experience. This iterative approach guaranteed a polished product that meets the highest standards of quality and functionality.
Challenges
Balancing User Needs with Stakeholder Goals
Challenge: Navigating conflicting priorities between users and stakeholders, especially in a company focused on hardware for music creation.
Impact: Compromises may lead to less-than-optimal user experiences or delays in product delivery.
Approach: Employing user research and data to align both parties on the importance of user-centered design.
Designing for Niche Users
Challenge: Creating products for musicians and audio professionals with very specific needs and workflows.
Impact: Missteps in understanding these niche user requirements could lead to low adoption or negative feedback.
Approach: Immersing in the music industry, conducting hands-on usability tests, and collaborating with domain experts.
Hardware-Software Integration
Challenge: Ensuring seamless interaction between physical products and companion software.
Impact: Poorly integrated solutions could result in frustration for end-users.
Approach: Prototyping and iterative testing of hardware-software interactions to refine the user experience.
Keeping Up with Trends in Music Tech
Challenge: Staying updated on rapid advancements in music technology and incorporating them into product designs.
Impact: Falling behind competitors or missing out on innovative opportunities.
Approach: Regularly attending industry events, networking with professionals, and collaborating with tech teams to understand new possibilities.
Cross-Functional Collaboration
Challenge: Coordinating between engineers, marketers, product managers, and others with varying priorities.
Impact: Misalignment could slow down projects or result in a disjointed product.
Approach: Establishing clear communication channels and shared goals from the start of each project.