“I like being able to get the ideas out quickly… you can’t hold on to music, this helps you get it out”
— DJ Dahi (Produced for Drake, Kendrick Lamar, Dr. Dre, Rihanna)
Serato
2015 - 2018
Transform the way you sample, with one legendary plugin to sync, chop and flip your samples.
Senior UX Designer
DAW Plugin
Introduction
Serato are an iconic New Zealand tech company best known for creating world leading DJ software. Learn More
Serato knew a large percentage of their DJ users also produced music and believed they could leverage existing DJ workflows and technologies to create unique tools for music production. DJs were already creating new versions of songs by mixing two together, changing the pitch and time of tracks and triggering cus/loops to re-order tracks.
My Role
For 3 years I was a member of the UX team at Serato and the lead UX designer on Serato Sample from ideation through to release. I was embedded in product teams working closely with musicians, UX research, product managers, developers, marketing and support in a fast paced agile environment.
Opportunity
Serato’s existing IP and reputation within the DJing ecosystem provided unique opportunities to create a music production product that aligns with their brand identity while appealing to their established audience and beyond.
Leverage Existing IP
Pitch ‘n Time Technology: Serato’s industry-leading time-stretching and pitch-shifting algorithms could be a cornerstone of their music production tools. By integrating these features seamlessly into a Digital Audio Workstation (DAW) or plugin, they could offer unparalleled precision and quality in audio manipulation.
DJ Integration Features: By building on their DJ software, Serato could create a production environment that allows seamless transitions between DJing and producing.
Sound Packs and Libraries: Leveraging curated sound packs, loops, and effects tailored for electronic and hip-hop music—genres where their brand already has credibility—would align well with user expectations.
Hardware Synergy: Leveraging partnerships with hardware manufacturers or developing proprietary controllers that integrate tightly with their software could offer users a tactile and immersive experience.
Expand the Brand Identity
Simplified Workflow for Beginners: By positioning themselves as an accessible entry point for DJs transitioning into production, Serato could design intuitive tools that reduce the learning curve for music creation, much like they did with DJ software.
Collaboration with Artists: Partnering with prominent DJs and producers to co-develop presets, samples, or even hardware integrations can amplify brand credibility in this space.
Goals
Through insights learned by interviewing music producers who matched our personas, we decided to make a plugin that would work within a music producers existing workflow rather than replace it. These musicians already had their own creative processes and we wanted Sample to be another tool in their toolkit. They were already using DAWs (Ableton, Logic, Reason and FL Studio) and had a wide range of midi capable hardware.
Create an additional revenue stream
By utilizing their trusted brand name, technical IP, and deep understanding of music creators, Serato was well-positioned to disrupt the music production space with a product that resonated with its core audience while opening doors to new markets.
Testing
To facilitate meaningful discussions during user interviews, I designed detailed wireframes and developed clickable prototypes. These tools served as a focal point for conversations, enabling users to interact with and provide feedback on early concepts. This iterative and collaborative approach ensured that the design was not only functional but also resonated deeply with the community it was intended for.
We conducted thorough user testing of the working prototype both within the Serato studio and in the creative environments of artists' own studios. This dual approach allowed us to gather valuable insights from diverse, real-world contexts where the product would ultimately be used. Each round of testing provided a wealth of feedback and insights, which we carefully analyzed to refine our designs.
Impact
The success of Serato Sample validated Serato entering the music production market.
Since then they have built on top of the workflows and technologies to create a standalone music making software of their own, Serato Studio. Music production now makes up a large part of their revenue alongside the ever popular Serato DJ software.
Check out some of the videos below to see how our users reacted and some of the ways they have used Serato Sample to create music!