Product Engagement & Growth at gigmit

During my 2.5 year tenure at gigmit, Europe’s leading live music booking platform, I worked closely with the Product Director to shape the roadmap for a community of 200,000+ artists and promoters. My focus was on bridging the gap between user-centric design and business-driven growth.

Timeline

05/2020 - 10/2022


Disciplines

Product Management, UX Research & Design


Software

Figma, Miro, Amplitude, Hotjar

What was the challenge?

We wanted to transform the platform from a database or marketplace-like tool also more into an active, supportive tool for artist growth. We needed to increase platform engagement and demonstrate tangible value to artists, ensuring they remained active and kept their data updated for concert promoters.

Research & Insights

Over the time I conducted surveys with over 1000+ Artists and interviews with more than 100 artists to identify their core struggles and needs. The research revealed that the majority of users were self-managed artists in the early stages of their careers who lacked professional management structures. We found that this lack of "platform mastery" led to incomplete profiles and underutilized opportunities.


Furthermore, we identified a major source of frustration: the "black hole" of applications. Artists were discouraged because they never received feedback on whether their profiles or applications were even being viewed.

The key insight: users needed a guided, educational experience that defines what a "booking-ready" profile looks like and rewards consistent engagement to increase their chances of securing gigs.

Solution & Impact

To address these insights, I concepted and implemented features designed to guide artists through the complexities of self-management. We integrated a Habit Tracker and Profile Meter that provide clear to-dos and visual orientation, educating users on what a good profile looks like. This strategic guidance led to an increase in profile completeness, as users were encouraged to maintain 100% data quality to stay competitive.

To combat application frustration, we introduced transparency features within the Festival & Venue Database, allowing artists to track their inquiries and see if attachments were clicked, effectively closing the feedback loop that was previously missing.

The impact of these features was immediate and measurable, resulting in a 20% increase in gig applications and a 10% rise in daily active users. Furthermore, the improved user experience and clearer value proposition led to a 5% uplift in membership conversions. Internally, I developed a User Scoring System to segment the community into diversified subgroups. This provided a comprehensive overview of the traits of our most active and inactive users, enabling us to conduct targeted tests for specific segments and validate new product ideas with high-potential groups before a full-scale rollout.

To address these insights, I concepted and implemented features designed to guide artists through the complexities of self-management. We integrated a Habit Tracker and Profile Meter that provide clear to-dos and visual orientation, educating users on what a good profile looks like. This strategic guidance led to an increase in profile completeness, as users were encouraged to maintain 100% data quality to stay competitive.

To combat application frustration, we introduced transparency features within the Festival & Venue Database, allowing artists to track their inquiries and see if attachments were clicked, effectively closing the feedback loop that was previously missing.

The impact of these features was immediate and measurable, resulting in a 20% increase in gig applications and a 10% rise in daily active users. Furthermore, the improved user experience and clearer value proposition led to a 5% uplift in membership conversions. Internally, I developed a User Scoring System to segment the community into diversified subgroups. This provided a comprehensive overview of the traits of our most active and inactive users, enabling us to conduct targeted tests for specific segments and validate new product ideas with high-potential groups before a full-scale rollout.

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