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 a suite of features designed to guide artists through the complexities of self-management. I integrated a Habit Tracker and Profile Meter that provide clear to-dos and visual orientation, educating users on what a "booking-ready" profile looks like and encouraging them to maintain 100% completeness to stay competitive.
To combat application frustration, I introduced transparency features within the Festival & Venue Database, a tool that allows artists to access direct contact information for event organizers and reach out to them within the platform. By allowing artists to see if their inquiries were viewed and if attachments were clicked, we provided critical feedback that was previously missing.
Internally, I developed a User Score System to segment the community into diversified subgroups, which enabled us to identify high-potential users and test new product ideas with specific groups before a full rollout.
