Fender Collections
Off-path learning content designed to inspire exploration and deepen user engagement through themed collections.
The Overview
Fender Play introduced the "Collections" feature to improve user experience by organizing existing content into themed learning opportunities. The goal was to empower users to explore at their own pace while increasing retention and engagement on the platform. The challenge was to design a feature that not only fit seamlessly within the existing Fender Play ecosystem but also reflected the brand's iconic identity. This involved creating a user-friendly and engaging experience that encouraged users to spend more time on the platform.
PLATFORM
Web, iOS, Android
ROLE
Lead Designer
TIMELINE
4 months
YEAR
2020
Launching from a Multidimensional Starting Point
We began by outlining the core objectives for the Collections feature. The team collaborated on creating detailed user flows that mapped out how users would interact with collections from various entry points—whether via CRM, social media, Fender.com, or directly within the platform.
From Vision to Structure: Crafting the Backbone
We then moved into wireframing, defining the core structure and functionality of the Collections feature. This phase mapped out user interactions, ensuring an intuitive design that allowed seamless access to themed content and learning opportunities. The wireframes set a strong foundation for a flexible, future-ready feature.
Testing: In-House User Feedback
Once we had a solid foundation in the wireframes, we brought users from the Fender Play community in for testing. This marked the first time the entire Fender Play team worked collaboratively on a test plan, and it was a significant shift toward using real-time data to inform our designs. The user feedback was overwhelmingly positive, with many expressing excitement about the new feature, reinforcing our confidence in its effectiveness.
Cross-team synergy for effective testing
This was the first time the whole Play team worked collaboratively on a test plan and brought users in-house. It was an incredible experience to be part of and paved the way towards using data & research to enhance and inform our designs.
Art Direction & Imagery
As I conducted research, I simultaneously worked on exploring various ways to visualize collections imagery. It was the first big initiative to bring color and playful images to Fender Play. I experimented with themed image categories that integrated the latest music graphic trends while referencing the vintage and classic Fender brand. Each image was purposefully designed to be easily edited and converted into templates for creating many images.
The Experience
The MVP version of Collections launched as a multi-functional tool across various entry points. Users could access collections from different touchpoints, encouraging exploration and discovery beyond their typical learning path.
Context of the off-path content
The Collections view allowed users to explore off-path content through themed collections, encouraging discovery beyond their usual learning paths. When users clicked on a collection, they were directed to a detailed overview page that provided a list of related courses, offering a deeper dive into specific topics and expanding their learning opportunities within the platform.
My Role
Design
UI/UX
Art Direction
Visual Design
Creative Direction
Graphic Design
Wireframes
User Flows
Process
Competitive Analysis
Ideation
Prototyping
User Testing
User Research
Strategy
UX Strategy
Qualitative Testing
Product Strategy
Launch Planning
Content Strategy
Audience Research
Core Team
Andrew Seles, Product Design Director
Bill Salvador, Lead Product Designer
Mary Keenan, Head of Education
Charlie McCord, Digital Producer