LegalMusic

Idea

LegalMusic founders came to us with the idea for a web3 platform that would allow NFT-ticketing & coin-minting for music concert organizers & event visitors. The founders had already found an investor to start working on the product on the investors’ technical solutions.

So right from the beginning, we knew the technologies we were going to use and focused on NFTs possibilities such as delayed action as well as their artistic and memorable elements. We also knew that many event organizers face problems with ticket scalping, price gouging, and fake ticket distribution. We knew we could solve these problems with our platform and NFTs.

Research

LegalMusic founders conducted many interviews with event organizers and club owners in their home country presenting our solution.

That’s how we learned that the biggest problem for this audience isn’t fake tickets and internal event purchases, but rather

the lack of engagement and contact with event visitors.

It seemed that they were very hard to retain or contact, so we pivoted and focused on engagement features on our platform that would help keep in touch with attendees.

We advised the founders to broaden their audience & interview people outside their country to validate the idea broadly and see if international audiences face the same problems.

In our experience, validation is the most important part of the initial product stage. So even while we weren’t responsible for this part of the project, we brainstormed a marketing strategy for the platform and formulated 3 main hypotheses:

Hypothesis 01

A platform for event organizers to solve the problems of scalping and ticket forgery.

Hypothesis 02

An engagement tool for deeper interaction between the organizers and visitors of the event.

Hypothesis 03

An emphasis on NFT capabilities, a memorable and collectible component for web3 hangouts.

Hypothesis 01

A platform for event organizers to solve the problems of scalping and ticket forgery.

Hypothesis 02

An engagement tool for deeper interaction between the organizers and visitors of the event.

Hypothesis 03

An emphasis on NFT capabilities, a memorable and collectible component for web3 hangouts.

We also decided to use the developed landing page and mockups for hypotheses check with

Manual search & interviews with web3 community respondents

suggesting all 3 hypotheses to them and checking which one matches their needs best

Paid ads and requests gathering on the site

min 1000 unique users from different geographical locations

As another idea for target audience pivot we thought of

all event organizers, especially from the web3 community. They are more likely to appreciate the perks of the NFT-ticketing & engagement platform.

Solution

The main part of our work on the project was related to developing artifacts to present the product to the market online. Within the discovery stage, we have conducted the following activities for LegalMusic:

Clickable mockups

Presented clickable mockups for the LegalMusic product MVP.

Website & SEO

Created a Webflow-based product website with basic SEO optimization to promote the product to event organizers and visitors.

Deep analysis

Conducted competitors analysis & landing structure.

The LegalMusic founders were very serious about the design of their products, because they needed to represent the underground music culture and, in general, look organic for the industry. That is why we invested some time working on the product to find visual references for the music industry's cryptocurrency services.

Building the app

The final design of the app was created to satisfy both event organizers' and visitors' needs.

Visitors (Users) can easily register in the app by adding their crypto wallet to the account. Once it’s done, all the features of the app are instantly available.

Event organizers can easily start using LegalMusic without a long educational onboarding process.

The list of functionality available in the app

Events gallery (feed & details page)

Purchasing NFT tickets flow

My events, my tickets block in a user account

Creating an event flow with tickets minting

User registration with a crypto wallet

How-to-use guide

User account

Results

Based on all the work done we conducted the evaluation of two solutions development on various blockchain technologies:

We created a landing page for the product, clickable mock-ups, and presented a design prototype.

The founders have chosen to test only one hypothesis, they, as experts in the music industry, believed the most. They validated only the idea of an engagement tool for deeper interaction between the organizers and visitors of the events and did it on their local market only.

After working on the project and seeing that its development has stopped and the product has no active users and waiting lists, we came to such conclusions:

It’s impossible to rely only on your feelings when choosing a hypothesis.

Validate your idea and make sure that it corresponds to the masses. Validate the solution of the confirmed problem afterwards.

Validation of the product is not just artifacts (like landing pages, mock-ups, etc.), but also traffic. Always keep it in mind and have a budget for it.