Using Product Thinking to build a sustainable music industry in Palestine
I believe that tools and approaches from design and product are useful in capacitating other sectors, so I tested my theory about applying product thinking to a project in the social sector: I created this project with a non-tech team aiming at building a sustainable music industry in Palestine, and exporting Palestinian music to the international music industry.
I believe that tools and approaches from design and product are useful in capacitating other sectors, so I tested my theory about applying product thinking to a project in the social sector: I created this project with a non-tech team aiming at building a sustainable music industry in Palestine, and exporting Palestinian music to the international music industry.
I’ve worked on design projects with many NGOs and non-product teams over the years. One thing I found in common is how much these organizations can benefit from applying product thinking to their work. Applying product thinking can enhance efficiency and move organizations closer to a customer-centric mindset. Being data driven enables them to focus their efforts on outcome instead of output.
A few years ago, I tested my theory about applying product thinking to a project in the social sector. I created this project with a group of non-tech friends aiming to build a sustainable music industry in Palestine and export Palestinian music to an international audience.
Palestine Music Expo (PMX) has been running for 4 years. I have collected so much insight, ran hundreds of experiments, and we have failed and succeeded and failed and succeeded again. Below, I will share how some product practices were applied to build the foundations for the project, and even though a book can be written about this, I have summarized the key points that relate to product thinking and how the team and I continue to use the same methodology to experiment and build towards our mission.
Toot Ard Performing Live at Palestine Music Expo
Growing up in Palestine, my friends and I we were always thinking about why Palestinian music doesn't travel far. What can we do to change that? How come most countries have a music export office but Palestine doesn't? How can we export music outside of Palestine?
We had a few assumptions about why music isn't being exported outside the region, and we had ideas about what we want to build to solve that problem. But before we jumped to ideating solutions, we wanted to know for sure that we are solving the right problem.
Framing the problem
Non-tech projects, especially in the social sector are focused on output. The success of a project is determined by the ability to deliver something within a certain time frame. In product, however, the focus is on outcome. I wanted the team to focus on the problem that we are solving and create the highest impact for our users instead of immediately going into requirements and delivery schedule.
One of the problems we focused on first is:
Musicians living in Palestine have the problem that they cannot export their music outside of Palestine. This makes them feel isolated and disconnected from musicians around the world. Our product should deliver a way for them to export their music internationally and connect with the global music industry.
Validating the problem
Working with a product mindset means that we are aware that everything is an assumption until it has been validated. After framing the problem above, we did some research to validate that we are targeting the right audience and solving a common pain point that they have. We conducted user interviews that gave us insight into possible sources of our problem statement:
Lack of infrastructure: Most musicians we spoke to talked about the lack of access to recording studios and professional equipment. Some said that they can't make money from their music because music isn't considered a real profession.
Language barrier: A large number of musicians said that it's hard to keep up with the international music industry and reach out because they don't speak English fluently. Things that might seem simple like putting your music on streaming services takes on a different form when instructions are not available in Arabic.
Lack of access to the international market: Musicians living in Palestine don't have access to music conferences, networking events, or ways to get in touch and build professional relationships that can push their career forward.
Travel Restrictions: Due to the occupation, Palestinians living in the West Bank have to obtain a permit from the Israeli government if they want to travel. These permits are costly and nearly impossible to obtain.
Now that we have validated our problem, and we have more insight into what is causing it. It was time to run some experiments.
Running experiments to drive growth
I wanted us to focus on experiments that provide real insight that can push us forward. We were in the beginning of our journey and I wanted to make sure that the time that we are spending on experiments drives long-term improvements and are connected to our goals.
We started by ideating on what we can do to address the 5 problems that were uncovered during our user research. For each problem we came up with dozens of experiments we want to run. We used the impact vs. effort matrix to prioritize the experiments and decide collectively which ones to take forward (imagine a wall with colorful post-it notes).
For each experiment we prioritized, we formulated simple “if this then that” hypotheses followed by defining a success metric for each experiment. We really wanted to create change and make an impact locally so our experiments were a bit radical. What helped us think radically and make bold moves is that we weren’t looking to make money and we weren’t constrained by a schedule. Here are some of the experiments we set up during the first year:
If we set up recording studios in refugee camps and train local musicians how to use the equipment, then musicians will be able to record their music. We know we've succeeded if 10 tracks are released using the studio equipment within one year of its creation.
If we create a way for musicians in Palestine to easily distribute their music digitally, then they will be able to reach a wider audience. We know we’ve succeeded if 10 musicians are making income from digital streaming within a year of distribution date.
If we set up a music showcase and invite international music industry delegates to watch bands play, then bands will get the opportunity to network and create connections with people from the international market. We know we’ve succeeded if 5 bands/musicians get a booking, management, mentorship or recording opportunity within one year of showcasing.
Each member on the team was accountable for one hypothesis, while keeping the rest of the team informed. We continuously collaborated with each other and worked through challenges together. To experiment at this scale, we needed the help of the local community, delegates from the international music industry and local businesses.
Collecting feedback and continuous iteration
Experimentation never stops. Even after a product is launched, user behaviors and needs continue to change and there are always improvements that can be made to the product, so it’s important to keep iterating, testing and improving. This is how we approached the work to grow Palestine Music Expo. After the first workshop, we did another one, and then another one, and then numerous additional ones. Each time we collected feedback from our participants, applied it to the next thing we were working on, and made it better.
By the end of the year we were able to combine the workshops with a 3-day event for musicians to showcase their music to international music industry delegates where they are able to network, connect and learn.
Successes and learning
Being in a product mindset allows the organization to work towards creating the highest impact for their target audience. Focusing on experiments that validate our assumptions and making sure we are addressing customer needs becomes prioritized over following a schedule to deliver something that might or might not be impactful.
We have been running Palestine Music Expo for 4 years. Through experimentation, cross-functional collaboration and validating our assumptions and ideas, we have achieved more than we thought we could, and will continue to experiment on the way to building a sustainable music industry in Palestine. Here are some of our achievements:
“This is the most significant and important initiative that I’ve seen come to Palestine in the past 10 years.”
12
Bands got booked for tours or performances for international festivals.
68
Live music showcases were performed on PMX stage over the three years.
13
Workshops and panels about music production, booking, branding, marketing, management and songwriting.
5
Bands got signed to release their new albums with companies in UK and UAE.
154
Music industry professionals visited Palestine and participated in events.
6
Individual 1-1 mentorship programs on various music industry topics like music law, artist management, and booking.
“PMX has been our international amplifier. During the showcases and workshops we met amazing professionals who have become our team members. PMX was exactly what we needed to export our music worldwide and to get an opportunity in the international scene.
”
Ramallah becomes an official UNESCO Music City
PMX Provided support to the city of Ramallah and the mayor’s office in its bid to become a UNESCO ‘music city’ in 2019.
Bringing Copyright law to Palestine
PMX is collaborating with minister of culture, and several music industry and music law experts to create copyright law in Palestine.
Digital distribution
Palestinian musicians are now on streaming platforms worldwide (Spotify, Apple Music, Anghami, etc). Learning how share their music with a wider audience and how to make money from streaming.
Paved the way for many great festivals in Palestine and the region
PMX created a blueprint of what a festival could look like in Palestine and what impact it could have, especially economically.
Publishing and sync opportunities
Collaborating with a publishing and sync company (Levantine Music) that specializes in promoting Middle Eastern music internationally.
An empowered community
As a result of continuous collaboration between PMX and local artists, we were able to build an empowered community of young musicians that work together towards a better future.
In the news:
The Rise of Palestinian Pop
The musicians shaking up the occupied territories
Read on The Guardian →
UNESCO designates 66 new Creative Cities, including Ramallah
How this Palestinian music festival is breaking down barriers
Palestine Music Expo aims for international attention
Lost in music: How Palestine's forgotten songs got rebooted
Some Visuals
In addition to leading the team through planning and implementing the project, I also designed all the visual collateral for the showcases and the venue. This included posters, flags, banners, lanyards, workshop materials, information booklets and t-shirts.
Bringing women together for conversations that matter
Quilt is an early stage startup that Quilt provides a way for women to connect offline. It enables women to open their homes to connect, build friendships and learn from one another.
I joined the team in January 2019 as Product Design Lead. My role in the first 6 months was to lead the design of the product from concept to launch. After the product launched, I started working with different stakeholders on optimizing various parts of the user journey, and identifying growth opportunities.
The piece below is a case study about the work itself and how to approach each stage of the growth funnel as a product designer.
Quilt is an iOS app that brings women together to talk about any topic they like, in a safe space through facilitated conversation. I worked with Quilt to design, build and launch their first iOS app.
Context
Quilt is an early stage startup that Quilt provides a way for women to connect offline. It enables women to open their homes to connect, build friendships and learn from one another.
I joined the team in January 2019 as Product Design Lead. My role in the first 6 months was to lead the design of the product from concept to launch. After the product launched, I started working with different stakeholders on optimizing various parts of the user journey, and identifying growth opportunities.
The piece below is a case study about the work itself and how to approach each stage of the growth funnel as a product designer.
My Role
Lead Product Designer
Wireframes, Prototyping, Facilitating User flow workshops, Instating usability testing, Creating a design process, UI Design, Building the Design system, Creating frameworks for non tech team to run product experiments, Collaborating with PM and Leadership on product roadmap
Team: 1 designer, 3 developers, 1 product Manager
The Problem
Of the 169 million women in the U.S., 75 million are in the workforce with an average salary of $45k per year. Access to daily connection, networking and professional development doesn’t exist for these women. Quilt creates a cohesive and offline experience that decentralizes access for professionally minded women, so they can connect and support each other.
My work at Quilt is divided into two phases, the first is designing and building the product, and enabling the team to ship a product to market and the second is identifying opportunities for growth. This case study gives an overview of both of these aspects.
Designing the product
User journeys, workflows and creating alignment with the team.
When I joined the team, they have already identified user personas, so the next step for us was mapping out the different stages of the user journey and aligning on which actions our users would take to accomplish the goals that we have set.
To create a shared understanding over the main actions that users should take, I facilitated multiple user flow workshops across different teams and stakeholders to create alignment and get input from everyone on the team.
App Architecture
After going over the major flows in the app and aligning the teams with primary actions that our users would go through for version 1 of the app. I created the information architecture and low-fi concepts for each flow. The I collaborated with developers to scope out the work ahead and prioritize it.
Usability Testing and Low Fi Prototypes
I tested the usability of the app’s main actions by using a quick prototypes that users can click through to complete tasks. The success of the design was determined by completion rate for each task given and how long it took to complete. Here is an example of what the prototype looked like for the onboarding flow:
The App
Browse Events
Users are able to browse events they are interested in through the Calendar view and the Map view.
In the Calendar view, they can filter for specific categories they are interested in like “Career” or “Growth and book any event they like.
Through the map view, users can browse events in their neighborhood and book something that is near them.
Book & Pay
After choosing the event they like, users can either accept an invitation or pay for the event they want to attend.
In the event details page, user can see details about who is attending the event and who is hosting it. More information and the degree of involvement in the community is shown in the profile view.
Connect Online, Attend Offline
After attending the event offline, users can continue to connect with the new people they’ve met through the app.
Building the Team Dashboard
The team dashboard provided a quick view of engagement and gave insight into how our events are performing. The dashboard helped the team track and manage events and it enabled admins to get qualitative data that help the business grow.
Identifying Growth Opportunities
In the second phase of my work at Quilt, I lead the team in Identifying the metrics that will move the business forward. I started working with the different teams in each part of the user journey to experiment, test and increase conversions.
Discover: How can we increase the number of app downloads?
I worked with the marketing team to increase conversions at top of the funnel. One idea we had that worked was hanging stickers on sunset boulevard at night when everyone is sleeping. Each member of the team got 100 stickers to hang in their neighborhoods.
We saw a +10% increase in downloads that week.
Continuous Iteration, design based on data
Products are never finished, especially because user’s needs change over time. One of my areas of focus at Quilt was continuous usability testing where I would prototype new ideas quickly and test them with our users so we can validate the ideas before moving forward. This allowed us to improve and iterate on existing features based on data and insights.
Working with teams
Working with non-technical teams to approach Quilt with a product mindset.
Advocating for different team’s perspectives and aligning everyone on user’s needs and business needs.
Collaborating with stakeholders on feature prioritization, business strategy and product roadmap.
