To The Beat of Their Own Drum.

YamahaDTX needed a new, modern way to market their electronic drums while deepening customer engagement with their community.

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Together, let’s make cool products even cooler.

The Challenge

Yamaha DTX Drums is a electronic drum line that enjoys a large community of impassioned performers, composers and drum enthusiasts. Yamaha needed to have a single resource to communicate artist news, product information/resources – and most importantly, provide users and Yamaha Support a way to openly discuss, collaborate and create.

They needed a look and feel that was aligned with the cool factor of their drums. And seriously – what’s cooler than electronic drums?

The Solution

We needed to fully understand the products and the users, as well as understand other potential audiences to best provide an encompassing experience for all users. Users aren’t all looking for the same things: they may simply want to learn about a product, while others will wish to attend a webinar or event. Some will wish to be fully immersed in the digital experience and contribute content.

To enable this community, we created a social forum putting the user at the center. A user can share their creations, help others or interact directly with Yamaha professionals to ensure a seamless product experience. YamahaDTX.com provides the different functionality needed for all users and at all levels of interactivity.

How We Got There.

We’ve worked with the YamahaDTX for several years, across two different refreshes of their digital. However, things change quickly with such forward thinking technology, so we needed to revisit the existing market needs and wants. Through Discovery, we were able to understand the most immediate objectives of the brand and develop a strategy to keep the users in the center of the entire experience.

Through personas, we were able to define the different types of musicians: learners, performers, educators, and enthusiasts – and wireframe the project to ensure the site would give the different users exactly what they need.

Competitive and content analyses led us to knowing what works well, what needs tweaking, as well as the data-driven approach to understanding what the market was telling us.

Lastly, having a site that can be easily updated was incredibly important. New pages, sections, and content can be updated easily and seamlessly, without technical intervention. The result – a digital platform that can keep pace with the demands of a technology-driven product line.