Yamaha Music Synthesizers are inspiring amazing creativity among their users around the world. Sound designers for film, television and gaming; recording and performing musicians; artists marrying audio and visual – and so many more – are using Yamaha Synthesizers to power their inspiration. But where could they go to connect and share their expertise and passion? They needed an online place to congregate and collaborate.
Working with the Yamaha Synthesizer team, we developed an online community – rich with how-to content, user generated content, and forum/ community collaboration. We were able to deepen relationships with existing clients, while offering content to appeal to new customers – whether seasoned synth professionals are those just picking up the craft. The result – a site that draws ample, highly-relevant traffic. Lastly – we help with ongoing monthly content and editorial work to ensure everything is fresh, and exactly what their customers want.
We kicked off with a half day Discovery session at Yamaha’s headquarters in Buena Park, California. We needed to understand the goals and objectives of Synths, so we went through an extensive Discovery process. After Discovery, we went into personas, which are fictitious narratives of the different types of customers and prospects that illustrates how each should interact with the site. We performed in-depth competitor and content analysis to understand wins, both tactically and strategically. Based on this, a solid digital strategy was created and came to fruition. Our moodboarding exercise ensured all stakeholders were on the same page from an aesthetic perspective. This exercise drove the wireframes, so we could map the personas to a blueprint of the site. With the finalized wireframes, we were able to launch directly into prototyping, combining the design and development process to optimize time-to-market while reducing project time and costs.