Melodics Digital Design
Web Design
Creative Direction
Conversion/Performance design
UX Design
UI Design
Animation
Video + Photography Production
Illustration
Context
Melodics is a global music education platform that teaches users to play keys, pad controllers and drums through structured interactive lessons and real-time feedback.
During my time as Creative Director, the website became one of the most important acquisition channels for the business — responsible for introducing the product, communicating the value of the curriculum, and converting visitors into trial users.
Problem
The existing website needed to better communicate:
the value of the product
the breadth of the curriculum
the onboarding path into the free trial
Like many SaaS platforms, Melodics had a complex product offering spanning multiple instruments, learning paths and subscription tiers.
The challenge was to simplify the story and guide users through a clearer journey from awareness → trial → subscription.
Approach
I approached the redesign as both a brand and conversion problem.
The work focused on:
simplifying product messaging and aligning it to persona and need states
improving page hierarchy and user flow
highlighting the learning experience and outcomes
designing clearer calls-to-action for trial signup
Working closely with product and marketing teams, I helped align the website with the broader growth strategy and marketing funnel.
Execution
The project involved redesigning key parts of the marketing website and building scalable page components for ongoing experimentation.
Key elements included:
redesigned landing pages focused on product benefits
clearer visual hierarchy and navigation
stronger calls-to-action tied to the free trial
improved storytelling around the learning experience
scalable design systems & CMS adoption for faster marketing content
The new structure allowed the team to quickly create new pages and campaigns while maintaining consistency.
Outcomes
The improved website experience helped support Melodics’ ongoing growth and marketing efforts.
Key impacts included:
increased conversion on all updated landing pages: Between 4% - 13% increase CVR to download.
increased conversion on all partnership pages in 2019.
added an additional 5% to conversion in a recent test with the newest partner template design.
brand identity and experience improved significantly.
Trustpilot rank up from 3.1 to 4.7 out of 5. Trustpilot ranking added to headers, driving a 2% uptick in conversion to download.
complex pricing page and subscription flow implemented with no loss of conversion.
Google ranking increased hugely on critical landing pages, with our drums page rising from page 3 to the 4th on the list.
improved load times with better processes around rich media.
stronger alignment between product, marketing and creative teams
