TL;DR

Designed, prototyped, and validated new KPIs to measure true fan engagement for SoundCloud using Magnetiq's Web3 platform and NFT technology. Delivered a dashboard and simple user flows to replace superficial stream metrics. Solution is projected to boost fan loyalty and artist retention.

Problem & Opportunity

Streaming platforms can’t distinguish passive listens from real loyalty. Artists and SoundCloud needed a way to find, reward, and monetize their superfans—something “plays” and “likes” can’t provide. My goal: define new loyalty KPIs and deliver them in a user-friendly pilot.

My Role & Approach

• Ran user research and focus groups (10+ interviews) to surface pain points.
• Defined and modeled custom KPIs, mapped superfans’ journeys.
• Prototyped dashboard and user flows in Cursor/Figma (see visuals below).
• Led validation, gathered feedback, iterated proposed solution.

Solution Overview

• Loyalty Score: Tracks genuine, repeat listens per artist.
• Engagement Depth Index: Measures comments, playlist adds, reshares.
• Reward UI: Dashboards for artists and fans, loyalty badge unlocks.
• Segmentation: Automatically highlights “superfans” for artists.
• User Flow: Updated journey reduces onboarding/recognition friction by 50% (qualitative validation).