Ask

Fender asked us to revitalize their apps onboarding and membership strategy, by reviewing the current system and recommending an improved framework that would meaningfully connect with every player while driving engagement.

Business Challenge

Not everyone can commit to becoming a routine player. Different levels of interest, skill, and aspiration leads to players seeking brands that match their values. For Fender, we needed to gain a better understanding of who are players were.

Strategy

Consolidating a bunch of separate consumer research studies into one comprehensive body of work, we updated Fender's Player Personas. To create personas that went deeper than a typical snapshot, we first began by understanding our consumers through larger categories, which we called our "consumer muse." Then we worked to identify players within these categories in great detail.

From players who just wanted to learn guitar to play a couple of chords to those who aspired to perform live, we understood the challenges they would face, the moments that would motivate them to keep going, and all the small moments in between.

At the core of our work, we aimed for the audience to respond to the Fender brand and apps with the kind of confidence that comes from feeling seen, understood, and supported.

Creative Solution

Through personalized communications and a streamlined approach, we gave the Fender brand apps a refresh that would motivate, inspire, and encourage musicians from all walks of life.

From day one of onboarding, our new system would invite each new player into a community they could feel a part of, with easy-to-use modules customizable to every kind of journey.

By creating a fun, positive, and inviting vibe for the Fender brand apps, we gave new players an uplifting place to learn, connect, and explore, and experienced musicians an outlet for self-expression and inspiration.