OBJECTIVE

To design a music streaming service on the go. In a market where music piracy was an accepted norm and at the time (circa 2011) where 2G was the dominant network. 

ROLE

Founding member of Gaana. Led the design of Gaana App. Taking over design of Gaana across all platforms in 2013. 

GAANA

Gaana, which means music in Hindi, is India's biggest homegrown and most loved music streaming service. A part of Times Internet. 

RESPONSIBILITIES

UX strategy, interaction, visual design, research. 

TIMELINE

Version 1 launched in 2011. To version 5 which launched in 2015. 

RETROSPECTIVE

Gaana 1.0/2.0 - Launched to a million streamers in metro cities with great internet connections. What about those users in smaller cities with not so great network?

Gaana 3.0 - Grew the subscriber base, featuring a brand new interface that was light and fast on 2G networks. Introduced a new subscriber model and free ad-supported tier. Experimented with features like Kareoke. 

Gaana 4/5 - With over 15 million subscribers by 2015 and a massive catalogue of music. What was introduced was a design systems, dark mode and other patterns, with each launch. 

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