Treeo
A music education mobile app that revolutionizes the art of practicing and transforms an isolating experience into a social one.
Challenge
Establish an MVP and GTM strategy that would position the app for adoption among key decision makers and early advocates. To transform the isolating and ambiguous student task of practicing, tracking practice, and progressing, into a highly motivating experience based on data, educational foundations, social incentives, and designing specifically for Gen Z users. On the teacher side, we addressed the challenges of motivating students, tracking assignments, increasing low interaction, and improving the general performance of the majority/middle percentiles of students.
Onboarding and Retention
70% of new users on digital music learning platforms drop off within the first month without completing a course/module. (Source: Yousician Annual Report, 2023)
Impact of Interactivity
Interactive platforms (e.g., real-time feedback, gamification) increase lesson completion by 35% compared to static video-based instruction. (Source: Berklee College of Music x Coursera Study, 2021)
Mobile UX Usage
Platforms with optimized mobile UX see 40–60% higher daily active use than desktop-first platforms. (Source: Simply Piano / JoyTunes UX Data, 2022)
Motivation
Learners using gamified music platforms (e.g., leveling up, badges, streaks) showed a 54% increase in weekly practice frequency over 3 months. (Source: Yousician Internal UX Study, 2023)
Focus Areas
Product Research: Customer interviews, competitive analysis, market analysis, feature feedback
Prototyping: Clickable prototypes and interactions demos
Product Strategy: Requirements gathering, roadmapping, MVP planning, future feature delivery
Product Design: High-fidelity designs
Supporting materials: Pitch decks, proposals, test plans
Impact and Deliverables
Three presentation/pitch decks focusing on user/customer segments: Administrations, Teachers, Students.
A validated MVP design focused on a mobile, gamified, social driven experience.
High Fidelity Designs focused on an MVP experience, and additional designs for future iterations.
Requirements planning conducted and user stories documented for MVP product.
Dozens of interviews and outreach conversations held with teachers, admin, and experts.
Product Research conducted to validate/invalidate product/feature fit, market fit, customer fit/interest, user incentives, pain points, and GTM
Product Strategy for conducting R&D and validation, validation of economics and sales strategy
Disclaimer: All work described in this case study reflects my personal contributions, approach, and impact. I do not claim ownership of the final product, intellectual property, or any work for hire produced by the organization or team. This case study is intended solely to illustrate my role, decisions, and outcomes within the project.
