Distro 2.0: Web Platform

The distribution flow before and after redesign

0×Flow completion after launch

0Moderated artist interviews behind it

Before/after comparison, not an A/B test. The new flow starts one step earlier and adds guidance screens, so the two flows aren't perfectly like-for-like.

Problem

On web, every UnitedMasters release starts in the submission flow, and most artists who started it never finished.

The old flow hid requirements until something failed, threw generic warnings with no fix, and packed metadata, artwork, and pricing into one dense page.

Original distribution flow empty state with minimal guidance and drag-and-drop upload — The old flow opened with a sparse upload screen offering no structure or context

Original upload success screen showing low quality warnings and duplicate file entries — Upload success surfaced confusing warnings without clear remediation paths

Artwork confirmation modal overlaying the upload flow with a requirements checklist — Disruptive modals interrupted the flow without clear context or recovery

Original details form with light theme showing cramped metadata fields and cover art — The old details page crammed metadata, artwork, and pricing into a single dense view

Original split pay screen with light theme showing basic collaborator table — Split pay lacked guidance on how royalty percentages should be allocated

Evidence

UX research ran six 60-minute moderated interviews with artists, comparing static concepts from our design director against the existing flow.

Artists wanted requirements and guidance up front. Artists new to distribution needed more context than experienced ones.

Static concepts can't show how people move through a live flow. The shipped completion rate is the behavioral check.

Decisions

Guidance before the form. Three short screens explain distribution requirements before an artist starts, the top ask from research.

Steps in dependency order. Release details, audio, track details, splits, mastering, date, review. Each step only asks for what it can check.

Blocking errors vs. warnings. A wrong file format stops submission. A low-resolution image only warns. Every message says exactly what to fix.

Solution

Redesigned release details step with cover art uploaded, auto-saved draft, and structured form fields — Release details with cover art preview, draft auto-save, and license verification inline

Review and submit step showing complete release summary with tracks, terms confirmation checkboxes — Review step consolidates all release details for a final check before submission

Upload audio step showing uploaded track with duration, drag-and-drop area, and step navigation — Upload audio with clear track listing, file metadata, and drag-and-drop for additional files

Track details step with release summary sidebar, track selector, and structured metadata form — Track details with inline editing, release summary sidebar, and per-track metadata

Mastering step showing track list with toggle-to-purchase and free credits promotion — Mastering upsell with per-track pricing, membership credits, and clear opt-in controls

Release date step with date picker, release summary, and recommendation banner — Release date with contextual guidance on lead time and DSP review requirements

Outcome

Flow completion more than doubled (2.1×) after full rollout.

Success celebration screen with confetti showing release submitted confirmation and next steps — Celebratory success state with release details, distribution timeline, and clear next actions

Role

Lead designer on the shipped flow, from August 2024 to launch: every screen, state, and error case, the guidance screens, the prototype, and launch QA.

Our design director created the initial concepts tested in research. I worked with the PM, web engineering, and QA through a staged rollout.

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