← ALL CASES
[ / ] LOOKING FOR A SPONSOR FOR THIS PROJECT
TAM-TAM
A web service where every concert, stand-up set or street performance doesn’t get lost in a feed but appears on the city map — as a pin that lures the audience in.
event
audience density[ 01 ]
CONTEXT
/ 02
104
Community pages about public events analyzed
/ 01
16
IN-DEPTH INTERVIEWS
/ 03
9/10
HSE GRADE
It would be great to build a web service that helps artists and their audiences find each other
[ WHERE SHALL WE GO? ]
A concept platform for live music and urban art where artists and audiences find each other.
The full product cycle, solo: from 8 hours of customer development interviews to brand identity.
[ Positioning ]
Existing platforms (social networks, community pages) are “for everyone.”
Tam-Tam — a niche product for artists and their fans, driven by its community: events rise to the surface because the community backs them, not because someone paid for promotion.
[ 02 ]
WHAT THE SERVICE ACTUALLY SOLVES
→ ARTISTS’ PAIN
Announcements never reach the audience.
Social media doesn’t guarantee reach. The motivation is there, but not the confidence that anyone will show up.
→ FANS’ PAIN
No idea what to do tonight.
It’s hard to find live local events — emerging artists rarely get written about anywhere.
[ 03 ]
AUDIENCE
Tam-Tam brings together the two ends of one stage — those looking for a live night out in the city, and those who step on stage to be found.
[ WHO’S LOOKING — CITY AUDIENCES ]
01
CITY EXPLORER
Looking for where to head tonight. Wants the city itself to show where life is happening right now.
02
MUSIC FAN
Loves it live. Doesn’t want to miss favorite acts and wants to discover new ones — without dry, confusing listings.
03
EXPERIENCE SEEKER
Wants an evening worth telling stories about. A live experience instead of an endless feed.
04
ROUTE WALKER
Wants to catch not one artist but five on a single walk — right along the way.
[ WHO STEPS UP — THE SCENE’S AUTHORS ]
01
LIVE SOUND
A musician for whom a recording just isn’t it. Wants to play for people and be heard beyond their own followers.
02
SHARP WORD
Poet, stand-up comic, spoken-word artist. Wants a live reaction from the room here and now, not likes under a post.
03
BODY IN MOTION
Dancer, performer, street theatre. Wants viewers who catch the performance right on their route.
04
PLAY AND PERSONA
Puppeteer, immersive and street theatre. Wants to weave their event into the living fabric of the city.
A LIVE SUBSCRIPTION, AND THE MAP SHOWS IT ALL
Viewers subscribe not to an artist but to a type of event. When that kind of performer turns up in the city, a push notification arrives. Attention goes to those who have earned it, and the artist page works as an asset: a showcase of what they’ve already done and a reason to come back.
[ 04 ]
RESEARCH
[ RESEARCH SUBJECT ]
Understand the needs of both sides of the live scene — and the gap between them. Artists want an audience and turn to social media, but social media is “for everyone”: there is no dedicated space for live events. Hence the hypothesis: bring live events together in one place.
9 independent artists — musicians, stand-up comedians, poets, performers. I recruited the artist respondents at the Institute of Contemporary Art in Moscow, where the live scene is thriving. Plus 7 viewers: from devoted fans to people who simply want an unusual night out.
[ FIELD NOTES ]
FAN’S VOICE
“Evenings, I never know what to do — and what’s on nearby isn’t gathered anywhere.”
→ SOLUTION
A map of live events nearby and a “where it’s hot” heat map — an evening planned in seconds.
ARTIST’S VOICE
“I want to perform. But I’m never sure anyone will come — social media doesn’t guarantee reach.”
→ SOLUTION
A live map of performances and geo-push by artist type — no fighting with ad targeting and feeds.
VIEWER’S VOICE
“A donation — yes, if it hooked me live. Just because, in advance — no.”
→ SOLUTION
An in-the-moment QR donation and a gentle push after the show: “Enjoyed it? Buy them a coffee.”
/ 01
0:15
CUSTDEV INTERVIEW EXCERPT: FAN
/ 02
0:11
CUSTDEV INTERVIEW EXCERPT: ARTIST
/ 03
0:17
FANS / CITY EXPLORERS
[ 05 ]
INSIGHTS
[ FAN INSIGHTS ]
01
Many people don’t know what to do in the evening and would like to see a map of current events nearby.
02
Local performances are hard to find, especially by emerging artists — they rarely get written about.
03
The “map + list” format feels intuitive and sparks interest — it makes planning an evening easier.
04
People are willing to support artists with donations — but only if they felt a live emotion at the show.
05
The social factor matters: people go to an event if they can bring a friend or “be part of the scene.”
[ ARTIST INSIGHTS ]
01
Artists struggle to announce their shows — social media doesn’t guarantee reach, even among people they know.
02
The motivation to perform is there, but often there’s no confidence that anyone will come.
03
A platform with geotags and donations is seen as a useful tool, not “yet another social network.”
04
A “live map of performances” is seen as a way to get noticed by new people.
05
A sense of control and autonomy matters — artists want to decide when and where to perform, without depending on organizers.
[ 06 ]
Jobs to be done
We look not at features but at the “job” the product is hired to do. Tam-Tam has two core jobs — one for each end of the stage.
THE ARTIST’S CORE JOB
“Promote my performances effectively”
FUNCTIONAL
Create announcements and reach the widest audience — somewhere it’s easy to manage them and get feedback.
EMOTIONAL
Feel confident of getting attention without advanced technical skills or constant marketing.
SOCIAL
See themselves as professional and successful, growing a fan base through quality announcements.
THE FAN’S CORE JOB
“Find interesting events and support a favorite artist”
FUNCTIONAL
Quickly find events to their taste and support artists with a donation or a ticket.
EMOTIONAL
Be part of something bigger, feel involved and support the people they like.
SOCIAL
Show they belong to the community — in person and on social media.
[ JOB FORMULA · JOB STORY ]
ARTIST
WHEN
I’m preparing a new performance and want more people to come,
I WANT
a convenient tool for creating and promoting announcements,
SO THAT
I can attract an audience and improve my chances of success — without spending time on marketing.
FAN
WHEN
I want to find an interesting event in my city,
I WANT
access to a platform that shows nearby events and notifies me when my favorite artists perform,
SO THAT
I can plan my time ahead and not miss what matters.
[ SECONDARY JOBS ]
03
Monetize
Donations and ticket sales for financial stability.
04
Stay in touch
With fans — during performances and between them.
05
Analyze
Know who the viewers are, what draws them and what to improve.
06
Never miss out
Reminders about favorite artists’ performances.
07
Get recommendations
Similar events and new artists based on taste and history.
08
Connect
Messages, comments, reviews and support for the artist.
[ 07 ]
CJM
[ ARTIST JOURNEY ]
01
AWARENESS
Interest
Hears about Tam-Tam through social media and friends’ recommendations.
“Worth a try — maybe it’ll help me organize my shows better.”
BARRIER
Not enough information about the app; skepticism.
OPPORTUNITY
Bright, concise promo materials and a clear description of the benefits.
02
SIGN-UP
Mild anxiety / anticipation
Downloads the app and creates an account: details, photo, bio.
“I hope signing up won’t take long.”
BARRIER
Lengthy sign-up, demanding data requirements.
OPPORTUNITY
Simplify sign-up; allow login with social accounts.
03
PROFILE SETUP
Enthusiasm
Uploads photos, adds information about themselves and their performances.
“What a cool way to tell people about myself!”
BARRIER
Complicated navigation, confusing options.
OPPORTUNITY
An intuitive interface, examples of successful profiles.
04
CREATING AN ANNOUNCEMENT
Enthusiasm / anticipation
Publishes the first announcement: date, venue, type of performance.
“I want as many people as possible to hear about my show.”
BARRIER
Trouble choosing a venue, unclear settings.
OPPORTUNITY
Step-by-step announcement builder, automatic location detection.
05
PROMOTING THE ANNOUNCEMENT
Excitement / motivation
Shares the announcement on social media, invites friends, tracks activity.
“I wonder how many people will come?”
BARRIER
Clunky social media integration, low reach.
OPPORTUNITY
Integration with popular social networks for easy promotion.
06
NOTIFICATIONS
Joy / motivation
Gets notifications: who followed and who plans to come.
“Great, my fans are following me!”
BARRIER
Notifications sometimes arrive late or fail.
OPPORTUNITY
Flexible notification settings tailored to engagement.
07
ENGAGING WITH THE AUDIENCE
Enthusiasm / pride
Reads reviews, replies to comments, thanks fans.
“I want to have an active audience.”
BARRIER
Few comments and questions from users.
OPPORTUNITY
Reward active fans and encourage conversation.
08
COLLECTING DONATIONS
Excitement / joy
Turns on donations and receives the first contributions from the audience.
“I wonder if my fans will support me?”
BARRIER
Technical issues with payments, unclear fees and commissions.
OPPORTUNITY
A transparent donation system with real-time notifications of support.
09
EVALUATING RESULTS
Satisfaction / anxiety
Analyzes how many people came and how much was raised.
“Can I count on a steady income through the app?”
BARRIER
Low interest or weak support.
OPPORTUNITY
Analytics and recommendations for better promotion.
10
REPEAT USE
Confidence / motivation
Publishes new announcements, plans upcoming performances.
“A great way to plan shows and build an audience.”
BARRIER
Losing interest if the audience or donations don’t grow.
OPPORTUNITY
Tips for improving content, new promotion tools.
[ FAN JOURNEY ]
01
AWARENESS
Interest / curiosity
Hears about Tam-Tam through social media, friends, ads.
“I wonder what this app is? Maybe there are some cool events here.”
BARRIER
Doubts about its usefulness, lack of information.
OPPORTUNITY
Clear, eye-catching ads and a simple description of the features.
02
INSTALLING THE APP
Anticipation / excitement
Downloads the app and opens it for the first time.
“I hope everything will be quick and easy.”
BARRIER
Complicated installation or unnecessary requirements at entry.
OPPORTUNITY
Simplified installation and sign-up via social accounts.
03
SIGN-UP
Excitement / impatience
Creates an account, enters basic information and interests.
“I want to get in fast and start looking for events.”
BARRIER
Demanding forms, a long wait to log in.
OPPORTUNITY
Simple sign-up, interest selection, social login.
04
SETTING INTERESTS
Inspiration / optimism
Chooses interests: music, stand-up, art, festivals.
“I only want to see what interests me.”
BARRIER
Interest options that are too broad — a risk of irrelevant events.
OPPORTUNITY
Flexible filters by interest and category for precise recommendations.
05
BROWSING EVENTS
Joy / interest
Opens the map and sees upcoming events nearby.
“What can I see nearby tonight?”
BARRIER
Too little information about an event, or it’s too far away.
OPPORTUNITY
Event filters by distance and type.
06
ALERTS
Pleasure / joy
Gets notified about new events, follows artists.
“I want to be notified when my favorite artists perform.”
BARRIER
Too many notifications, not always relevant.
OPPORTUNITY
Notification settings: choice of event types and artists.
07
SUPPORTING ARTISTS
Satisfaction / helping
At an event, can send the artist a donation.
“This artist is great — I want to support them.”
BARRIER
Problems sending a donation, a complicated process.
OPPORTUNITY
A simplified donation system, fast transfers.
08
ENGAGING WITH ARTISTS
Belonging
Leaves comments and likes, shares events with friends.
“I want to tell the artist the show was amazing.”
BARRIER
Awkward interaction, hard to find friends’ events.
OPPORTUNITY
Simpler reviews and social interactions.
09
REPEAT USE
Joy / habit
Follows new events, goes to them and supports artists.
“There’s always something new and interesting here.”
BARRIER
Losing interest if there are few events or they’re irrelevant.
OPPORTUNITY
Better recommendations and events based on new interests.
[ 08 ]
User flow
[ FAN · U-FLOW ]
↺ LOOP
[ ARTIST · U-FLOW ]
↺ LOOP
[ 09 ]
IDENTITY
Tam-Tam’s visual language is a “balanced retro-rave-wave”: the city’s dark stage, acid accents, hooligan graffiti and lively street graphics.
stricter, ironic, naive, obscure — all fine
[ NAMING ]
“Tam-Tam” is a nod to TaMtAm, Vsevolod Gakkel’s legendary St. Petersburg rock club (1991–1996): a DIY scene, “the TaMtAm generation.” The name roots the product in the DNA of Russia’s independent scene and reads as “tam-tam” — a drum, a call to the event.
ALSO CONSIDERED
[ LOGO AND ICON ]
The “TAM · TAM” wordmark with a little drum mascot at its center — the mark reads as a beat of the tam-tam, a call to the event. The primary form is reversed: a white mark on dark and on the brand’s color backgrounds.
[ PALETTE ]
[ TYPOGRAPHY ]
RedKeds
ACCENT · BLOCK
Inter
INTERFACE · UI
The product’s working interface type scale — Inter
Live city map
Display · Inter Bold · 40/44 · −1.0
hero, promo screens
Screen title
H1 · Inter Bold · 30/36 · −0.6
screen title
Section and category
H2 · Inter Semi Bold · 24/30 · −0.3
section heading
Card title
H3 · Inter Semi Bold · 20/26
card heading
Subtitle and short explanation
Subtitle · Inter Medium · 18/26
lead, subtitle
Main interface text — event descriptions and artist profiles
Body · Inter Regular · 16/24
body text
Secondary text and helper captions
Body S · Inter Regular · 14/20
secondary text
Captions, time, date, counters
Caption · Inter Regular · 12/16 · +0.2
metadata
CATEGORY · LABEL
Overline · Inter Semi Bold · 11/14 · +1.2 · UPPER
overlines, tags
Action button
Button · Inter Semi Bold · 15/20 · +0.2
buttons, CTA
[ STICKERS · NIGHTLIFE SIGNALS ]
In the city center, stickers go up everywhere — on signs, doors, walls and poles, wherever the action is. We treat them as nightlife signals: where they’re stuck thick, there’s life. Diverse, bright, bold and alive — an offline version of our map pins.
[ MixMedia ]
The MixMedia direction: street art, city stickers, graffiti and collage. The brand lives beyond the interface — it goes out onto the street, onto walls and poles, just like the events it brings together.
[ 09 ] design
UI Screens
[ 01 · Artist page ]
Not a catalog but a stage: sections are named with verbs, and every action is completed right where it starts. The track plays inside the card, the date is picked from a strip, the donation goes toward a goal. It makes getting to know an artist’s work easy.
→ a feed of short reels from other performances
→ the artist’s motivation to keep performing
[ 02 · Event map ]
Not a catalog but a stage: sections are named with verbs, and every action is completed right where it starts. The track plays inside the card, the date is picked from a strip, the donation goes toward a goal. It makes getting to know an artist’s work easy.
→ Calendar with filters for easy search
[ 03 · Live map ]
A prototype of the event map — it works right here on the page.
[ 11 ] summary
Conclusion
THE OUTCOME
The project began with audience research and customer development interviews with artists at the Institute of Contemporary Art in Moscow. The research defined the key scenarios for two roles — artist and fan — and the service structure was built on them.
ARTIST SCENARIO
Quickly create and promote an announcement, gather an audience and stay in touch with it after the show.
FAN SCENARIO
Find an interesting event nearby, follow the artist and never miss their performance.
WHAT I BUILT
Based on these scenarios, I built the CJM, user flow, information architecture and the product’s visual system. I also worked out the donation mechanics: an artist can set a financial goal, and the audience can back it or simply send a small donation.
SHOWN IN THIS CASE
This version of the case shows the key entry points to the service: the map with events and filters, and the artist page with their performances, goals and audience interaction.
I’m still developing the project. Other sections and mobile scenarios will be added as the designs are ready.
[ / ] LOOKING FOR A SPONSOR FOR THIS PROJECT
CONSUMER / CULTURERESEARCHBRANDINGTAM-TAM
A web service where every concert, stand-up set or street performance doesn’t get lost in a feed but appears on the city map — as a pin that lures the audience in.
eventaudience density
[ 01 ]
CONTEXT
It would be great to build a web service that helps artists and their audiences find each other
[ WHERE SHALL WE GO? ]
A concept platform for live music and urban art where artists and audiences find each other.
The full product cycle, solo: from 8 hours of customer development interviews to brand identity.
[ Positioning ]
Existing platforms (social networks, community pages) are “for everyone.”
Tam-Tam — a niche product for artists and their fans, driven by its community: events rise to the surface because the community backs them, not because someone paid for promotion.
[ 02 ]
WHAT THE SERVICE ACTUALLY SOLVES
→ ARTISTS’ PAIN
Announcements never reach the audience.
Social media doesn’t guarantee reach. The motivation is there, but not the confidence that anyone will show up.
→ FANS’ PAIN
No idea what to do tonight.
It’s hard to find live local events — emerging artists rarely get written about anywhere.
[ 03 ]
AUDIENCE
Tam-Tam brings together the two ends of one stage — those looking for a live night out in the city, and those who step on stage to be found.
[ WHO’S LOOKING — CITY AUDIENCES ]
01
CITY EXPLORER
Looking for where to head tonight. Wants the city itself to show where life is happening right now.
02
MUSIC FAN
Loves it live. Doesn’t want to miss favorite acts and wants to discover new ones — without dry, confusing listings.
03
EXPERIENCE SEEKER
Wants an evening worth telling stories about. A live experience instead of an endless feed.
04
ROUTE WALKER
Wants to catch not one artist but five on a single walk — right along the way.
[ WHO STEPS UP — THE SCENE’S AUTHORS ]
01
LIVE SOUND
A musician for whom a recording just isn’t it. Wants to play for people and be heard beyond their own followers.
02
SHARP WORD
Poet, stand-up comic, spoken-word artist. Wants a live reaction from the room here and now, not likes under a post.
03
BODY IN MOTION
Dancer, performer, street theatre. Wants viewers who catch the performance right on their route.
04
PLAY AND PERSONA
Puppeteer, immersive and street theatre. Wants to weave their event into the living fabric of the city.
A LIVE SUBSCRIPTION, AND THE MAP SHOWS IT ALL
Viewers subscribe not to an artist but to a type of event. When that kind of performer turns up in the city, a push notification arrives. Attention goes to those who have earned it, and the artist page works as an asset: a showcase of what they’ve already done and a reason to come back.
[ 04 ]
RESEARCH
[ RESEARCH SUBJECT ]
Understand the needs of both sides of the live scene — and the gap between them. Artists want an audience and turn to social media, but social media is “for everyone”: there is no dedicated space for live events. Hence the hypothesis: bring live events together in one place.
9 independent artists — musicians, stand-up comedians, poets, performers. I recruited the artist respondents at the Institute of Contemporary Art in Moscow, where the live scene is thriving. Plus 7 viewers: from devoted fans to people who simply want an unusual night out.
[ FIELD NOTES ]
FAN’S VOICE
“Evenings, I never know what to do — and what’s on nearby isn’t gathered anywhere.”
→ SOLUTION
A map of live events nearby and a “where it’s hot” heat map — an evening planned in seconds.
ARTIST’S VOICE
“I want to perform. But I’m never sure anyone will come — social media doesn’t guarantee reach.”
→ SOLUTION
A live map of performances and geo-push by artist type — no fighting with ad targeting and feeds.
VIEWER’S VOICE
“A donation — yes, if it hooked me live. Just because, in advance — no.”
→ SOLUTION
An in-the-moment QR donation and a gentle push after the show: “Enjoyed it? Buy them a coffee.”
/ 01
0:15
CUSTDEV INTERVIEW EXCERPT: FAN
/ 02
0:11
CUSTDEV INTERVIEW EXCERPT: ARTIST
/ 03
0:17
FANS / CITY EXPLORERS
[ 05 ]
INSIGHTS
[ FAN INSIGHTS ]
01
Many people don’t know what to do in the evening and would like to see a map of current events nearby.
02
Local performances are hard to find, especially by emerging artists — they rarely get written about.
03
The “map + list” format feels intuitive and sparks interest — it makes planning an evening easier.
04
People are willing to support artists with donations — but only if they felt a live emotion at the show.
05
The social factor matters: people go to an event if they can bring a friend or “be part of the scene.”
[ ARTIST INSIGHTS ]
01
Artists struggle to announce their shows — social media doesn’t guarantee reach, even among people they know.
02
The motivation to perform is there, but often there’s no confidence that anyone will come.
03
A platform with geotags and donations is seen as a useful tool, not “yet another social network.”
04
A “live map of performances” is seen as a way to get noticed by new people.
05
A sense of control and autonomy matters — artists want to decide when and where to perform, without depending on organizers.
[ 06 ]
JOBS TO BE DONE
THE ARTIST’S CORE JOB
“Promote my performances effectively”
FUNCTIONAL
Create announcements and reach the widest audience — somewhere it’s easy to manage them and get feedback.
EMOTIONAL
Feel confident of getting attention without advanced technical skills or constant marketing.
SOCIAL
See themselves as professional and successful, growing a fan base through quality announcements.
THE FAN’S CORE JOB
“Find interesting events and support a favorite artist”
FUNCTIONAL
Quickly find events to their taste and support artists with a donation or a ticket.
EMOTIONAL
Be part of something bigger, feel involved and support the people they like.
SOCIAL
Show they belong to the community — in person and on social media.
[ JOB FORMULA · JOB STORY ]
ARTIST
WHEN
I’m preparing a new performance and want more people to come,
I WANT
a convenient tool for creating and promoting announcements,
SO THAT
I can attract an audience and improve my chances of success — without spending time on marketing.
FAN
WHEN
I want to find an interesting event in my city,
I WANT
access to a platform that shows nearby events and notifies me when my favorite artists perform,
SO THAT
I can plan my time ahead and not miss what matters.
[ SECONDARY JOBS ]
03
Monetize
Donations and ticket sales for financial stability.
04
Stay in touch
With fans — during performances and between them.
05
Analyze
Know who the viewers are, what draws them and what to improve.
06
Never miss out
Reminders about favorite artists’ performances.
07
Get recommendations
Similar events and new artists based on taste and history.
08
Connect
Messages, comments, reviews and support for the artist.
[ 07 ]
CJM
[ ARTIST JOURNEY ]
POSITIVE
MIXED
TENSION
01
AWARENESS
Interest
Hears about Tam-Tam through social media and friends’ recommendations.
“Worth a try — maybe it’ll help me organize my shows better.”
BARRIER
Not enough information about the app; skepticism.
OPPORTUNITY
Bright, concise promo materials and a clear description of the benefits.
02
SIGN-UP
Mild anxiety / anticipation
Downloads the app and creates an account: details, photo, bio.
“I hope signing up won’t take long.”
BARRIER
Lengthy sign-up, demanding data requirements.
OPPORTUNITY
Simplify sign-up; allow login with social accounts.
03
PROFILE SETUP
Enthusiasm
Uploads photos, adds information about themselves and their performances.
“What a cool way to tell people about myself!”
BARRIER
Complicated navigation, confusing options.
OPPORTUNITY
An intuitive interface, examples of successful profiles.
04
CREATING AN ANNOUNCEMENT
Enthusiasm / anticipation
Publishes the first announcement: date, venue, type of performance.
“I want as many people as possible to hear about my show.”
BARRIER
Trouble choosing a venue, unclear settings.
OPPORTUNITY
Step-by-step announcement builder, automatic location detection.
05
PROMOTING THE ANNOUNCEMENT
Excitement / motivation
Shares the announcement on social media, invites friends, tracks activity.
“I wonder how many people will come?”
BARRIER
Clunky social media integration, low reach.
OPPORTUNITY
Integration with popular social networks for easy promotion.
06
NOTIFICATIONS
Joy / motivation
Gets notifications: who followed and who plans to come.
“Great, my fans are following me!”
BARRIER
Notifications sometimes arrive late or fail.
OPPORTUNITY
Flexible notification settings tailored to engagement.
07
ENGAGING WITH THE AUDIENCE
Enthusiasm / pride
Reads reviews, replies to comments, thanks fans.
“I want to have an active audience.”
BARRIER
Few comments and questions from users.
OPPORTUNITY
Reward active fans and encourage conversation.
08
COLLECTING DONATIONS
Excitement / joy
Turns on donations and receives the first contributions from the audience.
“I wonder if my fans will support me?”
BARRIER
Technical issues with payments, unclear fees and commissions.
OPPORTUNITY
A transparent donation system with real-time notifications of support.
09
EVALUATING RESULTS
Satisfaction / anxiety
Analyzes how many people came and how much was raised.
“Can I count on a steady income through the app?”
BARRIER
Low interest or weak support.
OPPORTUNITY
Analytics and recommendations for better promotion.
10
REPEAT USE
Confidence / motivation
Publishes new announcements, plans upcoming performances.
“A great way to plan shows and build an audience.”
BARRIER
Losing interest if the audience or donations don’t grow.
OPPORTUNITY
Tips for improving content, new promotion tools.
[ FAN JOURNEY ]
POSITIVE
MIXED
TENSION
01
AWARENESS
Interest / curiosity
Hears about Tam-Tam through social media, friends, ads.
“I wonder what this app is? Maybe there are some cool events here.”
BARRIER
Doubts about its usefulness, lack of information.
OPPORTUNITY
Clear, eye-catching ads and a simple description of the features.
02
INSTALLING THE APP
Anticipation / excitement
Downloads the app and opens it for the first time.
“I hope everything will be quick and easy.”
BARRIER
Complicated installation or unnecessary requirements at entry.
OPPORTUNITY
Simplified installation and sign-up via social accounts.
03
SIGN-UP
Excitement / impatience
Creates an account, enters basic information and interests.
“I want to get in fast and start looking for events.”
BARRIER
Demanding forms, a long wait to log in.
OPPORTUNITY
Simple sign-up, interest selection, social login.
04
SETTING INTERESTS
Inspiration / optimism
Chooses interests: music, stand-up, art, festivals.
“I only want to see what interests me.”
BARRIER
Interest options that are too broad — a risk of irrelevant events.
OPPORTUNITY
Flexible filters by interest and category for precise recommendations.
05
BROWSING EVENTS
Joy / interest
Opens the map and sees upcoming events nearby.
“What can I see nearby tonight?”
BARRIER
Too little information about an event, or it’s too far away.
OPPORTUNITY
Event filters by distance and type.
06
ALERTS
Pleasure / joy
Gets notified about new events, follows artists.
“I want to be notified when my favorite artists perform.”
BARRIER
Too many notifications, not always relevant.
OPPORTUNITY
Notification settings: choice of event types and artists.
07
SUPPORTING ARTISTS
Satisfaction / helping
At an event, can send the artist a donation.
“This artist is great — I want to support them.”
BARRIER
Problems sending a donation, a complicated process.
OPPORTUNITY
A simplified donation system, fast transfers.
08
ENGAGING WITH ARTISTS
Belonging
Leaves comments and likes, shares events with friends.
“I want to tell the artist the show was amazing.”
BARRIER
Awkward interaction, hard to find friends’ events.
OPPORTUNITY
Simpler reviews and social interactions.
09
REPEAT USE
Joy / habit
Follows new events, goes to them and supports artists.
“There’s always something new and interesting here.”
BARRIER
Losing interest if there are few events or they’re irrelevant.
OPPORTUNITY
Better recommendations and events based on new interests.
[ 08 ]
USER FLOW
[ FAN · U-FLOW ]
Sign-up / Log-in
Setting interests
Event search
Notifications and following artists
Attending an event
Supporting artists (donations)
Engaging with artists
Repeat use
↺ LOOP
[ ARTIST · U-FLOW ]
Sign-up / Log-in
Profile setup
Creating an announcement
Promoting the announcement
Engaging with fans
Support and donations
Repeat use
↺ LOOP
[ 09 ]
IDENTITY
Tam-Tam’s visual language is a “balanced retro-rave-wave”: the city’s dark stage, acid accents, hooligan graffiti and lively street graphics.
stricter, ironic, naive, obscure — all fine
[ NAMING ]
“Tam-Tam” is a nod to TaMtAm, Vsevolod Gakkel’s legendary St. Petersburg rock club (1991–1996): a DIY scene, “the TaMtAm generation.” The name roots the product in the DNA of Russia’s independent scene and reads as “tam-tam” — a drum, a call to the event.
ALSO CONSIDERED
[ LOGO AND ICON ]
The “TAM · TAM” wordmark with a little drum mascot at its center — the mark reads as a beat of the tam-tam, a call to the event. The primary form is reversed: a white mark on dark and on the brand’s color backgrounds.
[ PALETTE ]
Acid lime
#EED51E
Electric blue
#0588B8
Toxic olive
#A0B805
Graphite
#364D57
Asphalt
#B2B2B2
Black
#000000
Signal
#FF0400
[ TYPOGRAPHY ]
RedKeds
ACCENT · BLOCK
Inter
INTERFACE · UI
The product’s working interface type scale — Inter
Live city map
Display
Inter Bold · 40/44 · −1.0
hero, promo screens
Screen title
H1
Inter Bold · 30/36 · −0.6
screen title
Section and category
H2
Inter Semi Bold · 24/30 · −0.3
section heading
Card title
H3
Inter Semi Bold · 20/26
card heading
Subtitle and short explanation
Subtitle
Inter Medium · 18/26
lead, subtitle
Main interface text — event descriptions and artist profiles
Body
Inter Regular · 16/24
body text
Secondary text and helper captions
Body S
Inter Regular · 14/20
secondary text
Captions, time, date, counters
Caption
Inter Regular · 12/16 · +0.2
metadata
CATEGORY · LABEL
Overline
Inter Semi Bold · 11/14 · +1.2 · UPPER
overlines, tags
Action button
Button
Inter Semi Bold · 15/20 · +0.2
buttons, CTA
[ STICKERS · NIGHTLIFE SIGNALS ]
In the city center, stickers go up everywhere — on signs, doors, walls and poles, wherever the action is. We treat them as nightlife signals: where they’re stuck thick, there’s life. Diverse, bright, bold and alive — an offline version of our map pins.
[ MIXMEDIA ]
The MixMedia direction: street art, city stickers, graffiti and collage. The brand lives beyond the interface — it goes out onto the street, onto walls and poles, just like the events it brings together.
[ 09 ] design
UI SCREENS
[ 01 · Artist page ]
Not a catalog but a stage: sections are named with verbs, and every action is completed right where it starts. The track plays inside the card, the date is picked from a strip, the donation goes toward a goal. It makes getting to know an artist’s work easy.
01
a feed of short reels from other performances
the artist’s
motivation
to keep
performing
[ 02 · Event map ]
Not a catalog but a stage: sections are named with verbs, and every action is completed right where it starts. The track plays inside the card, the date is picked from a strip, the donation goes toward a goal. It makes getting to know an artist’s work easy.
02
Calendar
with filters
for easy
search
[ 03 · Live map ]
A prototype of the event map — it works right here on the page.
[ 11 ] summary
Conclusion
THE OUTCOME
The project began with audience research and customer development interviews with artists at the Institute of Contemporary Art in Moscow. The research defined the key scenarios for two roles — artist and fan — and the service structure was built on them.
ARTIST SCENARIO
Quickly create and promote an announcement, gather an audience and stay in touch with it after the show.
FAN SCENARIO
Find an interesting event nearby, follow the artist and never miss their performance.
WHAT I BUILT
Based on these scenarios, I built the CJM, user flow, information architecture and the product’s visual system. I also worked out the donation mechanics: an artist can set a financial goal, and the audience can back it or simply send a small donation.
SHOWN IN THIS CASE
This version of the case shows the key entry points to the service: the map with events and filters, and the artist page with their performances, goals and audience interaction.
I’m still developing the project. Other sections and mobile scenarios will be added as the designs are ready.