PledgeMusic Storefronts

UI, UX for custom campaign site builder.

The Challenge

PledgeMusic is an online direct-to-fan music platform. Artists create campaigns to promote and sell a variety of merchandise and experiences. Artists frequently expressed wanting more control over their brand and customization over how fans experienced their campaign.

My goal was to design a way for the artist's team to easily create a fully custom campaign site. The balance was allowing for enough flexibilty without implementing too many options.

I started by researching companies in the space such as Bandzoogle, Music Glue, and Bandcamp. I then moved on to other sites such as Squarespace, Big Cartel, and Shopify.

From there, I began wireframing the experience. It was broken into two parts: the storefront dashboard and the campaign site.

Storefront Flow

Fan purchase flow

Wireframe Store builder

Store admin wireframe

Content add flow

Content block variations

Content blocks

Site content blocks

Content blocks
Content blocks

I established that every piece of the site could be broken into a component which would allow for a limited amount of customization. This greatly helped keep our development scope in-check and allowed my to be creative within the constraints.

From there, I started to explore what a custom site might look like.

Deva Mahal Desktop
Depeche Mode mobile
The Flaming Lips
Live Here Now
Storefront admin

Storefront admin

As time allowed, I prototyped some interaction patterns via Sketch and Invision helping to make the experience feel complete.

Mobile nav interaction
Save button interaction


The PledgeMusic Storefront became an important tool in the Sales team's arsenal. It gave the artists and their teams features they had been asking for and in turn were more prone to choose Pledge over the competition.