Unlocking Your Music Potential— Noteful
My Role: Originally brought on as a Marketing Intern for the startup, I took the initiative to redesign the company’s website after becoming familiar with its its brand presence across social platforms. I also managed the company’s Instagram account, develop content creation and strategies, and launch targeted ad campaigns to grow engagement and reach.
Skills: UX design, prototyping, Market Research, Content Creation
Tools: Figma, Instagram, Canva, Meta Business Suite, CSS/HTML
Duration: UX- 3 months, Marketing- 1 year
WEB REDESIGN
Brand Identity
Once I became familiar with Noteful’s media platforms, I noticed that the brand identity felt inconsistent. The website’s design looked significantly different from both the app and social media. The playfulness that defined the app’s personality was also missing from their social presence.
To address this, I led a website redesign that aligned visually and tonally with the app, ensuring a cohesive brand experience to reflect Noteful’s mission.
APP DESIGN
Redesign Proposal
Problem
The existing website’s color scheme and art style felt misaligned with the app’s design, creating an inconsistent user experience. Outdated content such as inactive blog posts and embedded videos distracted from the app’s core offerings, making the site feel cluttered and less engaging.
Solution
I proposed a redesign that aligned the website’s look and feel with the app’s aesthetic, ensuring a seamless experience for users transitioning between platforms. To modernize and streamline the site, I—
Replaced static videos with animated GIFs for faster loading and a more engaging visual experience.
Removed outdated blog posts and other non-essential content.
Modified the site’s information architecture to highlight the app’s features in a concise, easy-to-digest format.
Impact
The redesign created a more cohesive brand experience, improved visual appeal, and prioritized relevant information, helping users quickly understand the app’s value while keeping them engaged.
WEBSITE BEFORE
WEBSITE AFTER
FINAL WEBSITE WALKTHROUGH
MARKETING
Project Scope & Objectives
Noteful brought me on to help grow their audience and strengthen their brand presence on social media. My role involved—
Creating engaging content to promote their pages
Identifying and refining the app’s target audience
Designing eye-catching graphics for events, posts, and highlight reels
Launching ad campaigns to market new features
The goal was to boost engagement, build brand recognition, and ensure every piece of content supported the company’s broader growth strategy.
Case Studies
I led Noteful’s audience growth by analyzing our user base to pinpoint strongholds and opportunities, then exploring how niche music trends and mainstream media could work together to attract new users. In our fast-paced startup environment, I researched music influencers and competing apps, creating case studies on their audience-building strategies. These insights translated into concrete tactics that expanded Noteful’s reach and strengthened community engagement.
Advertising Noteful’s Value
Noteful’s mission is to make music education fun and accessible for all ages, offering lessons in music theory, ear training, and note reading to help users become well-rounded musicians.
I translated this mission into a scalable social media strategy that reinforced the brand’s core values and supported early-stage growth. I planned and produced content—such as music theory and sight-reading lessons—designed to drive saves, revisits, and shares. By combining educational material with relatable, entertaining content, I strengthened engagement and positioned Noteful to connect with both existing users and new audiences.
Content
I improved Noteful’s content strategy by adding visually consistent posts, clear thumbnails, and interactive, trend-based formats to boost recognition, engagement, and organic reach. This helped ensure content performance supported overall growth and engagement goals.
PREVIOUS FEED
CURRENT FEED
Social Media Posts
EDUCATIONAL CONTENT
Music Theory
Ear Training
Aural Recognition (Classical and Pop Music)
Tips and Tricks
FUN/TRENDY CONTENT
High quality shots
Personality + Trendy posts
Collabs with familiar characters to bring in new audiences
Metrics
USER RESEARCH & MARKET SEGMENTATION TEST
The existing Noteful social media audience skewed heavily toward ages 35–64, likely due to the company's personal network. Based on engagement patterns from my content output, I hypothesized that a younger demographic could represent a stronger growth opportunity for the app.
I conducted persona research to define two primary test segments:
(A) 35–64 years old: Empty nesters or grandparents seeking new hobbies with game-like mechanics, and parents interested in introducing music to their children.
(B) 15–34 years old: Students and recent graduates passionate about music and motivated to develop their skills.
These profiles were selected to cover both the existing base and a high-potential, digitally active segment likely to engage with short-form, trend-driven content.
I launched an A/B paid campaign using one of our highest-performing content types—music theory reels. Both ad contents were identical, but targeted the two demographics separately.
Results & Impact
Ad A: Reach of 13K; engagement of 242 (228 likes, 12 comments, 2 shares).
Ad B: Reach of 19K; engagement of 419 (377 likes, 34 comments, 8 shares).
The younger segment demonstrated ~46% higher engagement and ~46% greater reach with the same budget and content, confirming a stronger product-market fit.
Based on these results, I recommended shifting our marketing strategy to focus on younger audiences, aligning content with trending audio and cultural references. This not only informed Noteful’s broader user acquisition strategy but also provided evidence for refining product features to better meet the audience’s expectations.
CREATIVE TESTS & ENGAGEMENT OPTIMIZATION
I designed and ran multiple creative experiments to understand what resonated most with our target audiences.
A/B Tests
Hashtag Testing: II tested different hashtag combinations to measure their impact on reach and engagement; results showed no statistically significant difference, so I deprioritized this tactic.
Time/Day: Insights revealed that early mornings and early afternoons were peak activity periods.
Music Quiz Formats:I introduced “guess the song” challenges based on demographic insights. Classical music quizzes consistently outperformed pop song intros, indicating stronger engagement potential in niche, skill-based content.
Engagement Optimization
Replay & Interaction Mechanics: Note sequence and song guessing videos drove high replay rates as users rewatched to confirm their answers. Interactive quizzes requiring tap responses boosted engagement and likely increased algorithmic visibility.
Consistency for Retention: I established weekly postings for recurring challenges, giving followers a clear reason to return and reinforcing the account’s value proposition.
Personality-Driven Content: Inspired by brands like Duolingo, I added lighthearted, brand-personality posts to strengthen user connection and improve brand affinity.
IMPACT
Over a 12-month period, I applied insights from earlier demographic A/B testing, content type experiments, and hashtag analysis to design a monthly social post plan. This data-driven approach delivered sustained, measurable growth.
Key Outcomes:
Follower Growth: Increased from 112 to 732 in 12 months.
Average Reach (New Users): Increased from 150 → 2.8K per post (~18.6x growth).
Average Engagement: Increased from 8 → 42 interactions per post (~5.25x growth).
Highest Organic View Count: Increased from 35 → 3.4K (~97x growth).
DIGITAL DESIGNS
Advertisement Material
MY ROLE
In addition to digital content strategy, I expanded Noteful’s brand presence through event marketing. I designed flyers, pamphlets, and posters for workshops and partner events where Noteful was featured. These materials were distributed directly to venues, giving partners ready-to-use, on-brand assets that promoted both the event and Noteful’s role in it.
I also created updated app store images to align with app updates and feature pushes, ensuring the product’s first impression was engaging.
By aligning visual design with the brand’s identity, these deliverables reinforced brand recognition and consistency across platforms.
DESIGNS
Posters
Flyers
App Store Images
REFLECTION
What I Learned
This was my first time working in a start-up environment, and at first it was challenging to navigate my tasks since I was thrown in without formal training. Ultimately, it became a valuable learning opportunity that pushed me to be more assertive and take initiative.
Key lessons:
Be Proactive – I researched and studied public design systems from similar companies, then adapted the most relevant best practices to strengthen Noteful’s brand overall.
Becoming self-directed – I developed the ability to independently research, experiment, and problem-solve without waiting for step-by-step instructions.
Communication – I learned to regularly check in with team members, clarify priorities, and align on expectations to keep projects moving efficiently.
Adapt Quicky – I became comfortable shifting priorities when urgent projects arose, reallocating my time and even learning new tools or skills on the fly to deliver high-quality results.
Overall, it was a valuable startup experience that pushed me to grow both personally and professionally. It helped me better understand my strengths, identify areas for improvement, and actively build the skills needed to thrive in dynamic, fast-paced environments.
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