Last net visual strategy guide

√ THE BRAND

Visual Strategy Guide

2017

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LAST.NET

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THE VISUAL STRATEGY GUIDE

“If music be the food of love, play on, give me excess of it; that surfeiting, the appetite may sicken, and so die.”

―W illiam Shakespeare, Twelfth Night

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LAST.NET

TABLE OF CONTENTS

THE VISUAL STRATEGY GUIDE

Chapters

01

Last.fm Timeline New Start

2 4 6

02

Persona Outliers

10 20

03

C urre nt Adja cent As pira tiona l

24 26 28

04

C urre nt F uture

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THR BRAND AUDIENCE COMPETITORS BRAND IMAGE

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THE VISUAL STRATEGY GUIDE

01

THE BRAND

LAST.NET

THE VISUAL STRATEGY GUIDE

LAST.FM Overview

Differentiator (USP)

Last.fm is an online music database that provides free music streaming, artists biographies, lyrics, video etc.

It allows users to build a detailed personal listening profile by providing a tracking service called “Audioscrabbler”, which is an plugged-in that tracks the music people have listened to from both third online streaming services like Spotify or iMusic and local computers or other music devices.

By using Audioscrobbler, Last.fm is able to introducing its users to new musics based on the tracks they have listened to, and on other users who have similar tastes.

It uses collaborative filtering algorithms to offer internet radio stations programmed by comparing user data to the rest of the Last.fm user community instead of generated by the computer.

Adopted the traditional role of a DJ, Last.fm gives users a love and ban button to the musics it recommended, by frequent uses, it could increasingly reflects the user’s preferences. The data collected will be visualized in the Map of Music, presenting the time, tracks, genres, artists the user has “scrobbled”.

Last.fm aims to recommend people new musics of their preferences according to their own taste through the listening history and to connect with other users with similar tastes, also offering them a community platforms to share and social through music.

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“People who like A, B & C also like D …”

History Founded in the United Kingdom in 2002, in one room in Whitechapel, east London by Felix Miller, Martin Stiksel, Michael Breidenbruecker and Thomas Willomitzer, all of them from Germany or Austria. Around the similar time, computer science student Richard Jones created Audioscrobbler as a project when he was in the University of Southampton School of Electronics and Computer Science in the United Kingdom.

Later, The Audioscrobbler and Last.fm teams began to work closely together, both teams moving into the same

offices in Whitechapel, London, and

by 2003 Last.fm was fully integrated with Audioscrobbler profiles.

On 30 May 2007, it was announced that Last.fm had been bought

by CBS for £140 million with Last.fm's current management team staying in place.

By 2009, co-founder were all announced to leave Last.fm and handed over the business.

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THE VISUAL STRATEGY GUIDE

2008

TIMELINE 2006

2007

\ Site Update \ Software App \ New Visual Design

Acquired by CBS for £140 million

Launched 'New Generation' Last. fm with new layouts, color scheme and features

2009

Regionally require subscription fee for streaming listening

2003

Last.fm & Audioscrobber Merged

2002 Last.fm Founded in London

2009 2006

2002

Audioscrobber created by Richard Jone as a computer science project in London

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Won Best Community Music Site at the BT Digital Music Awards

Techcrunch claimed Last.fm handing users' data to RIAA

would change their business * Last.fm direction entirely and expand the

2010

whole scrobbling services to every aspects of life a and provide groundbreaking personal knowledge for people to make better decisions in the future.

Removing the option to preview entire tracks and withdraw customizing personal studios

2012

Breached by hackers and more than 43 million user accounts were compromised

2014

On-demand integration with Spotify and a new YouTubepowered radio player

2017

\Discontinued Music Manager \Numerous unresolved bugs on the website and in scrobbling

2013

Regionally discontinue radio services

2014

Discontinuing their streaming radio service

FUTURE*

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THE VISUAL STRATEGY GUIDE

New Start Why?

Potentials

Last.fm could be so much more than what it is today. We are living in the future right now. Quantified-self is becoming interested in by more and more people. Looking for new applications and services to track our daily activities and information is on trend. What Last.fm can tap into, is the huge media consumption data collecting service, since everything is moved online. Rebranding is needed to capture the changing audience and the changing role of the company. Accordingly, the name would be changed into Last.net.

Other than music, Last.fm could track TV shows, movies, books, radios, articles, Facebook, YouTube, even games, any human activities on smart devices that connected with the Internet. With all the information it collected, Last.fm could sell them to subscribers, or offer it with ads, and present it beautifully with infographics, to help users to visualize and potentially manage their media consumptions and a lot more. It helps people be smart of their choices, be benefited in the near future due to the bombarded information that coming from everywhere.

from tracking and recommending music to tracking everyday Online activities and offering thorough self-analysis. Through Online scrabbling devices, Last.fm could collect a 360 degrees of information around users, and offering them analyses, visualized, meaningful data. Using these data, user can gain a better understanding of themselves and see a clearer path to self-growing.

Since the expanding of the scope, the company's name is going to be changed into Last.net, to better feature its ability through out the whole internet.

Using its core service­­—data collecting, Last.fm is going to satisfy the growing needs of self-knowledge and making better choices. Last.fm is to change

Last.fm — Last.net

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Mission Our mission is to help people taking advantages of their own data and making better choices in the increasingly chaotic world through the personal data tracking and scrobbling service.

Keywords Tracing

Right Decision

Spiritual

Through different devices and apps, we are now able to tracking data around us. Last.net analyses and visualizes data of users and help them to gain an overall knowledge of themselves, Personal data empowers people by changing their views about themselves, and use it as a strong tool to achieve self-growth.

After knowing oneself, to be further benefited by personal data, users would develop the ability to make wise, future-thinking decisions and choices in every expect of their life.

Like a life coach, Last.net could inform users what kind of food is more helpful to achieve their current health goals etc.

Keep tracking oneself and knowing oneself from past actually could help people to be more focused on their current life and be fully immersed in one's daily life. Eliminates being auto-pilot and going through the motions, self-knowledge makes people finding joys in the daily mundane and be more mindful.

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02

Audience

THE VISUAL STRATEGY GUIDE

LAST.NET

PERSONA

To better identify and understand Last.fm’s potential users, we need a series of user models to pin down their real needs, and based on that, we can develop design strategies.

These models are called persona.

It represents a group of people

instead of individuals. Persona allows us to ‘talk to real people’ by groups, makes it easy to manage and memorize. It’s a very important part in design process.

A persona is a fiction character that was generated by observing and researching many real people.

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THE VISUAL STRATEGY GUIDE

Tr a its

WHY

1. A lways need to know that he’s kids are OK!

1. B ecause as a father, David always concerns about his children’s safety and the things they do when his not around. He needs someway to track.

Concerned Parent

1/8 David Brown AGE

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C H I LD R EN

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LO C AT I ON

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O C C U P AT IO N: A c c o u n t ant

2. Very connected to the Online world 3. W orks 5 days a week, and being busy most of the times during the week.

4. 2 kids are aged from 5-8, an age that needs the most attentions.

5. Casually engaged in social medias 6. B oth his children started to use digital devices that have games and online searchings.

7. H e likes to adopt new technologies to improve his life.

2. Familiar with the internet and social media allows him to take advantage of it.

3. H e doesn't have time to look after his child.

4. P arents want to track their children's growth.

5. I t's easy for him to get new informations through social media, and he is open minded about trying new things.

6. H is children also have access to digital tracking devices.

7. H e's very likely to try the new technology and services we provide for his children.

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Digital Socialist

2/8 Jessica Smith A GE C H I LDREN LO C ATIO N S a n J o se O C C U P A TIO N C o l l e ge St ude nt

20 0

Tr a its

1. A ctive on social medias, Facebook Instagram, 2. L arge consumption of music, Online films, videos, TV shows etc.

3. U sing too much media makes her hard to focus and her attentions scattered.

4. S he scan things a lot, that make it hard for her to remember things 5. Her friendships are largely shallow.

6. W henever she’s bored, she will go to social media.

7. S he wants to accomplish something.

WHY

1. Mass consumption of social media made everything pass by very quick, her memories became pieces. She wants to trace it back what is she doing all the time.

2. L arge amount of media consumption left ger lost track.

3. She is tired of the overuse of the digital devices, and she wants to take control.

4. She needs to track her attention span.

5. She's not satisfied within the superficial relationships.

6. S he needs to take a break from social media, but lack of method.

7. She wanted to have a solid plan to grow.

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THE VISUAL STRATEGY GUIDE

Tr a its

WHY

1. A lways working on cameras and graphic design programs.

1. He’s everywhere on the Internet. He needs something to organize all the websites he uses.

Media Junkie

3/8 Jacob Jones A GE C H I LD R EN LO C AT I ON Portland O C C U P AT IO N P ho t o g r aphe r

32 0

2. C onstantly goes to YouTube for instruction videos.

3. R ead lots of articles on photography, Photoshop etc.

3. He wanted to gather the information more easily.

4. Y ouTube or other video sites is also where he entertain himself.

4. He wants to separate his work zone and fun zone online within the same service.

5. E very time he has a problem, he tends to going online for solutions.

6. He owns lots of digital devices.

7. H e has developed a list of comfortable online circles where he can satisfy all his needs.

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2. He needs to collect all the tutorials.

5. He's relyed on the online community's suggestions.

6. I t's really easy to track himself through many devices.

7. H e's able to learn and grow through purely online resources.

Online Shopper

4/8 Daisy Anderson A GE C H I LDREN LO C ATIO N H u s t on O C C U P A TIO N E m p lo ye e Trai ne r

28 0

Tr a its

WHY

1. S he constantly shops online for clothes, make-ups and everything.

1S he went to lots of websites daily, but she cannot remember everywhere she had been, she needs an easier way to find out her favorites.

2. A lway looking for new fancy websites to shop in.

3. W atch YouTube and read blog for product recommendations 4. S he sometimes has links from her friends and colleagues 5. S he doesn’t have time and energy to shop outside 6. S he likes to collect e-commerce websites she adores.

7. S ometimes she spend too much time window shopping.

2. S he wants to keep on track while she's enjoying the fun browsing.

3. Trust online sources for advices.

4. Her social group also interact with her online.

5. She's more often shopping online than in the physical stores.

6. S he needs a better convenient way to collect websites she likes.

7. S he also needs a browsing manager to remind her the time spend on online shopping.

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THE VISUAL STRATEGY GUIDE

Tr a its

WHY

1. L ikes to take short term road trips and embrace the nature.

1. He wants to has a clear sense of where has he been, how long has he been gone.

Outdoorer

5/8 Jakie Lee A GE C H I LD R EN LO C AT I ON Ne w Y o r k O C C U P AT IO N Traveler

36 0

2. Likes

outdoor activities such as hiking, biking, 3. O ften travels to another country and other place.

4. A n outdoor expert who owns lots of devices for long-term travelings.

5. H e like to record every place he has been to and write them into the diaries.

6. H e created different music lists for different locations.

7. H e uses apps to track his traveling mileages, and routes.

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2. H e wants to see his overall performance of the outdoor activities.

3. He collects traveled places as a trophy.

4. It's easy for him to track himself 5. He likes to keep an outdoor journal.

6. H e wants the freedom to enjoy different music at different locations.

7. It's really convenient for him to track the distance he has traveled.

Yogi& Mediator

6/8 Amy Young A GE C H I LDREN LO C ATIO N B o s t on O C C U P A TIO N S c ho o l t e ache r

26 0

Tr a its

WHY

1. V ery aware of her digital consumption and this fanatic movement.

1. Speaking of mindful, who’s more concerned of themselves than Yogis and Mediators?

2. A ims to practice yoga or meditation on the regular basis.

3. V ery much into the idea of digital detox.

4. Likes to social in person.

5. T ry to persuade her friends to be more spiritual.

6. S he likes to be disciplined and taking control of everything.

7. She’s relaxed.

2. S he needs a plan to help her achieve her goals.

3. She's curious how long she spend online everyday.

4. She enjoys a more natural way of communication. So she has to limit her digital usage.

5. She needs more evidences of the benefits of limiting and controlling of the digital consumption.

6. S he needs tools for taking the control.

7. D ue to the good organization, she's happy about herself.

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THE VISUAL STRATEGY GUIDE

Tr a its

WHY

1. A lways looking for opportunities to become better.

1. She wants to know everything about herself.

2. Have

a good education and a good career, and a high self-esteem.

2. S he has a high standard for everything.

3. Very strict on herself.

3. She doesn't want her to stop and be anything less than awesome.

Overachiever

7/8 Kathy Kinsley A GE C H I LD R EN LO C AT I ON Danver O C C U P AT IO N Lawy e r

30 0

4. W ants to be important in the company.

5. T ech-savvy.

6. C ounting all the calories in, calories out.

7. S he like to know every little detail of things.

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4. She needs to make goals.

5. She likes to use technology at her advantage.

6. S he needs a good tool for all the calorie counting.

7. S he likes to take control of all the aspects of her life.

Collector

8/8 Ethan Hays D E MO G RA P HIC A GE C H I LDREN LO C ATIO N B o s t on O C C U P A TIO N S c ho o l t e ache r

45 0

Tr a its

WHY

1. L Ikes to collect video games like a trophy.

1. He like to collect things everywhere.

2. F eeling very satisfied burying in his own collections.

3. T hings are gradually moving online and he needed a new way to collect.

4. A strong competitor in game.

5. H e knows how to organize his stuff 6. He will be mad if he lost something 7.He’s very self-absorbed

2. H e has a sense of comfort collecting things 3. There's not much easy way for him to collect things since he has more activities online.

4. He likes to see all the times when he was winning.

5. He can understand the needs of collecting and organizing.

6. H e like to keep track of his belongings.

7. H e likes to manage thngs by himself.

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THE VISUAL STRATEGY GUIDE

1. He has a very traditional life style.

1. He's life is not engaged in the online world at all.

No Phoner ( Outliers)

1/2 David Long D E M OG RA P HIC AG E C H ILD R EN LO C AT I ON LA OC C U P A T IO N S ho p O w ne r

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2. He lives in a very small community.

3. H e buys coffee at the coffee shop where he knows the owner, and he seldom pays for the coffee.

4. Not so connect to the online world.

5. T hinks it's too complicated to handle computer and phones.

6. P eople have a hard time to connect to him, but they live close by.

7. He's very nostalgia.

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2. H e enjoys more face to face communication than social media.

3. He never know what is ordering a coffee in Starbucks App 4. He read books, he go to theaters, he's just a traditional guy.

5. He thinks digital devices tie us up 6. He likes to leave a space for himself.

7. He's a classic man.

Self-track Freak ( Outliers)

2/2 Victoria Wang D E MO G RA P HIC A GE C H I LDREN LO C ATIO N M iami O C C U P A TIO N Re al Es t at e

35 0

1. She enjoyed track her life like crazy.

2. S he tries to know everything about herself and have them recorded.

3. S he's busy everyday, but she manage things very efficiently.

4. She's successful in her career.

5. S he's single.

6. She can't stop doing things.

7. She has so many accomplishments.

1. She has long figured out how many time and energy she spend on everything, she's a pro.

2. S he knows better than everyone else how to track herself.

3. She has her own system and dynmic of recording things.

4. She rarely ask for help 5. She controls all her time.

6. She's very deciplined.

7. She doesn't need technology.

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THE VISUAL STRATEGY GUIDE

03

COMPETITORS

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THE VISUAL STRATEGY GUIDE

Current Competitors

To gain a better view of the company's current position and future position in the market place, the competitors needs to be decided. There are 3 types of competitors to help accurately locate the company's evolving identity: Current, Adjacent, and Aspirational competitors.

For competitors who currently compete with company for the same audiences with similar services.

Specifically, they are online music information offering services.

Differentiator Based on the recorded listening history from most online streaming services, Last.fm could recommend new musics accurately and present the history of the listening.

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SPOTIFY

BANDCAMP

Easily recording data from its music streaming services.

Discovering new music at users' preferences, and supporting musicians.

PANDORA

8 TRACKS

Personalize music selections and free streaming.

Recommend music through real people.

SOUNDCLOUD

DEEZER

User generated original music sharing and listening platform,

Music player+online streaming services.

JAMENDO

SONGZA

Free streaming and download services.

Create playlists according to the occasions.

TUNEIN

MIXCLOUD

Online Radio service for free and categorized music.

Discovering best radio programs, and streaming music online.

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THE VISUAL STRATEGY GUIDE

GOODREAD

NETFLIX

Tracking and recommanding service for books.

Online streaming TV shows and Movies.

MEDIUM

IMDB

Reading online has become a habit in people's life.

Online database for movies, TV shows, games and programs.

Adjacent Competitors

For competitors who currently compete with companies, which offers the same satisfaction that users looking for.

Differentiator The future Last.net service will be the combination of all the tracking services that exists now, no matter its books or exercises, TV shows or money spend. It creates a full scope around an user for the life traces.

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STRAVA

MINT

Tracking work outs use GPS for locations, time, calories etc.

Credit card and bank tracking for financial managing.

POCKET

KINDLE

Allow users Managing reading lists.

Easily recording data from its music streaming services.

YELP

REDDIT

Curating and recommending restaurants around people.

Collecting contents from mutiple social media website.

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THE VISUAL STRATEGY GUIDE

PRODUCTIVE

COACH.ME

An life organize app for users to built ideal habits..

Creating new habits by logging everyday and checking activities.

REPORTER

DAYTUM

Reporter is a new application for understanding the things you care

It helps you collect, categorize and communicate everyday data.

Aspirational Competitors

For competitors who will compete will the functions and services potentially provided by Last.net.

Differentiator Different from the most apps, Last.net combines the data tracking and collecting service with analyzing and explaining technology for users to better manage their life and eventually achieve self-grow.

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FITBIT

TRACK AND SHARE

An activity tracker and data analyses.

Combined tracking, self-helping, teaching and coaching.

GRAFITTER

MOVES

Collect activities throgh mainstream social media.

Moves automatically records any walking, cycling, and running you do.

You can view the distance, duration, steps, and calories burned.

MYCROCOSM

YOUR.FLOWINGDATA

Use data visualization to share personal activities.

Tracking social activities on twitter..

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THE VISUAL STRATEGY GUIDE

04

BRAND IMAGE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Collage student was our most 16 important target audience. So our 17 brand's image was mainly focused on 18 school scenes.

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Brand Grid Current

Last.fm

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LAST.NET

Brand Grid Future In the future, Last.fm will become Last.net. As the business expands, our audience will span widely from young to old. The brand image is more grown-up and modern and more focused on the human experience.

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THE VISUAL STRATEGY GUIDE

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