PROBLEM

Panama City has a thriving live music scene - but it's not invisible. Events are scattered across social media, word-of-mouth, and Spanish-only flyers.

Expats miss experiences they'd love. Tourists default to tourist traps. Local artists play to small crowds, not because the talent isn't there, but because discovery is broken.

The city needed a platform that could serve three distinct audiences across language and cultural barriers, and make the music findable.

Google search screen showcasing no online central Panama city music event and discovery platforms

No central source for discovering local artists and events

Behaviors & Needs:

Recently moved to Panama City
Often finds out about events the day after they happened through someone else's Instagram story
Needs reliable information about events
Desires connection with community

Sofia Torres

"The Cultural Explorer"

Age 28

"Where do locals actually go for authentic music?"

Behaviors & Needs:

Visits Panama City regularly for work
Has 2–3 free evenings per trip and no reliable way to find quality live music near his hotel without asking the concierge
Interested in diverse Latin genres
Values efficient booking

Marcus Chen

"The Weekend Explorer"

Age 42

"I have one free night - show me the best show tonight."

Behaviors & Needs:

Deeply connected to PTY’s music culture, seeks new artists
Currently tracks new artists through 4 different WhatsApp groups
Shares events and artists with friends
Misses shows because information is inconsistent and last-minute

Alejandro Ruiz

"Local Music Enthusiast"

Age 24

"I want to support emerging local artists."

Constraints

Environment

Serve three distinct groups: locals, expats, tourists
Ensure accessibility despite English/Spanish language barriers
Design for both mobile and desktop contexts
Limit advanced features to core discovery flows

Goals

User: Discover authentic music experiences; find events matching interests; learn about Panamanian artists; connect with community.
Project: Consolidate school management, communication, and data tracking into unified platform.
Business: Promote local artists, generate ticket revenue, establish definitive music resource.

PROCESS

1 | RESEARCH

Researched Panama City's music landscape firsthand. Living locally provided direct cultural context.

Identified real artists, venues, and events; analyzed existing discovery patterns in Latin American markets; and mapped how three distinct user types (locals, expats, tourists) navigate fragmented event information differently.

2 | DEFINE

Built personas grounded in observed local behavior; mapped the journey of a new resident trying to find authentic music. Identified three core task flows: browse events, discover artists, listen to music.

3 | IDEATE

Developed brand identity inspired by stage lighting; designed a custom sloth/guitar logo rooted in Panamanian identity; explored mobile-first and desktop-expanded layouts in parallel.

4 | PROTOTYPE

High-fidelity prototypes for mobile and desktop using advanced Figma features (component variables for expandable navigation, rotating carousels, glassmorphism, and complex player controls).

5 | TEST

Informal testing validated navigation patterns, visual hierarchy, and brand resonance, confirming users could discover artists and access core features without prompting

6 | ITERATE

Expanded scope deliberately - added radio streaming and ticket purchasing after initial flows proved stable. Refined desktop layouts and card designs to fully leverage the additional screen real estate

Screenshot of post of social media of expat asking where to discover music events

Researched Panama City's music landscape

Developed brand identity

Mid-fidelity wireframe of desktop music discovery UI and flow

Explored layout approaches for mobile and desktop experiences

Key Decisions

1 | Designed Multi-Sided Music Platform

DECISION

Three audiences, one coherent experience: designed a multi-sided platform so listeners, artists, and administrators each get what they need without separate products.

RATIONAL

True ecosystem serves all stakeholders: artists need promotion, listeners need discovery, administrators need content management. Multi-sided approach creates sustainable platform value.

TRADEOFF

Comprehensive ecosystem creates stronger product-market fit and competitive advantage over single-user-focused competitors.

2 | Integrated Local Radio Streaming

DECISION

Integrated local radio streaming so listeners stay connected to the music scene continuously, with upcoming events surfaced naturally through programming rather than push notifications.

RATIONAL

Partnering with local radio creates continuous engagement while supporting broadcasting - radio highlights upcoming events, driving ticket sales.

TRADEOFF

Additional development complexity for streaming integration, but enhanced value proposition and engagement loop justify technical investment - keeps users returning between events.

3 | Applied Contemporary Visual System

DECISION

The platform needed to feel like the scene it represents: A stage-lighting-inspired palette and contemporary visual system (glassmorphism, rich imagery) signal cultural authenticity and attract a younger audience.

RATIONAL

Younger audience expects modern, visually engaging design. Stage-lighting-inspired blue palette and glassmorphism create distinctive brand identity evoking live music energy.

TRADEOFF

Trendy aesthetic may date faster than minimalism, but attracting young music enthusiasts early justifies design risk.

Design solutions

Music discovery app main feed with upcoming events and featured artist sections, Mobile screen showing music genre carousel for browsing events and artists

Top navigation with search | expandable side navigation | genre carousels (rotating) | upcoming events section | integrated music player bar
‍Comprehensive discovery in single view

Event detail screen showing artist, time, venue, and ticket purchase option

Mobile: vertical scroll with top filters | Desktop: category-based scrollable sections with refined card design
‍Multi-device event browsing optimized

Expanded navigation menu from music discovery platform with categories and filters

Mobile: genre selection cards | Desktop: scrollable category sections with enhanced visual detail
‍Genre exploration across platforms

Integrated music player bar UI with play/pause controls and artist information

Mobile: standard music player interface | Desktop: expanded view with program schedule and artist information
Integrated local radio partnership

View Desktop Prototype

View Mobile Prototype

Outcomes

Expected Impact:

Designed a platform architecture that didn't exist: a unified discovery system for Panama City's fragmented live music scene, serving locals, expats, and tourists across language and cultural contexts.

User Feedback:

Informal testing validated both visual design and navigation clarity. Users discovered artists, browsed events, and accessed the music player without prompting.

Quality Improvement:

Built a scalable design system using Figma component variables, enabling consistent UI across mobile and desktop with expandable navigation, rotating carousels, and a persistent music player.

MUSIC DISCOVERY PLATFORM

Connecting Panama City's music lovers with local artists, venues, and events

UX Research

Product Design

Prototyping

Figma

Design Systems

2 Weeks

PROBLEM

Constraints

Environment

Goals

PROCESS

1 | RESEARCH

2 | DEFINE

3 | IDEATE

4 | PROTOTYPE

5 | TEST

6 | ITERATE

Key Decisions

1 | Designed Multi-Sided Music Platform

2 | Integrated Local Radio Streaming

3 | Applied Contemporary Visual System

Design solutions

Outcomes

Expected Impact:

Designed a platform architecture that didn't exist: a unified discovery system for Panama City's fragmented live music scene, serving locals, expats, and tourists across language and cultural contexts.

User Feedback:

Informal testing validated both visual design and navigation clarity. Users discovered artists, browsed events, and accessed the music player without prompting.

Quality Improvement:

Built a scalable design system using Figma component variables, enabling consistent UI across mobile and desktop with expandable navigation, rotating carousels, and a persistent music player.

Learning

What Worked

What Changed

What I'd Improve

What Surprised Me

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