GO DO
Touchtunes asked frog to redesign the jukebox for the digital age. Over the course of 3 generations of products we changed the direction of the company and industry. Our first product, the Virtuo, redefined the shape of a jukebox - and satisfied the needs of all users (not just patrons playing music, but those running and servicing the jukebox as well) - upping jukebox sales and music sales.
Key to our first generation was two insights - first that it was tough to tell a digital jukebox was a jukebox in a bar - driving features such as the equalizer visualization and large play button. Second was that bars and the ones buying jukeboxes - but ‘operators,’ people who owned dozens of jukeboxes in bars all around cities, were the ones who actually purchased them. And they didn’t care what a jukebox looked like or how it worked as long as it made them money - what they cared about was how easy it was to service. For them, we created as simple internal layout with clearly labeled components and wiring harnesses. When the Virtuo was opened on stage in front of operators at a tradeshow, it sold out instantly and changed the industry forever.
Our second generation pushed Touctunes into international markets by shrinking the size, and tuning down the lighting for international markets who’s bar environments didn’t match the bright lights of the US-targeted Virtuo.
Our third generation again redefined what a jukebox is - optionally removing the physical payments and enabling mobile payments, or subscriptions models - pushing jukeboxes into entirely new markets such as gyms and office spaces.
frog turned Touchtunes into an untouchable market leader - there still exist no competitors in the space, over a decade after our first engagement.
skills: Mechanical Engineering, Industrial Design, Creative Direction, Strategy, Manufacturing Design, User Research
years: 2010 - 2018