Equaliz*her

UX/UI

Extended Case Study

Networking, collaborating, and booking with a focus on promoting gender equity in the music industry.

Workflow

Ideation

User Research

Concept

Survey

Interviews

Styleguide

Design Principles

Wireframing

Prototyping

Documentation

Final Deliverables

Case Study

High Fidelity Prototype

Presentation

Tools

Figma & Figjam

Notion

Miro

Google Forms

Timeline

2025

4 Weeks

Why is it that FLINTA* are still underrepresented in the music industry?

Why is it that FLINTA* are still underrepresented in the music industry?

FLINTA*: women, lesbians, intersex, non-binary, trans & agender people +*

The Problem

Underrepresented genders in the music industry face significant systemic barriers that limit their visibility, access to networking opportunities, and career progression. As a result, they are booked less frequently, have fewer opportunities to collaborate with peers, and struggle to grow their careers in a competitive industry.

The Problem

Underrepresented genders in the music industry face significant systemic barriers that limit their visibility, access to networking opportunities, and career progression. As a result, they are booked less frequently, have fewer opportunities to collaborate with peers, and struggle to grow their careers in a competitive industry.

The Problem

Underrepresented genders in the music industry face significant systemic barriers that limit their visibility, access to networking opportunities, and career progression. As a result, they are booked less frequently, have fewer opportunities to collaborate with peers, and struggle to grow their careers in a competitive industry.

How can a digital product both—highlight the gender imbalance in the music industry and encourage men to open their networks to FLINTA*?

The Solution

A web app that promotes gender equity by identifying areas where representation is needed – revealing imbalances in artist bookings, networking, collaborations, and group formations, and enhancing access to diverse talents.

The Solution

A web app that promotes gender equity by identifying areas where representation is needed – revealing imbalances in artist bookings, networking, collaborations, and group formations, and enhancing access to diverse talents.

The Solution

A web app that promotes gender equity by identifying areas where representation is needed – revealing imbalances in artist bookings, networking, collaborations, and group formations, and enhancing access to diverse talents.

Equaliz*her

→ Provides a social platform for musicians with opportunities for skill-sharing and collaboration.

→ Highlights gender equity at every stage of decision-making and within the network.

→ Connects musicians with industry decision-makers through a booking system.

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1. Start-Screen, 2. Feed, 3. Open Call, 4. Workspace, 5. Project/Booking Menu, 6. Team chat, 7. Line-Up / Equity Reminder, 8. Line-Up, 9. Search / Recommendation, 10. Player / Recommendations , 11. User Profile / Show Reel, 12. Talent Watchlist

1. Start-Screen, 2. Feed, 3. Open Call, 4. Workspace, 5. Project/Booking Menu, 6. Team chat, 7. Line-Up / Equity Reminder, 8. Line-Up, 9. Search / Recommendation, 10. Player / Recommendations , 11. User Profile / Show Reel, 12. Talent Watchlist

Project Context

This concept was developed as part of my UX/UI project at Spiced and addresses existing gender inequalities in the music industry. Due to time constraints, the prototype could not be further iterated. Nevertheless, qualitative interviews and a deliberately more open survey with 43 participants provided valuable insights into the needs and challenges of the target group.

The survey focused on qualitative responses – based on the insight that extensive quantitative data on this topic already exists from secondary research. The aim was to uncover new perspectives rather than repeat existing figures.

Core Features & Goals

The developed web app offers digital tools such as booking management, a Talent Watchlist, and data-driven insights. These are designed not only to increase the visibility of FLINTA* individuals but also to encourage decision-makers – particularly men – to open up their networks more consciously and actively. This approach holds promoters, labels, and booking agents accountable for structurally integrating diversity.

A key goal is to make gender disparities visible – through visual indicators, statistics, and transparent team structures. Tools like the “Open Call” aim to directly connect FLINTA* talents with decision-makers and create tangible career opportunities.

The Talent Watchlist is a collaborative tool specifically for booking teams – unlike regular follow features, it allows bookers to shortlist artists for specific lineup slots, enabling internal voting and faster decision-making.

What challenges do FLINTA* individuals face in the music industry?

Understanding Painpoints, Needs and Oportunities

To understand the barriers, challenges, and perceptions of gender equality in the music industry—especially how artists build networks and what’s needed to improve FLINTA* individuals’ positions—I conducted a survey.

The insights gained helped identify potential solutions for a digital platform that fosters inclusivity and enhances networking opportunities.

Furthermore, four interviews provided deeper insights into the needs of the target user group.

What challenges do FLINTA* individuals face in the music industry?

Understanding Painpoints, Needs and Oportunities

To understand the barriers, challenges, and perceptions of gender equality in the music industry—especially how artists build networks and what’s needed to improve FLINTA* individuals’ positions—I conducted a survey.

The insights gained helped identify potential solutions for a digital platform that fosters inclusivity and enhances networking opportunities.

Furthermore, four interviews provided deeper insights into the needs of the target user group.

Interviews

04

Women / Age Ø 36

DJ
Event organizer
Project managment
Talent booker
Artist care

Women / Age Ø 36

DJ, Event organizer, Project managment, Talent booker, Artist care

Survey

43

Women: 23

Non-binary: 6

Agender: 1

Men: 13

Survey

43

Success in the music industry heavily depends on connections.

Success in the music industry heavily depends on connections.

84,4%

stated that their access to the music industry came through personal connections or mentors who introduced them to key people.

86%

believe significant progress is still needed for gender equality in the music industry. Only 3 respondents see a balance, while 2 had no opinion—all 5 were men.

75% of FLINTA* individuals report that the biggest barrier to professional development is the dominance of men in leadership positions.

Question: What barriers do you personally face in your professional development? Source: Music industry survey, basis 2024: FLINTA* n=173 interviews, men: n=68

Study+results_Keychange_2024_EN.pdf

Interview Insights

Says

Thinks

Sees

Feels

“My goal: expanding my professional Network with more female contacts.”

“I applied as an artist using the booking forms.“

Interview Insights

“Frustrated and tired about complaining all the time about the same topic.“

“The men close to me support me and other female group members.“

“My goal: expanding my professional Network with more female contacts.”

“I feel safe, heard, and valued in my personal network.“

Says

Thinks

Sees

Feels

“Many bring their professional experience into private projects.“

“Insecure about whether her emotions are justified.“

“In group projects, people quickly find themselves in social role patterns when taking on tasks.”

“I noticed that I mostly had men in my talent network when I was looking for female DJs.“

“Men, even those close to me who support me, need to be more politically active and raise awareness among their male colleagues to really make a change.“

“Reflection requires a shift in perspective.”

“I applied as an artist using the booking forms.“

“I feel safe, heard, and valued in my personal network.“

“In group projects, people quickly find themselves in social role patterns when taking on tasks.”

“The men close to me support me and other female group members.“

Says

Thinks

Sees

Feels

Interview Insights

Great data. But what’s the actual takeaway here? ¯\_(ツ)_/¯

—> The perception of gender equity in this field is assessed differently by men than by their FLINTA* colleagues …

… which often leads to men being unaware of the issue and not necessarily seeing a need for action on their part.

—> Important factors for a successful career and good access to the music industry are personal contacts, a strong network, mentors, and collaborations but …

… cis-men often prefer to stay within all-male networks—the problem with this is that they mostly hold key decision-making positions.

—> The perception of gender equity in this field is assessed differently by men than by their FLINTA* colleagues …

… which often leads to men being unaware of the issue and not necessarily seeing a need for action on their part.

—> Important factors for a successful career and good access to the music industry are personal contacts, a strong network, mentors, and collaborations but …

… cis-men often prefer to stay within all-male networks—the problem with this is that they mostly hold key decision-making positions.

—> The perception of gender equity in this field is assessed differently by men than by their FLINTA* colleagues …

… which often leads to men being unaware of the issue and not necessarily seeing a need for action on their part.

—> Important factors for a successful career and good access to the music industry are personal contacts, a strong network, mentors, and collaborations but …

… cis-men often prefer to stay within all-male networks—the problem with this is that they mostly hold key decision-making positions.

Survey and interview insights reveal a key contrast:

While many FLINTA* participants emphasize the need for men to take a more active role in gender equity, many also feel supported within their personal networks.

This suggests a willingness among men to support FLINTA* in the industry. The challenge lies in extending this support beyond personal circles to drive broader change. 

What is needed?

Skill-sharing / knowledge transfer & mentorships

to foster growth and career opportunities

Skill-sharing / knowledge transfer & mentorships

to foster growth and career opportunities

Representation in key industry roles

to drive systemic change

Skill-sharing / knowledge transfer & mentorships

to foster growth and career opportunities

Representation in key industry roles

to drive systemic change

Greater visibility on & off stage

to inspire future generations and strengthen role models

Awareness, responsibility & recognition

to create a more inclusive and equitable industry

Greater visibility on & off stage

to inspire future generations and strengthen role models

Awareness, responsibility & recognition

to create a more inclusive and equitable industry

How might we …

… develop a tool that empowers musicians to connect and collaborate more easily, while fostering gender-inclusive and accessible networking experiences?

… foster greater awareness and responsibility for gender equity across all levels of app usage – regardless of the users’ gender identity?

… simplify the process of discovering and booking diverse artists?

The user persona is a man?

Equaliz*her is designed for everyone, regardless of gender. Its goal is to connect like-minded individuals, empower career growth, foster collaboration, and encourage knowledge sharing, all while prioritizing gender equity. By creating a fairer, safer space, the app benefits all users. Systemic change is a collective responsibility.

Equaliz*her is designed for everyone, regardless of gender. Its goal is to connect like-minded individuals, empower career growth, foster collaboration, and encourage knowledge sharing, all while prioritizing gender equity. By creating a fairer, safer space, the app benefits all users. Systemic change is a collective responsibility.

Jona, 36

Pronouns: he/him, Role: Eventmanager, Talent Booker, DJ

Personal Traits:
—> reflected, —> hands-on, —> smart
—> social, —> creative, —> politically engaged

Jona, 36

Pronouns: he/him, Role: Eventmanager, Talent Booker, DJ

Personal Traits:
—> reflected, —> hands-on, —> smart
—> social, —> creative, —> politically engaged

Jona works full-time as an event manager. Privately, he organizes an annual small music festival with a core group of friends and the community that has formed around it. The team’s goal is to achieve gender equality in their bookings, but Jona often finds that his personal network, which is predominantly male, makes this a challenge.

Jona works full-time as an event manager. Privately, he organizes an annual small music festival with a core group of friends and the community that has formed around it. The team’s goal is to achieve gender equality in their bookings, but Jona often finds that his personal network, which is predominantly male, makes this a challenge.

What does Jona’s journey look like as he books artists?

User Flow

You shouldn’t choose between doing it fast and doing it right!

You shouldn’t choose between doing it fast and doing it right!

Future Prospects

While the current prototype focuses on the booking process for festival line-ups, the concept could be expanded to include orchestra placements or institutional selection processes in the future.

To better understand the practical needs and dynamics of the booking process, the next step would involve further interviews, in-depth surveys, and close collaboration with key stakeholders.

You shouldn’t choose between doing it fast and doing it right!

Future Prospects

While the current prototype focuses on the booking process for festival line-ups, the concept could be expanded to include orchestra placements or institutional selection processes in the future.

To better understand the practical needs and dynamics of the booking process, the next step would involve further interviews, in-depth surveys, and close collaboration with key stakeholders.

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