Our projects

Fender identified the need for personalized learning to complement its Fender Play platform, addressing the demand for tailored guidance and direct feedback. Partnering with Blayze, Fender launched Fender Play 1:1, a hybrid service that combines pre-recorded tutorials with live lessons from expert instructors. This approach provides customized feedback, personalized practice plans, and real-time interaction, enhancing the customer experience and engagement.

From a business perspective, Fender Play 1:1 represents a strategic expansion into the premium e-learning market, a space seeing rapid growth and strong demand for personalized services. This collaboration allows Fender to reach new customer segments, including intermediate and advanced players willing to invest in tailored instruction. By offering a scalable, subscription-based model, Fender creates opportunities for recurring revenue and cross-selling between its core product lines.

Additionally, Fender Play 1:1 reinforces Fender’s competitive edge by positioning it as a leader in innovative music education. It strengthens customer loyalty and lifetime value while creating a platform for further product diversification, such as advanced courses or bundled offerings. This service not only meets evolving consumer needs but also supports Fender’s long-term growth strategy, ensuring the brand remains at the forefront of music learning solutions.

To bring Fender Play 1:1 to life, the technical teams from Fender and Blayze collaborated closely, leveraging their expertise to deliver a seamless and engaging user experience. The project began with the development of robust landing pages designed to introduce the service, drive customer interest, and optimize conversion rates. A/B testing was central to this process, allowing the teams to refine page elements based on real-time user behavior and ensure maximum effectiveness in communicating the service’s value proposition.

The technical stack played a critical role in the project’s success. Built using SvelteKit, JavaScript, and TypeScript, the platform combined the flexibility and performance needed to handle the interactive features of the service. SvelteKit offered a modern, lightweight framework that enhanced loading speeds and responsiveness, critical for providing a smooth user experience. TypeScript ensured reliability and scalability by enabling strict type checking, reducing the risk of errors as the platform evolved. Together, these tools allowed for a streamlined development process, supporting rapid iterations based on user feedback.

This approach not only achieved great results in optimizing the landing pages but also laid the groundwork for a scalable platform capable of accommodating future growth. The collaboration between the teams exemplified the importance of combining cutting-edge technology with data-driven decision-making to deliver a product that meets both user expectations and business objectives.

The design process for Fender Play 1:1 was rooted in collaboration and strategic alignment between the Fender and Blayze teams. Employing a Design Sprint methodology, the teams worked together to ideate, prototype, and validate key design elements quickly and efficiently. This iterative approach ensured that user feedback shaped the final product, leading to a seamless and intuitive experience that resonated with both Fender’s and Blayze’s audiences.

A cohesive design strategy was implemented across all landing pages, leveraging shared elements and reusable components to maintain visual and functional consistency. To enhance user engagement and convey the vibrant spirit of Fender Play 1:1, the design featured a palette of fresh and bright colors. This modern color scheme infused the platform with energy, creating a visually appealing interface that captured the excitement and creativity of learning guitar.

The consistent use of these bold design choices, coupled with familiar patterns and shared components, created a strong connection between the Fender Play and Fender Play 1:1 platforms. This approach not only streamlined the development process but also reinforced brand synergy and improved user trust, making the transition between the services effortless for customers.

The result was a unified, vibrant aesthetic that bridged both platforms, highlighting the partnership’s value and delivering a polished, user-friendly interface. The Design Sprint methodology ensured that every aspect of the design was purposeful, enhancing usability, engagement, and overall satisfaction for end users.