The success of Taylor Swift’s tour from a product design view
Madrid collapsed with excitement: what is her success?
Last week Taylor performed in the Santiago Bernabeu stadium, amusing every soul there 🔥
Taylor and her team are fabulous user experience designers: undebatable, but what can we, the remaining designers, learn from them?
I tried to dissect their strategy in the following sparkle points:
✨ Strong story behind all the experience (her own life) → Stories are where people’s souls live… and she has not a linear one but a fragmented one. Thanks to that she can reach a wide range of users (of different ages, social statuses, cultures, expectations in life, etc) plus drama and “life-things” happening in real-time. So you don’t only experiment a moment (listen to the song) but a complex situation that goes around. So how do you not get involved and take part?
✨ Hyper inverse personalization → An experience of (and for) every age-moment by a specific song, manual, dress, make-up, mindset, values… that allows you to not only be a spectator but to take part and experiment it by yourself and show everyone that you belong to that mini (sub) experience of the Taylor universe…
✨ A catchy branding name for her fans: swifties
✨ An interactive experience while users enjoy the performance (the exchange of friendship bracelets) → She makes the community not only live first-person experience but interact between them also…
✨ Expectation effect → fed by a pre-ritual before the experience, being able to reflect in the same mirror 🪞 where The Star reflects
✨ Special limited edition element in every concert → a different mix of songs in the piano moment)… check to the economy of attention, dopamine, and FOMO ✅
✨ Hight-price range of tickets and merchandising → Enhancing the feeling of consuming a quality product
✨ Give hope to a generation without great references and idols → Where everyone can impact, and there are tons of information and data, true idols are not easy to distinguish
✨ Fabulous communication of hope, euphoria, happiness, resilience, and being the best version of yourself… → With extra toppings of feminism, charisma, and identification with millennials, Z’s, and alphas.
Her community
Big songs and big idols are flat right now; playing the reality card and alluding to basic needs and life perspectives but not getting to sound authentic when they talk about big dreams or hope (if they try to).
The ways to turn you into an idol are easy to reach now, altering how others perceive you can be done in a couple of clicks or with cash (if you are not tech-savvy). Everything looks good, but does it feel good also? For real.. for real real?
Climbing to the top and falling are both easy, but keep it and maintain it… Taylor does that: what she sells it’s herself is covered with a great UX and service design well-made packages full of sparkles, tears, red hearts, stars, and big words… smartly reflecting not only what she was and is but what others could think experiment being her must be.
Beneath all, we, as a global population, still seek to believe and glow.
In a society that claims answers to a lack of light in the future and a huge bulb light pointing to mental health (& “heart health”)… is she the ultimate warrior leading the new generation orphan of hope and emotions?
What AI says about hope + idols
I asked Gemini and Bing (ChatGPT) Designer:
🎰 Jackpot…
In conclusion, according to the economic metrics she had conquered the art of creating a super successful product, proving that giving hope is the ultimate engagement strategy in our… “real-faced war&crisis era”.
Thank you for reading 🤍
