MVSSIVE is a SaaS platform for the music industry. This case focuses on the design of a feature that didn't exist yet: a structured space for music sessions, where producers could centralize participants, files, and context from the start — instead of coordinating everything across WhatsApp, Dropbox, and voice messages.
The challenge was strategic: MVSSIVE only intervened at the end of the creative process. This feature moved the product upstream, making it part of the workflow from the very beginning — with direct impact on retention, adoption, and conversion.
The Moment Music Is Created
A music session is not an isolated moment but a complex environment where multiple dynamics coexist simultaneously. These dimensions define how music is created and why the context in which it happens is so relevant to the creative process.
Collaborative Work
Multiple people participate, working together in real time.
Creative and Technical Decisions
Decisions made during the session directly impact the final song.
Multiple Versions
Ideas are tested, others discarded, and different versions of the same song are generated.
Focus and Continuity
The flow of exchange and coordination influence the outcome of the creative process.
Working on real music sessions, we began to notice a pattern repeating over and over. Important information from each session—schedules, files, versions, feedback—was scattered across multiple conversations and channels. Nothing was "lost," but it wasn't where it needed to be. The problem wasn't a lack of tools, but a lack of structure.
The problem
Was there a problem worth solving?
When music producers coordinate collaborative sessions, the information ends up scattered across multiple places:
• A WhatsApp group to coordinate the day • Dropbox for the files • Voice messages for feedback • External links for the versions.
Nothing is lost, but nothing is where it should be.
The result is a music producer who spends more energy managing the chaos than focusing on the music. And when handling multiple sessions simultaneously, that burden multiplies.
The problem wasn't the lack of tools. It was the lack of structure.
Impact of the problem on the user
Who suffers from this problem?
Fernando
Independent music producer
When I'm managing a session with multiple artists, I need to have everything organized from the start so I can focus on the music without chaos taking control.
OBJECTIVES
• Maintain session control • Avoid delays in launches • Protect the quality of the final result • Appear professional to the artists
PAIN POINTS
• Simultaneous messages from multiple sessions • Feeling that a version was lost • Having to resend files and update information • Fragmented information across multiple tools
NEEDS
• Centralize information from the start • Structure participants and versions • Reduce dependence on multiple tools • Maintain clarity even when managing multiple sessions
JTBD — Job To Be Done
As the session owner..
FUNCTIONAL JTBD
When I'm managing a music session with multiple artists
I want to keep all the session information organized in one place
So that I can focus on the creative process without interruptions or stress
EMOTIONAL JTBD
When information from multiple sessions overlaps
I want to feel in control and clear-headed
So that the chaos doesn't interfere with my creative focus
SOCIAL JTBD
When other people depend on me during a session
I want to respond with clarity and speed
So that the collaboration flows without friction or confusion
Impact of the problem on the user
Who suffers from this problem?
Fernando
Independent music producer
When I'm managing a session with multiple artists, I need to have everything organized from the start so I can focus on the music without chaos taking control.
OBJECTIVES
• Maintain session control • Avoid delays in launches • Protect the quality of the final result • Appear professional to the artists
PAIN POINTS
• Simultaneous messages from multiple sessions • Feeling that a version was lost • Having to resend files and update information • Fragmented information across multiple tools
NEEDS
• Centralize information from the start • Structure participants and versions • Reduce dependence on multiple tools • Maintain clarity even when managing multiple sessions
JTBD — Job To Be Done
As the session owner..
FUNCTIONAL JTBD
When I'm managing a music session with multiple artists
I want to keep all the session information organized in one place
So that I can focus on the creative process without interruptions or stress
EMOTIONAL JTBD
When information from multiple sessions overlaps
I want to feel in control and clear-headed
So that the chaos doesn't interfere with my creative focus
SOCIAL JTBD
When other people depend on me during a session
I want to respond with clarity and speed
So that the collaboration flows without friction or confusion
Business opportunity
Why did this problem matter to the business?
Until that point, MVSSIVE only intervened in the final stage of the music process: when the song was finished and ready to be published. Its role was to centralize files, metadata, and contributors.
The problem was that it came in late. Much of the value, decisions, and versions that define a song are created much earlier, during the music sessions. By not being present at that moment, the product relied on external tools at key stages and didn't capture the context from the start.
MVSSIVE was limited to a closing tool, when it could have become the official source of truth from the beginning.