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Musical interfaces and strategy for STEIM

Design and development of musical interfaces and strategic roadmap for new business for STEIM

About the project:

The project brief is to creating a coherent package of product/service plans that can be applied immediately with which STEIM can redefine its identity as a Knowledge Center in 2013 and after.This project is undertaken with five industrial design students of the other two master’s tracks in Delft University of Technology.

My contribution:

Primary user research, market research and analysis, personas, marketing and business models, recommendations for future growth.

About Steim:

STEIM, located in Amsterdam is a center for research & development of instruments & tools for performers in the electronic performance arts. STEIM largely depended on a structural grant from the Dutch government for their finances but the government decided to discontinue the grants from 2013 which created a dire situation for STEIM.

Context Mapping and SWOT for STEIM.


To start with, research was conducted utilising internal and external analysis, business model analysis and different personas were created which pointed to different markets which STEIM could venture in. A roadmap with different possibilities was created on the basis of the personas created, trends studies and contextual data collected. After a discussion with STEIM, the project was focussed on creating deviced for music therapy for the mentally challenged. Desk and field research was conducted on music therapy and practitioners. An in-depth situational analysis of the care system for mentally disabled in Netherlands was conducted to inform the creation of the future strategy for STEIM in this sector.

Empowering the caretaker and the music therapist


A conceptual framework was developed based on the literature research and interviews conducted with music therapists and caregivers. Based on this conceptual framework which mapped interfaces on a person’s physical and cognitive abilities a few prototypes were developed which could be customized by the music therapist according to the needs of the client.A services framework (figure below) was proposed in order to make these prototypes help in revenue generation for STEIM. The model demonstrated how music therapists and relationships with the Dutch music therapy organisations would help foster services by STEIM for schools for special needs and care organisations. STEIM could be a welfare partner and develop devices for the clients of such organisations.

Marketing and Business models

A marketing plan(below) laying down guidelines and decision making criteria was also proposed which included recommendations fornew key resources and competencies for STEIM which would help it make profit through this new business model.

The marketing plan and strategic roadmap with recommendations

The new prototypes had interfaces which were developed keeping in mind cognitive and physical sensibilities of the challenged person. The collective name given to these set of interfaces was Passion Play.

Passion Play: The new musical interfaces

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