Not only are 50% of Indonesians are under 30, they are also the biggest users of social media on the planet.

The idea was to launch a free cloud-based music service - “Langit (meaning sky) Music” - to both engender loyalty to Telkomsel and help shift the perception of the brand from that of a service provider to lifestyle partner.

We realized that in order to succeed our streaming music app would have to do a lot more than just stream music.

Langit Music is an immersive, social experience designed to illuminate the things that Indonesians love about music culture – sharing and recommending, collaborating on crowdsourced stations and riding the wave of new trends.

Each feature and facet of the interface were crafted for the moments when music matters most.

Deep research into Indonesian’s listening habits and relationship to music uncovered the important social role of music for these customers. Diaries, interviews, and observation documented not only interactions but also individual feelings about music.

The team charted an empathy map plotting the moments where music is significant in the life of young Indonesians. Features and functionality were designed to give the user to most relevant and useful tools at those defining moments.

PLAYBACK: ‘Scrub’ on the spinning album to scratch forward and backward on a track like a DJ. Scroll synchronized song lyrics for on-the-go karaoke.

TRENDING MAPS: Discover and track music trends through a live, interactive map.

PERSONALIZATION: Find music contextually based on listening history, right down to different moments of the day, in the Explore section. Individual listening behavior is also data visualized and displayed in the Profile section.

#TAGSTATION: User-generated music tags form #TAGSTATIONS – a “radio” station experience that is completely crowdsourced from the most popular tags.

Visually, Langit was designed with scalability and the appreciation of vinyl artwork in mind. The client did not have a fondness of their brand, so we were given freedom to evolve and give the app a modern identity.

Using the 2 vibrant colors in the old logo as a reference –Sky Blue and Bright Pink, a palette was developed by mapping them to both triad and analogous color harmonies for basic and advanced functionalities.

Graphic style elements were based on the 4 sound waves – Sine, Sawtooth, Triangle and Square. We used their clean geometric lines to create an abstract and minimal UI, putting the content in focus.

A modular scale of 1.4 was used to generate a set of 6 font sizes for the app. This created text hierarchies instantly.

1 million downloads in just 5 months with an overwhelming number of 4 and 5-star reviews in the Google Play store. 84 percent of users are active on the app each day which demonstrates an astonishing level of SIM card loyalty never seen by Telkomsel before.

Langit Musik is an immersive experience that supports local artists and music culture, housing the largest digital collection of Indonesian music in the world. Beyond inspiring loyalty, the app is driving revenue with increased data consumption for Telkomsel, Indonesia’s national Telco.

“We’re creating a brand that isn’t just about voice calls and data but about the lifestyle of Indonesians. Langit Musik looks fantastic, the reviews are outstanding and it’s become a big player in the music app market. It's a service that is providing true value to our customers and great returns to Telkomsel as a business.”

Crispin Tristam, Vice President - Telkomsel