A State of Flo
Science-backed soundscapes for creative minds.
Role
UX/UI Designer
Team
1 Designer, 1 Developer, 1 Founder
Duration
January - March '25
Overview
I collaborated with A State of Flo, an independent record label, to design a soundscape wellness platform that helps creatives reconnect with inspiration and improve mental well-being through science-backed sound, including binaural beats and immersive field recordings from nature.
Rooted in user research, the project involved one-on-one interviews, surveys, and a creative workshop with artists and music-makers. My role spanned the full design process: from uncovering core user needs to shaping the product strategy, experience design, and early content direction across both web and mobile platforms.
Challenge
Creatives often struggle to carve out focused time for fresh thinking. Daily distractions, from background noise to mental overload and packed schedules, can leave them drained, unfocused, and disconnected from their creative rhythm. Over time, this persistent strain impacts not only their output but also their well-being, rest, and relationship to inspiration.
Approach
This project explores how sound can actively ignite creativity, drawing on insights from neuroscience and the natural world. We set out to design an innovative soundscape platform for musically attuned creatives, artists and deep listeners seeking more intentional, immersive audio experiences.
Rooted in science, shaped by nature, and guided by artists, the platform invites users into purposeful sonic journeys designed to restore focus, spark ideas, and support well-being.
80
Interview /
Survey Insights
91%
Distractions impact creativity
86%
Increased wellbeing after listening
Research & Discovery
Current Landscape
I conducted secondary research to explore how creatives currently use sound to support focus and well-being, analysing platforms like Endel, Brain.FM and YouTube soundscape channels. The competitive landscape revealed a growing interest in sound wellness but a lack of emotionally rich, artist-led experiences tailored to creative flow.
USER RESEARCH
Is this statement true? If so, what depth are creatives seeking from soundscape tools? And how important is the role of science in shaping the experience?
INITIAL RESEARCH
Initial research suggests creatives may desire more deeper emotional engagement and imaginative states compared to what sound tools currently offer.
User Research
To deepen insights from the competitive landscape, I conducted seven one-on-one interviews with creatives across disciplines - musicians, writers, designers, and visual artists - alongside a survey that gathered 65 responses. Participants were based mainly in the UK and US, ranging from emerging freelancers to seasoned professionals.
Snapshot of research synthesis including empathy map.
Finding 1
68% said current sound apps feel too functional
Finding 2
79% want more immersive sound experiences
Finding 3
82% said nature helps with creative blocks
User interviews gathered from surveys and interviews.
Personas
Three core personas were developed from user research to highlight distinct creative motivations, frustrations, and sonic needs. These personas guided the design to align with how creatives engage with sound.
The Cultural Explorer
Anita thrives on discovering global sounds and weaving them into her creative work. But between work and life, she rarely finds uninterrupted time to go deep. She needs immersive, story-rich soundscapes that spark ideas quickly and shift her mindset.
"I love when a sound instantly takes me somewhere, especially when I don’t have hours to get in the zone."
The Emerging Musician
Liam is an aspiring electronic producer who draws inspiration from ambient and experimental sound. But constant distractions and time pressure make it tough to get into flow. He’s looking for sound environments that ignite new ideas fast, without overloading his senses.
"I need a sound environment that sparks new ideas and pushes my boundaries while I work on my tracks."
The Innovative Designer
Raya is a visual artist exploring motion and mixed media. She knows sound can elevate his work, but she often struggles to switch contexts or stay creatively engaged. She seeks evolving, textured soundscapes that move with her ideas and help her regain creative focus.
"The right sound gives me momentum, it brings a spark when my visuals feel stuck."
Key Insights & Opportunities
Key Insights
After synthesising the data using empathy maps and persona analysis, several key insights emerged. Users seek spaces and tools that nurture creativity and focus, often turning to sound and wellness practices to support their flow state. Their emotional and environmental needs play a significant role in shaping these experiences, with a desire for personalisation through technology to adapt to individual moods and routines. Finally, there’s a strong pull towards community and culture, highlighting the importance of shared experiences and meaningful connections in sustaining inspiration and wellbeing.
Evolving the experience
User testing revealed a desire for more imaginative, exploratory ways into the soundscape experience. Mood and purpose worked for functional listening, but users also wanted to feel creatively transported.
This inspired a prototype: the World Sound Map , a visual, interactive feature that lets users “travel” through sound. From Japanese forests to Icelandic winds or São Paulo field recordings, it taps into the emotional power of place to spark creativity and curiosity.
Customer journey map highlighting increased joy during artist-led experiences.
Design & Iteration
User Journey
The Information Architecture prioritised simplicity - organising content by mood, purpose, and curated journeys to reduce decision fatigue.
From this foundation, the core task flow was developed to guide users quickly from landing on the app to engaging with a soundscape, balancing speed, clarity, and emotional connection.
User Testing & Insights
To validate the prototype, five remote tests were run with creatives and wellness app users using a mid-fi Figma prototype. Sessions focused on discovering, playing, and interacting with soundscapes, followed by a short survey.
Key Learnings
Simplicity supports immersion - Users loved the sound quality but wanted a quicker path to play.
Mood tags worked - Tags like restorative and inspired helped users pick soundscapes easily.
New use cases emerged - Users mentioned unwinding before bed or during childcare moments.
Desire for context or intention — A few users asked about the story or intent behind each soundscape.
Iterations
Streamlined home screen with 3 curated soundscapes and a “shuffle for inspiration” feature
Added soft visual pulse during playback
Improved playback clarity with better controls and tooltips
Short descriptions or artist notes added to deepen engagement
Prototype
The sound used are crafted with science-backed elements, binaural beats and authentic field recordings to boost focus, creativity, and well-being. The design and sound combine to deliver an immersive, purposeful experience that supports both emotion and cognition.
The style guide features warm greens and highly curated natural tones, reinforcing the themes of travel and nature to create a calming yet inspiring atmosphere.
User testing highlighted a need for hands-free access, leading to the addition of voice activation for effortless soundscape control.
The frames below show in more detail the steps a user would take to discover a soundscape via the world map and play an experience.
Physical Extensions
This concept naturally extends into physical experiences that deepen user connection with sound and place. Ideas include immersive world map installations, sonic retreats in nature, storytelling sessions that explore the origins of sounds, and late-night listening events designed to foster community and creativity. These real-world touch-points aim to amplify the emotional and sensory impact of the digital platform, creating a holistic, multi-sensory creative wellness ecosystem.
World Map Installation
A large interactive map or globe with touchpoints or QR codes linking to location-based soundscapes. Includes field notes and artist stories. Ideal for museums, festivals, or hotel lobbies.
Sound Lab Artist Workshops
Small creative sessions where artists demonstrate field recording and sound layering. Participants craft micro soundscapes on-site, which can be shared on the platform connecting users and creators.
Sonic storytelling
Outdoor trails with “listening stops” triggered via QR codes or mobile browsers. Each stop blends local sounds, reflective prompts, and artist narratives to deepen the experience.
Sonic retreats or Pop-up listening lounges
Curated sound zones in natural or artistic spaces (gallery, forest, rooftop), each themed for Focus, Release, Sleep, or Wander. Delivered via high-quality headphones or spatial audio, with added breathing exercises, journaling, ambient visuals, and guided reflections.
Late night listening events
Immersive twilight or overnight sessions in cultural venues or yurts. Participants relax on mats with headphones, experiencing live and recorded meditative soundscapes led by artists or sound therapists. Activities may include journaling, tea ceremonies, breathwork, and dream storytelling.
Learnings
Learnings
Moving forward, the next steps would involve iterating on the prototype based on further user testing, refining key features like smart recommendations and interactive maps, and exploring potential partnerships with event organisers. Additionally, integrating real-time updates and calendar sync capabilities would enhance usability, ensuring a smoother, stress-free experience for parents planning cultural outings with their children.
Next Steps
Moving forward, the next steps would involve iterating on the prototype based on further user testing, refining key features like smart recommendations and interactive maps, and exploring potential partnerships with event organisers. Additionally, integrating real-time updates and calendar sync capabilities would enhance usability, ensuring a smoother, stress-free experience for parents planning cultural outings with their children.
