Sam Di Mauro

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London, 13:42
London, 13:42

Kigs. A social way to find nights that actually feel like you.

Kigs. A social way to find nights that actually feel like you.

Kigs. A social way to find nights that actually feel like you.

Client

Client

Kigs

Kigs

Industry

Industry

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Lorem ipsum

Deliverables

Deliverables

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Client

Kigs

Industry

Lorem ipsum

Deliverables

Lorem ipsum / Dolor sit / Sit amet

Intro

I've spent most of my twenties in small rooms with big sound. The kind of nights where you spot a flyer on Instagram, confirm a rumour on a WhatsApp chat, jump to Resident Advisor for details, then to SoundCloud to decide if the set is your thing. That pinball-machine journey is normal in underground music. It's also exhausting. Kigs started from a simple belief: people don't follow events. They follow people.

I've spent most of my twenties in small rooms with big sound. The kind of nights where you spot a flyer on Instagram, confirm a rumour on a WhatsApp chat, jump to Resident Advisor for details, then to SoundCloud to decide if the set is your thing. That pinball-machine journey is normal in underground music. It's also exhausting. Kigs started from a simple belief: people don't follow events. They follow people.

I've spent most of my twenties in small rooms with big sound. The kind of nights where you spot a flyer on Instagram, confirm a rumour on a WhatsApp chat, jump to Resident Advisor for details, then to SoundCloud to decide if the set is your thing. That pinball-machine journey is normal in underground music. It's also exhausting. Kigs started from a simple belief: people don't follow events. They follow people.

What

Early-stage social product for underground music discovery and event planning.

Why

Discovery works socially, but planning still happens across too many tools.

Stage

MVP → live pilot (Toulouse launch party).

My role

End-to-end product design (research, IA, UX, UI, system thinking).

Small team. No formal PRD. Limited time. Everyone had day jobs. Those constraints shaped our decision.

Small team. No formal PRD. Limited time. Everyone had day jobs. Those constraints shaped our decision.

Small team. No formal PRD. Limited time. Everyone had day jobs. Those constraints shaped our decision.

Problem framing

Problem framing

Finding good nights isn't the hard part. Coordinating around them is.

Finding good nights isn't the hard part. Coordinating around them is.

Finding good nights isn't the hard part. Coordinating around them is.

We interviewed underground music fans across London, Toulouse, Sydney, and California, then ran a paid JTBD survey (~200 respondents). Three patterns kept repeating:

We interviewed underground music fans across London, Toulouse, Sydney, and California, then ran a paid JTBD survey (~200 respondents). Three patterns kept repeating:

Social trust beats algorithms.
If someone I trust is going, the event earns my time and interest.

Social trust beats algorithms.
If someone I trust is going, the event earns my time and interest.

Discovery is fragmented; curation shouldn't be.
Surprise me, but keep the quality bar high.

Discovery is fragmented; curation shouldn't be.
Surprise me, but keep the quality bar high.

Planning is the real friction.
Finding something good is step one.
Coordinating your group of friends is the headache.

Planning is the real friction.
Finding something good is step one.
Coordinating your group of friends is the headache.

Role

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Role

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Label

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10x

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