Reducing Funnel Friction

Overview

This project focused on removing friction from the sheet music upload flow. Many music performers were signing up to use the platform, but very few were completing uploads.

By identifying and resolving the biggest blocker — a frustrating copyright entry process — I helped increase monthly uploads by 36% and reduced related support inquiries by 65%.

About MyMusicSheet

MyMusicSheet is a platform where music performers can sell their own sheet music. The platform empowers music performers to create sustainable income beyond live performances, especially after the pandemic disrupted traditional concert opportunities.

As the product scaled globally, our focus shifted to increasing high-quality content from newly onboarded music performers.

The Problem

Following an aggressive international marketing campaign, new music performer registrations increased by 130%, but surprisingly, sheet uploads dropped by 10%. Something in the funnel was blocking users from publishing their content.

Funnel analytics and customer inquiry revealed the root cause:

Music performers were getting stuck at the copyright entry step.

They had to manually search for and input detailed copyright metadata from public databases. If they made a typo or missed a field, the upload was rejected — and they had to start over. This was especially painful for medley arrangements, which required multiple entries. As a result, many performers abandoned the upload process entirely.

The Solution

While reviewing copyright fee reports from our accounting team, I noticed a recurring pattern: each entry included an ISWC — International Standard Musical Work Code. This code is used by copyright associations to track and identify musical works across territories and platforms.

That insight led to a new idea: what if we could bring ISWC codes into the upload experience?

1. Song Tag System

I designed a song tagging system powered by ISWC codes. Music performers could now:

• Search by song title or artist

• Select songs via tag instead of typing legal metadata

• Add multiple tags for medleys in just a few clicks

This drastically reduced submission errors and saved time.

2. Value-First Approach

In cases where the performer couldn’t find the right tag, the flow allowed them to submit the sheet first, and provide missing copyright details later when requesting sales revenue.

This reduced friction while maintaining legal and operational integrity.

3. Side Effect: Better Discovery

Because song tags introduced structure to the sheet database, it became easier to:

• Improve search and filtering for end users

• Let the marketing team curate seasonal collections

• Connect scattered sheets under a unified song catalog

The Result

Within one month of releasing the new flow:

• Monthly sheet uploads increased by 36%

• Copyright-related support requests dropped by 65%

• Marketing and operations teams were able to shift focus from troubleshooting to curation and growth

This project showed how removing one critical blocker — and delivering value earlier in the flow — can drive both creator success and platform-wide improvements.