Steinway & Sons spent much of 2016 going through a comprehensive rebranding and marketing effort to appeal to a wider purchasing audience. The iconic brand yearned to be seen as a lifestyle product to a new generation of music lovers and piano aficionados. This included the rebuild of the web platform and the release of the Steinway Spirio high-resolution player piano – both with Williams Forrest at the helm as the technology partner.

The Steinway Streaming Website displaying a music selection list and music player widget on two separate, white iPhone's.

Fig1. - Classical + Mobile = Awesome.

When Steinway & Sons decided to revamp the user interface for their classical digital music streaming service in 2016, Williams Forrest went to work on the service’s next-generation experience for web and mobile devices. The primary goal was to design a more modern and user-friendly front end interface that was visually consistent with Steinway’s existing digital design and specialized for the unique circumstances of a classical music-only platform.


Williams Forrest offered a multi-phase approach to this unique opportunity, centralized around product development, user experience strategy, and creative design. These phases addressed the platform’s need to balance the depth and breadth of content for the classical music expert and ease of use for classical music newcomers.


  • Conduct stakeholder interviews
  • Understand business rules and objectives
  • Define user groups and personas
  • Comprehensive analysis of the current site
  • Competitive analysis
Three separate iPhone's, each displaying different album artwork of Bach, Natasha and Ullmann with a music player widget on each.

Fig2. - There’s more than one album.


  • Product roadmap
  • Wireframes
  • User journeys
  • Design comps
  • Interaction design

Implementation Consultation

  • Functional specifications
  • Technical requirements


The enhanced site and streaming music platform offers seamless performance across any device with improved searchability and ease of use. The design and user interface fits perfectly with Steinway’s updated corporate image and adds fresh appeal for a new generation of music lovers.