Dream Team
Art director Adam Wilson
Manager Mike Abbott
Product Designer Alex Pesenka, Nur Asyrof M
Intro
BeatBox came to Polyform Studio, where I work as a Staff Product Designer, with an ambitious vision: to revolutionize karaoke by transforming it from a passive sing-along into an electrifying group gaming experience. Think Top Golf, but for singers. Beatbox reinventing karaoke by fusing group gameplay, instant scoring, auto-tune, and hospitality for a next-gen singing experience.
Polyform led concept-to-delivery, designing the BeatBox game platform, lobby & booking UX, in-room interface, brand identity, website, and launch collateral. Built in Unity, it integrates karaoke libraries with hardware—microphones, projections, tablets—for a seamless digital‑physical experience.
We designed game loops to balance competitive scoring with social cohesion. Features like pitch-based scoring, auto-tune options for novices, voting or 'booster' mechanics, and group leaderboard visuals were baked into the core experience. The challenge: keep it accessible for first-timers and satisfying for karaoke veterans.
Let's start with some Research & Discovery
We began by deconstructing karaoke itself. Our team immersed ourselves in the full spectrum of singing experiences, from dive bar open-mic nights to upscale Asian KTV private rooms, studying what made each format work. We analyzed beloved rhythm games like Guitar Hero and Rock Band to understand their addictive game loops. Most importantly, we examined the Top Golf model: how could that same dynamic of friendly competition, instant feedback, and social energy translate to group singing?
Through this research, we identified key tensions to navigate:
Skill vs. Accessibility: How do we reward talent without intimidating beginners?
Competition vs. Cohesion: How do we keep it competitive while maintaining the communal joy of singing together?
Digital vs. Physical: How do we create seamless integration between technology and real-world social interaction?
We did a bunch of discovery docs, like user persona, customer journey map, moodboard, competitor and solution analysis, etc.
Art Directions
As part of art direction in discovery stage, I was responsible to iterate how Beatbox experience going to look like for all integrated devices, iPad for user control center, Lyric TV, audience TV, etc. I ended up proposed 4 key visuals to give options to stakeholders on how heavy "gamification" theme infuse to design.
The iterations continue, I explored a tons of way to visualize every components for admins, multiple game mode, between lyrics, scoring system, audio tuning, and leaderboards.
And, make the beat in motion
I continue my design process from Figma to After Effect,
where we can explore how Beatbox interact in motions.
Design system
After we finalized high fidelity designs, we deliver figma design system to properly managed all colors, text style and components used in iPad and TVs.
Outcome
Design Unity-based karaoke game with scoring & tuning
Beta Prototype launched in NYC venues summer 2025
Traction Strong investor & media interest pre-launch
Impact Redefined live karaoke as play-driven social gaming
Thanks for scrolling
© 2026 Asyrof