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JODIE BARR | PRODUCT DESIGNER
CLOUD 9
PLUGIN
A plugin that allows artists and listeners to take control of their music experience.
BACKGROUND
Soundcloud is a music streaming platform that prides itself on putting the artist first. Its mission is to "empower the world's audio creators with the best tools, services and resources to build and grow their careers". The goal was to make the brand more competitive amongst other streaming apps.
MY ROLE
User Research | Persona Creation | User Flow | Wireframing | High Fidelity Mockup | Prototyping
CHALLENGE
Soundcloud is known for being a platform that is accessible to artists regardless of popularity. Anyone can sign up and release music in a matter of minutes. The current goal is to understand what users need and want in order maximize efficiency for both the artist and the listener and increase app downloads and usage.
INITIAL RESEARCH
To start I pulled existing data and conducted research in order to understand how Soundcloud measures up to competitors. I used this information to identify pain points, user types, user needs and areas for improvement.
Music Streaming App Usage
Spotify
24%
Apple Music
24%
Pandora
17%
iHeartRadio
14%
Google Play
12%
Amazon Music
9%
Soundcloud
8%
Shazam
7%
Data from Statista.com
I interviewed 30 Soundcloud Users to better understand user needs and pains. Two questions included were "What is your preferred music service?" and "How often do you use Soundcloud?
The data revealed Soundcloud was not a preferred streaming service for most users.
RESEARCH QUOTES
"I would love a never play this song again button"
"I would like the ability to sort liked songs by date, alphabetically, most listened to etc."
"I'd like a feature that allows me find the playlist/album i'm currently listening without having to navigate the app"
"More social aspects to the app"
PERSONAS
Tiana Tunes
THE ARTIST
Has recently moved in order to pursue her passion for music. She does work from time to time but has saved up enough to invest in her budding music career. She loves sharing her art with the world
Needs
- To increase daily stream count
- To receive feedback and commentary on releases
- To be able to market and increase anticipation for music releases
Pain Points
- Has no way to promote music before release
- Wants to know more about followers outside of numerical data
- Has no idea has to connect organically with followers and doesn't know how to start one
Goals
- To increase streams, reach and audience
Michael Muse
THE LISTENER
Likes to listen to music while he trains. Occasionally tries to discover new music. Feels like music helps him get through the day and loves to keep up with her favorite artists. He typically uses whichever streaming service is easy to use.
Needs
- To listen to favorite artists and playlists easily
- To be able to control his music suggestions
- To stay up to date on favorite artists and upcoming releases
Pain Points
-- Poor music suggestions spoil his experience
- App is not enjoyable. Michael only uses this app because some of his favorite artists only stream their music on this app.
- Feels like app doesn't offer much of an experience overall.
Goals
- To have more control over listening experience
- To know more about his favorites and upcoming concerts and releases
PROBLEM
1. Increasing streams and growing audiences organically is extremely difficult
2. App conversion rates are low
3. Irrelevant content and limited control of music feed
4. Unattractive interface (not enjoyable to use)
5. App is not preferable to competitor's
By attracting users and increasing app usage I can increase the chances of converting them into daily streamers. This can be done by re-designing the User Interface, allowing customization, and control of personal feeds for listeners and more content option and releases for artists.
HOW MIGHT WE BRAINSTORM
PROPOSAL
Create an app or plugin that can be downloaded for Soundcloud members which gives them complete control over the music and artists they see. Users will use this when casually listening and following their favorites. It allows them to see their most played tracks and artists in one place. They can curate content and customize there feed as much or they would like. The user has complete control of what appears in their feed.
Additional Features
- Cloud Chat
- Music feed
- Curation capability
- New content release capability for artists
Adding social features such as a music feed and "Cloud Chat". The feed/timeline allows users to keep up with upcoming events, projects and statuses posted by artists that they've added to their Cloud. The Cloud Chat feature is a room run by each artist. These rooms allow fans to interact on topics and statements chosen by the artist. Focusing on the social aspect along with enhancing the Interface will increase traffic, streams and chances of converting listeners into daily listeners.
USER FLOW
WIREFRAMES
FINAL SCREENS
Reflection
Given the resources I would have done A/B testing in order to gain better insight from users versus feedback and response given for the Prototype. Eye-Tracking tools and Heat Mapping software would have also provided interesting data to be used for future updates. Lastly, I would have done another round of research in order to see what features were or weren't successful from other streaming apps.
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