Overview: Revamped the mobile experience for startup Muse-Q by removing barriers and seamlessly enabling premium signups. Designed a user-centric journey that effortlessly facilitated subscription and monthly payment, revolutionizing engagement and enhancing the appeal of going premium. Leveraging sound competitive analysis and in-depth user data analysis, achieved higher conversion rates while identifying opportunities for future development.
Resolution: Designed an intuitive flow that encouraged more conversion to Muse-Q Premium, for existing users and new users at sign up.
Role: User research, IA, competitive research, data analysis, journey mapping, personas, lo-fi & hi-fi mockups
Challenges:
* Identifying the preferred freemium and premium architecture
* Identifying ad experience preferences of key demographic, as well as bolstering personas
* Iterating to make the architecture consistent with media streaming standards already set
Start with a Project Plan
Due to time constraints, I created a hard deadline project & research plan to ensure quick delivery of results.
Business Goals
1. Create the opportunity for new subscriptions to the premium product upon registration & signup flow.
2. Create the opportunity for returning free users to subscribe in the sign-in flow, as well as within the product (once logged in).
Immediate Needs: Research, get perspective and design with empathy. Do this for the people in the experience. See the company’s business strategy and materialize the vision...more freemium to premium conversions!
Research:
Understanding The Media Streaming Industry
Facebook, YouTube, Pandora and Spotify are the primary competitors in the space. While FB isn’t a media company along the lines of the others, it does boast the highest ad and vendor revenue through them.
Many people turn to YouTube turn for free music streaming with ad interruptions, but the company has plans to change that by pushing users toward subscription offerings.
Pandora has struggled in recent years to keep pace with competition, as paid subscriptions to on-demand listening services have surpassed it. Spotify reports 159 mil global users (71 mil subscribers), far exceeding Pandora’s 75 mil users and 5.5 mil subscribers.
Spotify is the industry leader in the Freemium to premium conversions (26.6%). Differences?
1. Employs Social media aspects (i.e. share, friends)
2. Easy collection exploration (you’re in control), moods
3. Offers a taste of premium w/ minimal freemium ads
Users & Audience
Budget Conscious
Constantly looking for the best deal
that allows them to save money.
They also value and take care of their
investments and libraries.
that allows them to save money.
They also value and take care of their
investments and libraries.
Young Adult
Ideally, 18 - 24 years old — are less conscious or focused on a specific brand and they’re comfortable with using smartphones.
Tech Savvy, Media Guru
Consistently adding music and media to their libraries every day. Very tech-savvy — they are on their phones for several hours a day.
User Goals
Wide Library, with lesser known artists
EPs and new releases, not just the Top 40
Customizable playlists
Downloadable content
Aspects connected to my social network & media
One-stop shop & perks (I.e. Spotify & Hulu Partnership)
Shareable Content
Reasonably Priced
User Pains
Can’t play while closed or open in background.
Hard to re-locate my media & lists.
Freemium ads, make them funny or audio, (too many).
Not enough ad variety. Hate repeats of the same.
With the pain points and goals outlined by real users and surveys, I was able to synthesize and find alignment with the Muse-Q business objective.
Results
Full aspects of other platforms integrated
Less intrusive Freemium experience
Targeted and audio ads
Expanded Libraries
No ads
Design & Foundations
Research into the use cases and industry leaders provided a jumping-off point for a preliminary user flow.
I used maps to help build working schematics and prototypes. The User Flow acted as a foundation for the proposed solution to the quandary.
User Testing (Moderated & Unmoderated)
I conducted five 1-on-1 testing interviews to gather detailed insights. The rough schematic revealed initial layout issues.
I elaborated on the rough maze with design decisions based on further analysis of the initial interviews, tests and research. I tested it and published on maze.design. The results were quite revealing.
Note: Due to project constraints, the planned sketch was abandoned in preference of a faster turn around for the high fidelity mockup. There was insufficient time to conduct 1-on-1 interviews in the final round.
Synthesis
Maze.Design is amazing. It collected all of the data from questions and actions taken by the participants. By reviewing the data, I was able to pin point key issues on the second round of testing that the first could not have shown. With 30+ participants, there was a lot more input on the design.
Outcome
I was able to identify three main issues from the existing app wireframes. I then organized them into a report that ranked them by priority. You can find the mini report here.
Learnings
High Fidelity
A higher fidelity design could address many of the identified usability issues. Users could benefit from a more real feel. The realer it feels, the more lifelike the data becomes.
Adapt Advertisements
Present only one ad at a time and consider popovers for premium advertisements. These can be presented while listening and consider audible elements.
Be Hilarious
Audible, entertaining, targeted ads are preferred. If you can have Nichole Byer reading the advertisements (or a comedian/entertainer), ads will be much more pleasant.
