Overview: Revamped Muse-Q's mobile experience by eliminating barriers and streamlining premium signups. Created a user-centric journey that simplified subscriptions and payments, boosting premium engagement. Through competitive analysis and user data insights, we increased conversion rates and identified future growth opportunities.
Resolution: Designed an intuitive flow that boosted conversions to Muse-Q Premium for both existing and new users at signup.
Role: User research, IA, competitive research, data analysis, journey mapping, personas, lo-fi & hi-fi mockups
Challenges:
* Defining the optimal freemium and premium architecture
* Determining ad experience preferences for key demographics and enhancing user personas
* Iterating to align the architecture with established media streaming standards
* Determining ad experience preferences for key demographics and enhancing user personas
* Iterating to align the architecture with established media streaming standards
Start with a Project Plan
Due to time constraints, I created a hard deadline project plan to ensure quick delivery of results.
Business Goals
1. Create opportunity for new subscriptions to 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
Researching use cases and industry leaders laid the groundwork for an initial user flow. Using maps, I developed schematics and prototypes, with the user flow serving as the foundation for the proposed solution.
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, we abandoned the planned sketch to expedite the high-fidelity mockup. Time limitations also prevented us from conducting final-round 1-on-1 interviews.
Synthesis
Maze.Design proved invaluable, collecting data from participant questions and actions. Analyzing this data, I identified key issues in the second round of testing that were missed in the first. With over 30 participants, we gained substantial input on the design.
Outcome
I identified three main issues from the existing app wireframes and organized them into a prioritized report.
Learnings
High Fidelity Design
Enhancing the design's fidelity can resolve many usability issues, offering users a more realistic and lifelike experience.
Adapting Advertisements
Present one ad at a time and use popovers for premium ads, incorporating audible elements while listening.
Be Hilarious
Spice up those ads! Get comedians or entertainers like Nichole Byer to read them—because who doesn't want their shampoo commercial delivered with a side of laughter?
