Muse is a music media app that launched two years ago where users can stream unlimited music and podcasts and chat live with other users. The product was well received and built a large user base of free users.
My design challenge is to create a new experience that will allow current and new users to subscribe and pay a monthly fee. I adopted a complete UX approach by gathering qualitative data using human-centered design along with my stakeholders goals to separate Muse from its competitors.
I conducted research and created the product's design. I also developed the UX and UI design aspects through heuristic evaluation, user interviews, affinity mapping, sketching, wire-framing, prototyping, and usability tests.
Project was completed in 165 hours, with in a span of 5 weeks.
The company's business strategy was to build a user base by offering a free service and then evolve the features to monetize on the platform via a paid subscription.
Our stakeholders revealed that their current users find the spreadsheet hard to edit and navigate. They aim to create a better user experience within their spreadsheets.
The existing sign-up flow does not have a call to action upon registration that allows the user to subscribe
The existing flow does not have the prominent calls to action throughout the free experience that gives the opportunity - or a compelling reason to subscribe
After reviewing the design brief from my stakeholders, I wanted to create a project plan to help me map out which methodologies I would use in each phase. I created an estimated time-line to stay on track with my deliverables.
I conducted a heuristic evaluation by evaluating competitive products including Spotify, Tidal, Apple Music, Amazon Music and Pandora.
I moved onto interview five participants who fit the stakeholders target audience to understand what enticed them to pay for their subscription services. I found the main reason why people pay for a subscription is to listen to music and podcasts ad-free. Participants revealed that they do not enjoy listening to ads during their audio experience.
"Every three songs, they would play a commercial" ... actual quote from a participant.
Participants also mentioned getting access to exclusive artists and podcasts incentivizes them to pay for a subscription. They also noted they enjoy chatting about their music with others, but the only platform with this feature is Spotify which require users to download to use two different apps rather than one.
Once my interviews were completed, I gathered all of the notes and broke them down into data by highlighting essential quotes and grouping them into similar themes.
To ensure I fulfill my stakeholders' and users' goals when designing the product, I combined them by developing a diagram representing the project goals to identify critical factors to give my users a compelling reason to pay for a monthly subscription.
With the data I gained from interviews and the stakeholder's business goals in mind, I created a list of minimum viable products (MVP) by envisioning what features my users would find necessary.
I then created a list of minimum viable products (MVP) by envisioning what features my users would find necessary.
After completing the MVPs list, I created user flows by brainstorming the scenarios my users would encounter when using the product. I mapped out what functions and features the user will experience when deciding to pay for a monthly subscription.
Using my MVP's and user stories as a guide I was able to create a site map for the app.
After creating a site map, I started sketching out my wireframes. For each element, I kept my stakeholder's business goals in mind: to create opportunities for new and existing free users to subscribe to their premium services. I also focused on my interviews to ensure I kept their overall experience and users needs as a significant focus on the design.
With my sketches complete, I used them as a guideline to create low-fidelity wireframes and prototype using Figma.
I conducted and moderated gorilla usability tests with five participants.
With my Gorilla usability testing complete, I redesigned the issues found and then created high-fidelity wireframes and prototypes using Figma. I used all the insights I learned to develop the prototype, utilizing the user stories and site map as a guideline, ensuring I fulfilled my project goals.
Once users open the platform, they are introduced to the splash page where new users can sign up for free, and returning users can log in. New users signing up for the first time; now have a call to action to try the premium service for free.
Returning users who are logging back in, now also have the option to try premium services for free. Once the users, click the CTA for the trial service, they can view the differences and upgraded features in the premium subscription plan.
First-time users have the option to input their favorite musicians and podcast, which also gives them the ability to view content only available by subscribing to the premium plan. Both returning and new users are directed to the home screen, where free users can stream exclusive content thee times a day, while premium users can stream unlimited content.
Users can now see who is listening to the same content and chat live. They can now also subscribe to the premium at any time on the platform.
Participants revealed they found the UI easy to navigate. They like that they can view the subscription plans when signing up or logging in, aligning with the business goals.
"I would try the free three-month trial as soon as I sign up"...actual quote from participant.
Participants also enjoyed viewing who was listening to the exclusive content and could chat with them live, unlike competitive platforms that require you to
download another app.
"I love the chat feature; this allows me to see who else is listening to the song and review"...actual quote from participant.
Implement provided solutions and share user feedback over the next few months. Regroup and view results and discuss other ways of improvement.
