Sync
Music streaming platform offering extensive opportunities for discovery and enjoyment through their vast library.
Overview
Sync is a media platform with access to a diverse selection of songs from around the globe.
Our goal is to develop a premium product offering enhanced features beyond the free experience, enticing users to upgrade for a superior service. We aim to integrate subscription opportunities seamlessly into the signup process for new users and design a product that facilitates effortless access to users' favorite artists.
Role
Product Design
The Challenge
The company initially focused on building a user base through a free product and subsequently expanded its feature set to monetize through a premium (paid) product.
With a well-received product and a robust base of free users established, the next strategic priority is to design a seamless user experience that facilitates subscription and monthly payment for premium features.
Goals
Establish mechanisms during registration to enable new users to seamlessly subscribe to the premium product.
Implement pathways within the product interface for returning free users to transition into the premium product.
As demonstrated by Spotify, we can implement an in-app upgrade dedicating the premium service with its own tab. This allows users to seamlessly transition from the free to premium services.
Research
Based on the research findings, user retention hinges significantly on the product's ease of use and familiarity, which influence early adoption decisions. Introducing a freemium model expands the potential user base, attracting those seeking comprehensive features.
For premium subscriptions to justify their cost and retain users, they must offer seamless experiences without interruptions like ads, unlimited listening, playlist sharing, and offline downloads. This differentiation from the free version is crucial in reinforcing the upgrade decision. However, the free product should also function effectively, leveraging ads for revenue without compromising user satisfaction.
Spotify's success, with 143-153 million premium users in 2020, exemplifies this strategy. Users' willingness to pay is driven by the product's quality, enhancing productivity during activities like studying or exercising. Continuous updates, curated recommendations, and seamless multi-device access are pivotal in meeting user expectations and maintaining engagement.
Comparative Analysis
The sign-up processes for Pandora, YouTube Music, and Spotify have some commonalities, but they also exhibit key differences in terms of user experience, requirements, and available features. The following is a comprehensive comparison of how each platform manages account creation.
Spotify
Offers the most flexibility in terms of sign-up methods and account customization (e.g., username selection), with deeper social media integration and robust personalization through its algorithms.
YouTube Music
Integrates with the Google ecosystem, making sign-ups seamless for users already logged into Google. However, this limits its flexibility for users who don’t have or want a Google account.
Pandora
Offers a lightweight sign-up experience but requires basic demographic info for better music recommendations. It’s mainly focused on music discovery through stations, with ad-supported and premium plans.
User flow
Visual guide that shows the steps a user takes to complete the given task.
User flow 1: Making an Account
Login as existing user
Sign up registration as new user
Artist recommendation
User flow 2: Favorite the Song
Search keyword
Song title
Filter artist name
Favorite song
User library
User flow 3: Upgrade to Premium Services
Account/ Premium tab
Informational page
Subscription model
Payment process
Plan upgraded
Low- Fidelity Prototype
The low-fidelity prototype was developed to evaluate the fundamental structure and functionality. Its primary purpose is to identify areas requiring enhancement before finalizing the design.
Design
Color
Purple and blue were chosen as they depict outer space. This creates a sense of wonder as users get lost and discover music for the first time.
Attributes
Bold, cool, and hip.
High - Fidelity Prototype
A high-fidelity prototype was developed to deliver a precise and realistic representation of Sync's music platform. This version included advanced design features, interactive elements, and detailed visuals to closely resemble the final product. The objective was to validate the design decisions from the low-fidelity phase and incorporate adjustments based on initial testing feedback, therefore optimizing the user experience.
Usability Testing - Round 1
The feedback received has highlighted areas for improvement and notable features of the user experience. Key areas for enhancement include improving the perceived security and trustworthiness of the payment process, adding a shuffle button for better user control, clarifying clickable icons to reduce confusion, and introducing a recommended music section to aid user discovery. Additionally, providing an opt-out option for premium accounts would offer users greater flexibility.
In a positive light, users have praised the platform's design and aesthetic appeal, as well as the simplicity and intuitiveness of its tasks. The platform's adherence to industry standards in music app functionality has been well-received, and users have expressed satisfaction with the visibility of a free sign-up option, which enhances their confidence in the security of the sign-up process. These insights will guide future improvements aimed at further enhancing user satisfaction and engagement.
Usability Testing - Round 2
The second round of testing yielded positive feedback from the participants, on areas such as having an secure payment wall, subscription plan, and enhanced details of the song choice.
There were a few areas needing improvement like changing the button icon to buy instead of add. This communicates to the user what action is taking place, as it had previously confused the participants.
The Outcome
The final prototype was crafted using insights gathered from the second round of usability testing. Our aim is to create a music streaming platform that effectively supports a subscription-based model. By emphasizing features that enhance the user experience, we recognize that there will always be opportunities for future enhancements.
