“How might I create a more unique and meaningful paid subscription model for music streaming users?”

Introduction :

Tether is a revolutionary mobile music streaming app that redefines the way users discover, save, and share music, albums, and podcasts. It also offers a unique paid subscription model that introduces a feature called "Tether Memories." This feature allows users to upload their photos and videos, which are then intelligently combined with a playlist generated by AI. As the lead designer, my role encompassed the entire design process, from problem identification to solution implementation.

process + understanding :

Problem Identification

The core problem was the need to enhance user engagement and create a deeper emotional connection with the music streaming experience. Users often felt disconnected from the music they enjoyed, and there was a lack of personalization in the app.

solution :

research :

• Conducted user interviews and surveys to understand user preferences and pain points.

• Analyzed competitors in the music streaming industry to identify gaps in the market.

• Discovered that users desired a more immersive and personal music experience.

learn

Unveiling User Insights: Exploring User Interviews in the Research Phase of a Music Streaming App and Paid Subscriptions

In the fast-paced realm of music streaming, where melodies and beats orchestrate our daily lives, understanding user preferences and behavior is paramount. Tasked with understanding user experiences, desires, and pain points, I delve into interviews with curiosity, empathy, and an insatiable appetite for knowledge.
Through a meticulously designed series of user interviews, I engaged with a range of music enthusiasts, from everyday listeners to devoted audiophiles. The interviews are a combination of questions, observations, and discussions, capturing the pulse of the users' music streaming habits. I navigated through a myriad of topics, including user satisfaction, app usability, content discoverability, and the sought-after paid subscription plans.

In the realm of music and its enchanting universe of algorithms and soundwaves, user interviews become the instrumental bridge that connects artists, listeners, and the creators of a remarkable music streaming app. Through this research phase, innovative ideas emerge, forging a path toward a harmonious future where music breaks boundaries and fosters a deeper connection among us all.

ask

• What are the key factors or features that would motivate you to consider upgrading to a paid subscription?
  

• Are there any specific concerns or barriers that have prevented you from upgrading to a paid subscription?
  

• When considering an upgrade how do you evaluate the value of additional features and benefits offered in a paid subscription?
  

• Whenever you’ve considered upgrading to a paid subscription (for any product), what motivated you to do so?
  

• If there was something you could add or change to your listening experience at all, what would it be?
  

• Do songs ever remind you of a specific memory or time in your life? And if so, how would you say you categorize your music according to those times or memories?
  

• If you could combine your memories and music in one space, would you?

synthesis :

Based on the interview conducted and the research gathered, it is evident that users' music streaming experience is a crucial aspect of their lives. The interviewees expressed their desire for a seamless and personalized experience when it comes to accessing and discovering music. They highlighted the importance of a user-friendly interface that allows for easy navigation, quick search options, and personalized recommendations tailored to their preferences. The research further emphasized the significance of a reliable streaming platform that ensures uninterrupted playback and high-quality audio. Users also appreciated additional features such as curated playlists, social sharing options, and the ability to save and download music for offline listening. Overall, synthesizing the interview and research has shed light on the importance of creating a user-centric music streaming experience that combines intuitive design, personalized recommendations, and reliable performance to enhance users' enjoyment and satisfaction.

personas

design + validate :

• Developed wireframes and user flows for the Tether app, emphasizing intuitive navigation and enhanced discoverability.

• Designed the "Tether Memories" feature, which allows users to combine media with playlists.

• Created a high-fidelity prototype using Figma to visualize the user journey and interactions.

sketches :

user flow

lo-fi screens :

user testing :

• Conducted usability tests with a diverse group of target users, including tech-savvy individuals aged 24-30.

• Tasked users with exploring the app, navigate through the upgrade process and viewing the "Tether Memories" feature.

• Gathered feedback on user interactions, flow appeal, and overall satisfaction.

findings :

This test report presents the findings from the first round of user testing conducted for a music streaming app. The app is currently in the grayscale wireframe stage, and the testing focused on the onboarding process for transitioning from a free subscription to a paid subscription model. The upgraded features include ad-free listening, infinite skips, and the ability to combine photos, videos, and playlists using AI.  The purpose of this report is to highlight major findings, provide recommendations for resolving issues, and list usability issues by priority.

branding + values :

Enter a realm where music and style converge, where rhythm meets design, and where an app becomes a powerful extension of your unique identity. Imagine a music streaming app that is hip and bold, pulsating with the energy of a vibrant beat, and inviting users to embark on an electrifying journey.

To achieve the coveted status of being the go-to platform for music lovers, visual identity becomes paramount. The art of branding breathes life into an app, as it serves as the proverbial face of a company. For a music streaming app that aims to transcend mediocrity, a well-crafted brand identity is the secret weapon to stand out in a sea of competitors.

site map

high fidelity :

usability Testing :

Task 1:

Onboarding and Subscription Opportunity (New Users) Scenario:

You are a new user who has just installed Tether for the first time and signed up with an account. Your goal is to explore the app and understand how to subscribe to the premium or pro (paid) product.

Task 2:

Subscription Opportunity (Returning Free Users) Scenario:

You have been using Tether as a free user for a while, and you now have access to the new "Tethered Memory" feature. Your goal is to find and understand the subscription opportunities within the app.

Task 3:

Creating a "Tethered Memory" Scenario:

You are a returning free user who is excited to try out the new "Tethered Memory" feature. Your goal is to create a "Tethered Memory" by combining your photos, videos, and playlists.

Task 4: 

User Experience and Brand Perception Scenario:

As you interact with the app, pay attention to the overall user experience and how it aligns with Tether's brand attributes: Bold, Smart, and Hip.

recommendations:

• Address capitalization inconsistencies throughout the app's text for a more polished appearance.

• Enhance the visibility and prominence of key calls-to-action, such as upgrading and accessing memories.

• Reevaluate the share feature, potentially integrating a link-sharing mechanism and improving the clarity of its functionality.

• Refine the presentation of the "Tether Memories" feature, focusing on a clear and engaging way to communicate its value proposition.

• Explore potential integration with popular photo-sharing and music apps for a broader user base and increased functionality.

recommendations:

• Feature Naming Consistency: Address naming inconsistencies and typos within the app's interface for a polished and professional appearance.

• Clarity of "Memory" Plan: Provide more detailed information about the features and benefits of the "Memory" plan to eliminate confusion and increase user interest.

• User Interface Optimization: Consider reordering sections like "Reasons" and "Playlists" to enhance user experience and flow.

• Playlist Customization and Activity Matching: Explore the possibility of implementing a feature that generates playlists based on users' current activities or moods.

• Integrate with Daily Schedules: Investigate the feasibility of integrating playlists with users' daily schedules, enabling music to match different activities throughout the day.

recommendations:

• Subscription Plan Naming: Clarify subscription plan names, such as using "Pro Plus Memories," to provide a better understanding of plan features.

• User Interface Optimization: Address zooming issues and consider visual adjustments to improve overall interface usability.

• Promotional Video: Implement a feature to allow users to pause or stop the looping promotional video for a smoother user experience.

• Editing Memories Feature: Consider adding a feature that enables users to edit or adjust created memories, providing greater flexibility and customization.

learnings :

Conclusion :

Tether successfully addresses the core problem of incentivizing music streaming user from a free to paid user subscription by providing an engaging and more personalized streaming experience. The "Tether Memories" feature uniquely combines personal media with music, creating an emotional bond between users and their memories.

Through a robust design process, usability testing, and iterative improvements, Tether stands as a transformative music streaming app that invites users to rediscover their favorite moments through the power of music.