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Background
SoundCloud is an online audio streaming and distribution platform that allows users to upload, stream, promote, and share music and podcasts. SoundCloud is free, with paid subscriptions offering ad-free listening and offline listening options for fans.
Problem
SoundCloud, although recognized within the music app industry, trails behind Spotify and Apple Music in terms of app traffic. Its primary emphasis on showcasing artists' music on users' feeds has not fostered a robust sense of community among music enthusiasts. Consequently, many users opt for alternative platforms to fulfill their music preferences.
Research
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Competitive Analysis
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User Interviews
I coordinated a week to conduct Zoom user interviews with 7 individuals in their 20s about their music habits, impressions on Soundcloud, and their likes and dislikes of their go-to social online platform.
Below I created an affinity map of the results.
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Findings
Takeaways
After considering these insights, I aim to enhance not just the visual aspect but also boost user interaction within the platform, making it more social. This way, users can connect with fellow music enthusiasts, explore, share, and stay updated on music trends continuously and engagingly.
POV + HMW
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User Persona
With the insights from my affinity mapping and POV/HMW, I began to visualize a user persona that would fit the mold of who I'm designing this feature for.
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Solution
Create a social feature that fosters increased interaction among SoundCloud users
Task Flow
To enhance the user experience, I created potential task flow ideas tailored to the user persona. One concept involves allowing users to input playlist preferences and generate personalized stations accordingly. Another idea is to integrate a social mode feature, enabling interactions such as viewing friends' weekly favorites, creating custom mixes, checking friends' listening activity, or sharing recommended songs with friends.
Wireframes
After completing the task flows, I proceeded to visualize the app's design. I began by crafting wireframes that harmonize with the existing SoundCloud interface, enhancing user familiarity.
UI Kit
For the UI Kit, I stuck to SoundCloud's basic UI layout and patterns while designing the add-on feature.
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Usability Testing
​After creating the prototype, I tested out with 7 users on sending a song, creating a mix, and sending a gift and wanted to keep in mind these things:
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To assess the usability of a new feature implemented in the SoundCloud app
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Evaluating the process of each flow and its ease of use and whether or not it’s intuitive to the user
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Understand users’ impressions of SoundCloud before and after the new feature
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Understand how users feel about the newly added feature
Analyzing Results
Based on the testing results, there were some things to consider in the next revision.
Send a Song
Introduced an extra capability that allows users to search for songs and send them directly to others via our messaging system. This way, users can easily identify the sender of any shared content.
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After
Profile Page
Incorporate a compatibility meter that suggests users to collaborate on creating a mix together.
What I Learned
During my research, I discovered the significance of asking broader, generalized questions rather than solely focusing on platform-related inquiries. By doing so, I could gain unbiased insights and explore a larger context, leading to unique solutions outside the conventional approach. Since users have diverse requirements, each interview provided valuable perspectives. Recognizing these varied viewpoints was crucial in making the necessary revisions. All in all, it's essential to offer features that are both enjoyable and creative, while also ensuring they provide a more user-friendly experience. Balancing fun and innovation with practicality is key to satisfying the diverse needs of users.
What's Next
I would like to refine the socialization feature by incorporating a live feed for users to see what other users are listening to as well as brushing up on the visual design of the screens to make it more enhanced.
Thank you!
