The challenge was to design a responsive website experience within the problem space of music. After much research and a pivot in synthesis, our team designed a music content sharing platform where users can access curated playlists, music recommended by friends, and get the inside scoop on upcoming tours of their favorite artists. This is not a music streaming platform, it is a platform meant to enhance users’ music listening experience through personalized content curation and social connections.
With dose.com, you can see what your friends are listening to, see what concerts they’re going to, and get highly personalized playlists in one place.
METHODS & TOOLS
User Interviews with Otter
with Affinity Mapping
We sent out a survey screener and received 25 responses. Our screener was focused on people’s music streaming habits and platform preferences.
To gain a better understanding of our target users and persona, we conducted 2 rounds of user interviews with 9 users total.
“My favorite feature on Spotify is the playlist curation because it helps me discover new music and artists."
“I really enjoy listening to New Releases playlists. There was once a new release from an artist I already really like and it was cool to find out they had a new album out that way because I might not have known otherwise or wouldn’t have known as quickly.”
“You can see your friends on Spotify and what they’re listening to… I just look at it like oh “what’s she listening to today that’s a stupid song.” Or “oh she’s in a mood” cause she’s playing that song.”
After user interviews, we turned to affinity mapping to gain insight into the trends of music streaming were and identify the problems people were having. In the affinity map above, you can see that our users were focused on a few things:
Favorite feature: personalization of playlists and connecting with friends
Getting upcoming concert info for their favorite artists
Easy access to music by being able to download music
Based on this synthesis, we ideated a solution that would simply enhance users' Spotify experience by educating them about the platform’s several features. However, we knew that this solution wasn’t actually solving anyone's problems. After realizing that we had boxed ourselves in, we decided that it was necessary to conduct a second round of affinity mapping.
Round 2: Pivot
Who is Jamie?
Jamie is all about music discovery and sharing. She loves her music streaming service, but needs a better way to interact with and discover music. With this information, we were able to develop a new hypothesis to drive the rest of the project
What is the Problem?
Jamie likes to explore new playlists, share music with her friends, and discover new concert opportunities, but she has to do all of these things on different apps/websites.
How might we provide Jamie with a platform for personalized music content and sharing?
Ideation & Testing
Round 1: Low-Fi Mobile Paper Prototype
We conducted testing of our paper prototype with 3 users before developing our mid-fi prototype to ensure that basic functionality was achieved with our website.
Round 2: Mid-Fi Mobile Invision Prototype
Transitioning From Mobile to Desktop
Round 3: High-Fi Desktop Invision Prototype
1. Home Page
In order to help users complete the task, the “New Music” section label needs to be emphasized with bigger font and boldness.
2. Share Pop-Up
Add a “Copy Link” feature because it’s a common convention in sharing features on other sites.
Test a share with friends feature.
3. Album Page
Find a way to make it more obvious that the user can click on the Artist button to access the Artist page.
4. Tour Page
Change the “I’m Going” button to a checkbox so users are clearly shown that it’s not taking them to another page.
We should also decrease the size of the “Find Tickets” button to distract the user less.