it’s a Vybe.
a ux case study
reimagining the premium music experience
ROLE: Lead UX Designer
TIMELINE: 8 weeks
TOOLS: Figma, Figjam, Miro
In today's digital era, where music streaming is becoming increasingly important, users are often overwhelmed by the multitude of options and the complexity of choosing a premium service that genuinely resonates with their preferences and needs. Traditional models of music streaming apps often overlook the unique and diverse expectations users have from a premium experience, ranging from personalized content to user-friendly subscription processes.
Challenge:
The challenge is to design a simple, intuitive premium subscription flow for a mobile application. The Vybe music streaming service app is designed to bridge this gap, aiming to deliver a more personalized, intuitive, and user-centric premium music streaming experience that aligns with modern music enthusiasts' varied desires and behaviors.
Task:
solution
empathize
secondary research
Secondary research was conducted to better understand user motivations, behavior, and intentions when considering subscribing to a premium service. While there is a lot of information that was gathered, here are a few highlights:
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Several studies analyzing an individual's likeliness to subscribe to a premium service isolated the variable of perceived value as the primary predictor. According to Mäntymäki et al. (2019), enjoyment and perceived value were highest predictors of the intention to upgrade to a premium service. Interestingly, they also found that social connectivity did not affect users' intention to upgrade but did have a negligible impact on user retention of the premium service.
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Wang et al. (2005) found that users’ willingness to pay for a premium subscription was correlated not only to perceived value but also to convenience and service quality. This study also brings up an interesting ethical dilemma for users when considering a purchase; results indicated that users were less likely to purchase a premium service if they felt like the subscription-based online service model was unfair or the difference between the free version and premium was so significant that it did not leave users much of a choice than to pay for the premium version if they wanted any benefits of the application.
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In an analysis of Google Play by Liu et al. (2015), the study showed that users are more likely to upgrade and rate an app higher if they have a good experience with the free version of the app prior to purchase. If users can have their own positive experience with the product, this experience can trump positive reviews for the app itself. The study alludes to the fact that offering a premium service simply for “advanced features” without compromising the integrity of the free product sits better with users and can prompt a higher conversion rate to the premium service.
Research Plan
My research plan aimed to understand user motivations, barriers, and value perceptions in music app subscriptions, aiming to design a premium membership sign-up process for the Vybe app concept that could effectively convert users if launched.
Research Questions:
What drives users to sign up for a premium music service?
What common barriers prevent users from subscribing to a premium service?
How do users perceive the added value of premium features?
What insights can Vybe gain from competitors' premium subscription processes?
screener survey & semi-structured interviews
A screening survey was done for the Vybe app project to selectively identify participants who align with the target audience for the premium subscription service. From this process, five individuals were chosen for semi-structured interviews to gather in-depth, qualitative insights into how potential users perceive and interact with music streaming services, particularly regarding premium subscriptions. The survey consisted of 15 questions.
competitor analysis
define
affinity map
An affinity map was created to organize the qualitative data from the semi-structured interviews. The data was separated into the following categories:
service currently used
top features
customization
cost
reasons to switch to premium
pain points
content used most
problem statement
The current landscape of music streaming apps often emphasizes a one-size-fits-all approach, focusing heavily on broad features and less on the nuanced, personal aspects of a user's relationship with music. There is an opportunity to refine this experience by offering a more personalized and customizable platform that aligns with the user's identity and mood, encouraging a subscription and a loyal, long-term engagement. By doing so, Vybe can enhance user satisfaction and increase the success rate for converting free users to committed, paying subscribers who find genuine value in the service.
user flows
User flows were created to map out some of the most essential features of Vybe. This included the Vybe Pro sign-up flow and the Discover Music calibration flow. These flows resembled the two most important aspects of this concept: an intuitive and personalized premium experience and addressed the need for better user music recommendations as discovered in user interviews.
prototype
low-fidelity
diving into the brand
brand identity
concept
style guide
premium service
brand identity
The essence of the Vybe brand revolves around the harmony of individuality and music discovery, presenting a personalized streaming experience that resonates with each user's unique taste.
Vybe’s core values encompass personalization, passion, engagement, and quality. Instead of simply connecting users to music, user preferences are integrated into Vybe Pro to make this connection more meaningful and personal.
blending dating apps & music?
According to user research and preliminary user screening, 90% of users complained that the recommendations are not liked with the premium music services that they use. While industry leaders have complex algorithms that suggest songs based on the songs users listen to, they fall short when the user has a dynamic music taste.
In the same way that a user is influenced by their variety of tastes, preferences, and moods when they are swiping left and right on people on a dating app, the AI calibration process of Vybe was inspired by this. Not only can this streamline better recommendations depending on the user’s current listening mood at that moment, but it can also use this data to make better recommendations overall.
a premium service that the user actually cares about.
Vybe Pro stands out in music streaming with its pioneering approach to a customizable premium service. Users can handpick features they value most, such as ad-free listening, AI calibration, or high-fidelity audio, ensuring they only pay for what truly enhances their listening experience. This user-centered model empowers listeners with choice and control and positions Vybe Pro as an innovator, likely to attract a broader audience by catering to individual preferences and budgets. It's a service that recognizes the diversity of its users' needs and places the power of curation directly into their hands.
Additionally, the pricing is competitive and accessible, which fosters inclusivity for more users of different socioeconomic backgrounds.
Style guide
test
usability test 1
5 participants were recruited for a preliminary usability test using a prototype inspired by the screens above. This test was designed to evaluate the user-friendliness of the sign-up process, the appeal of Vybe Pro features, and the innovative AI calibration system that personalizes music recommendations. Participants were guided through tasks as outlined below.
1. Sign-Up Process:
Start by signing up as a new user.
Share your thoughts on the sign-up process.
2. Introduction to Vybe Pro:
Explore the Vybe Pro features listed on the app. Name each feature and explain what you think they are based on the description
3. AI Calibration Feature:
Use the AI calibration feature to get a personalized playlist
4. Music Discovery and Search Function:
Find and play a song or a playlist.
5. Creating Personalized Playlists:
Create a personalized playlist.
6. Exploring Additional Features:
Explore additional features such as podcasts, radio, or social sharing. Name these features as you find them.
key findings
Understanding of Features
There was some confusion around specific terms like "hi-fi audio" and the AI calibration feature; users suggested more precise explanations and more intuitive names.
AI Calibration Engagement
The 'musical Tinder' swiping feature was well-received for its fun and engaging nature, though users wanted more variety in the initial songs and a 'like' button for greater feedback precision.
Feature Discovery
Some users struggled with finding settings and understanding icons, indicating a need for better navigational cues and tooltips.
Content Filtering and Control
Users expressed a need for explicit content filters, mood settings, and the ability to skip tracks or return to a song they swiped past.
Trial and Subscription Information
Users appreciated the one-month free trial of Vybe Pro but wanted more transparency regarding subscription costs post-trial.
iterate
usability test 2
5 new participants were recruited to perform a new usability test using the newly iterated screens.
key findings
Visual Design and Aesthetics
Participants responded positively to the updated visual design, noting the vibrant color scheme and modern interface, contributing to an engaging user experience.
Customizable Subscriptions & Clear Pricing
The customizable subscription options were highlighted as a significant improvement, allowing users to tailor their premium features.
Feature Understanding
While the Vybe Pro features were clearer, there was still a need for detailed explanations of benefits. Some users did not see that the drop-down arrow for each feature would open each feature in more detail.
AI Calibration Enhancement
The AI Calibration was a standout feature, yet participants recommended an introduction or tutorial for new users and a 'not sure' option in case they couldn’t decide if they liked it or not.
User Control and Feedback
There was a request for more control over music selection during calibration, such as revisiting previous songs and a clearer understanding of how choices affect recommendations.
solution
conclusion
Working on this project was a deeply rewarding experience, both professionally and personally. As a musician who spends countless hours engaging with music, I found that many of the challenges users face with existing streaming services resonated with my own experiences. The opportunity to design a premium music service that prioritizes user customization, individualization, and control was incredibly exciting.
The customizable premium service concept introduced by Vybe Pro underscores the significance of user autonomy and personalized experiences. If continued, this project has the potential to introduce even more features, attracting a diverse user base and achieving higher conversion rates due to its flexible pricing. This emphasis on personalization and user choice is poised to be a key differentiator in the competitive streaming service landscape.