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UI/UX Design
PROJECT BACKGROUND -
A startup company launched a media product two years ago. It is a freemium model that has a mobile-web experience and a mobile app for both iOS and Android.
The company’s business strategy was to first build a user base by offering a free product and then evolve the feature set so they could monetize on a premium (paid) product. At this point, the product has been well received and has a healthy user base of free users.
They now need to design an experience that will allow users to subscribe and pay a monthly fee.
GOAL - Freemium to premium user conversion.
CHALLENGE - My biggest challenge was to identify the opportunities for the conversion. Also, Before attempting to convert free users to paid, first truly understand why the product's existing users pay for the tool.
01
DISCOVER - Empathize
Methodologies - Secondary Research, Competitive Research, Structured surveys, User surveys, Non-participant observations, Questionnaire, Personal interviews.
Lightning Demos
Amazon
Key Features
Sign in/Log in with a free trial of 30 day
Audio Music
Podcasts
Car Mode
Alexa ( easy Access )
Various Podcasts Genres
Spotify
Key Features
Freemium and premium
Audio Music and Podcasts
Lyrics of some songs
Playlist Share
Premium ads of 30 sec
Youtube
Key Features
Freemium and premium
Audio Music
Video Music
Live performance
Mood and Genre
Adds in freemium
Less available options in premium feature
Clutters
Music Quality
Less Personalised
02
DESIGN - Define + Ideate
Audience
Very Tech- savy
Age group - 18 - 36 years old
Very Budget - Conscious
Music/movies/books are very important to them.
User Persona 1
“Good music keeps me stay focused on my work. I prefer to add free music to avoid unwanted breaks.”
Danish Sharma
Software Engineer
27 years old
Personality
1. Technology Savy
2. Very talkative
3. Workholic
4. Extrovert
Currently using Apps
1. Youtube
2. Amazon Music
3. Spotify
Pain Points
1. Pop ups of premium
2. Music Streaming quality
3. Music according to gadgets and mood
Goals and Needs
1. Breakfree Music
If breaks, it should not be irritating.
2. More options and genres with less confusing options
User Persona 2
“Music helps me stay creative and helps me escape from the reality and focus on my idea.”
Sanchi Dewan
Studies in Arts
22 years old
Currently using apps
1. Youtube
2. Spotify
3. Gaana
Sanchi is a student who studies art. Sanchi participates in various art and music extra activities. Music, movies and books play very important role in her life.
Personality
1. Introvert but outgoing
Loves to read and watch movies
2. Likes to explore and travel
Frustation
1. Pop ups of premium
2. More options in the premium
3. Playlist Share options
Goals
1. Breakfree Music
2. E books and more Podcasts & Budget- Friendly
SOLUTION
1.Subscribe to a premium pop-up with no ads.
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2.Ad-Free premium with a healthy break of 30 mins/60 mins
The target audience is tech-savvy who uses music app at least 5 hours a day.
Choose any topic and take a break between music.
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3.Share your song on different platforms.
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4.Download music
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5.Find a piece of new music
If users like one particular song, find more personalized suggestions with it.
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Danish is a Software Engineer who deals and has pro knowledge about technology. He works 9-10 hours a day and spends 4 - 5 hours listening to music. He also likes to be updated with the latest news and updates.
Content Map
Evolution
Visual Style Guidelines
Rustle name meaning - make a soft, muffled crackling sound like that caused by the movement of dry leaves or paper.
Libre Caslon Text
Arial
03
DELIVER - High-fidelity Wireframes
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