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Quantitative Research

Observations

87.5%

prioritize ad-free listening, unlimited skips and offline access when considering a premium upgrade

62.5%

of users consider upgrading due to frequent and intrusive ads

50%

of user value clear communication of benefits and simple pricing as key factors in deciding to upgrade

75%

of users are more likely to upgrade if a clear “Premium” button is easily accessible in the app.

I conducted and an online research with about 16 users
who fall in my target demographic.

Competitor Analysis

LIKES

DISLIKES

ACTION ITEMS

Spotify doesn't allow upgrade to  premium version from app.

Limits free users to six skips per hour but does not clearly inform them that upgrading to premium allows unlimited skips. This  omission disrupts the user flow and misses an opportunity for conversion.  

Clear comparison of different types of membership.

Spotify does not disrupt the user experience with aggressive subscription prompts maintaining a seamless and enjoyable interface.

Allow users to sign up to premium from the app.

Add a clear prompt at the six skip limits to inform users about upgrading the premium, improving conversion opportunities.

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LIKES

DISLIKES

ACTION ITEMS

Disrupts the user experience by frequently promoting sign-ups for Premium, negatively impacting the user experience.


Pop up, for paid membership clearly identifies premium feature.

Prompts users to sign up for premium when they sign back into the app, effectively encouraging updates.



Balance to frequency of premium sign up prompts to reduce disruptions in the user experience.




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LIKES

DISLIKES

ACTION ITEMS

Subscription ended page design colors are very bright energetic. It doesn't fit the color there of the brand.


 Amazon music has clean design and good color theme.

Make it easy to switch to paid version without disrupting the users’  experience by including a button on screen.

Amazon music gives prompt when you pass limits of free versions such as it gives a paid membership prompt after skipping 6 songs.

MUSICON Affinity map (2) 1

Affinity Map

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Empathy Map

Says

Why can’t the free version have fewer limitations? It’s almost like a trap to upgrade.

I wish I could personalize my listening experience more without paying extra.

A free trial could convince me to explore the premium features.

The constant reminders to upgrade feel too aggressive.

Does

I avoid upgrading because I don’t want to deal with the hassle or unclear benefits.

I sign up for a free trial but make sure I can cancel it easily

I close the app or switch to another when ads get too frequent or I hit the skip limit.

I switch playlists when I hit the skip limit or get stuck with songs I don’t like.

Feels

I feel cautious about committing to premium because I’m worried I’ll get locked into payments.

I get overwhelmed by complicated premium subscription pages.

I feel conflicted about spending on a music app—it’s something I enjoy, but the cost doesn’t feel justified

If the perks aren’t clear, I don’t see the point in upgrading

Thinks

Is there a way to balance between free and premium? Why can’t I just pay for the features I want?

I’d rather deal with the hassles of the free version than pay for premium.

I think the upgrade process should be smooth and not time-consuming

The process of upgrading should be simple and seamless.

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Sam

24 Yers Old - Chef - Los Angeles   

"Music keeps me going, no matter the      
  time of day.

Sam

24 Yers Old - Chef - Los Angeles   

Self Actualisation

Love Belonging

Safety

Physiological

Esteem

User Persona

Painpoints

Overwhelmed by too many playlist options.
Difficulty finding new artists that match their taste without endless scrolling.
Frustrated when their favorite niche artists aren't easily discoverable.

Goals

Discover new indie and underground artists.
Easily share playlists with friends and collaborate on music.
Use music to set the mood for different tasks throughout the day.

About

Sam is a creative chef who loves experimenting with new recipes and techniques. He finds inspiration in exploring different cuisines, traveling, and music. He loves experimenting in the kitchen while listening to his favorite playlists, believing that music sets the perfect rhythm for his culinary creations.

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Diana

19 Yers Old - Influencer - NYC   

"I love vibing to good music when I work out or unwind at home."

Diana

19 Yers Old - Influencer - NYC   

Love Belongings

Esteem

Self Actualisation

Safety

Physiological

Love Belongings

Esteem

User Persona

Painpoints

Struggles to find the right playlists that match her energy levels.
Finds it annoying when music recommendations are not personalized.
Wants a seamless music experience without interruptions during workouts.

Goals

Find high-energy playlists for workouts.
Easily switch between workout and relaxation playlists.
Stay up-to-date with trending songs and artists.

About

Diana is an influencer who shares her love for fashion, travel, and music with her followers. She’s known for curating content that reflects her unique style, often pairing her posts with carefully selected music that sets the vibe. Diana loves connecting with her audience through stories, playlists, and daily glimpses of her life, effortlessly blending her passions.

User Flows

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Wireframes

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App Store

1-month free trial

$12.99 per month

Starting today

Starting Jun 6, 2024

No commitment. Cancel anytime in Settings >
Apple ID at least a day before each renewal date.
Plan automatically renews until canceled.

Account:

MusicON Unlimited

MusicON : Songs & Podcasts
Subscription

12+

Subscribe

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Usability Testing

Before starting the high-fidelity designs, I conducted two rounds of usability testing on the MusicOn app to identify key usability issues in the sign-up process, home screen navigation, song skipping, and premium subscription prompts. Testing revealed confusion with the sign-up flow, inconsistencies in navigation labels, and unclear communication of skip limitations, leading to critical design adjustments such as adding a passwordless login system, updating navigation labels, and incorporating pages that better convey skip restrictions. These insights guided the refinement of MusicOn’s design, ensuring a smoother user experience and a clearer path for users to explore premium features.

Style Guide

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Aa

A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p
q r s t u v w x y z

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Screens

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My Learnings

Through the MusicOn project, I have gained a deep understanding of the UX/UI design process, from conducting initial research and defining user personas to iterative usability testing and refining design solutions. This project emphasized the importance of user-centered design, guiding my approach to addressing user pain points, such as navigation inconsistencies and communication gaps around premium features. I learned how critical it is to combine clear design principles with user feedback to create intuitive, engaging interfaces that resonate with target users.

Reflecting on the process, I recognize the value of integrating user feedback earlier and more frequently, which would have allowed for quicker adjustments to design challenges, such as the confusion around skip limitations and subscription prompts. Documenting feedback more meticulously and exploring a wider range of design alternatives could have further enriched the product. Additionally, prioritizing accessibility and ease of use from the start would have helped create a more inclusive experience. These insights have greatly shaped my approach as a UX designer, reinforcing the importance of adaptability, continuous learning, and staying deeply connected to user needs.

Problem Statement

When using a free music streaming app, users want a seamless listening experience without frequent interruptions, limitations, or the overwhelming push to upgrade, so they can enjoy music without frustration. However, current freemium models often disrupt user experience with ads, skip limits, and unclear upgrade processes, making it challenging for users to see the value of premium features.
MusicOn aims to bridge this gap by offering intuitive design, clear communication of benefits, and a simplified upgrade process, ultimately enhancing user satisfaction and increasing premium subscriptions.

My Process

Project Timeline
User Research
Screen Survery
User Interview
Competitive Analysis

User Personas
Empathy Map
User Journey

User Flow
Information Arc.
Style Guide

Wireframe
Hi-Fi Designs
Prototype

2 Rounds Usability
Feedbacks
Conclusion


Empathize

Ideate

Test

Define

Prototype

The Challenge

The goal was to develop a paid product with enhanced features for music lovers worldwide, providing an enjoyable app experience that encourages users to easily upgrade to premium membership.

The Solution

Provide existing free users with the chance to upgrade to a paid subscription during the login process and while using the app after logging in.

UX Case Study
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MusicON

Media Streaming Mobile App

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