Company
Amazon Music is a streaming service offering various tiers: Amazon Music Free, Prime Music, Music Unlimited, and Music HD. It features millions of songs, curated playlists, personalized stations, and offline listening
Context
Enhancing Amazon Music Engagement: 40% Increase in App Download Willingness
In this Amazon Music project, user research was conducted with ten current music streaming users. The goal is to increase user engagement and usage of Amazon Music by analyzing their needs and experiences, followed by research and redesign.
In the study identified three key findings: Smarter Recommended Playlists, Privacy Options, and The Ability To Evoke Unique Memories and Emotions.
This led to a 40% increase in willingness to download the Amazon Music application.
Enhancing Amazon Music engagement projects preview
Authentic User
We gleaned insights from real users who uses music streaming application(s) and user feedback to better understand and address these real-world experiences
User Testing
General Questions
。What music streaming applications are you using the most?
。What features do you like it the most?
。What features should be improved?
。What feature should be added on?
Advanced Questions
。How do you usually find new songs or new music types?
。Are the music you like always similar in style/ genre
。Would you like to explore other genres you might like?
。Would you like to find a music mate who has same taste with you even if you don't know them in real life?
The pie chart titled music streaming platform usage shows the distribution of usage among different music streaming platforms
Spotify holds the largest share of users at 70%, while other platforms collectively account for 10% of the usage.
After user testing with 10 music streaming platform users, we have uncovered 3 key findings
#1
Smarter recommended playlists
90% of users hope to receive new song recommendations through music streaming platforms
Users want to have a smarter recommended playlists that offers music songs with people who have same taste
#2
Privacy Option
The users also indicate that privacy issues cannot be ignored
#3
Evoke memories and emotions unique
For many people, music is more than just a way to pass the time; it's a medium for expressing emotions and memories
Users enjoy to have a feature that presenting their music taste
。90% of users desire to receive new song recommendations via music streaming platforms
。Users are interested in having a more intelligent recommended playlist that suggests songs based on individuals with similar music tastes
The MusicLink feature was created to enable Amazon Music users to explore new music from individuals with similar music preferences
Final design of enhance search visibility
Users believe that privacy cannot be disregarded, and some users prefer to have solely music functions on the music streaming application
For those users who prefer not to share their listening status, this feature offers turn off "Music Links" option
Final design of simplified filtering on search results
Finding #3
Previous user story
。Several users have indicated they enjoy to have a feature that presenting their music taste
。For many people, music is more than just a way to pass the time; it's a medium for expressing emotions and memories
。Users want a function that can count the number of listening to a song
The Moment feature creates important moments between the user and songs
Final design of designed intuitive language and signals