A mobile app that brings free audio streaming services to music and podcast enthusiasts, whenever they want and wherever they may be.
3 weeks
Solo Capstone Project for Springboard UI/UX Bootcamp
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Since the company's launch 2 years ago as a freemium model, the platform has since been well received and has accumulated a healthy user base of free users. The company is now looking for ways to monetize its success by offering users a premium experience for a monthly subscription fee; ultimately leading to positive conversion rates and increased revenue.
The current app provides users with very basic music streaming options and does not offer the opportunity to subscribe to a premium experience. The challenge I undertook was to design desirable premium features and create the interaction points that would encourage new and existing users to subscribe; thereby increasing company revenue.
To thoughtfully create compelling subscription opportunities throughout the platform by incorporating strategic paywalls, highlighting essential information, and building value through positive user experiences.
Introducing the Premium features early on piques the user's interest and draws a distinction between the premium and free versions.
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Incorporating strategic paywalls and thoughtful subscription touch points throughout the free experience is an essential device by gently encouraging conversion, while averting frustration and annoyance.
My designs created compelling opportunities for new and existing users to subscribe to a premium product through realistic experiences, free trials, and desirable features. Based on the latest round of usability tests, 80% of users stated that they would subscribe to the premium product byway of a free trial.
To better understand the problem space, I conducted secondary and primary research through competitive analysis and user surveys.
📄 Click here to view the Research Plan
User surveys would provide insight on user behaviors, attitudes, and preferences while interacting with other audio streaming apps.
I began my research by conducting competitive analysis on four of the industry’s leading freemium audio streaming apps: Spotify, Pandora, LiveXLive and YouTube Music.
📄 Click here to view the full Research Summary
21 out of 24 participants have upgraded to subscription services in the past as a result of trying the app for free.
17 users stated that one of the main reasons for upgrading was due to the advertisements which interrupted their audio streaming flow. 15 users also stated that they wanted more control within the app.
3 of the companies offer free trials as users are interacting with the app. 9 participants decided to subscribe after a free trial subscription because it created an enticing experience which would be difficult to forego once it has been tried.
Based on my own personal free experiences with the 4 platforms, I concluded that by employing just the right amount of freedom to whet the user's appetite while incorporating paywalls on certain desired features, it would allow users to build trust through positive experiences. With this in mind, I began to draft my designs based on this ideology.
⛔️ Why I did not select this option
Although limited user control and basic features are paywalls that are utilized by some competitors, my research findings indicate that the majority of users want to know whether the product is worth paying for before subscribing. This option does not provide a realistic experience for the user which can lead to lack of trust and abandonment.
✅ Why I selected this option
Based on my research findings, most users are inclined to subscribe in exchange for control and undisturbed audio consumption. By offering comprehensive free features with limited paywalls, and the option of a free trial, this builds trust with the user which ultimately leads to higher subscription conversions.
By establishing the information architecture through these flows, it would allow me to make strategic design decisions on where the conversion touch points could potentially be. This would further help determine the trajectory of my upcoming usability tests as I could validate these designs with real users.
To working more efficiently, I utilized UI kits to help serve as a basis to my layouts and drew inspiration from other audio streaming apps. While sketching out the initial screens, I highlighted any significant design interactions.
In preparation for a round of guerilla usability testing, I created low-fidelity wireframes based off the sketches.
The goal was to test early in order to uncover any usability issues. So I loaded up my prototype and went on weekend trip to Disneyland. While standing in line, waiting for rides in the scorching Southern California heat, I used this opportunity to conduct quick guerrilla usability tests with 5 willing participants.
Observe user reactions, behaviors and thoughts when encountering upgrade touch-points
Users may feel annoyed by all the upgrade touchpoints, specifically with the advertisements during the media consumption flow which could lead to app abandonment.
🔗 Link to full Test SummaryI had to create the visual designs which would embody the company's established brand personality and attributes.
Based on what I had learned from the usability tests, I made iterations and created a clickable prototype in Figma. The prototype would then be used for another round of usability tests with the following tasks:
Uniquely diverse, but somehow always familiar
Bold, smart, hip
Keeping in mind the target user demographics, it was imperative to choose the right tone of voice for the app. Keeping the content young, casual, and lighthearted would help build rapport with the user rather than making them feel like a business transaction.
5 participants who matched Spirio’s target user demographics were recruited. 1 usability test was conducted in person while the remaining 4 were conducted via remote moderated sessions through Zoom and the online usability testing tool, Maze.
My top priority was to iterate on the major usability issues I had uncovered through the usability tests. I pinpointed the screens which needed attention and began redesigning the interactions.
A walkthrough of the major task flows.
Try your hand at Spirio!
I drew a lot of inspiration from existing audio streaming apps as well as some UI kits. I initially felt a little bit guilty for doing that, but as I continued to seek inspiration, I noticed that all of the interfaces held many similarities. I began to understand that the reason was not because they were copying each other, but because it’s what the user needs; familiarity. At the end of the day, my goal is to make the product as easy and effortless to use as possible, while making it distinctly my own.
Conducting user research at the beginning set myself up for success in that I was able to formulate hypotheses early on and avoid designing with tunnel vision based on my own biases. It also helped me corroborate findings through my own usability tests to ensure that I was on the right path.
Although prototypes are supposed to reflect the real end product, it’s also important to understand that it’s called a prototype for a reason. You are limited to the number of possible paths users can take and it’s important (from an efficiency point of view) to focus on the paths and interactions that matter most rather than making it as realistic as possible.
Slipping in some fun little animations can give the user an even more delightful and engaging experience.
With Spirio’s target user being that of 18-24 year olds, market research indicates that this generation also greatly utilizes their social networks on a daily basis. By incorporating a social aspect where users can converse, share media, and meet other like-minded individuals can reshape and enhance Spirio’s business model.
This project so far focuses on CTA’s throughout the app to provide means of subscription opportunities, but it would be interesting to look at how gamification can be incorporated into these touch points.
