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UX research at Napster: A Product Manager’s perspective

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Suzanne Scharlock, Product Manager at Napster, gives us a behind-the-scenes look at how a PM handles UX and design issues. She talks through a project example to give you specific insights into her processes.

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UX research at Napster: A Product Manager’s perspective

  1. 1. UX research at Napster: A Product Manager’s Perspective #UTwebinar @UserTesting Suzanne Scharlock Product Manager Napster
  2. 2. 2016 Napster / Rhapsody International. Company Confidential ABOUT ME SUZANNE SCHARLOCK Current: Product Manager at Napster. Building a new music streaming app. Previous: Head of Product Marketing at Reveal Chat (formerly LikeBright).
  3. 3. 2016 Napster / Rhapsody International. Company Confidential Global Addressable Base of 1 Billion Carrier Customers & CE Devices 3,400,000+ Paying Subscribers 90% of Listeners use our Mobile Apps. >$140M Royalties Paid in 2015 80% Carrier 45% Paid Subscriber Growth 250 Worldwide Staff 42,000,000 Songs and Growing 20% D2C 2014 2015 NAPSTER SNAPSHOT
  4. 4. 2016 Napster / Rhapsody International. Company Confidential HOW DO YOU KNOW YOU ARE BUILDING THE RIGHT PRODUCT? 4
  5. 5. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY IDEATION SURVEYING USER TESTING REVIEW AND REVISE RESULTS IMPLEMENT MEASURE REVIEW AND REVISE RESULTS
  6. 6. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: IDEATION PICK A KPI TO IMPROVE Be specific with the user behavior you want to improve. Ex: 15% of users will create a playlist. BRAINSTORM IDEAS Ex: More users will create a playlist if the icon to open the playlist maker is on the homescreen REVIEW PREVIOUS RESULTS Look at previous data to find patterns of behavior where users are more likely to hit the KPI. Ex: Users who open the PL maker multiple times in a session are more likely to make a playlist.
  7. 7. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: SURVEYING CREATE HYPOTHESES Write down assumptions and hypotheses. Write survey questions to incorporate hypotheses. Ex: Users make playlists to listen to music USE A SURVEYING TOOL Run a survey using Amazon Mechanical Turk or Survey Monkey. Use surveys to understand user desire and preference. Ex: When was the last time you made a playlist, what was it for? SUMMARIZE AND DISTRIBUTE FINDINGS Summarize the survey findings in a report and distribute the report to relevant people throughout the company. Use the survey findings to shape the product requirements. Ex: Users often make playlists based on mood and activity, incorporate this into feature
  8. 8. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: USER TESTING CREATE PROTOTYPE / WRITE SCRIPT Create a prototype and write a script for the test. Incorporate hypotheses in the testing script. Hypothesis ex: Users can open the playlist maker button IN-PERSON USER TESTING Conduct in-person user testing with at least 5 members of the target market. REMOTE USER TESTING Conduct remote user testing with at least 5 participants on usertesting.com.
  9. 9. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: REVIEW AND REVISE WRITE AND DISTRIBUTE USER TEST SUMMARY Review all user test data and combine into a summary. Distribute summary throughout company/team.Ex: Discover that participants did not discover Playlist Maker icon REVIEW RESULTS Review key learnings with product team members. Revise product requirements and feature design based on learnings.Ex: Review summary with product team, discuss new icon choices REVISE PRODUCT AND RETEST Create new feature iteration and re-test either in-person or remotely. Ex: Devise new Playlist Maker icon, create a new test 9
  10. 10. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: IMPLEMENT CREATE HI-FIDELITY VISUAL DESIGNS/REDLINES Work with visual designer to create hi-fi designs, redlines, icon fonts, assets etc. Ex: Add new Playlist Maker icon to icon font, specify icon dimensions per device types etc. WRITE FEATURE REQUIREMENTS Create feature requirements including listing out KPIs for the feature and any needed metrics requirements. Ex: Write feature to swap icon, determine needed metric events for icon REVIEW FEATURE REQUIREMENTS WITH DEV TEAMS Review with development leads first to discover any holes in feature requirements, revise feature requirements, then review with entire development teams. Ex: Review icon change with dev teams 10
  11. 11. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: MEASURE MEASURE KPIS THROUGH METRICS TOOL Review KPI results on metrics tool such as Amplitude. Ex: Measure open rate for Playlist Maker on Amplitude, determine if KPI was met OBSERVE USER BEHAVIOR ON USERTESTING.COM Upload mobile build to usertesting.com, write a script/hypotheses and verify that the feature is usable in production. Ex: Observe if participants open Playlist Maker via usertesting.com 11
  12. 12. 2016 Napster / Rhapsody International. Company Confidential UX STRATEGY: REVIEW AND REVISE REVIEW RESULTS Review amplitude and usertesting.com results for the feature. Assess success or failure through pre-determined KPI thresholds. Revise product if necessary. 12
  13. 13. 2016 Napster / Rhapsody International. Company Confidential TEAM ORGANIZATION PRODUCT TEAM 3 members 1 UX designer , 1 visual designer, 1 product manager MOBILE DEV TEAMS Includes: iOS developers, Android developers, QA testers, Program Manager API AND PLATFORM DEV TEAMS 13
  14. 14. 2016 Napster / Rhapsody International. Company Confidential TYPES OF RESEARCH 14 IN-PERSON USER RESEARCH Visiting students at a local college REMOTE USER RESEARCH Usertesting.com SURVEYING USERS/TARGET MARKET Apptentive, Mechanical Turk
  15. 15. 2016 Napster / Rhapsody International. Company Confidential UX RESEARCH AND PLANNING PRIORITIZE UX PROJECTS BASED ON KPIS KPIs are organized into 5 Phases 1. Core Listening Use Cases 2. Premium Feature Use 3. Monetization 4. Onboarding Optimizations 5. Growth 15
  16. 16. 2016 Napster / Rhapsody International. Company Confidential UX RESEARCH AND PLANNING ORGANIZE FEATURE WORK 16 Feature/Update Screen or Flow Bug, Feature, or Usability Update Confirmed Work Rally Card Beta Priority Group Beta Priority Description Phase Platform Reasoning Playlist Maker Playlist Maker Feature Yes Link to rally card 1.1 Listen to Playlists 1-Implement during beta iOS, Android Users create playlists to listen to
  17. 17. 2016 Napster / Rhapsody International. Company Confidential PRODUCT/DEVELOPMENT KANBAN CYCLE 17 PO Backlog PO Definition Leads Review Meeting PO Refinement Lead Investigation Queue of feature ideas Queue of in-progress feature ideas Review features that are product complete with dev leads Problems with features discovered and features are handed back to product for review Holes in features are fixed by product team and handed back to dev leads for review Team Review Meeting PO Finalization Ready to take Platform Napster API Features are reviewed with all client teams, QA teams, and platform/API teams Problems with features found in team review meeting are fixed by product team Features are handed to dev teams for implementation Features for platform team Features for API team Client Queue Client Dev Testing Final Review KPI Review Queue of features for client team Features currently in development Features currently in testing with QA Features are reviewed by dev teams Features are implemented and reviewed in amplitude for performance Completed Not Implemented Feature is complete Feature is abandoned
  18. 18. 2016 Napster / Rhapsody International. Company Confidential TEAMS WORKING TOGETHER DELIVERABLES Completed product requirements including feature rules and needed metrics, Hi-Fi visual designs and redlines 18
  19. 19. 2016 Napster / Rhapsody International. Company Confidential TEAMS WORKING TOGETHER 19 DEVELOPMENT TEAMS Development teams expect a rationale behind “why” they are building a feature MONETIZATION TEAM Wants to know if a premium feature is desirable and usable EXECUTIVE TEAM Wants to know that product team is doing due diligence and creating features that will help grow the company
  20. 20. 2016 Napster / Rhapsody International. Company Confidential EXAMPLE: DOUBLE TAP TO LOVE FIRST SHOT 20
  21. 21. 2016 Napster / Rhapsody International. Company Confidential EXAMPLE: DOUBLE TAP TO LOVE ROUND 2 21
  22. 22. 2016 Napster / Rhapsody International. Company Confidential EXAMPLE: THIRD TIME’S THE CHARM 22
  23. 23. 2016 Napster / Rhapsody International. Company Confidential USING USERTESTING.COM USABILITY OF IMPLEMENTED FEATURES Testing general features that have been implemented in the builds COMPETITOR ANALYSIS Testing usability of similar features 23
  24. 24. 2016 Napster / Rhapsody International. Company Confidential USERTESTING.COM BEST PRACTICES WRITE VERY SPECIFIC TASKS Include warnings for users not progress to the next task until they completed the instruction for the current task USE SCREENING QUESTIONS Ex: Testers must know how to turn airplane mode on their phone to be eligible for the test ONLY DEPLOY A SINGLE TEST AT A TIME Do a test run of your initital test to find any parts of the script that could have been confusing for testers. Watch the test to the end and fix any hang-ups in the script before spending 5 credits for a complete test 24
  25. 25. THANK YOU
  26. 26. #UTwebinar

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