General assembly ux_project_051113_avc

USER EXPERIENCE
DESIGN
MUSIC DROP
Adrian Van Cooten

1. Elevator pitch.
2. The Challenge.
3. User Personas and scenarios.
4. Competitor Analysis.
5. User flows and wireframes.

My app will improve
music discovery by
harvesting the latest and
most relevant music
content and music from
the web for die hard
music fans.

Content assets such as
images, sound and video
are being under utilised
at present when it comes
to music discovery.

Rich media content
could enhance music
discovery.

Potential music content : The Needle Drop

Compelling content
+ music discovery +
UX = awesome

..but what we don't like
is reading countless
reviews on music blogs
or magazines to find
them.

Being overwhelmed by too
many choices, good or bad,
is not an efficient way to get
average, non-enthusiast
listeners to find their next
favourite artist.

Music discovery can
often be based solely on
genre.

People are complicated
and like numerous
.
genres not just one
genre of music.

The problem with
discoverability isn’t
actually
discoverability.

……It’s the experience
that surrounds it.

…..and it’s not just
about finding new
music tracks

Discovering new music is fun..

Nic’s profile

Age: 29
Occupation: Art Director
Lives: Outskirts of London
Currently in a relationship
Favourite genres : Dance
music, hip hop and
heavy metal.

Nic’s current behaviour
Discovers new music and
new music via
publications and blogs.
It doesn’t matter about
the genre when it comes
to new music.
He’s a big fan of specific
record labels.

Nic’s current behaviour
Listen to at least 3 new
albums
His mood tends to control
the music the music he
listen to.

Nic listens to 3 new
albums on average a
week

Nic still purchases vinyl
every now and then. He’s
quite proud of the
collection he started two
years ago.

Nic pays a monthly
subscription to Spotify.

Nic’s mood heavily influences his
music choices.

Nic’s a big fan of specific
independent labels.

Reading news content on
Nic’s favourite artists
enhances his experience
of listening to music..

Nic’s goal
Save time searching for new music
content and music

Nic’s ambition
Discovering new music content can
led to new and exciting experiences.

New artists

Gold dust gig
tickets

New friends

Concern 1
“I don’t want to be
overwhelmed with ALL of the
new music being released that
week.”

Concern 2
“I never know who is number 1
in the charts, as I don’t have
time to listen to the radio”

Concern 3
“It doesn’t interest me in what
all my friends are listening to ”

COMPETITIVE ANALYSIS

PAGE 12 OF 12

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Prepared by Adrian Van Cooten Last edited on 03/11/2013

Spotify Pros

• Uses a social feed of the most
recent tracks that your friends
have just listened to.

• Already has a captive audience
amongst music fans

Spotify Cons

• Discovering music via your
friends means you need to have
with similar tastes.

• It’s tough to discover new
releases on the desktop version
of Spotify

Discovr pros

• Pulls in the artists you like from
Facebook
• Finds tracks on Soundcloud
• Aggregates fresh music assets
(news, videos, images) from your
favourite artists.

Discovr Cons

The app doesn’t present
new artists to you.

Twitter music pros

•Extremely simply to use.

•Gets you to discover new
music almost immediately.

Twitter music cons

•It overwhelms the user with
music.
•It’s pretty much a vehicle to
drive users towards to Twitter.

If you can’t beat em’ join em’..

User Flows

First
impressions

Home
Music News
Feed
Music news
content

New releases

Hot list

Discover
by mood

Mood
page

Charts

Discover
by label

Label
page

Pop Chart

Read/Watch
Later

Saved music
content

User Flow A – First impressions

Select fave
news sources

Select fave
record labels

Home

First impression 6 – Homepage

User Flow B – Discover new music content

Home

Music news
feed

Music
article

Nic goes to his local
record store to buy the
new Bloc Party track on
vinyl.

User Flow B – Discover new releases

Home

New
Releases

Hot list

Discover new releases 1 - Homepage

Discover new releases 2 – Hot list

Discover new releases 3 – Hot list

Nic discovers a new
track by new artist John
Newman.

Nic adds the the track
to his Spotify playlist.

He’s not happy in fact
he’s a bit angry.

User Flow C – Discover music by mood

Home

New
Releases

Mood

Discover by mood – new releases

Discover by mood – select your mood

Discover by mood – Select track

Discover by mood – playing track

Nic discovers a new band
called Blood Red Shoes

Nic purchases tickets to
their gig next week in
London… alone.

At least it takes the edge
off being dumped….

User Flow D – Discover music by label

Home

New
Releases

Discover by
label

Discover by label – select label

Discover by label – label schedule

User Flow E – Charts

Home

Charts

Rock
Chart

Listen to
track

Charts 2 - Select music chart by genre

Sam discovers the band
Best Coast.

Sam likes the band
which means
subsequent visits will
include news updates
about her new favourite
band.

Thus enriching her
experience of
discovering a new
band.

First impressions – Selecting
news sources.

Experimenting with structure of
the app.

Experimenting with content
presentation

General assembly ux_project_051113_avc

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