Users struggle to find all their favorite artists' albums across different music streaming services. The team interviewed music streaming service users to understand their pains and needs. They found that nearly 30% use Spotify primarily but users wish for better music discovery features across services, like integrating Shazam to save songs for later on Spotify. The team created a prototype to address these issues and allow unified music streaming, but need further iteration focused on new music, genres, and additional user testing.

1. Group 1 – Amy, Paz and Louise

2. We believe that users have been lost in many different music streaming services.
Their main frustration is that all albums are not available in every music streaming service,
so they struggle to decide which one to use in order to find albums of their favourite artists.
Testing the hypothesis

3. Understand if people use more than
one streaming service and their
motivation to do so
Testing the hypothesis
Explore a solution that helps users to
manage all the music across their
music services
Research problem

4. Defining type of questions to ask, some areas to cover:
• Get to know them and understand their interests
• What services they use
• Why they choose that specific service
• Where and how they listen to music
Gaining user insights
Question sheet

5. Gaining user insights
User interviews

6. Gaining user insights
User interview outputs

7. User outputs into a persona
User interview outputs
Themes:
• Primary services
• Spotify
• Where (location)
• Collaboration
• Devices
• Genres
Meet Jim!

8. User problems
Understanding user pains, needs, facts and
behaviours

9. User problems
Understanding user pains, needs, facts and
behaviours
Use cases:
• As a user I need to access all my playlists
• As a user, I want to discover new music
• As a user, I want to organise my music in one place

10. How might we enable people to discover new music more easily by creating a unified streaming experience?
Solving user problem
How might we…
• Storyboard the experience
• Challenges
• Ideation
• Understanding their current behaviours and
expectations
• Opportunity

11. Solving user problem
Storyboard the experience

12. • Time
• Three woman team down to one
• Being a one man team means you can’t give yourself instant feedback or suggest another way of doing
something
• Spotify satisfies most needs for users, it is difficult to understand
• Testing
Solving user problem
Challenges

13. Solving user problem
Understanding their current behaviours and
expectations
20 respondents:
• Nearly 30% use Spotify
• People like Spotify because it recommends music and
creates curated playlists based on their listening habits
• 20% of people pay for Spotify, Amazon Music and
YouTube Music
• Spotify works across multiple devices

14. Some respondents did expand on what they would like to do that they couldn’t with the existing music services
they use:
• They wish they could use Shazam integration with Spotify, capture a song and save for later listening.
• Latest songs not always available across most services
• More focus discovery on type of music than recommendations
• In-app music sharing
Solving user problem
Opportunity

15. Prototype still needs another round of iteration
to consider the following:
• Think about new music than trends
• Allow users to focus on genres
• Test on new group of people
Next steps
Prototype
InVision prototype