This is a project I completed for Designlab’s UX Academy. This is not a real feature for Apple Music but the research is organic and the design is based on real user voices, in combination with mentor and fellow student feedback ✌️
With over 28 million active users, Apple Music is one of the leading music streaming platforms. In order to keep up its pace with the competition, Apple wants to add a new feature to the platform to improve the user experience and drive new user engagement.
My goal is to uncover what users want most out of their music streaming platforms and how they feel about listening to and discovering music today in general. I'll use that insight to design and implement a new feature for the Apple Music app that addresses user needs and pain points.
Your Music Feed, a new feature that keeps users updated on their favorite artists, displaying all new releases and upcoming concerts for artists the user is following and pushing notifications so they never miss out on a new release or concert again.
I began by conducting secondary research: looking into various music streaming platforms, reading articles relevant to the industry, and comparing features between the leading platforms. Many of these platforms have overlapping features but none of them do it all. I also created provisional personas to represent typical users based on my findings.
The challenge now is to figure out what new feature would benefit Apple Music the most.
After distributing user surveys, conducting user interviews, and discovering common user goals and pain points, I determined a useful feature to add would be a “feed” section showing all of the new releases and tour dates of the user’s favorite artists in one easy to access location, with the option of sending push notifications when an artist releases new music or announces a concert near the user’s location. My user research backs this up:
People find out about new releases in a somewhat fragmented way (social media, news sites, their streaming service sometimes)
People find out about tour dates in a very fragmented way (social media, checking a tour dates section in their streaming app, word of mouth, third party app, news sites/blogs).
Some people in my interviews expressed frustration about missing shows or new releases simply because they got lost in the noise or didn’t remember to seek out this info on their own.
Some people are relying on other services to satisfy this need for them, but most people just hear about it through social media or word of mouth.
Apple Music doesn’t have a tour dates section of any kind, while Spotify has this feature, and they currently have a competitive advantage over Apple Music because of it.
Taking what I’ve learned from my research, and with this new feature in mind, I created a user persona that represents everything I heard from actual users in my interviews and from my survey responses. Referring back to this persona during the design process keeps me aligned with user goals and helps me avoid or solve the problems users have.
Using the concept of job stories, I further defined this feature by coming up with this simple statement:
“When I like most of an artist’s music, I want to know when they release new music or play a show near me so I don’t miss out.”
Next, I created a prototype using InVision and conducted user testing to ensure the feature makes sense to users and to see if various tasks related to the feature could be completed.
Set up Your Music Feed
Buy tickets to a concert
Add a new release to the library
Follow an artist
Assumptions are fine to take note of but untested assumptions are dangerous and counterproductive to the design process. When I began this project I already assumed people wanted more social and sharing features with music, but it turns out most people don’t really want to share what they’re listening to with all of their friends, but instead directly to specific people. Music is deeply personal and people don’t typically care about combining music and social media.