Opus Music

Mobile App Redesign

Project Overview

Opus Music launched two years ago by a startup offering it’s product on mobile web, iOS and Android apps. In its initial phase, the company prioritized building a user base by providing a free product. Following its success, they are now introducing premium features, with the objective of transitioning a substantial segment of its user base to paying subscribers.

Objective

Seamless Onboarding to Premium:

Creating an opportunity for new users to seamlessly subscribe to the premium product right from the registration process. The signup flow becomes a critical touchpoint where users are introduced to the value proposition of the premium offering, sparking their interest and prompting them to opt for an enhanced, premium experience.

Transitioning Free Users to Subscribers:

For returning users who have been enjoying the free product, the goal is to seamlessly guide them towards becoming paid subscribers. Making the transition from free to paid as smooth and enticing as possible, emphasizing the additional benefits and exclusive content available to premium subscribers.

Secondary Research: Digital Music Consumption Statistics

Digital music consumption has become a pivotal revenue driver in the audio market, with the streaming sector in the United States experiencing continuous growth. In 2022, the streaming market reached its peak revenue of $13.3 billion, constituting 84 percent of the overall music market revenues.

Share of Music Streaming Subscribers 

Audio streaming giants Spotify, Apple Music and Amazon Music dominate the market. Commanding a 32% global music streaming subscriber share for Spotify in Q1 2021

Jobs-To-Be-Done

The JTBD framework helps us discover the outcomes our users want while using a music streaming app. By addressing these JTBD scenarios and incorporating the key features and strategies, the redesign of the app aims to effectively convert both new and returning users into premium subscribers, aligning with the specified business goals.

Jobs-To-Be-Done

Job Performer: New Users

Job Statement: 

When a new user is registering for the music app, they want to seamlessly discover and access premium features during the signup process, so they can enhance their music experience right from the start and consider subscribing to the premium product.

Jobs: User is registering for the music app for the first time.

Needs: An immediate and enhanced music experience.

Circumstances: During the signup process.

Solution Ideation

Utilizing the synthesized data from our industry leaders research and the jobs-to-be-done we have come up with HMW problem statements. The HMW problem statements will be used to develop solutions for the redesign of the application.

HMW Problem Statements 

• HMW create a onboarding experience that integrates the premium subscription option for new users during the registration process?

• HMW design a sign-in flow that also presents opportunities for returning free users to upgrade to a paid subscription?

• HMW optimize in-app user journeys to introduce the benefits of the premium subscription to free users?

HMW Problem Statements: Solution Idea 

How might we create a onboarding experience that gives a new user the option to subscribe during registration process?

• After a new user creates a account they are shown a info message with a free trial offer and more information about the benefits of having a subscription.

HMW Problem Statements: Solution Idea 

How might we give a returning free user the opportunity to subscribe during the in-app  journey

• A returning user after sign in will get a popup with upgrade options and information.

• A free user can only shuffle an album.

• A free user cannot listen offline.

• In an attempt to do so the user will receive a  subscription message.

User Flows

With the data from the JTBD framework and the HMW problem statements we identified user red routes. During the log in and sign up processes the user is introduced to subscription information. The other user flows actions are, playing a song or album as a free user, during these actions a user is given opportunities to upgrade their experience. 

Wireframes

The wireframes were created using the sketches from the HMW problem statements and the red routes from the user flows. The user flows were for a new user sign up, returning free user and downloading a song as a free user.

Moodboard

Style Guide Colors & Contrast Grid

Typography

Iconography

Component Samples

High Fidelity Mockups

Prototype

A prototype was created using the wireframes as a guide. With testing this prototype we want to ensure that the users needs and expectations are met along with introducing a subscription option with premium features.

Usability Test Report

We conducted a usability test of the redesigned app which now allows users to upgrade to a premium version. We created opportunities throughout the app for users to upgrade. Also only allowing premium users ad free use, the ability to play songs in any other and allowing them to download music.

Demographics 

• The participant’s ages range from 30-65 years old.    

• All the participants except one (the senior) participant have used multiple music apps and three currently are subscribed to one.

Methodology 

• Participants were asked to sign up/register as new users & to use the app as returning free users. Both were asked to search for a song and play it.

• Testing was done in person. Participants used their own mobile devices.

• Social media was used to recruit participants.

Task Completion Rates

•  100% of the tasks were completed by the participants.

Satisfaction Ratings

• Participants found the app easy to use and straightforward.

• Participants said the app “felt familiar” and “smooth”

Recommendations

• A recommendation of changing the CTA text colors in order to make them more visible.

• A recommendation to center the login text to line up the email text.

Key Findings

• Call to action should be more colorful in order to draw the eye to it.

• Severity levels of issue: Minor

• Within the social media buttons on the sign up & login screens the text was not centered.

• Severity levels of issue: Minor

Summary

The primary goal of this redesign was to identify and implement improvements in the registration and sign-in flows of our music app to increase conversion rates for premium subscriptions. The research focused on user experience and potential barriers to subscription adoption.

With adding opportunities throughout the in-app journey users are now able to subscribe and learn more about the premium features. Also introducing features only allowed for subscribers. Such as allowing only subscribers to be able to play songs in any order and the ability to listen to music offline. 

In essence, the company is poised to elevate its business model, transitioning from a successful freemium approach to a sustainable premium model that not only values its existing user base but also invites new users to embark on a premium journey tailored to their preferences and expectations.