Amplify, a startup company, launched a music streaming product two years ago. It is a freemium model that has a mobile-web experience and a mobile app for iOS. Amplify’s business strategy was to first build a user base by offering a free product and then evolve the feature set so they could monetize on a premium (paid) product. However, Amplify now faces the challenge of designing an experience that will allow users to easily and seamlessly subscribe and pay a monthly fee.
In this project, I was responsible for managing and executing all aspects of the project, from UX research to UI design, and ensuring that the final product met the needs of users and the business goals of Amplify. I conducted user research and interviews, synthesized research, designed new UIs, and conducted usability testing. I also had the freedom to choose the methods and deliverables that best suited the problem.
Research Plan
User Flows
Prototypes
Usability Testing
The Discover phase of the project was focused on gaining a deep understanding of users' needs, pain points, and behaviors related to music streaming. I created a research plan to keep myself organized and on track.
I used a combination of qualitative and quantitative methods, such as surveys and interviews, to gather data from a diverse sample of users. The survey was designed to gather general information about users' demographics, music streaming habits, and pain points with the current product. I followed up with in-depth interviews to gather more detailed and nuanced information and to ask follow-up questions.
To ensure that I captured a wide range of perspectives, I recruited participants using various methods, such as social media, email, and word of mouth. I carefully selected participants based on specific criteria such as usage frequency, location, and music taste.
I carefully designed the data collection methods to ensure that I captured valid and reliable data. I used a combination of open-ended and closed-ended questions, and designed the process to ensure that participants understood the purpose of the research and felt comfortable answering the questions. I received the following results:
In the Design & Validate phase, my focus was on creating a compelling and user-centered experience that would encourage users to subscribe to the premium product. To do this, I employed various UX design techniques such as user flows, prototyping, and usability testing. Based on the insights gathered in the Discover phase, I designed new feature sets and subscription plans for Amplify. I decided to implement ad-free listening and the ability to pick and play any song as the new Premium features, which would be available for paid subscribers, and included different Premium Plans to cater to different types of users.
I created user flows to understand the necessary steps a user would take to sign up, sign in, and subscribe, and focused on creating opportunities for new and returning users to subscribe within the sign-up flow, sign-in flow, and within the product itself.
To validate the design, I created mid-fidelity prototypes to test the Premium tab and ad pop-ups throughout the app. I tested the design which includes the Premium tab in the navigation bar for existing users which would allow them to access all the details regarding the different subscription plans. I also included a feature where users would be prompted to subscribe whenever an ad played during a song, allowing them to get rid of ads. These prototypes were used to gather feedback from users and identify any usability issues that needed to be addressed before moving on to the high-fidelity prototypes.
During the first round of usability testing, I recruited participants who matched our target demographic and had them complete a series of tasks using the mid-fidelity prototypes. I used both quantitative and qualitative methods to collect data and analyze the results. One of the most notable findings was that users were not aware of the cost of the subscription plans until they reached the checkout phase. This resulted in confusion and a lack of trust in the service. Furthermore, users had questions as to why the Premium tab would disappear after they had become paid subscribers, suggesting they would like to see the option to access their subscription information easily.
Based on the feedback received from the first round of usability testing, I created high-fidelity prototypes to address the issues identified. Specifically, I made sure to make the pricing for each subscription plan visible and clear, and kept the Premium tab in the navigation bar even after users had become paid subscribers. In addition, I included the option to upgrade or change a user's subscription plan directly within the Premium tab. Furthermore, in order to increase the chances of new users subscribing, I made sure to include the option to subscribe to Premium within the registration flow. These changes aimed to increase transparency and provide more control for the user, thus building more trust in the service.
The feedback from the users was generally positive, and they found the new subscription flow to be straightforward and easy to understand. However, the main issue I found was related to the checkout phase for existing users who wanted to upgrade their subscription plans. Several participants reported that the checkout process was not clear enough, and they were unsure of what they were subscribing to. They suggested that it would be helpful to include more information and fine print to describe the changes to a user's plan and the associated costs.
Based on the feedback from the second round of usability testing, I made further improvements to the app to address the issues that were identified. I added more information and fine print to the checkout process, to make it clear what changes the user would be making to their plan and the associated costs. Additionally, I added a clear summary of the plan and costs before the final confirmation to avoid confusion.
As my next steps, I would add an in-app notification for users when their free trial expires to remind them about the automatic renewal of their subscription plan. This would ensure that users are aware of their plan status and avoid any potential surprise bills. I would also conduct final rounds of user testing with a selected group of participants to confirm that all issues have been resolved and the changes meet their expectations and satisfaction.
Taking on a project like Amplify is a valuable experience for any designer, as it simulates the real-world challenges and dynamics of working within a professional setting. The problem-solving skills and design methodology that I honed throughout the project are crucial to effectively meeting the needs and expectations of both the user and the company. While I was given a significant degree of creative autonomy throughout the project, I learned the importance of consistently keeping the user at the forefront of my design decisions. This experience has further reinforced my understanding of the role of user research, usability testing, and iteration in the design process, and has allowed me to develop and refine my skills in these areas. Furthermore, the experience of working with a specific client, and understanding their needs as well as the ecosystem of the industry it operates in and provided me a perspective on how to balance the demands of business and user needs.
