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Shazam
Concept Project
Overview
Shazam is an application that can identify music based on a short sample played using the microphone on the device.
The Problem
Research Indicates that the most common use case of Shazam lasts less than half a minute suggesting that users are using the app to identify a song, then immediately bounce to a different app to collect or listen to the song.
The Goal
The goal was to increase time in the app by providing services to help connect users and their music.
Role
Project Lead, Researcher, Designer
Duration
3 Week Sprint
Tools
Figma, Maze, Optimal
Collaborated with a team of 3
Research
Our Research objectives were to Identify what motivates user to stay engaged in an app as well as to gain insight from the user about being part of a community. Our process was to create and perform user interviews and then synthesize the data using an affinity map to discover the core take aways that would help inform the project.
"I like being part of a community with like-minded people who share similar personalities and experiences."
Community
"I usually take a screenshot of Shazam’s results or I instantly go to youtube music and search for it."
Discovery
"I like to have lots of new content to view."
Engagement
Persona
Meet Alex!
She's is an avid music enthusiast, passionately sharing her love for music with like-minded individuals.
She likes making personal connections from large communities.
She gets frustrated when personalization of content is not consistent.
She uses Shazam solely for the music discovery feature.
Problem Statement & How Might We's
Alex needs a way to connect to people that share her unique musical interests in order to feel part of a community.
How might we help Alex join a community of her interest?
How might we connect Alex to like-minded people?
How might we increase the amount of time a user spends on Shazam?
Competitor Analysis
I took the lead on researching Shazam's direct competitors. I found that Soundhound and Genius were two apps that served a similar function in the market place. I conducted a feature inventory for both apps and discovered that Shazam was missing out on opportunities for user engagement that Soundhound and Genius were able to provide.
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Soundhound provides a tool bar for easy navigation
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Soundhound also provides a user profile function for users to save and interact with music
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Soundhound does a nice job of connecting users to music but it lacks in community features for user to user connections
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Genius also provides a tool bar for users to navigate freely throughout the app
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Genius does a great job of providing engaging content by having a news feed, articles with music artists, and video interviews
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Genius allows for community interaction by providing features to follow, message, and connect with other profiles
Wire Frames
We added a tool bar to help the user navigate the new features.
To make the new community section visible we added profile avatars to show who had recently shazamed the song.
This is what the artist’s community page would look like. We added a “create post” button to allow users to interact.
We added a way for users to share anonymously based off of our research.
Mid-Fi Testing Goals
We wanted to put our designs to the test to gain an understanding of what the users thought. We conducted two tests using maze. The first task focused on the onboarding navigation and the second task focused on the interaction with the community feature. We wanted to get qualitative data from the users by asking follow up questions after the task was completed. We also wanted to gain quantitative data on the completion rate and misclick rate.
Mid-Fi Testing Results
Qualitative Data
Onboarding Task:
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Users stated that the tool bar was intuitive to use
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Users wanted the option to click the icons to move throughout the task instead of the arrows
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Users stated that "It was a simple and easy experience"
Quantitative Data
Onboarding Task:
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100% Completion Success Rate
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40% Misclick Rate (Data shows that users wanted to use the icons to move throughout the flow)
Community Feature Task:
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Users felt the navigation was straight forward
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Users stated that the design "felt synonymous with the Shazam app."
Community Feature Task:
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100% Completion Success Rate
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22% Misclick Rate (Data shows users weren't clear on where to click to make a reply to a post)
Hi-Fi Prototype
Next Steps
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The current reply button wasn't intuitive for users and they had a hard time replying to posts. To solve this issue I would change the reply bubble to be an arrow with text saying "reply".
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Design a test specifically to to capture an accurate bounce rate and gain data from users. This metric will give us an understanding of the success our design has on the business goal.
What I learned
This project was my first time leading a team through the double diamond process. I learned how valuable it is to create a team culture where each member feels valued. It's incredible to collaborate with others and learn from their natural strengths. I feel it's important to observe others abilites and create space for them to shine in those areas.
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