TuneX
Background
TuneX, a startup company, introduced a media product two years ago following a freemium model, accessible through a mobile web interface and dedicated apps for iOS and Android platforms. Initially, the company focused on building a sizable user base by offering a free product.
What’s the problem?
TuneX seeks to enhance its revenue stream by transitioning some users to a premium (paid) product tier. Currently, TuneX boasts a substantial user base of free users who have positively received the product.
The existing registration flow lacks a clear call to action (CTA), prompting users to subscribe. Furthermore, throughout the free user experience, there must be more prominent prompts or compelling reasons for users to consider upgrading to a paid subscription.
The Solution
To achieve this transition and meet its business objectives, TuneX has outlined the following goals:
Enable new users to subscribe to the premium product during registration. Provide existing free users with opportunities to upgrade to paid subscriptions during the sign-in process and while navigating within the product after logging in.
My Role
- User Researcher
- UI/UX Design
- User Testing
- Copywriter
- Prototyper
Tools
How I Got Here - The Research Process
I focused on thoroughly understanding the problem and the necessity to devise solutions. The research began with secondary research, including reviewing competitor research, government websites, and news articles.
Defining User Personas
After interviewing users, I crafted personas. Based on my in-depth research into user demographics and behaviors, these personas devised representations of the physical users I interviewed.
How Might We...
How Might We create a freemium application that users can enjoy?
How Might We offer features that will make users want to spend money on upgrades to improve their experience?
How Might We help the deaf and hearing-impaired users?
The Framework
I created a sitemap to comprehend the app's organization. The project only had me redesign some of the flow. Instead, focus on adding a CTA and a flow for the user to learn more about Premium Subscription and ultimately choose the paid version of TuneX rather than the free version.
Let The Designing Begin
Once I completed secondary research, I reviewed TuneX's main competitors: Spotify and YouTube Music. I liked that the premium subscription feature was in the navigation bar instead of the user's profile settings. I wanted to see if the users liked the location of the membership subscription or if they would prefer it to remain in the profile settings.
Color Style
Font Style
Designing in High-Fidelity
After completing the style guide, the next step was to combine the style guide and wireframes. It was time to bring TuneX to life. I had my mentor review the designs and used his feedback to improve the flow of the membership onboarding process. After updating the designs, it was time to begin usability testing.
High-Fidelity Usability Testing
I crafted a Figma prototype and devised a usability test plan. Tasks were structured in the app's natural flow to encourage participants to be guided through the flow of the app organically.
Users were asked to complete five tasks. These tasks included:
I went to a local coffee shop and asked individuals if they could look at the app and give me their honest feedback. I asked five individuals from the ages of fourteen to fifty. Although the app is used more by the younger generation, I want it to be user-friendly for all ages. I asked the users their thoughts on the "Add Premium" button on the navigation bar instead of in their profile settings. All of the users liked how easy it was to find. This helped bring reassurance to my design decision.
The biggest takeaway from the first round of usability testing is that the user found the text font challenging to read. The users thought the original font was unique but had to take a double take to read words within TuneX. Below is the original text and font I used.
Second Round of Usability Testing
Once the first usability test was complete, I shared the feedback from the users with my mentor. After receiving feedback from the users and my mentor, it was time to go back and improve the design. I chose a font that made the app more scannable and readable.
The next day, I went to a different coffee shop and asked five more individuals if they would have the time to review the app. I asked these individuals to complete the same tasks, hoping that it would be easier to read after I changed the font style.
After the users completed the second round of usability feedback, I received helpful suggestions. The first suggestion is to increase the text and icon size in the lower navigation bar to make it easier to read. The second suggestion was to add another screen where the app will ask for the user's "favorite genre of podcasts." Previously, the app only asked for the user's favorite genre of music. This suggestion adds more balance to the flow and helps the user feel more in control of the outcome when the app has completed creating the user's customized account.
Lastly, I asked these users their opinion on the "Add Premium" button in the bottom navigation bar and if that made sense to them. All agreed once again that they liked how it was easy to find. The result leads me to keep the "Add Premium" CTA button in the navigation bar instead of having their membership preference in their profile settings.
Lessons Learned
The biggest lesson I learned while building TuneX and creating a new way for users to want to upgrade from the accessible version of TuneX to the premium subscription was how crucial it is for the text font and size to be easy to read. I wanted a unique font to add a fun and funky experience to the app, but that experiment made the text hard for the user. Ultimately, you can still make the feel of the app feel fresh and fun and not sacrifice its readability.
Final Thoughts
There was one more round of iteration of the TuneX prototype. It addressed the text size, and I added one more screen showing that the purchase of the individual monthly subscription was successful.
Now that the updated subscription sign-up is complete, I can introduce the updated TuneX.
The groundbreaking freemium music streaming mobile app is poised to revolutionize users' engagement with their favorite tunes. The innovative platform offers free access to an extensive music library, ensuring a seamless streaming experience for all users; however, a world of exclusive benefits awaits those who choose to subscribe and contribute a monthly fee.
What sets this venture apart is its commitment to social responsibility. A portion of the app's earnings will be dedicated to supporting the National Deaf Children's Society and LSTN Sound Co., which offers donations of hearing aids and headphones for people who are deaf or hard of hearing and hearing impaired, at the same time, fostering inclusivity by enabling deaf and hard-of-hearing users to experience music's profound impact in an entirely new and enriching way. This fusion of cutting-edge technology, premium content, and philanthropy defines the caring character of our freemium music streaming app, TuneX.