A Designlab UX Academy Case Study:
Pencil, Pen, Paper
Music streaming services are a clear indication of an ever-growing digital industry. Among a number of popular services is TIDAL, a unique subscription-based online music service owned by Jay-Z. TIDAL provides paying subscribers with lossless music streaming, high definition music videos, and exclusive content (which differentiates it from other freemium services).
In collaboration with Designlab and Tidal, I designed a new feature that will optimize the user listening experience. This new feature, TurnUp, will facilitate a closer connection among music enthusiasts (listeners and artists alike), allowing them to share, listen, and interact in real time regardless of location.
The product will provide a means for artists and users to connect with one another more intimately.
The feature will encourage sharing and collaboration on a global scale.
Acknowledging the goals of this project, I began with a general survey to narrow down target customers. I interviewed individuals between the ages of 18-25 who actively subscribed to a music streaming service, asking when, where, and why to determine the influence of music on lifestyle.
To channel in perspective, I created the persona, Olivia Berrett --a 21 year-old music-loving college student who embodied the target demographic-- and further elaborated on her lifestyle with an empathy map.
Making note of business wants and needs, I looked into Tidal’s fierce competitors, analyzing two popular services with a similar agenda to Tidal: Spotify and Apple Music. Knowing what is needed and what is valued among competitors served as a guideline and helped clarify the overlap between customer goals and business goals.
I applied all the information I had gathered to draft out sketches and low-fidelity models of the product, starting off with a general site map.
To fully convey the function of this new feature, I designed four different flows:
Following a user
Broadcasting a track
I tested the four flows with the following low-fidelity prototype by asking individuals to:
Follow Lisa Chu
Share Sampha's "Reverse Faults" publicly via TurnUp
Share Sampha's "Reverse Faults" privately via TurnUp with Lisa Chu
Tune into an existing listening room, CHILLHOP & SOUL
UI HIFI Mockups
I utilized both monitored and unmonitored methods to test the model, compiling tester feedback to improve my design. Below are my high-fidelity mockups for the app.
The Noun Project:
juli, Igor Filipe, Ismael Ruiz, Landan Lloyd, Aya Sofya, Tawny Whatmore, Hello Many, Mister Pixel, Roca Chang, The Impekables, Sergey Krivoy, Mike Arndt, Edward Boatman, dilayorganci, Rohith M S, Tinashe Mugayi, AlePio, Randomhero, Viktor Vorobyev, logan, Paco Trujillo, Korawan M., Vaibhav Radhakrishnan, Jake Dunham, Erik Sigblad, prakruti, Ananth