What is Muse?
A startup company has launched a music player available on both web and mobile platforms, compatible with iOS and Android devices. The company’s strategy was to build a user base by offering a free product and then monetize the free product on a premium (paid) model. At this point the product has been well received and has a healthy user base of free users. The company now wants to convert free users into paid users.
Bonus context: This is a solo design project.
Problem
How to monetize the free product and convert free users to premium (paid) model?
Solution
The solution can be divided into two key parts:
Allow users to subscribe to a premium model of the app during the sign up/sign in user flow.
Create opportunities for users to subscribe to the premium model of the app through the free model.
Identifying Unique Challenges
Time constraint:
Two weeks to design the solution.
Mapping the Design Process
Research on existing similar media platforms.
User flows
Sketching
Wireframes
Prototype
Research
I utilized various research techniques to gather initial information for the design process. While user interviews would have been ideal during this phase, time constraints required me to work with the available data.
Research Methods: Conducted SWOT analysis, created artboards, and performed competitive analysis to inform the design process.
Visualization
User Flows
Sign up/sign in flow
Sketches
Onboarding Process
Wireframes
Prototype
Redesigned the color scheme to align with the brand's guidelines, aiming for a look that is "uniquely diverse yet familiar" while embodying boldness, intelligence, and a modern vibe.
Testing
Objectives:
Are users completing user flows as intended?
Are there any important missing features?
How will users interact with current features?
Results:
Missing Features: The 'create playlist' option was absent in the 'library' section.
Banner Blindness: Most users overlooked the 'create playlist' banner CTA.
Confusing Language: Some users reported confusion when navigating parts of the prototype.
Extra insights:
Most users are more likely to subscribe to the premium service based on music selection rather than features. This suggests that the business should prioritize music licensing efforts.
Example
Next Steps
Enhance Live Events Feature: Improve aspects like the ticket purchasing process.
Further Iterate on Web Version: Continue refining and optimizing the web design.
Final Prototypes
Mobile
Web
What I learned
SWOT Analysis
COMP Analysis
Artboards
A/B Testing
Summary
Goal:
Convert free users to premium users and figure out a way to monetize free version.
Constraints:
Time: With two weeks I had to carefully plan out the amount of time I had for research, wireframes, user interviews, and prototyping.
Overall:
Was able to deliver a high-fidelity mobile prototype and design the onboarding process for web.
Thank you for reading my case study!
(P.S. There's more to explore below!)
