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Turning a Music App into a Social Platform!

The idea behind this project was to create a desktop version of a music app while adding improvements and incorporating social media features. I worked side by side with the team at Gwtech throughout their whole ux process by conducting interviews and usability testing.

The challenge

The software company Gwtech was setting out a strategy to launch a new, and improved desktop version of a music app, with social media features that would enhance engagement in user experience.

I was approached by their team and entrusted with the task of designing and leading the usability testing sessions. The challenge was to rethink integrations so that they were well adapted to the desktop version, and to provide an easy to use platform that could keep up with with others in the market.

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Initial Research

The project was set in motion by carrying out formative research to assess the competitor landscape and identify opportunities to differentiate the product. Conducting interviews is essential for gathering information, so after a few meetings with the team I held interviews with potential users. This helped create the Personas in a collaborative session with the Gwtech team. Personas are target users that help us identify our most important users, and align our design process based on their needs, goals and behaviours. We created this Personas using the app mural.co

What was learned from the research

The research helped my customer know its potential users and their needs in greater depth, so it offered a good opportunity to improve the project’s goals.

We learned that users expect to find an easy-to-use app that provides quick access to songs. They expressed their frustration when using current music app platforms, and requested some changes based on their previous experiences.

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Usability Testing

I conducted a usability test for the current app in order to detect errors, and opportunities to improve both platforms (mobile and desktop).

The first strategy was to create a document with some guidelines, including best practices on how to carry a usability test, as also other people in the team without experience in the field were going to perform the test remotely. After some practice and training, we invited 8 potential users who had not seen the app before and set one-on-one sessions with each held in person, or remotely with the app lookback.io

Measuring the User Experience

I used 3 metrics to analyze the tests: Satisfaction Score, Errors and Task Success.

After each session, users were asked a few questions to find what they expected and what was their previous experience with this type of applications. At the end of the test, they were given a post survey to see if these expectations were met and what they remembered from this experience.

We learned that the main issue was information architecture. We needed to improve a few labels and reorganize the information.

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Prototyping

After perfecting the mobile app’s information architecture, I created prototypes for the desktop version applying these improvements.

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Retesting

Since this is an iterative process, we run tests once more, only this time we used the app Optimal Workshop to perform a Chalkmark test, which consisted of an Online Screenshot Testing (Heat maps).

A total of 43 individuals engaged in the study, and 35 (81%) completed all 5 tasks. Once again, we created two questionnaires, one before the tasks and the other, an NPS (net promoter score) metric, at the end.

Overall, test results were really good. We found out new issues related to the understanding of labels and seemingly missing information in the home page, which should be made clearer.

The outcome

We learned that some labels we thought would be easy to understand by the users actually weren't. We improved the home page information to offer a more personalized experience. We got very educational insights from the studies in benefit of our customer, which had never performed usability testings before.

We fixed all issues and we will continue to test new functionalities once the app is launched to the public.

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Let's work together!

Contact Eugenia