mÜ
Overview
Convert new and returning users to a Premium membership with the app mÜ.
Conduct research and establish benefits that would best suit mÜ’s customers.
Cater ad screens to remind users about the benefits of converting to mU Premium.
My Role & Timeline
Lead UX/UI Designer - Solo
6 Weeks: July 12th - August 23rd, 2023
Problem
To enhance user engagement and retention, mÜ needs to shift users from Freemium to Premium memberships.
Solution
A music listening application that provides detailed information about Premium membership choices through onboarding, advertisements, and during app usage.
Project Goals
Compare and contrast competing music apps through Competitive Analysis and pinpoint the most successful Premium benefits mÜ can offer.
Enhance user engagement by offering a clear incentive for users to convert to Premium memberships.
Allow users to trial mÜ’s Premium benefits to increase user retention.
UX Process
The primary goal of this project was to design and implement strategies that would effectively convert a higher percentage of Freemium members into paying Premium subscribers.
Empathize - Competitive Research
Define - Written Summary, Test Scripts
Ideate - User Flows, Wireframes
Prototype - High Fidelity Prototypes
Test - Remote Guerrilla Usability Testing, Remote & In-Person Usability Testing
Research Synthesis
Spotify is able to convert their Ad-Supported Users to Premium Subscribers through trial programs and incentivizing their users with key features that are only offered with premium.
Key Features:
Ad-free music listening: No interruptions while listening to your playlists or albums
Download for offline listening is available
On-demand playback
Unlimited skips
An online streaming service's primary goal is to convert free users into subscribers. In order to captivate users and encourage them to upgrade to premium membership, it is important to emphasize a diverse content library, a seamless interface, original content, and personalized recommendations. Free customers are less likely to switch without frequent reminders of the benefits they will gain by upgrading. Premium benefits like ad-free viewing, offline downloads, and early access to exclusive content will persuade users to take advantage of premium services.
User Flow
Creating a user flow was crucial to understanding how the user would interact with the app. The basic user flows were broken down into two flows: sign-up/sign-in and conversion of Freemium to Premium members. Conversion to Premium was the primary goal for both new users and existing members.
Wireframes
After creating my User Flows, I had a better understanding of how the Wireframes should look and feel. The overarching goal was to make mÜ Wireframes consistent, simple, and new, while keeping them familiar to other apps users might have downloaded in the past.
Remote Guerrilla Usability Test of Wireframes
Five participants were tested via Zoom for the wireframe prototype. Most of the participants found the tasks to be straightforward to navigate. One user mentioned that they wished there was an option to opt out of signing up for premium with mÜ. This was noted and applied to the high-fidelity prototypes.
High-Fidelity Design
Color Palette
I chose the vibrant combination of orange and blue for mÜ to evoke a sense of energy, creativity, and professionalism. The dynamic interplay between these colors reflects the diverse range of musical genres and moods that the app offers, creating an engaging and visually stimulating experience for users. The orange hues convey a sense of enthusiasm and excitement, symbolizing the passion that music enthusiasts bring to their playlists. Complemented by the calming and trustworthy blues, the color scheme establishes a balanced visual identity that encourages users to explore and trust the platform for their music needs.
UI Elements
Buttons were chosen for their intuitive placement and visually appealing design, ensuring that users can effortlessly navigate and control playback functions. The deliberate incorporation of drop-down lists enhances user convenience, allowing for seamless organization and exploration of music by genre, artist, or release date. This feature aligns with mÜ's commitment to providing users with a personalized and efficient browsing experience. Subtitle boxes were strategically employed to offer additional information without cluttering the main interface, providing users with quick insights into album details or artist descriptions.
Typography
SF Pro offers a range of weights and styles, providing versatility in presenting different types of information, from song titles to menu options. By opting for SF Pro as the design font, the mÜ app aims to deliver a sophisticated and visually pleasing typography that enhances the overall user experience, ensuring that users can easily navigate and consume content on the platform.
High Fidelity Prototype Test
A remote usability test was conducted, involving a group of five participants who interacted with the prototype. This method allowed for a diverse range of perspectives and experiences to be considered, contributing to a comprehensive evaluation of mÜ’s user interface and functionality.
User 1 Feedback
A user brought to my attention the presence of a recurring screen when attempting to skip five consecutive songs, suggesting that I reconsider the necessity of this particular design feature. This feedback prompts a more in-depth examination of the user experience, highlighting the potential impact on user engagement and satisfaction.
User 2 Feedback
Another user expressed a desire for enhanced accessibility in closing the overlay on this specific screen, specifically mentioning that they found the X button to be less intuitive for this purpose. This feedback emphasizes the importance of user-friendly design and efficient navigation within the app. It encourages a closer examination of the placement, size, or design of the X button.
High Fidelity Prototype
New User
Freemium User
Final Thoughts
Project Takeaways
Additional testing would be beneficial for mÜ’s usability success. The next stage involves conducting comprehensive tests with a sample of 20 users to gather substantial insights, specifically focusing on determining the perceived value of upgrading to a premium membership.
Reflections
The design process for mÜ was a journey of thoughtful consideration and user-centric decisions. From the selection of the vibrant orange and blue color scheme to the strategic choice of SF Pro as the design font, every element has been curated to create an engaging and cohesive visual identity.
The incorporation of user-friendly UI elements such as buttons, drop-down lists, and subtitle boxes reflects a commitment to enhancing usability and streamlining the music discovery experience. The feedback from remote usability testing played a pivotal role in refining the prototype, ensuring that mÜ is not just visually appealing but also functions to onboard new and existing users.
Thank you!