Andy Li, 20
Junior at NYU
Computer Science Major
New York City
Andy is a junior studying CS at NYU. He spends his semester working hard on his class projects and assignments during the week, and he enjoys his weekends by going to EDM concerts or learning how to DJ, as he aspires to become a rising DJ. With a DJ controller, he noticed that his DJ software allows for a few music platforms to be integrated into the app. The one he knows most is SoundCloud, as he used to listen to mixtapes in high school through there. He hopes that his familiar experience with SoundCloud will help him level up his music knowledge and DJ aspirations.
Pain Points
Andy is disappointed with SoundCloud's limited personalized experience. The absence of personalized features like a collaborative playlist with friends and friend’s music activity makes competitors the preferred music platform.
Andy faces challenges in using SoundCloud for DJing due to a lack of guidance. The platform falls short in supporting tasks such as playlist transfers, finding songs with similar BPM, and overall streamlining the experience for artists.
Andy struggles to discover remixes on SoundCloud. The platform's openness to new artists publishing music creates a cluttered search experience with less accurate results and potentially lower quality songs.
Emotional State with SoundCloud
Content
Satisfaction
Engagement
I wanted to create a user persona to embody the ideal SoundCloud user based on the full research process I conducted, incorporating insights from user interviews, competitor analysis, and instances of poor experiences. By synthesizing the gathered data, my aim is to represent the user's preferences, pain points, and behaviors, allowing for a more focused and effective redesign for our ideal user.
Persona
SYNTHESIS
“It’s time to put in some effort”
“This isn’t so bad”
“This is frustrating but I guess this is okay”
“I’ll just do this later”
Goes to search for songs he wants remixes to
Eventually becomes frustrated with the poor search results and creates a playlist with whatever he added
After seeing how difficult it was to find songs within the playlist he created, he decides to quit
Starting
Trying
Conflicting
Quitting
As a beginner DJ, I want to find music within my playlist more quickly and discover new music more effectively. This way, I can enhance my DJ experience and easily share it with my friends.
Andy Li
Decides to discover new music to create a new playlist for mixing
I created a user journey to map out how Andy, our ideal SoundCloud user, would navigate the app, aiming to understand the highs and lows of his emotions while using the platform to prepare for DJing practice. This comprehensive visualization provides valuable insights into Andy's experience, enabling a targeted redesign to optimize user engagement and satisfaction throughout his DJing preparation journey on SoundCloud.
User Journey
SYNTHESIS
This redesign allows users to:
Major Redesigns
IDEATION
I implemented a button enabling users to switch between light and dark modes based on their preferences.
I introduced a left column for easy access to all playlists and liked songs.
The center displayed the SoundCloud Feed, often overlooked by users but serving as a valuable tool for discovering new music.
Below the feed, a section was created for recently played playlists, liked songs, and genre suggestions.
Acknowledging SoundCloud's effective inclusion of a "recently played" section, I maintained this feature on the right column along with recommendations of artists based on users' listening history.
Home Page
Addressing the challenge of difficulty in accessing specific playlists from the homepage and the absence of a personalized page, I revamped multiple features across all screens. I made optimal use of available space, as SoundCloud had significant unused white space. Upon entering SoundCloud's mobile app, it was evident that a recent substantial update had been implemented, featuring a new black-and-white logo, replacing the previous orange-and-white one. Additionally, the incorporation of a dark mode, known for reducing eye strain and aligning with design trends, was introduced.
Taking this into consideration:
Search within the playlist and view information such as song title, genre, key, BPM, views, date added, and song duration.
Sort by common genres, keys, BPMs, views, and date added by clicking on one item at a time. This increases efficiency in finding songs that mix well together based on genre, keys, and BPM.
Additionally, a clear display of upcoming songs and recommended songs based on the playlist was implemented for an enhanced user experience.
Playlist Page
Retaining all previous elements such as like, share, copy link, edit, add to next up, and delete, I introduced a more detailed view of user playlists.
This allows users to:
View their recent searches, personalized recommendations from SoundCloud, and explore more categories.
Helps to enhance discovery through both new and existing pathways while ensuring a cohesive user experience.
Search Page
Previously, users faced challenges in searching for songs or artists with exact words, lacking guidance for general discovery. Recognizing that SoundCloud already had more categories hidden on the homepage for discovery, I designed a user-friendly search interface.
Design challenge and responsibilities overview
PROCESS HIGHLIGHTS
Timeline
Jan 13-15, 2024
Responsibilities
Tools
UX Research
Design Thinking
Figma
Figjam
Notion
Wireframing
Prototyping
User Experience Design
User Interface Design
Disciplines
Challenge
Redesign a feature from any of the companies in the Kleiner Perkins Portfolio.
Redesign a feature on SoundCloud to provide a better searching/mixing experience for DJs/Music Listeners.
Opportunity
Discovering new music can be difficult.
BACKGROUND
SoundCloud stands out as a prominent online audio distribution platform, providing artists with the means to share and promote their music across diverse genres. Specifically tailored for Electronic Dance Music (EDM) and House Music enthusiasts like myself, it offers a valuable space with an extensive collection of tracks, including numerous remixes. Learning how to DJ has emerged as a popular new hobby post-COVID-19, attracting individuals (like me) eager for fresh activities during extended periods at home. Having recently acquired my first DJ controller, I discovered that SoundCloud is one of the best platforms for starting your DJ journey. However, I noticed that it was not as intuitive as it seemed, as, like many people, I faced challenges in pinpointing the right songs for mixing and determining the specific genre I wanted to explore. To gain insights into the experiences of fellow beginner DJs and music enthusiasts, I am eager to explore how others navigate SoundCloud, discover unique remixes, and address similar hurdles in finding suitable tracks for mixing in advance.
The Process
Research
User Interviews
Competitor Analysis
Affinity Map
Identifying Problems
Synthesis
Persona
User Journey
Ideation
Developing a Solution
User Flow
Low Fidelity
Mid Fidelity
Final Designs
Final Prototype
Major Redesigns
Reflection
Next Steps
Conclusion
1
2
3
4
5
User Interviews
RESEARCH
In order to learn more about the SoundCloud experience and identify user needs and paint points. I interviewed three college students that had interests in EDM/House Music and becoming a beginner DJs.
Questions revolved around:
As a beginner in music exploration, how do you go about finding and mixing tracks that align with your preferences (with or without the use of SoundCloud)?
Can you share any challenges you've faced in discovering and selecting music in your chosen genre, and are there any features or tools that have made this process easier or more difficult?
In determining your song choice, what factors influence your decision, and do you seek input or insights from communities or other sources during this exploration?
Key Features that stand out from competitors: Integration with third-party apps, AI DJ, collaborative playlists and blends, seeing friends' activity, yearly wrapped, and exclusive content.
Competitor Analysis
Spotify
RESEARCH
My competitor analysis involves delving into how SoundCloud caters to the needs of beginner DJs and music enthusiasts, specifically by examining user experiences in discovering and mixing tracks. I aim to compare SoundCloud's features and user-friendliness with those of competitors such as Spotify, Apple Music, and Beatport.
⚠️ It's important to note that user preferences may vary, and these pros and cons are based on the general characteristics of each platform. Users may have different experiences based on their specific needs and preferences.
SoundCloud shares features with its competitors, boasting a large library that spans diverse genres and includes numerous remixes. It promotes independent artists and offers accessible features for both DJing and music exploration. However, what sets SoundCloud apart from its competitors is its unique positioning as a perfect middle ground. It bridges the gap between platforms with limited remix libraries and those with expansive collections, making it accessible for rising artists to publish and for users to discover new or remixed music. This distinctive position has led to its adoption by rising artists and music enthusiasts seeking a platform that stands out in the realm of online audio distribution.
Pros
Extensive Music Library: Spotify has a vast collection of tracks across various genres, making it a valuable resource for discovering music.
User-Friendly Interface: Known for its ease of use, Spotify provides a user-friendly interface, which may be beneficial for beginners.
Playlist Recommendations: The platform offers personalized playlist recommendations, helping users discover new tracks tailored to their preferences.
Cons
Remix Availability: While Spotify has a diverse library, it might not have as many remixes as platforms specifically tailored for electronic music.
Key Features that stand out from competitors: Integration with the Apple Ecosystem, exclusive content and early releases, human-curated playlists and radio, and seeing what friends are listening to.
Apple Music
Pros
Wide Music Catalog: Apple Music provides a comprehensive catalog of songs, including a range of genres suitable for different tastes.
Integration with Apple Ecosystem: For users within the Apple ecosystem, the seamless integration with other Apple devices can be an advantage.
Cons
Learning Curve: Some users may find the interface and features of Apple Music to have a steeper learning curve compared to more straightforward platforms.
Key Features that stand out from competitors: Genre-specific focus, DJ-centric features, advanced music discovery tools, integration with DJ software, and exclusive content for events and festivals.
Beatport
Pros
Specialized in Electronic Music: Beatport is known for its focus on electronic dance music (EDM) and house music, providing a curated experience for enthusiasts in these genres.
DJ-Friendly Features: Being a platform targeted at DJs, Beatport offers features that cater to mixing and exploring electronic music.
Cons
Limited Genres: While Beatport excels in electronic music, it may have a more limited selection of tracks outside this genre compared to broader platforms.
1. People feel let down by the personalized and sharing experience
This makes it harder to find music within your playlists or new songs, and also sharing music
When compared to Spotify with Spotify AI DJ, the “blends” with friends, seeing what others listening to, SoundCloud does not have the best personalized and sharing experience
2. Discovering remixes is a challenge for people
With how open SoundCloud is for new artists publishing music, it has it’s pros and cons.
Pros: accessible to anyone to publish, easier process
Cons: makes it harder to create accurate searches, quality of songs are depreciated
3. Artists (Specifically DJs in this case) feel like there is no guidance
One of SoundCloud’s pros is being able to use SoundCloud music in DJ softwares like Rekordbox and Serato, however, as an artist there is no real support in making it a smoother experience from transferring playlists over to seeing what mixes well together to sorting songs.
About SoundCloud:
Identifying Problems
RESEARCH
“One of my favorite songs is ‘So Close’ by NOTD, and when I search it up, I was hoping for more efficient results rather than the search engine thinking I want a different song, like ‘Feel So Close’ by Calvin Harris."
"The results when I search are never the exact thing I’m looking for. The way the results populate makes no sense, as the songs are not organized by most views, most likes, when it was published, or anything, it seems.”
“As someone using SoundCloud as their primary platform for getting music and transferring it over to my DJ software, it is very difficult to confirm if all the songs I added are included, and it’s frustrating when searching for songs with the same BPM if I can’t find the specific song I’m looking for.”
“When I’m trying to listen to music for everyday activities, I can’t search within my playlist, and there is no filter or sorting option to match the vibe I want, so I ultimately switch to my other music platform."
User Pain Points:
People want a more efficient method to discover music tailored to EDM/Pop preferences.
People face difficulty in discovering popular remixes or showcasing work for remix artists.
People desire curated playlists and personalized recommendations for remixes.
After conducting user interviews and competitor analysis, I created an affinity map to identify common pain points among users. The map serves as a guide for redesigning certain issues in SoundCloud, focusing on addressing and improving user experiences based on the insights gathered from both user interviews and competitor analysis.
Affinity Map
RESEARCH
Defining the Problem
After conducting my research, I honed in on a guiding question:
How can we make SoundCloud a more personable experience for users?
Through comprehensive user interviews, competitor analysis, affinity mapping, and pain point identification, I discerned that users primarily focus on three key aspects: accessing existing playlists, discovering new music, and finding tracks suitable for mixing. In response to these insights, I've formulated three redesign goals for SoundCloud:
Developing a Solution
IDEATION
Redesign Goals:
Personalized Homepage: Restructure the homepage to be more personable and aligned with user needs, providing a welcoming and tailored experience upon entry.
Customizable Playlist System: Introduce a sort/filter system for existing playlists, empowering users with a more customizable and efficient playlist management experience.
Enhanced Search Functionality: Develop an improved search system that ensures clarity and avoids user confusion, facilitating a seamless process for discovering new music and tracks for mixing.
With the redesign goals and the synthesis of our comprehensive research, I've crafted a user flow to illustrate the various paths users may take when navigating the screens slated for redesign, highlighting potential scenarios they might encounter along the way.
User Flow
IDEATION
Following the creation of the flow chart, I proceeded to quickly sketch low-fidelity wireframes as a preliminary step to strategize improvements and determine how enhancements can be implemented.
Low Fidelity
Home Page
Search Page
Playlist Page
IDEATION
Home Page
Search Page
Playlist Page
After generating low-fidelity sketches, I transitioned to Figma to create the structural design within a MacBook 14-inch frame, aiming to visualize how it would fit on a desktop and making necessary size adjustments.
Mid Fidelity
IDEATION
Final Designs
IDEATION
My redesigns represent an initial stride towards enhancing the SoundCloud experience and addressing the challenges faced by novice DJs and music enthusiasts. Some next steps I would take include:
Additionally, considering the importance of a more personalized experience, I propose the development of an official desktop app. This would not only provide users with a dedicated platform but also contribute to a more seamless and personalized interaction with SoundCloud. Such an initiative aims to enhance user engagement and drive a more substantial user base, ultimately contributing to the platform's growth and popularity.
Conducting another round of interviews and undertaking user testing to evaluate whether my redesign has indeed improved efficiency and effectiveness in music discovery.
Exploring alternative solutions and ensuring a comprehensive redesign that maintains cohesiveness and adheres to a consistent design aesthetic and usability across the entire website.
Next Steps
REFLECTION
Completing this case study within the tight timeframe of 72 hours (Saturday - Monday) presented a significant challenge. However, it showcases my dedication to continuously push my limits as a Product Designer in my ongoing journey of personal discovery and development.
As a novice DJ, exploring the intricacies of SoundCloud was not only educational but also highly enjoyable. It allowed me to find ways to assist individuals like myself in understanding and utilizing the platform more effectively.
In all my projects, I find fulfillment in establishing a personal connection to my work. This connection is shared with others by explaining how I operate, all while ensuring that personal biases do not influence the process. It is my commitment to contributing meaningfully to the field of Product Design while fostering a deeper understanding and connection with users.
Conclusion
REFLECTION
SoundCloud Case Study
KP Design Challenge 2024
"I feel that if I had the time to discover music, it's pretty difficult to find music that suits my preferred genre, as all the 'Discovery' portions of SoundCloud are way below and hidden from the opening of the homepage."
"I don't see the point of the 'More of what you like' list, as it gives me the same songs that I've been listening to."
"I appreciate that they allow me to see what I recently played more easily than other platforms, but it takes too many steps to access my playlist and find the right song. Additionally, having both a 'Recently Played' and 'Listening History' section on both sides seems repetitive and unnecessary."