Improve the experience of artists who upload music to Spotify through a distribution site

METHODS

Screener Survey
User Interviews
Affinity Mapping
Persona
User Journey Map
Competitor/

Comparator Analysis

Feature Prioritization

Competitive Landscape Matrix 
Design Studio
Sketching
Wireframes
Iterative Testing
Rapid Prototyping
Usability Testing

TOOLS

Sketch
Adobe CS
Figma

TEAM

Marilyn Shi

Nyesha Viechweg

MY ROLE

UX Researcher
UX Designer
UI Designer

Scrum Master

TIME

1.5 Weeks

PROBLEM SPACE

We interviewed 5 individuals who identified as emerging artists. As the process went on, we received more and more feedback that indicated the artists’ difficulties and frustrations with their music distribution services.

What is a music distribution service?

PROBLEM STATEMENT

People go to Travelocity to research the best travel prices. Rick is not sure he is getting all the information needed for a confident checkout.

How might we build his trust during the research and checkout process?

If artists and even record labels want their music to be on mainstream streaming platforms they must go through a distributor.

 

The artist uploads their song or album to the distributor and then the distributor will release it to multiple streaming platforms. 

Through our interviews we discovered that the main goal is to get onto Spotify and more specifically one of Spotify's popular playlists.

SYNTHESIZING THE DATA 

• After interviewing our users we used an Affinity map to synthesize the data.

• The affinity map gave us the behavioural attributes to create a Persona.

• We then created a User Journey for the persona to seek out potential opportunities.

THE PROBLEM

Emerging artists do not get individualized support from their distribution services. 

 

As an emerging artist, Jinx wants more individualized support from his distribution service.

 

How might we help Jinx get specialized support to get discovered on mainstream streaming platforms? 

COMPETITIVE LANDSCAPE

So with this problem statement in mind, we knew that our proposed company was going to be a distributor in some way, shape, or form.

Competitive Analysis Matrix

From here we created a MoSCoW Map which helped us prioritize features that would provide value to both the business as well as the user with minimal effort and peak satisfaction.

 

We chose these features based on user feedback and common practices we uncovered during our competitive landscape research of the distribution industry.

THE PROPOSAL

We want to partner with Spotify to develop a distribution service that will allow users to upload their music directly to Spotify’s mainstream streaming platform

Screenshot from Spotify's Artist App

Why Partner With Spotify?

5/5

Users said their top priority is be discovered by more listeners, namely on Spotify

5/5

Users considered Spotify’s playlists to be crucial to their success

5/5

Users consider Spotify’s criteria and deadlines when deciding on a release date for their music

IDEATION AND TESTING

We carried out a design studio in order to work out the user flow and then followed on to design for each page of that flow.

Mid-Fidelity wireframes were built and prototyped in Figma, we tested three scenarios and tasks.

“Kind of feels like we’re out in the ocean sometimes.”

“Financial equivalence is ...one of the murkier elements across the board of the process.”

“It wasn’t a great experience, not a human experience..”

Track Forum Page

Royalties Page

Account Manager Page

PROTOTYPE WALKTHROUGH

MAIN TAKE AWAYS

Artist's are not getting any support from the platform that has sole control in getting their music onto mainstream streaming platforms

In the digital world we're living in 5/5 users still wanted to feel like they were getting the support from a real person.

Complicated forums should be clean and digestible with reassurance that you have entered each field correctly as you are going along.

© 2020 by Ash Burke.