An Operations Manager specializing in project management and creative production, based in Los Angeles, California.

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SoundCloud

Product Designer

Adding a tracklist feature to the SoundCloud mobile app.

SoundCloud has a mission to empower the world’s audio creators with cutting-edge tools, services, and resources to expand and grow their careers. On the other hand, SoundCloud has a multi-sided business model, with two independent customer segments: the music artists who wants to distribute their music and the users who want to stream the music. 

To further improve engagement and retention in the app with both targeted user groups, a tracklist is designed to help identify songs found in long-form mixtapes and DJ sets.
 
Toolbox: Figma, Miro, Optimal Workshop, Maze



This is a self-directed project that is not affiliated with Soundcloud.



The Problem


The process of music discovery through SoundCloud's mobile app is challenging, resulting in difficult navigation and inconsistent results when identifying track IDs.



Research and Empathize


I wanted to know what music artists and music listeners think about music discovery and song identification, as well as their music listening behavior so that we can understand the pain points and needs when discovering and identifying a specific song.
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To achieve this goal, I will:
• Identify users’ music listening behaviors 
• Determine platforms users use to listen to and discover music
• Learn about challenges and pain points when users discover songs on SoundCloud
 

Method 1 : Competitive AnalysisI initially started the research phase by examining SoundCloud's preexisting features, alongside the features found on SoundCloud's competitors' platforms.   
       


Method 2 : User Interviews (Contextual Inquiry)I wanted to further investigate whether this feature was desirable by current and potential users. I interviewed a total of five (5) participants– two (2) users who are artists who use SoundCloud to upload and distribute their music and three (3) non-artist users who use SoundCloud to listen to music found on the platform. The participants were between the ages of 24-27.
                                       
                                       


The Main Insight

When it comes to discovering new tracks and artists, users place great importance on the credibility and accuracy of the information presented, while also valuing a process that is easy and effortless to navigate.

Key Findings

                                             

Possible Solution 

Design a feature for SoundCloud's mobile app to enhance music discovery by enabling seamless identification of tracklists and individual track IDs, particularly within long-form mixes.


Define


User PersonaI developed two user personas, that embody users that SoundCloud would target. This step helped encompass the types of users that may benefit from adding a new feature that aids in song and artist discovery.
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Angela is a user who uses SoundCloud to discover and listen to music on the platform. Michael is a SoundCloud artist who uses the platform to discover, listen to music, and to promote his own work.



Ideate


StoryboardsThe value of the two storyboards I designed were to illustrate how two personas I uncovered use the tracklist feature differently. 


Deciding on featuresBefore ideating the UI and properties of the tracklist feature, I reviewed SoundCloud’s features to see if there is an existing solution that targets Angela’s and Michael’s goals and pain points. Currently, when users are trying to identify a song in a mixtape, they would comment on the track to gather necessary information. SoundCloud’s community of music listeners and fans of artists strive to help each other by responding to each other’s comments when a song or artist needs to be identified. Song titles, artist names, and even direct links to songs are commented to address this issue.




WireframesI designed mid-fidelity wireframes of the flow that I believe to be the most common to see if each step and page would make sense.




Prototype & Test






Usability Test    Conducted this test in person and via video call with the moderated think-aloud protocol. I tested five (5) participants between the ages of 24-27 (four (4) SoundCloud music listeners and one (1) artist who uploads music onto SoundCloud). I also measured usability with the system usability scale (SUS) questionnaire and scoring.


Priority MatrixWith the feedback received from the mediated usability tests, I brainstormed possible solutions and organized them in a priority matrix to determine changes that can be made within the course of the project.


IterationsBased on the feedback I received from the participants during the usability tests and the points organized in the priority matrix, I made iterations to my designs with five (5) major improvements:


A more thorough tracklist page:

• I included the number that identifies the order in which each song is played in the mixtape next to the song name. 

• To further clarify the order in which the songs are played, I shifted the list so that the next song that will play is at the top of the list. The user can scroll up in list to identify the previous songs that were played in the mix.

• I removed the verified mark beside the song due to meaning confusion. Instead, I utilized a checkmark icon and placed it next to the number of tracks identified to highlight the accuracy of song identifications. 



A cleaner track page:

• I moved the song identification to a higher placement because the previous placement fell in the location where user comments would pop up. 

• I removed the flags that identified when a new song would start in the mixtape. 





Reflection


Lasting ThoughtsMaintain SoundCloud's experience

While designing this new feature, I had to ensure that it seamlessly integrated into SoundCloud's preexisting design, both visually and functionally.

Learning Points
How will track IDs be identified?

Due to time constraints and directing most of my attention towards designing the tracklist feature, I didn't fully explore how track IDs are identified and who they are identified by. I formulated a few potential ideas for identifying tracks during the usability tests, though I was reminded during this process that a holistic approach to identifying a solution can make designing a solution easier and clearer.
Moving Forward
A/B Testing
I hope to further refine the feature and conduct an A/B test for V1 (original) and V2 (updated) to validate changes for overall improved UX.

Design the tracklist feature on the desktop version
A number of individuals have mentioned that this is a feature they can see themselves using. For cohesion on all of SoundCloud's platforms, I would like to design and implement a tracklist on SoundCloud's web platform next. 

Design a button that allows the users to identify the song and artist of the songs in the mixtape
Since song and artist identification on SoundCloud is currently organized by SoundCloud users themselves, a button that allows users to claim a song instead of commenting the song title on the track may be more effective. 
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