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Overview

amazon music find

improving the listener's experience through enhanced discovery and social integration

role

user research

interaction

wire framing & prototyping

led visual design direction

tools

figma 

photoshop

illustrator

duration

4 weeks

team

cici lin

xiaoqi chen

yang cheng

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overview

This is a concept app that revolutionizes the Find function of Amazon Music by leveraging short-form media and automation features. This product addresses user concerns about inaccurate music recommendations and a lack of social features, while remaining true to Amazon Music's primary purpose as a streaming platform. By incorporating popular social media design elements, the app enhances discoverability and community aspects, making it the go-to platform for discovering and sharing new music.

As part of a Product Design challenge sponsored by Amazon Music, my group had to identify opportunities for improving the Amazon Music app by developing a concept that leverages emerging technology and Amazon's offerings to bridge digital and real-life experiences, incorporating current trends and anticipating future technologies 3-5 years ahead. 

context & objective

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Problem

problem

Our focus was on the music streaming service industry, specifically targeting Gen-Z and young Millennials who value quality and variety in music, personalized experiences, and social sharing. This demographic is highly engaged with music, with a higher likelihood of listening to music on a daily basis compared to the general population. 

We determined 3 pain points to solve:​

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Music sharing lacks convenience and ease of use.

Wrong recommendations is something that many listeners often complain about, and seek a better personalized listening experience.

Lack of availability for certain songs is an important concern for listeners.

Solution

solution

An updated music streaming platform that provides younger generation users with:

Convenience

in sharing with both friends and socials.

High Accuracy

within a personalized music experience, while also saving time.

Expansion

and inclusivity with their music libraries.

Market Analysis

execution

The market research we conducted made it clear that short-form was the future television for today's younger generation.

  • 97.8% of US Internet users aged 18-24 consider themselves to be digital video viewers. There were 244+ million digital video viewers in 2020, with that number likely increased already by today.

  • 1200% more shares have been generated through video content, compared to text and image content combined. There are 2.5 billion monthly users on YT Shorts, TikTok, and other short-form platforms.

  • 64% of music streaming consumers consider personalized music recommendations essential to their listening experience. They can also increase music consumption by up to 40%.

market validation

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​Short-form videos have a high ROI for both marketers and music artists. Incorporating social media elements and short-form videos into Amazon Music will boost Prime user growth and subscription revenue.

potential to tap into a billion-dollar opportunity

  • 16.3M+ music artists uploading music. (from 4 top streaming platforms)

  • $1.1B revenue generated in 2020 in the global short video market.

  • $2.3B revenue to be generated by 2030 in the global short video market.

User Research

After doing market research and before sketching ideas, we interviewed 8 people within our target demographic profile. After compiling the group's interview results in a FigJam file, we determined some common key insights:

user interviews

  • Offline listening is important.

  • Users want to have access to a large music selection.

  • There is room for improvement for improving music recommendations.

After user research, each member of the group sketched their ideas in the form of lo-fidelity screen sketches. We then compiled all sketches and reached a consensus on the user flows and visual direction of the final product.

sketches

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sketches from each team member

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specific screens were then selected and rearranged to outline a more complete product

We had the opportunity to consult with the Principal Design & Insights Strategist at Amazon about our progress. We presented our sketches and pitch two weeks into the challenge for feedback. Here’s what we took from the meeting:

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  • consider incorporating features that allow for seamless social sharing and personalization of music preferences.

  • think about how our proposed features can integrate with Amazon's current offerings.

  •  continue to gather feedback from other people during the design phase and prototyping.

design

Design

User feedback was an iterative process that was conducted at every milestone of the project to identify the biggest pain points in the current version.

For the overall UI design, I wanted to create an app with a refreshing and youthful aesthetic, featuring a predominantly white color scheme to appeal to the younger generation. The visual design conveys trustworthiness and a sense of progression, aligning with the values of future-oriented individuals.

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1. Explore

2. Listen

3. Share

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The new Amazon Music app adopts social elements for easy sharing of music. We also improved integration with high-traffic platforms such as Youtube Shorts, TikTok, and Instagram Reels.

expanded sharing

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In addition to text and image content, the new Amazon Music Find dashboard introduces short-form video exploration for improved engagement and user retention. 
Unique song visualizers are provided for songs without a video.

video-oriented exploration

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Custom visualizers

Recommended for you

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additional features

Dark and Light Mode Option

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Share with Friends and Groups

New Alexa

Live Playlist Sessions

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Advantages

competitve
advantage

By leveraging the power of short-form video platforms like TikTok, Amazon Music can gain a competitive advantage in the music streaming market. With record labels telling artists to use these platforms to increase revenue and traffic, Amazon Music's integration of short-form video creates a win-win scenario, providing an engaging and lucrative music discovery experience for listeners, while also increasing exposure and profits for artists and labels.

high traffic

This new Amazon Music will lead the way by integrating trending social media elements with traditional music streaming functions, creating an up-to-date and engaging listening experience for today's younger generations.

first to market

Listeners do not have to jump between different platforms to listen to certain artists and songs anymore, as this app provides a newly expanded song catalog.

one stop shop

By utilizing algorithmic methods inspired by popular social media platforms, the new Amazon Find feature addresses one of the biggest user pain points - inaccurate music recommendations.

accuracy

Short-form video has undoubtedly transformed music performance, sharing, and enjoyment (including podcasts). Our product uses this highly effective method of online marketing to incentivize users to switch to Amazon Music.

on trend

market adoption

Given the increasing trend towards influencer marketing and short-form video content, our music streaming app is well-positioned to leverage these channels to promote its unique features and personalized experiences. By partnering with influencers and creating engaging video content that speaks to our target audience, we can drive awareness and adoption of the app among Gen-Z and young Millennials, who are more likely to be influenced by online personalities.

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Other methods of market adoption include exclusive releases within the Amazon Music app, and collaborations with music events.

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Conclusion

future

In 3-5 years, Amazon Music can leverage its user experiences by combining AR & VR technology, integrating with wearable technology and incorporating AI.

  • AR & VR - Combining the new Amazon Find with AR and VR technologies to create immersive music experiences and virtual concert experiences.

  • Wearable Technology - Wearables can use sensors and biometric data to analyze a user's listening habits and recommend new songs or playlists that match their preferences.

  • AI - Incorporation of AI to provide even more accurate music recommendations and user-generated playlist suggestions.

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