SOUNDCLOUD
EXPLORING NEW WAYS TO STRENGTHEN THE APP
PROBLEM
ROLE
DUTIES
TOOLS
TIMELINE
POV
I’d like to explore ways to help users easily find music in specific niche genres as easily as possible.
I’d like to explore ways to help people find rare edits and remixes in situations where they hear a song that would not be on a regular radio station.
User experience design, User researcher
User research, prototyping, interaction design
Figma, optimal workshop, Google meet, figjam
3 weeks
Soundcloud is a very niche platform for music listeners, and to be able to compete with the juggernauts it must do at least these two things. They must leverage what they are most known for and are best at, which is having exclusive edits and mixes that you can only find on this platform, and make these as easy as possible to access. They must also find different ways to keep their current clientele satisfied and engaged, one way is to add special features that could adhere to their specific needs.
GOALS
Point of View (POV) statements helped define user needs and frustrations by framing them in a way that fosters empathy. From these, I created "How Might We" (HMW) statements to explore potential solutions and spark innovative ideas. Together, they provided a clear direction for addressing user pain points and improving their overall experience.
HMW
How might we add a clear and dedicated section for genre discovery on the platform that feels as effective as other streaming platforms while still being unique and true to the brand?
How might we enable fans of live events to find remixes they hear when they are at these events?
solution
I think it would be extremely beneficial for Soundcloud to have its own function within the platform, where it could listen to a track, and identify the track in its database. Once the track is ID’ed it would be great to give suggestions for related tracks and give an option to visit the artists page.
I also believe having a dedicated navigation page where users can choose from a list of sub genres were they can find tracks, mixes, and trending songs would be great. Many Soundcloud users use the platform to find tracks from niche sub genres, but currently there is not a place on the app where these niche sub genres are categorized.
RESEARCH METHODS AND PLANNING
I began by conducting a competitor analysis to identify strengths and weaknesses in existing listening platforms. To complement this, I interviewed users to understand their preferences and the reasons behind their platform choices. These combined methods provided a solid foundation for uncovering opportunities to improve and differentiate the platform.
COMPETITOR ANALYSIS
I analyzed competing platforms to understand their strengths, weaknesses, and unique offerings. This process revealed gaps in the market and areas where users’ needs were not fully addressed. These insights informed the design strategy, ensuring the platform could stand out while addressing user pain points.
- Integration with Apple ecosystem
- Human curated playlists
- Exclusive content and releases
- Spatial audio and lossless quality
PROS
- User friendly interface
- Considered best algorithm for finding new music
- Heavy podcast and audiobook integration
- Spatial audio and lossless quality
PROS
- #1 used music identification platform
- Integration with other music platforms
- Offline functionality
PROS
- No free version available
- People often complain about a cluttered UI
- Algorithm not as refined as other platforms when it comes to finding new music
- Users must use a separate app for podcasts
CONS
- No way to find unique remixes that are not mainstream
- Doesn’t do anything outside of IDing music
- Plenty of ads since its free
COnducting research
I held interviews to uncover user needs, preferences, and frustrations related to their experiences with similar platforms. This involved a mix of interviews and surveys to gain deeper insights into their behaviours and expectations. I also began to ask questions about the new feature I wanted to test out on Soundcloud to see if there’s any interest at all. The findings laid the groundwork for designing solutions that truly resonate with users.
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Are you a soundcloud user? How much do you use soundcloud compared to other music streaming platforms?
Ask why they use Soundcloud more than the other platforms, or if they use another platform more, why do they use it more than Soundcloud
Are there any features specifically one streaming platform has that you wish Soundcloud had? Tell me about that feature
How important is it for you to discover new music? If its important, whats your go to method to finding new music and artists?
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If Soundcloud had a more direct way to check out specific genres, would that be of help? How would you want to see it implemented if it was a thing? Are there any specific genres you'd like to see?
Ask if theres ever been a time you heard a unique remix and weren’t able to find it because it wasn’t available on Shazam. Use that as a way to introduce the feature of Soundcloud finding exclusive in platform tracks.
Ask if thats a feature that would be interesting to them
Would they want that to be a main feature thats highlighted on the platform?
How could it be done in the most convenient way for them if it was up to them
CONS
- Poor audio quality
- Limited library in some countries
- Not everyone can make a public playlist
- At times the algorithm is forced and there is less user control to find things
CONS
INTERVIEW FINDINGS
5/5 participants are SoundCloud users, but 0/5 use SoundCloud as their main listening platform
4/5 use Spotify as their main streaming platform, 1 person used Apple Music as their main (Noted that the reason the solo person used Apple, was for the audio quality and specific apple radio stations)
5/5 participants use other music streaming platforms more because of the access to mainstream music and podcasts
3/5 users do not have a premium soundcloud account, and all 3 find the ads on Soundcloud to be very frustrating
4/5 participants value finding new music as significant to their experience (Noted that the reason the solo person did not care for finding new music is because they are fine with listening to the same music from all the previous years)
5/5 participants agreed that it would be helpful if SoundCloud had a simpler way to find specific genres
5/5 participants have experienced a time where Shazam was not able to recognize a song because it was a specific remix
5/5 participants would be interested if there was a feature to be able to scan for remixes, although 2/5 feel like it may be extremely niche and they may not end up finding a time to do so (Noted that the 3 that were more excited about the feature are either DJ’s or music producers)
key quotes
“It’s important for me to find new music when I’m feeling pretty dry and bored with the same music”
“Soundcloud is where I find the coolest tracks, but it’s usually a matter of luck or really digging to find the gems”
“DJs take pride in finding amazing tracks that most people do not know about, if there was an ability to find out what certain tracks are, there's a chance it could be a massive game changer in the DJ scene...and there's a major possibility that some people may be unhappy about it. At the end of the day, music is about sharing so anything that moves that needle forward is a plus”
research reflection
SoundCloud has positioned itself as a niche platform, excelling in offering music that mainstream platforms typically lack. While it may not surpass larger competitors, its success lies in strengthening its unique offerings and maintaining the satisfaction of its core audience. Enhancing features like genre discovery could improve accessibility for new users, while addressing issues like intrusive ads and the value of its premium service would make it more appealing to a broader audience. Introducing a track ID function would be groundbreaking in the world of exclusive remixes and it could be something that makes Soundcloud extra special.
RESEARCH SYNTHESIS
I organized and analyzed the collected data to identify key patterns, insights, and user needs. This synthesis highlighted recurring themes and pain points, providing a clear direction for design decisions. By distilling the research findings, I ensured the platform's development was grounded in a deep understanding of user behavior and expectations.
affinity map
I organized and analyzed the collected data to identify key patterns, insights, and user needs. This synthesis highlighted recurring themes and pain points, providing a clear direction for design decisions. By distilling the research findings, I ensured the platform's development was grounded in a deep understanding of user behavior and expectations.
user personas
I developed user personas based on research insights to represent the platform’s target audience. These personas capture user goals, behaviors, and pain points, creating a clear picture of their needs. They serve as a valuable tool for ensuring design decisions remain user-centered throughout the project.
PRIORITIZATION and flows
I prioritized features and goals based on user needs, business objectives, and technical feasibility. This process ensured the platform focused on delivering the most impactful and essential elements first. By defining clear priorities, I laid a strong foundation for a meaningful and efficient user experience. By laying this out, I can also develop the user flows for the immediate features being included.
project goals
The goals for this project focused on solving user challenges while meeting business needs and technical requirements. These objectives guided the development of a platform that is both user-friendly and purpose-driven. Aligning these priorities ensured the design remained clear and impactful throughout.
feature set
I defined a feature set that prioritizes the most essential functions for users at launch. By focusing on high-impact features first, the platform delivers immediate value while leaving room for future enhancements. This strategic approach ensures a balanced and efficient rollout.
USER FLOWS
I designed user flows to map out the step-by-step journey for completing key tasks on the platform. The first user flow focuses on SoundByte and the process a user will take for the main function which is to find tracks that they cant fully recognize. The second user flow goes through the steps a user would take to find certain genres and playlists.
INITIAL WIREFRAMES AND TESTING
I created initial wireframes to establish the platform's structure and basic functionality, focusing on user needs and task completion. These prototypes were tested with users to gather early feedback and identify pain points. This iterative process ensured the design was on the right track before moving into more detailed development stages.
low fidelity wireframes
I developed low-fidelity wireframes to outline the platform’s basic structure and user flow. These simplified designs focused on functionality and layout, allowing for quick iterations based on feedback. This approach ensured the foundation was strong before adding visual details and advanced features.
high fidelity wireframes
High-fidelity wireframes brought the platform to life with almost finalized visuals, detailed interactions, and a polished design. These designs integrated branding, typography, and color schemes, offering a near-complete representation of the final product. This stage ensured the platform was ready for thorough testing and final refinements.
SOUNDBYTE
The main new function I added to the app. Quickly and seamlessly identify unique edits and remixes that would be found on the platform with a simple press of a button. There is access to the feature now on the top navigation.
genre categories
Previously, there was no place on the app where you could search through songs by category. Many users on the app use it for very niche genres that you won’t find too much of on the more popular apps. With the introduction of this section on the main bottom navigation, users can now search through various genres and from there find trending mixes, tracks, and more.
usability testing
I conducted usability testing to evaluate how effectively users could navigate the platform and complete key tasks. Observing real interactions provided valuable insights into areas needing improvement, such as flow, clarity, and functionality. The feedback guided iterative changes, ensuring the design met user expectations and enhanced overall satisfaction.
usability results
SoundByte
Statistics
5/5 users completed the initial task within 20 seconds
4/5 users found the SoundByte icon after exiting the initial prompt within a couple seconds
5/5 users felt like this would be a great addition to the app if it were a real thing
Suggestions
- 2 users felt like they were unsure if the app was working, both suggested that maybe adding more animations would help the feeling that the app was actually “searching” for the track
- 1 user wanted a dark mode
Genre Categories
Statistics
5/5 users completed the initial task within 40 seconds
5/5 users found the Categories icon after exiting the initial prompt within a couple seconds
5/5 users felt like this would be a great addition to the app if it were a real thing
Suggestions
- 2 users wanted to be able to explore and scroll more to see more tracks
- 1 user wanted to see more genres being available
next steps
- Add some video animations when SoundByte is searching for music
- For Genre Categories, add a bit more genres and also expand the song lists so it feels more interactive for the user like they were actually searching through the categories
- Move SoundByte icon to the main navigation bar in the bottom replacing the “Search” icon. Add a search bar on the home page, and change the text in the search bar in the categories section to be more open for all searches.
Final Screens
The final screens showcase a polished design, integrating all feedback and revisions from testing. These screens represent the complete user experience, with seamless functionality and cohesive visuals. They provide a clear vision of the platform's final form, ready for implementation.
Final THOUGHTS
Being a personal user of SoundCloud as a creator and listener, it was super fun to be able to implement ideas that I’d love to see on the app. I’d love for more people to be able to enjoy the app just as much as I do, and hopefully in the future SoundCloud will be able to include features to draw in a wider audience.