PM SCHOOL

LIVE CHALLENGE NO. 98

ACQUISITION AND
ENGAGEMENT FEATURE FOR
AMAZON MUSIC

By Harsha Jain

https://www.linkedin.com/in/jainharsha/
jharsha82@gmail.com
 ABOUT AMAZON MUSIC

Audio streaming platform that allow users to access a humongous

library of 60 million songs

Provides lossless quality music with the amazon HD music

CONCEIVE voice technology

Addition to unique data data with ALEXA
voice technology

GOAL

Launch new features on Amazon Music to acquire new users and

engage them on the platform while competing with giants like
Spotify and Apple Music.
AMAZON MUSIC STATISTICS
Users Worldwide Total Subscribers
More than 68 Million User, increased by More than 200 Million Subscribers for
104% from 2020 - 2021 Amazon music prime

Downloads till date Songs Library

More than 100 Million downloads from Amazon Music - 2 Million Songs
android and ios users Amazon Unlimited - 90 Millions Songs

Reach Other Stats (last 3 months)

Customers in more than 40 countries
Avg Visit Duration - 00:00:40
around the world enjoy Amazon Music, and Pages per Visit - 1.55
still growing Bounce Rate - 64.42%
Stats Launched by AMAZON MUSIC
Users Persona 1:
Bio:
Rajat is working in a startup in Bangalore and he is very conscious about his health and
lifestyle. He does yoga, gyming, cycling etc on daily basis. He normally have to work for
8-10 hours/day on his laptop. So he listens to music a lot. He loves to listen music while
doing his daily workout and also plugin to his favourite songs while working on his
laptop.

Pain Areas:
Rajat Gupta
He is not able to find healing, meditative or yoga music at all and thus he has to move on
to other application. 45
He wants to get rid of the banner for current song keep coming on all the screens at
Bangalore
bottom.
He is not able to make his own playlist upfront. He has to search for that option everytime Tech Lead and Fitness Freak
from library.

Users Persona 2:
Bio:
Pari is a student studying in MBA college. She is a fond of music and loves to explore
new music in almost every day. She takes music as her mood booster while studying,
playing, cooking, walking, travelling and even for relaxing and calming her soul.

Pain Areas:
She wants personalized recommendations so that she don’t have to break her head
deciding what to play.
She is not able to find videos on the application for the songs.
Pari Malhotra
As a regular user, she want her music listening experience to be seamless so that she can 23
continue listening to her music without hassles.​
Delhi
Student

Users Persona 3:
Bio:
Jigyasa is an aspiring young music artist. She has sung few songs but yet to gain
publicity. She also loves to play keyboard and guitar and is always in search of lyrics of
songs. Being a fresh singer and musician out there she is always looking for
opportunities to attend live events or to look up to her seniors or gurus of music in the
world.

Pain Areas: Jigyasa Mohan

She is not able to find proper profile information of the artist on the platform.
As an avid music lover, she wants novel recommendations so that she can live out the 32
explorer side in her personality. Mumbai
Finds it hard to know various music events and live concerts happening in the locality.
Aspiring Music Artist

Solving users' problems derived from case studies

PROPOSED SOLUTIONS for Phase 1: Must haves

Introducing a Adding a Adding a

SURPRISE ME NEW PLAYLIST HEAL
Tab button upfront tab for healing music

Introducing a new
Introducing in depth
tab of Option to play
info about an artist
CONCERTS VIDEO of the song
in Artist Profile page
in artist page
Feature 1: SURPRISE ME

SURPRISE ME tab to come in the bottom menu bar along with home.
This tab will then land on new page where a user can discover new music. There will be two categories -
Your Release Radar
Your Discover Weekly
Your Release Radar - this will be a curated list of new songs from the albums & artist user follow. With this a user can
never miss a new release. It will be updated daily.
Your Discover Weekly - this will be a mix tape from the albums & artist user doesn't follow. This will help user
discover fresh music. It will be updated weekly.
This surprise me page will also have all the mix tapes categories as per the genres based on the user past history and
interests under Your Daily Mixes.
This will be a go to page or a one stop solution for all the old/regular users.

Feature 2: New Playlist button upfront

Option to add songs in NEW PLAYLIST should be on the homepage. So that it reduces the time for user to search
for New Playlist option on the app.
It will make the new user / regular user journey easier as one is always intended to create new playlists.
Feature 3: Adding a HEAL tab on homepage

HEAL tab should be on homepage along with podcast and music and it will land on Heal with music page.
World has gone through a pandemic result of which is increased health awareness. So, taking an advantage of this
situation amazon music/unlimited can cater the needs of health freaks by providing them an option to heal with
music.
This page will have multiple recommendations for - Yoga sessions, Guided Meditation Session, Healing Mantra,
Calming yogic music, The Sounds of Inner Peace, Vedic Mantras for all the meditative practise etc.
This will attract a users from this genre along with the health enthusiast and health influencers .
Users can practise yoga, learn reiki or zen healing techniques, meditate or calm their mind & soul with healing music

Feature 4: ARTIST INFO

Every artist should have their profile page which user & artist can visit.
Information about their social media profile links, overview about the artist, no of songs sung, may be an image
gallery, monthly or yearly listeners stats etc.
This will help keep a healthy relation between amazon & artists listed on the platform.
Artists will feel valued, motivated and would love to continue this relation with amazon music.
Feature 5: Adding a CONCERT Tab

CONCERT tab will be introduced in the artist profile section.

This will list all the upcoming concerts by the artist in their profile section.
This will help user find out live concerts by their favourite artists in their city.
This would be a go to page for live music listeners. As they can get all the info on their music app only and plan their
visit to desired cities accordingly.

Feature 6: VIDEO option

User should have a video option on all songs with a on/off switcher

Feature 7: Cancel button

1. There should be a close icon X on the current song bar on the bottom of the page so that user can get rid of it as
per his own wish. It becomes irritating for some user.
 Prioritization: RICE framework
Feature Reach Impact Confidence Effort Rice Score
(Out of 10) (Out of 5) (Out of 100%) (Out of 5)

Surprise Me Page 9 5 90 4 10.1

HEAL Page 7 3.5 2 $500.00

80 3 $1.000 6.53

Artist Profile Info 4 3 70 2 4.2

New playlist button 7 4 30 85

$60.00 3 $1.800 7.93

Note: feature 1 & 2 can be developed simultaneously on the existing templates with some twiging around UI, thus reducing the
development time. For the launch ranking should be followed.
 Click on this

Features to be added icon to add a

new Heal tab to be
added in this
upfront on homepage playlist(Activity
is moved in menu bar and
settings tab) clicking on this will
land on heal with
music page

Click on this
icon to close this Surprise me tab to
banner and be added in this
explore the menu bar and
other features clicking on this will
of app land on surprise
me page
 New screens prototype
Artist profile page Surprise me page Heal with music - 1 Heal with music - 2

 1 UI design for find page can be modified with big tiles of

different genre with related bg image & title

2 Popular Karaoke list to be shown upfront on home page

PROPOSED with an option to see more
SOLUTIONS for
3 A switcher to on/off the lyrics
Phase 2: Good to
have 4 A switcher to on/off the video

Curated songs mixes with latest, old, most popular, most

5 played, most liked, mostly shared, most listened on loop
to be updated daily/weekly in order to keep the user
engaged with new options
 Increase in no. of app downloads

Increase in no. of users

Bounce Rate & Retention Rate

No. of new Playlists created by users

No. of clicks in HEAL section

SUCCESS METRICS
Increased average session length

Avg. spending time of user in Surprise Me

Avg. session length in artist profile section

Avg. songs played per session

Go-to-market plan

Market Research Feature development Beta Launch Feedback Final Release

Exploring all the features Design and Technical Developed Beta version of Based on the Release of final
available on Amazon music development of the the features which will be feedback collected version of all the
app. Understanding user features like addition of released to a small sample beta version will be features.
pain points, preferences, surprise me, heal tabs etc. of users to improved and final Improvements will be
and behavior. Conducting Feature development will collect initial performance version of the advertised and
surveys and personal be based on user stories. data and user feedback features will be communicated to
interviews along with ensuring remarkable music developed for the users through
Competitor analysis. journey. final release. notifications and
app update
information.
THANK YOU

HARSHA JAIN
https://www.linkedin.com/in/jainharsha/
jharsha82@gmail.com