Amazon Prime Music App!

I conscientiously use the Amazon Prime Video App, hence thought of giving Amazon Prime Music a try (In India, Amazon has only
prime music service). Though I liked the app in terms of quality of songs, however, I felt that the interface could be more seamless
and intuitive. I faced difficulty in accessing features, also found that some basic and essential app features are missing. Hence, I
took it as an opportunity to polish the experience and redesign the prime music app around these objectives:

Revamp the UI and UX

Add new features and functionality
Catering to different roles

Research: Explore and Define

Knowing The Brand

I started my research by understanding more about the Amazon
Prime Music service, finding out about its competitors and potential
audience. It's the fastest-growing music streaming service with 70%
growth last year. What makes it unique is Alexa integration, due to
which it has a different target audience as compared to
competitors who targets a younger demographic.

Target Audience
Along with the younger audience, about 14% of subscribers to
Amazon Music are aged 55 or older, compared with just 5% of
competitors' customers.

Survey Overview

I set up an online survey using Google forms and pasted the link on my social media channels. The survey asked about their age,
expected features, and design suggestions for the music service. Based on the results, I chose the competitors, the most desired
features, and the modifications in the app.

Also, I found out that most of the users don't research about music apps before using them. Therefore, by improving the usability
and experience, negative reviews might be overlooked by the new users.

Users' ability to do the tasks on

the existing app

Next, I asked 5 users in their natural setting

to carry out the following tasks in their
phones:

Play the song from the auto-generated

playlists. 0/5
Sort the songs in the playlist. 2/5
Get the song details. 0/
Go to profile, see the followers and
share the playlist with them.
Like a song and an album then go to
the liked songs/album playlist. 3/5
Play the songs from the available
stations. 3/5

SWOT Competitive Analysis

User Personas

Aadarsh is B.C.A student chasing his goals to be

successful. He loves listening newly released
songs, and a huge fan of Musics. He often meets
with errors while listening music in the Amazon
Prime Music App, like first he had to purchase a
subscription before any trial of the app. And also
after becoming a prime member, the app
crashes often, the downloaded songs
disappears after some days, and buffers often.

Simran is a software engineer and a mother,

who often listens to music while working in office
or household. As she is busy in her work, she
wants an autoplay feature which will increase
her workflow, and make her efficient. Also, when
she is doing her household she is stuck with the
autoplay feature, and also wants a search bar in
the “Saved Songs” playlist, so that she can easily
navigate through her Playlist.

Information Architecture

Low-Fidelity WireFrames

High-Fidelity MockUps

What have I learned through this project?

I was extremely excited about starting this project as I always thought of polishing the prime music experience while using the
service.

The most challenging part was the research and then defining the right problem as I faced difficulty in finding the participants for
usability tests and interviews amid this pandemic. Thanks to social media and the internet, I leveraged the technology to proceed
with my research during these unprecedented times.

Also, I learned the importance of prioritization of the research methods. Had I framed the Information Architecture earlier in the
research, it would have saved me a lot of time as most of the user flow improvements were easily identified in IA.

Once I identified the scope of improvements and design opportunities, the rest of the process was smooth and fun. Despite the
nervousness and procrastination, I had a great time doing this project. I had an opportunity to hone my design skills and have
grown as a designer. I encountered new learning that added to my experience and helped me shape my design process in a
better way.

Thank You for Your Time.