Deezer
Redesigning Music Quiz to impact Deezer's consideration and acquisition of new users.
Music Quiz:
a feature with friction.
Deezer is an audio streaming platform. To gain market share, they decided to expand their value proposition by offering music discovery features such as Music Quiz.
Music Quiz was launched in December 2022. However, even though there was excitement at the launch of the feature, currently only moderate traffic is observed. Numerous user research studies have been conducted around the user experience of this feature to better understand its performance. Although the unique aspect of this feature is highlighted by users, Music Quiz has several experiential frictions.
The students from Hetic have been tasked with finding ways to impact Deezer's consideration and, by extension, the acquisition of new users.
Lead Designer
& UX Researcher.
For this project, I worked in a group with 4 other people. I was designated as Lead Designer and UX Researcher. I led brainstorming workshops, conducted user interviews, and created the prototype along with user testing.
Understanding Music Quiz
habits.
Our goal was to know and understand the habits of Deezer users when they use Music Quiz. To achieve this, we started by testing the application ourselves and leveraging our networks to find Deezer users.
We successfully assembled a panel of individuals who have used Music Quiz and have used the Deezer app for at least a year. We conducted 45-minute individual interviews with each person to determine their audio streaming habits.
From the interviews, we gathered the following:
- Music Quiz is not well-received because it is too easy and repetitive.
- It is not easily found in the app.
- Deezer is not associated with games in users' minds.
How might we make
Music Quiz compelling?
For idea generation, we asked ourselves: How might we make Music Quiz more appealing to players? How might we achieve a good retention rate? How can we maintain players' interest?
Here are the solutions we thought of:
- Make Music Quiz more challenging
- Establish rituals with rewards
- Add a loyalty rewards system
A redesigned
experience.
- Creating a daily ritual: the "Daily Game"
- A notification timed for when users are most likely to play
- Loyalty Rewards: Streaks, Concert Tickets
- Does the more challenging Blind Test appeal and encourage replay?
- Are rewards the primary motivator for players to return, or is the establishment of rituals and habits sufficient?
- The Blind Test is too difficult and short
- The Daily Game Screen is well-received
- The 'Reward' section is too complicated
- Game mechanics are crucial for users.
- I have a lot of questions regarding "How to create a viral game? How to create a game with high user retention?" I would have liked to continue the project to better understand these issues.