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
User testing validated the core hypothesis: the Daily Game concept was well-received across the panel. Participants understood and responded positively to the daily ritual format — confirming that a time-anchored, recurring structure creates the return intent that the existing Music Quiz completely lacked. The behavioral framing of the solution was the right call.
Two calibration signals came out of testing that sharpen the design direction. The Blind Test difficulty was set too aggressively — participants found it too hard and too short, which means the challenge hypothesis was partially right but the execution overshot. The fix is a progressive difficulty curve, not a reduction. The reward section introduced friction rather than motivation in its current form — too many moving parts before users had internalized the core loop. In a real product context, this would be scoped to streaks only for the first release, with the broader loyalty system held for a subsequent sprint once the daily ritual has proven retention.
The project demonstrated a clear opportunity: Music Quiz doesn't need to be rebuilt — it needs a behavioral wrapper. The Daily Game is that wrapper. The next step in a live product context would be an A/B test measuring D7 retention between users exposed to the Daily Game format and the current Music Quiz experience. That is the data point that makes the acquisition argument credible at a business level.