Interlude Music
My Role
Solo student project
UX Research & Designer
Project Duration
June 18-29, 2023 (1 and a half weeks)
The Problem
Interlude’s current mobile app does not create any opportunities for new or current users to subscribe to their premium features. This suggests there is a disconnect in Interlude’s current UI, preventing them from reaching their goals.
The Solution
Interlude now offers an elevated experience to new and returning users who subscribe to a premium plan. Features within the app allows users to experience these features for a limited time for free before committing to a paid subscription.
Secondary Research
I began research by reading articles on how much users typically pay for monthly subscriptions, what types of features users are willing to pay for, and what users are typically hesitant about regarding upgrading to a premium subscription. Listed below are a few insights I found interesting:
Interestingly, most users are willing to pay for subscriptions if the upgrade includes ad-free listening or streaming.
Users are willing to pay anywhere from $9.99 to $15.99 a month or up to $119 annually.
Users can be hesitant to upgrade their subscription if they are not avid product users and don’t view a subscription as necessary.
Some users have reservations about upgrading due to brand politics, poor artist payouts, or if they cannot access albums or songs from favored artists.
Competitive Audit
After I concluded my secondary research, I began researching competitors who have also gone from a freemium model to a subscription-based product. The competitors I researched include YouTube Music, Spotify, and Pandora. I found that these companies have incorporated action items and restricted access to favorable features to keep a high conversion rate. Below are some of the action items of my findings.
Information Architecture/User flow
To visualize and better understand how users may interact with different action items of a premium based app, I created User Stories to help paint a clearer picture.
Design Improvements
On June 23, I began conducting usability testing on low-fidelity wireframes. Based on feedback received from 3 participants, I decided to continue iterating my design over the next few days. Listed below are the three major improvements I made based on user feedback.
Re-design of subscription screen
Missing information on the payment screen
Ensure all screens have the option to go back to the previous screen
Originally I designed the subscription screen that only includes pricing and what Interlude premium includes.
This caused users to assume that the free trial was already over and not beginning
Based on feedback, I added the option for the user to choose a monthly cost or if they want to save more by purchasing yearly. I also added fine print to give users more understanding of trial period.
Originally I designed the payment screen with no where for users to input their personal information.
Based on feedback, I added sections for users to input first and last name when completing payment.
Originally when designing I did not include back buttons for users to seamlessly move from screen to screen.
Based on feedback, I incorporated back buttons on all screens.
Hi-Fi Mockup Designs
HiFi Design Improvements
For the last round of testing, I asked three additional users to participate in a usability test to ensure the previous concerns were voiced during low-fidelity wireframe testing. All users were tested remotely and gave lots of positive feedback however, there was still one minor kink that stood out and needed attention.
Key Insights
Users were still having trouble understanding that the free trial period had not ended and was actually beginning.
Originally when designing, I added the fine print explaining when the free trial will end and when payment will begin at the bottom of the page.
Based on feedback, I decided to move the disclaimer above the plan choices so that users can see it faster, giving them a better understanding.
Prototype
Style Guide
Conclusion
Lessons Learned
While working on this project, I gained much insight into improving an existing company’s design to meet its financial goals. How to create purposeful designs for not only users but also stakeholders is a skill I will take with me throughout the duration of my career. In conclusion, I am very happy I could work with Interlude Music and provide them with meaningful designs to help them meet their conversion goal.
Let’s Connect
For any questions or to chat, please send me an email or send me a message on Linkedin!