As users click through these screens, important features of Premium are introduced. However, during the user testing phase, only one individual read through the information on the cards. Others sped through the pages, with one tester saying:

“If the information about Premium is that important, I should be able to

find the same information on these cards elsewhere.”

To avoid redesigning the onboarding flow altogether, a final screen was added with information that was easily accessible while selling Premium one more time before onboarding was complete.

Users felt empowered with their ability to interact with the app while competitors like Spotify and Pandora work more like simple radios with their free models rather than media experiences. The goal emerging from the research was to empower free model users rather than telling users what they were missing without premium. To do this, TuneUp would need to enrich the user experience in the free model while showing the value that premium could add. 

For example, see the Library page:

Free model

Premium model

Without too many requirements regarding what features were available, I had free reign to implement features that I wish other applications offered. Creating engaging UI that supported such features was a challenge. I made numerous adjustments to icons, text and media elements to show and not tell the user’s experience. For example, in early iterations of the free model I kept Premium elements ‘locked’ behind an icon and text:

Furthermore, creating an easy-to-navigate user flow from freemium to premium created a unique challenge. Without real-time listening capabilities to have 30 second ads between songs, using other tools like pop-ups and restricted features was the solution.

After testing, users were asked off the record if they would be attracted to buying Premium and why. All said yes with 4 saying the positive experience and amount of consumable content in the free model would likely incentivize them to purchase TuneUp Premium.

PERSONAL THOUGHTS + CONCLUSION

I enjoyed working toward established business goals - in this case, focusing on pulling users from a free model to a premium one. It was challenging to test, especially without the ability to listen to music, which helped me focus on the intangibles of a user’s experience. My design choices leaned heavily into ease of use and empowering the users of both the free and premium models. Thank you to everyone who offered their time, support and insight to helping me develop TuneUp!

THE CHALLENGE:

Identify user-friendly solutions that incentivize users to transition to the Premium model while continuing to provide an industry-leading experience in the Free model.

POSSIBLE SOLUTIONS:

First, it was necessary to discover what users felt was fair when comparing a free model to a premium one. Thus, a deliverable that provided a satisfying experience in the free model would justify user’s purchase of the premium.

THE PROCESS:

• Competitor Analysis

• Content Analysis

• User interviews

• Conclusive feature options

• Wireframing

• Low-fidelity designs

• Flush out Premium features

• Low fidelity prototyping

• User tests

• Apply test findings

• Finalize high fidelity designs

• Final testing.

DISCOVERY: AN EXEMPLARY FREE MODEL INCENTIVIZES USERS TO PURCHASE PREMIUM

USER INTERVIEWS - What do users want?

What keeps users using free models? What are the greatest incentives for moving to a paid product? How can TuneUp apply this information to create a seamless transition between both models?

Using TuneUp’s user data and my own screener survey of around 25 individuals, I conducted 5 tests of users in similar age groups and demographics.

QUESTION EXAMPLES:

• How do you compare your listening experience before and after purchasing Spotify Premium?

• How would you convince a friend to pay for premium (or not?)

• Please rate these in terms of importance to you -

  • Ad-Free music

  • Offline availability

  • Playlist creation/customization

  • Ability to play individual songs

  • Quality of sound

  • AI-developed music suggestions

FINDINGS

Overall, users wanted ad-free music that could be available offline, followed closely by the ability to create their own playlists and similar customization. Two interviewees wanted a more social experience like being able to easily create and share playlists with friends or editing AI-generated playlists from TuneUp. It was clear that users wanted a personalized experience that reflected the current design trends in competitors with refreshed features and enhanced customization.

As for transitioning to Premium models, all who had moved to the paid version cited quantity of content consumed was the main factor for making the purchase -

Wes: “The amount of content I consumed…made buying premium feel

like a no-brainer. I was so sick of ads interrupting

my listening experience but now, with no interruptions it feels much more

like my app, my music and my own thing.”

USERS PREFER AN INDUSTRY-STANDARD LAYOUT

“Premium” homepage

“Free” model homepage

Low-fidelity testing

User tests and competitor analysis suggested layout design should reflect current market trends, like Spotify and Pandora.

After 3 guerilla tests with these low-fidelity designs, I felt confident in what worked, what didn’t, and what features were missing.

Pain Points -

• UI very text heavy

• Locked icons in free model are confusing

• In Premium, ‘Friends Media’ not important

FROM FREEMIUM TO PREMIUM MADE EASY

High Fidelity Designs

UI design elements revolve around the freemium to premium experience; creating an easy, accessible user flow from the free model to premium was most important.

Creating an experience where users could feel satisfied with the free model but enriched with the premium was a delicate balance of UI design and user flow. For example, during the onboarding phase users are first introduced to TuneUp Premium:

BEFORE

AFTER

USER TESTING

Without real-time listening capabilities, testing a user’s experience on a media app was challenging. To overcome this, testing was focused on the emotional experience of users, which was relevant to all interviewees who had experience with other listening services.

Notable incentives -

• Ad-free timer expires after 15 minutes of listening

• ‘My Library’ blocked until premium purchase

• Offline availability locked

• Limited number of ‘Likes’ per day

MY LEARNINGS

User requirements for testing:

1. Use a digital media service like Pandora, Spotify or YouTube Music

2. Use a premium version of any of the services mentioned before

3. Be between 18-24 years old

4. Have access to and use a smartphone

I felt strongly that my design should reflect that of Spotify and Pandora, since they would be direct competitors and have plenty of data on successful design choices.

I created a user flow that reflected those designs -

Test questions included:

(While in the free model) Please open the Oldies but Groovies playlist - you are in the mood for Will Smith and enjoy his music. What do you do?

• (User ‘likes’ the song and a drop-down notification reminds the user of the limited number of ‘likes’ they have for the day)

• Having seen that message, how do you feel about your experience liking music?

Try the prototype here:

Final iteration showcase: