SOUNDCLOUD
SOUNDCLOUD
SOUNDCLOUD
Contributions
Lead User Interface Designer
Interaction Designer
Prototyper
User Experience Researcher
Contributions
Lead User Interface Designer
Interaction Designer
Prototyper
User Experience Researcher
Team
Clare Huang
Michelle Aurelia
Nick Cheung
Oscar Waizel
Team
Clare Huang
Michelle Aurelia
Nick Cheung
Oscar Waizel
Timeline
4 weeks
Nov - Dec 2022
Timeline
4 weeks
Nov - Dec 2022
An proposed additional discovery path for the user with research and ideation to leverage the social aspect and hidden niche genres to the customer.
An proposed additional discovery path for the user with research and ideation to leverage the social aspect and hidden niche genres to the customer.
experience design
experience design
academic work
academic work
design problem
design problem
result from the problem
result from the problem
Despite users’ past music unique searches, SoundCloud recommended only mainstream HipHop and Rap genres to all users on the platform. This leads to the platform losing 49% of their users to their competitors by 2020 after peaking at 150 millions users in 2019.
Despite users’ past music unique searches, SoundCloud recommended only mainstream HipHop and Rap genres to all users on the platform. This leads to the platform losing 49% of their users to their competitors by 2020 after peaking at 150 millions users in 2019.
An audio-sharing and streaming platform that is open to all individuals to explore their creativity in music without labeling the genres and support others within the community.
An audio-sharing and streaming platform that is open to all individuals to explore their creativity in music without labeling the genres and support others within the community.
chosen
brand values
OUR PROJECT’S CLIENT
OUR PROJECT’S CLIENT
OUR PROJECT’S CLIENT
How might we increase the likelihood for hidden gems to be discovered?
How might we increase the likelihood for hidden gems to be discovered?
How might we increase the likelihood for hidden gems to be discovered?
“genre-less tracks you didn’t know you needed.” - Epidemic Sound
“genre-less tracks you didn’t know you needed.”
- Epidemic Sound
PRIMARY FINDINGS
PRIMARY FINDINGS
8 out of the 9 respondents from our survey use SoundCloud to discover hidden gems, including artists and music, and 3 respondents upload their own music.
8 out of the 9 respondents from our survey use SoundCloud to discover hidden gems, including artists and music, and 3 respondents upload their own music.
common behaviours
common behaviours
We also have conducted 8 interviews with SoundCloud users and have narrowed the target audience to those who use the platform to find unpopular tracks.
We also have conducted 8 interviews with SoundCloud users and have narrowed the target audience to those who use the platform to find unpopular tracks.
the habit we based our secondary research on
the habit we based our secondary research on
ACADEMIC RESEARCH
1. Rabbit hole exploration for more satisfying outcomes
1. Rabbit hole exploration for more satisfying outcomes
Users lose track of time when they find artists or genres they like. They continue searching, in hopes of finding more variety of those results.
Users lose track of time when they find artists or genres they like. They continue searching, in hopes of finding more variety of those results.
Users believe that recommendations made by friends and/or family are more trustworthy than algorithms.
Users believe that recommendations made by friends and/or family are more trustworthy than algorithms.
2. Trust human-curated recommendations more than algorithms
2. Trust human-curated recommendations more than algorithms
3. Actively listen to music while selecting songs that they enjoy
3. Actively listen to music while selecting songs that they enjoy
Users make conscious selection choices on new music based on their first impression.
Users make conscious selection choices on new music based on their first impression.
OUR INTERVENTION
OUR INTERVENTION
If you would like to see the see the whole presentation, click here to check it out!
If you would like to see the see the whole presentation, click here to check it out!
DEDICATED SEARCH PAGE
DEDICATED SEARCH PAGE
The audio-first browsing feature lets the user hover to review songs based on the most-commented-on section. The song details show up after hovering longer.
The music tag shows the genre of the song and can be further curated by the user based on that genre.
The friend’s profile is tagged on the cover to emphasize on the friends-to-friends recommendation.
The user can discover more from the shuffle button to get a new batch of songs.
The audio-first browsing feature lets the user hover to review songs based on the most-commented-on section. The song details show up after hovering longer.
The music tag shows the genre of the song and can be further curated by the user based on that genre.
The friend’s profile is tagged on the cover to emphasize on the friends-to-friends recommendation.
The user can discover more from the shuffle button to get a new batch of songs.
RECOMMENDATION BY LISTENERS
RECOMMENDATION BY LISTENERS
The user can make song recommendations to other listeners to keep the recommendations cycle going.
The user can also visit the recommender by viewing their suggestion history on their profile.
The user can make song recommendations to other listeners to keep the recommendations cycle going.
The user can also visit the recommender by viewing their suggestion history on their profile.
ART DIRECTION
ART DIRECTION
The toned-down orange maintains to the brand’s familiarity, while being compatible with the dark theme. It is used for interactive elements in the interface.
The toned-down orange maintains to the brand’s familiarity, while being compatible with the dark theme. It is used for interactive elements in the interface.
The platform uses the dark mode theme to reflect the underground music community, and makes the unique cover art of tracks stand out through grater contrast to bright colours.
The platform uses the dark mode theme to reflect the underground music community, and makes the unique cover art of tracks stand out through grater contrast to bright colours.
Interstate, the current typeface on SoundCloud, is a
sans-serif typeface known for its legibility and unique characteristic of angled ascending and descending strokes.
Interstate, the current typeface on SoundCloud, is a
sans-serif typeface known for its legibility and unique characteristic of angled ascending and descending strokes.
Handgloves
Handgloves
Handgloves
abcdefghijklmnopqrstuvwxyz
add tag
+
remove
Shuffle
PROPOSED VALUES
The business will benefit to retain current users based on their listening activities and gain new audiences to the platform through the trusted recommendation systems.
The business will benefit to retain current users based on their listening activities and gain new audiences to the platform through the trusted recommendation systems.
SoundCloud
SoundCloud
The users will find and have control over the content they receive. This leads to a stronger sense of achievement in their music discovery.
The users will find and have control over the content they receive. This leads to a stronger sense of achievement in their music discovery.
Hidden Gems Discoverers
Hidden Gems Discoverers
OTHER + FUTURE CONSIDERATIONS
OTHER +
FUTURE CONSIDERATIONS
FIRST TIME USER
FIRST TIME USER
UPLOADING RECOMMENDATION PROCESS [coming soon]
UPLOADING RECOMMENDATION PROCESS [coming soon]
UPLOADING RECOMMENDATION PROCESS [coming soon]
MOBILE VERSION
[coming soon]
MOBILE VERSION
[coming soon]
MOBILE VERSION
[coming soon]
Users not following anyone on SoundCloud will be prompted to follow their friends or favourite creators.
Users not following anyone on SoundCloud will be prompted to follow their friends or favourite creators.
REFLECTIONS
REFLECTIONS
Throughout this experience, I learned how to think more for users and how important research is for designers. It was the first time I joined such a strong team of designers that I challenged my true understanding of design.
Throughout this experience, I learned how to think more for users and how important research is for designers. It was the first time I joined such a strong team of designers that I challenged my true understanding of design.
I’ve learned to trust myself throughout the process and ask for help if needed. Conflicts that occurred forced me to become the Lead User Interface Designer. I needed to make a last-minute decision (2 days before the final presentation actually) to change the interface design completely. That experience taught me how to explore, receive feedback and improve my communication skills. Most importantly, this experience makes me believe that I AM A GREAT DESIGNER.
I’ve learned to trust myself throughout the process and ask for help if needed. Conflicts that occurred forced me to become the Lead User Interface Designer. I needed to make a last-minute decision (2 days before the final presentation actually) to change the interface design completely. That experience taught me how to explore, receive feedback and improve my communication skills. Most importantly, this experience makes me believe that I AM A GREAT DESIGNER.
I would like to thank my teammates for trusting me, and Russell Taylor, the course’s instructor, and all the mentors for their guidance along the way. And yes, we are now still best friends <3
I would like to thank my teammates for trusting me, and Russell Taylor, the course’s instructor, and all the mentors for their guidance along the way. And yes, we are now still best friends <3
That one time we used a lot of sticky notes, like a lot, and I love my notebook
That one time we used a lot of sticky notes, like a lot, and I love my notebook
Our group picture before the final presentation
Our group picture before the final presentation
OTHER PROJECTS
OTHER PROJECTS
design research
design research
academic work
academic work
2022
2022
product design
product design
released work
released work
2023
2023