Sing along

A singing app that tries to bring the best music to singers around the world.

Task
Survey, Interview, Observation, Testing, Prototype, UX Design
My Role
Part-Time Product Designer
(Only Designer in the team)
Timeline
SEP 2019 - FEB 2020
Sing along

Development Process

First Challenge

Being the first & only Designer in the team

The CEO recruited me as an app developer at first, but after an interview, he decided to hire me as a UX designer.

However, he’s not sure what I can do for them, as their product isalready designed and is under a development process, but heexpected me to find some usability issues in the app to improve.

Since the app is already designed by the product lead, I also need tocommunicate with him a lot to convince him to change the design.
What I did:

• Understand the market thoroughly by downloading all-related apps and analysed their usability.

• Sit down with decision makers (CEO, Product Lead) and ask them to prioritise our design needs by mapping the CJM.

• Interview with different roles to understand everyone’s expectation on the product and their priorities.

• Do more user researches to convince managers.

Competitor Analysis

I downloaded all related-apps in the market and categorized the functions they have into two categories. Namely, singing experience and sharing experience.

Workshops with CEO and PMs

I asked them to draw out their expected customer experience.

Since the CEO doesn't know what I can do for them, I decided to figure out myself. I started from finding out what they expects.

After analysing the apps in the market, I identified an user flow that most singing app has, and presented to the CEO and PMs. After that, I asked them to drew out a customer experience that their expect from the flow.
Then... I asked them to draw out what they think our product
Immediately, I found out what I can do for them.

Since the CEO doesn't know what I can do for them, I decided to figure out myself. I started from finding out what they expects.

After analysing the apps in the market, I identified an user flow that most singing app has, and presented to the CEO and PMs. After that, I asked them to drew out a customer experience that their expect from the flow.

Internal Interviews with 5 employees

Being the first designer in the team, I believe I am also responsible for bringing that UX mindset to the team. As a result, I scheduled a few interviews with different positions in the team to seek for their expectation on the product. These interviews help me to build a better bridge between the stakeholders and the product.

Second Challenge

I don't speak Swedish...

I started interviewing a few users of our product, but I found out since most of our beta-users are teenagers, and not very proficient in speaking English, it’s hard to find out their thoughts and feedbacks.

Same challenge when I design the survey as most of them couldn’t understand english.
What I did:

• Don’t do interviews only, observe them using the app first and then note down their actions, then ask about why they did that afterwards.

• Survey are translated to Swedish by my colleague, some of the results are in Swedish as well and I have to talk with my colleagues again to understand what they actually means.

Over the course of one month, I conducted 7 usability testings and 35 surveys.

I found that amateur singers want to be "Noticed", professional singers want to see fans!

I finalised 2 personas that represents the behaviour of professional singers and amateur singers.

Finally... the Design.
Yet, Another Challenge (#3)

Design with limitations…

Base on the persona, I prioritised a few directions that I can do to improve the app:

• Singing Experience
• Onboarding / Sign up Process - A Reverse Method*
• The way we present songs
• User Profile

But for example, the idea of improving sign up process in turned down by the CEO for business-relation reasons, throughout the design process, some designs are also rejected by the CEO and product lead as they figured out some limitations from the investors.
What I did:

• More Communication?

• Run Workshops?

• More iterations?

• Still no clear answer to this as they are also unsure about the limitations.

Sketching

I started to redesign the app by sketching... and outlining the concept, such as categorizing songs, less steps to sing...

First Design Iteration

Homepage
Picking Songs
Singing Experience
Saving Experience
Profile Page

Testing

Usability Testing - Set Up

Invited 3 friends in total. The design are converted into a clickable prototype on Framer so that the participants can use it as if using a real app.  

All interactions are recorded via notes and camera.
Results

• Homepage: Too many CTA buttons, searching function should be emphasised as most people use it, event promotion not needed?

• Pick songs: Not sure if people wanted to see other people singing, unrelevent things are taking up too much space

Second Design Iteration

Improved Homepage
Picking Songs

Current Status

The design will continue be tested and improved in the next few months. The current app design still remain unchanged as the product is not released to the market yet and they are still using their current MVP version to attract testers and investors. The new design will be implemented once the app is released to the market in the future.
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