Music Quizz
Music Quizz
Battle over your top shared songs!
Battle over your top shared songs!
Case study presented by Alexis Czornomaz - VP Designer at Deezer - and his team. They presented us with a real issue they are currently facing.
Case study presented by Alexis Czornomaz - VP Designer at Deezer - and his team. They presented us with a real issue they are currently facing.
I took part in in every step of the UX research and design processes with a strong focus on prioritzing solutions.
I took part in in every step of the UX research and design processes with a strong focus on prioritzing solutions.
Team
Team
3 product designers
3 product designers
Scope
Scope
Mobile
Mobile
Timeline
Timeline
Q3 2024
Q3 2024
Go beyond streaming
Go beyond
streaming
What is Music Quizz ?
What is Music Quizz ?
Launched in 2022, Music Quiz is part of Deezer's ESP* offering, allowing users to take blind tests on their favorite artists, challenge friends on common themes, or play with their own playlists.
Launched in 2022, Music Quiz is part of Deezer's ESP* offering, allowing users to take blind tests on their favorite artists, challenge friends on common themes, or play with their own playlists.
*Deezer positions itself as an ESP (Experience Service Platform), focusing on music-related experiences like concert tickets and music games. Their goal is to develop new features in order to strengthen's Deezer's positioning.
*Deezer positions itself as an ESP (Experience Service Platform), focusing on music-related experiences like concert tickets and music games. Their goal is to develop new features in order to strengthen's Deezer's positioning.
Problem
Problem
Despite the unique aspect of this feature, Music Quizz has many experiential frictions…
Despite the unique aspect of this feature, Music Quizz has many experiential frictions…
The feature generates strong initial interest but doesn't encourage users to return or play regularly.
The feature generates strong initial interest but doesn't encourage users to return or play regularly.
The spontaneous use of the feature is hindered by the lack of challenge/fun mechanics.
The spontaneous use of the feature is hindered by the lack of challenge/fun mechanics.
The blind test channel offers a limited and less relevant selection for users, even though it's possible to play with any playlist from Deezer's catalog.
The blind test channel offers a limited and less relevant selection for users, even though it's possible to play with any playlist from Deezer's catalog.
Many small elements of the experience affect the smoothness of using the feature.
Many small elements of the experience affect the smoothness of using the feature.
Project goal
Project goal
Make the Music Quizz feature more engaging, especially in terms of social interactions, to positively impact Deezer's customer perception.
Make the Music Quizz feature more engaging, especially in terms of social interactions, to positively impact Deezer's customer perception.
Main objectives
Main objectives
Quality and differentiation
Offer a stimulating, high-quality, and distinctive gaming experience.
Quality and differentiation
Offer a stimulating, high-quality, and distinctive gaming experience.
Virality
Encourage inviting new users (even non-Deezer users) and sharing performances.
Virality
Encourage inviting new users and sharing performances.
Social experience
Promote interactions between friends, asynchronously/synchronously.
Social experience
Promote interactions between friends, asynchronously/synchronously.
Research
Research
What we would like to learn ?
To better understand the problem to solve and the motivations of our users, we began conducting qualitative user research. We have decided to interview Deezer users who had played Music Quiz at least once.
To better understand the problem to solve and the motivations of our users, we began conducting qualitative user research. We have decided to interview Deezer users who had played Music Quiz at least once.
The first interview showed us that it was the wrong path as we didn't get any valuable insight. We revised our strategy to define two objectives.
The first interview showed us that it was the wrong path as we didn't get any valuable insight. We revised our strategy to define two objectives.
Interviews parameters
Interviews parameters
Semi-directive interviews
Semi-directive interviews
via Google Meet
via Google Meet
50 min
50 min
6 people
6 people
3 men / 3 women
3 men / 3 women
20 to 35 years old
20 to 35 years old
Research objectives
Research objectives
Multiplayer games mechanics
Multiplayer games mechanics
Identify well-designed games and the elements that make them engaging and stimulating.
Identify well-designed games and the elements that make them engaging and stimulating.
Experience around blind test
Experience around blind test
Understand what users enjoy in this type of game and what makes a blind test fun or frustrating.
Understand what users enjoy in this type of game and what makes a blind test fun or frustrating.
Key insights
Key insights
What have we discovered ?
Out of 6 users…
Out of 6 users…
6/6
6/6
would rather play with friends than strangers
would rather play with friends than strangers
It's a way to stay connected without necessarily communicating.
It's a way to stay connected without necessarily communicating.
5/6
5/6
enjoy being challenged when they play
enjoy being challenged when they play
It's more exciting when something is at stake.
It's more exciting when something is at stake.
5/6
5/6
enjoy sharing nostalgic moments with friends during blind tests
enjoy sharing nostalgic moments with friends during blind tests
The playlists are made up of tracks both friends know.
The playlists are made up of tracks both friends know.
Refined project goal
Refined project goal
Make the Music Quizz feature more engaging, especially in terms of social interactions, to positively impact Deezer's customer perception.
Encourage users to play Music Quizz by challenging their friends in order to strengthen Deezer's positioning in ESP.
Encourage users to play Music Quizz by challenging their friends in order to strengthen Deezer's positioning in ESP.
Steps toward the solution
Steps toward the solution
1
Generating ideas
After users interviews, we all had many individual concept ideas. With limited time, we noted them all and then sorted them to keep only the feasible ones.
2
Select the most relevant concept
To streamline idea selection, I proposed mapping them on two axes: impact and implementation complexity.
Ultimately, we chose to focus on adding a simple way to directly challenge friends on Music Quizz.
3
How to integrate our concept in the app ?
We assessed where in the game our concept would best integrate to provide the most value to the user.
4
Benchmark
In order to come up with the design of our new feature, we took inspirations from other apps.
1
Generating ideas
After users interviews, we all had many individual concept ideas. With limited time, we noted them all and then sorted them to keep only the feasible ones.
2
Select the most relevant concept
To streamline idea selection, I proposed mapping them on two axes: impact and implementation complexity.
Ultimately, we chose to focus on adding a simple way to directly challenge friends on Music Quizz.3
How to integrate our concept in the app ?
We assessed where in the game our concept would best integrate to provide the most value to the user.
4
Benchmark
In order to come up with the design of our new feature, we took inspirations from other apps.
Solution
Solution
Our v1
The new "Duel" mode lets users directly challenge their mutuals on the Music Quizz main page. Players compete using tracks they have in common detected by the musical affinity score.
The new "Duel" mode lets users directly challenge their mutuals on the Music Quizz main page. Players compete using tracks they have in common detected by the musical affinity score.
Mutuals
Mutuals
We introduced this new term to describe users who follow each other (followers/following). This was necessary because only mutual followers can play together.
We introduced this new term to describe users who follow each other (followers/following). This was necessary because only mutual followers can play together.
Musical affinity score
Musical affinity score
We've learned that users enjoy playing blind tests with songs they share in common. With the "musical affinity score," Deezer can identify these shared tracks among its users.
We've learned that users enjoy playing blind tests with songs they share in common. With the "musical affinity score," Deezer can identify these shared tracks among its users.
Avatars & Icons
Avatars & Icons
V1
V1
To guide users, we have assigned an icon to each status.
To guide users, we have assigned an icon to each status.
In this new feature, users can have different game statuses: new mutual, new challenge, start a challenge, waiting for a game.
In this new feature, users can have different game statuses: new mutual, new challenge, start a challenge, waiting for a game.
Modal & Notifications
Modal & Notifications
V1
V1
We used Deezer's existing modal pattern to prompt users to activate notifications for new challenges and mutuals, encouraging them to play.
We used Deezer's existing modal pattern to prompt users to activate notifications for new challenges and mutuals, encouraging them to play.
Shortcut to the search feature
Shortcut to the search feature
V1
V1
We added a shortcut button that leads directly to the search feature, allowing users to easily add contacts and play.
We added a shortcut button that leads directly to the search feature, allowing users to easily add contacts and play.
User tests
User tests
Verifying design decisions
To deliver a successful solution and create a great user experience, we performed a series of user tests.
To deliver a successful solution and create a great user experience, we performed a series of user tests.
Test parameters
Test parameters
Semi-directive interviews
Semi-directive interviews
via Google Meet
via Google Meet
30 min
30 min
6 people
6 people
3 men / 3 women
3 men / 3 women
20 to 35 years old
20 to 35 years old
Test objectives
Test objectives
Mutuals
Mutuals
Observe whether users understand the meaning of the word "Mutuals."
Observe whether users understand the meaning of the word "Mutuals."
Icons & avatars
Icons & avatars
Test if users understand the different icons, indicating various game statuses: new player, game in progress, new challenge, start a challenge.
Test if users understand the different icons, indicating various game statuses: new player, game in progress, new challenge, start a challenge.
Modal & notifications
Modal & notifications
Observe how users react to the two notifications options in the modal: new challenge / new mutual.
Observe how users react to the two notifications options in the modal: new challenge / new mutual.
Shortcut to the search feature
Shortcut to the search feature
Test if users understand the purpose of the shortcut to the search feature.
Test if users understand the purpose of the shortcut to the search feature.
Key learnings from user tests
Key learnings from user tests
What we learned and what we changed
1
Mutuals
The term "mutuals" was not understood at all.
We change it to "friends", a commonly used term in social networks.
2
Icons & avatars
Avatars were too complex because of too many different icons.
We remove icons and keep the circle to indicate ongoing game.
3
Modal & notifications
The modal was unclear: too much information and too many actions.
We replace it with the existing in-app Deezer notifications for new followers or games.
4
Shortcut to the search feature
The shortcut was confusing because the search bar also looked for songs and artists.
We replace it with a link sharing via messaging, which is more engaging for users.
1
Mutuals
The term "mutuals" was not understood at all.
We change it to "friends", a commonly used term in social networks.
2
Icons & avatars
Avatars were too complex because of too many different icons.
We remove icons and keep the circle to indicate ongoing game.
3
Modal & notifications
The modal was unclear: too much information and too many actions.
We replace it with the existing in-app Deezer notifications for new followers or games.
4
Shortcut to the search feature
The shortcut was confusing because the search bar also looked for songs and artists.
We replace it with a link sharing via messaging, which is more engaging for users.
Final prototype
Final prototype
Check out the final prototype - enjoy !
To go further
To go further
What are the next steps ?
While the original project laid a solid foundation for the Music Quizz feature on Deezer, there are several enhancements that could take the user experience to the next level.
While the original project laid a solid foundation for the Music Quizz feature on Deezer, there are several enhancements that could take the user experience to the next level.
Next steps
Next steps
Play with non-Deezer users
Expanding the quiz to allow non-Deezer users to participate would broaden its reach and introduce more players to the platform.
Play with non-Deezer users
Expanding the quiz to allow non-Deezer users to participate would broaden its reach and introduce more players to the platform.
Enhance competitiveness with the leaderboard
Adding gamification UI elements, such as badges, levels, and rewards, would make the leaderboard more engaging and motivate users to compete more actively.
Enhance competitiveness with the leaderboard
Adding gamification UI elements, such as badges, levels, and rewards, would make the leaderboard more engaging and motivate users to compete more actively.
Add an option to choose the playlist after selecting the opponent
Allowing users to choose the playlist after selecting their opponent would add a strategic element, making the game more personalized and exciting.
Add an option to choose the playlist after selecting the opponent
Allowing users to choose the playlist after selecting their opponent would add a strategic element, making the game more personalized and exciting.