SPOTIFY
Role
Product Design
Tasks
UX Research, Product Design & Growth Experiments
Platforms
Web & Mobile
Year
2023
How might we effectively assist novice users in shaping their sounds through our effects library, while enhancing their workflow experience?
Soundtrap is Spotify's web-based music production software, with a mission to make music creation simple and accessible for new generations.
Over the past year, I've been dedicated to improving Soundtrap's subscriptions for users. I improved the free and paid plan options, helped more free users move to paid subscriptions, made paid content easier to find, helped find and add new features to the studio that could be monetized, all while making sure that beginners using the free version had a better experience when it came to shaping their sound.
Enhancing sound shaping tools.
Main objectives
In an effort to elevate the sound shaping experience within Soundtrap, the challenge was to effectively guide novice users through the effects library while improving overall workflow efficiency. The main goal was not only to increase user engagement, but also to indirectly drive subscriptions by enriching the user journey.
Initial approach
While we were looking for ways to convert free users into paying users, we had been concentrating on making our sound shaping tools (instruments and effects) more visible. Our opportunity was based on a key insight from our market research that people tend to spend a lot on music/VST plugins and effects similar to ours. So we were trying different experiments to make these features more visible and see if we can monetize them.
As we launched experiments, we also conducted user tests and interviews to learn more about our users' challenges. While we found that our sound shaping tools needed more visibility, we also discovered other big opportunities to simplify and improve the overall music creation process.
Hit and miss process.
Designing the experiments
As the project progressed, we encountered significant challenges. Working closely with my product manager, we identified the main issues and devised a plan to solve them effectively. We structured our approach by focusing on the flow of the user experience, addressing each problem step by step. This method allowed us to methodically validate our ideas and assumptions, ensuring that we were on the right track and ultimately improving the overall user experience.
During the process of redesigning the sound shaping experience, we made many different designs and put them through their paces, testing different layouts, how things were organized and what they looked like. Testing them over and over again, we found out which ones people liked the most and which ones helped them the most with their problems. For example, we found that adding a "quick access" in the instrument panel to the most popular effects really helped people work faster.
But not everything we tried worked well. For example, we thought a game-like tutorial would be great, but it really just distracted people from making music. So we scrapped that idea and focused on easier ways to teach users.
Visibility and discoverability
Often, users overlooked the effects button because of its location or were completely unaware of its existence. This resulted in underutilization of the effects library, as users had difficulty finding and accessing it when they needed it.
To solve this problem, the effects library was repositioned and made more visible in the interface. Specific entry points were created to facilitate access from different parts of the application, improve localization and encourage exploration. Users responded positively to this change, with a 60% increase in clicks on the effects library button.
Workflow improvement
Users found the process of adding effects to be disruptive, requiring multiple steps and pop-up windows that interrupted their creative process. In addition, the lack of intuitive controls and information made it difficult for users to experiment with different effects effectively.
The effects workflow was completely redesigned to eliminate friction points and ensure user-friendly interaction from discovery to application. A more intuitive process was introduced, allowing users to apply effects with fewer clicks and interruptions, thus fostering a smoother creative workflow. For example, the introduction of an easy-to-access right panel allowed users to apply and remove effects with a single click, reducing time spent applying effects and increasing experimentation.
Educational tips & assistance
Many users expressed uncertainty about the effects available and how they could be used to enhance their music production. Without adequate guidance or recommendations, users resorted to trial-and-error approaches, resulting in suboptimal usage of the effects library.
To fill this gap, a variety of instructional resources were introduced, such as previews, categorization, descriptive labels and effects recommendation. These features provided users with guidance and context, enabling them to make informed decisions about which effects to use and how to apply them effectively. User feedback indicated they increased in confidence in the use of effects following the introduction of these educational features.
Technical implementation challenges
The redesign involved significant changes to the backend architecture and frontend interface, necessitating close collaboration between design and engineering teams. Ensuring compatibility with various devices and browsers added complexity to the implementation process.
Through collaborative design and agile practices, technical challenges were addressed iteratively. Regular communication and feedback loops between design and engineering teams facilitated timely resolution of issues, ensuring a smooth rollout of the redesigned features.
