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Enabling Artists to Strive
In an industry where breaking through is an uphill battle, DailyPlaylists evolved into an essential tool for emerging musicians. Driven by a passion to simplify music promotion, I played a crucial role in shaping the platform and ensuring that DailyPlaylists became the tool artists needed to thrive in the challenging landscape of the music industry.
Shaping the Ultimate Musician Hub
In its early days, DailyPlaylists was a website that looked good, but provided a frustrating user experience. It lacked adequate features, leaving musicians unsure of its benefit, and struggled to compete.
DailyPlaylists required a transformation from underdog to the ultimate destination for musicians. We aimed to enhance the user experience, clear up confusion, and turn DailyPlaylists into the go-to spot for any artist.
Users & Audience
DailyPlaylists has two user groups: artists and curators. With the two user groups come different needs and expectations for the platform features.
ARTISTS
DailyPlaylists caters to aspiring musicians venturing into the competitive realm of the music industry without the backing of major labels. These artists seek to propel their careers through self-promotion, with the primary goal of securing spots on prominent playlists across platforms like Spotify. Their motivation lies in boosting their stream counts, expanding their audience, and establishing a foothold in the music industry.
CURATORS
Curators on DailyPlaylists represent a community of music enthusiasts who curate playlists on various streaming platforms. Ranging from musicians promoting their own work to dedicated tastemakers, curators leverage the platform to showcase their playlists and discover fresh, compelling music. Their dual role as both curators and musicians adds a unique dynamic, fostering a collaborative space where curators aim to find hidden gems and elevate their playlists with exciting new content.
Roles and Responsibilities
I led the design of the DailyPlaylists website, the artist platform as well as the curator platform. I collaborated with a UX designer on the user and market research. In addition, I worked alongside a product manager, a small team of developers as well as the CEO.
Scope and Constrains
First, we established the project’s primary objective of increasing active users on the platform and better monetizing DailyPlaylists. To achieve this, we devised a detailed roadmap with three sub-goals:
- Increase conversion rate on homepage
- Improve UX for artist flow
- Improve UX for curator flow
Increase Conversion Rate
DailyPlaylists contacted us about low conversion rates on their homepage. Few users scrolled beyond the header or clicked the call-to-action button. My UX partner and I developed a strategy for enhancing the user experience and conducting tests to increase conversion rates.
Issues with homepage
- Users don’t scroll past header section
- CTA conversion rate is very low
Improve UX for Artist Flow
What we call „artist flow“ is the artist’s experience from the homepage to the final submission of their song to a playlist. Imagine wanting to use a tool to get something done and the first thing you need to do is to leave this tool. Sounds counterintuitive, doesn’t it? That was the first issue I encountered when I first analyzed DailyPlaylists but surely not the only one.
Issues with artist flow
- In order to submit a song: Artists need to leave homepage, go to Spotify, find their song link, come back to DailyPlaylists, paste link
- After submitting: no way of resubmitting a song -> artists need to go through process of selecting matching genres for their song again
Improve UX for Curator Flow
The „curator flow“ refers to the curator’s experience. While artists primarily submit songs, curators add playlists to the platform. Their primary actions, though, are to accept or decline song submissions from artists for their playlists.
Issues with curator flow
- Unsophisticated curator experience
- Lack of essential features like decline a submission with feedback or submission history
Process & What I did
I conducted a comprehensive UX audit of the entire DailyPlaylists platform. The redesign addressed existing issues and introduced a design system for seamless scalability. User testing and analysis were crucial in refining the user experience, ensuring that each design decision was based on user insights and improving the platform’s overall effectiveness.
Outcome & Results
The strategic redesign of DailyPlaylists resulted in measurable improvements, including a significant increase in homepage conversions, increased platform activity, and an expanded user base with increased playlist contributions.
The integration of a monetization feature was executed seamlessly and led to a substantial surge in revenue. These results, as seen through technical metrics and user analytics, highlight the effectiveness of the project and show its impact on both user engagement and financial performance.