Eliminate the feeling of loss.
case study
How to improve the initial Deezer experience so the new user feels at home, capturing their tastes with the right level of effort?
- Project
- Academic / with Deezer
- Duration
- Two weeks
- Team
- 3 Product Designers :
Lucie, Marina and me
- Scope
- User Research
- Idéation
- Prototyping
- User Testing
- Tools
- Figma
- Notion
- Google Meet
- NotebookLM
Context
Deezer is a music streaming platform that offers over 100 million tracks, allowing users to stream music online, create playlists, and share their favorite music.
This project was carried out as part of a Product Design bootcamp at The Design Crew in collaboration with Deezer. The Deezer team asked us to take on a challenge and participate as a jury for the presentation of our solutions. The members involved were:
Victor Cartier
Product Designer
Maël Gajcanin
Product Designer
11M Monthly active users
2007 Founded
180 Countries open
4.5B Streams per month
29% Market share in France
Problem Statement
How to make a new user feel immediately 'at home' on Deezer by capturing their musical tastes quickly and with the right effort level?
Observations and identified problems
The Emotional Context
The Moving Syndrome
Changing streaming platforms is like moving to a new apartment. You leave behind your memories and years of habits (playlists, favorites, recommendations...).
For the user
It's the fear of having to rebuild everything from scratch.
Reality vs The Existing
Today
Most platforms ask you to select 10 artists. This solution exists because it requires little effort from the user.
The problem
This approach is too limiting to capture a musical identity. A musical identity is a complex mix of artists, songs, genres, moments...
The Business Stakes
Everything plays out in the first minutes
For a switcher, the first minutes are decisive. They determine whether a person will stay on Deezer or not.
The right workload
If it's too important, the user abandons. Not enough and the user's tastes are not captured.
Main Objectives
Accelerate user knowledge.
Create an immediate "Wahoo" effect.
Project Target
Core Target
- The GenZ
- Person who has already experienced switching between music platforms.
- Deezer, Spotify, Apple Music, Youtube Music users...
Instructions and Constraints
- Design for native mobile app (iOS) and in dark mode.
- For the premium paid version.
