Project Overview
The Browse Beats Page serves as the central hub for artists to discover, preview, and engage with beats. The page is crucial for driving engagement, increasing conversions, and retaining users. However, the current design suffers from usability challenges, limiting its effectiveness. Enhancements to the page aim to create a seamless and enjoyable user experience while optimizing performance metrics such as session duration, bounce rate, and conversions.
The updated design focuses on making the browsing, searching, and filtering experience intuitive and efficient. This is expected to increase user engagement, reduce the time to find desired beats, and ultimately boost purchases and downloads.
The Product
The Browse Beats Page is part of a Airbit Marketplace where artists can:
- Discover beats via search or curated lists.
- Preview, like, share, and comment on beats.
- Purchase or download beats directly.
The Problem
Low engagement: Users struggle to navigate and explore beats effectively, leading to high bounce rates and lower session durations. Inefficient search and filtering: The current search and filter options are cumbersome, requiring users to perform multiple clicks and actions to find relevant beats. Limited interactivity: Lack of engaging features like robust social interactions (likes, shares, comments) reduces repeat visits and user retention. Low conversions: Users abandon the page before completing purchases due to unclear CTAs and friction in the buying process.
The Goal
Improve artist engagement by providing a more interactive and enjoyable browsing experience. Enhance user experience through intuitive design and efficient navigation. Increase efficiency in search and filtering, allowing users to find beats faster. Boost conversions with optimized CTAs, clear workflows, and engaging features.
Metrics for Success
Engagement: Increase in average session duration, pages per session, and the number of beats played per session. Social Activity: Higher likes, shares, and comments on beats. Bounce Rate: Reduction in bounce rate by improving page interactivity and usability. Search Efficiency: Fewer clicks and reduced time to find desired beats. Purchases: Increase in beat purchases/downloads and return users making repeat purchases.
Responsibilities
- Conduct user research to identify key pain points.
- Redesign the Browse Beats Page with an emphasis on usability and engagement.
- Collaborate with developers to implement search and filtering enhancements.
- Test and validate design improvements through usability testing and analytics.
Understanding the User
User Research Methods used to gather insights:
- Heatmaps: Analyzed user interactions on the current page to identify areas of engagement and friction.
- Surveys: Collected feedback from artists about their pain points and desired features.
- Usability Testing: Observed users navigating the existing Browse Beats Page to pinpoint challenges.
- Competitor Analysis: Studied similar platforms to identify best practices and areas for improvement.
User Summary
The primary users are independent artists, producers, and hobbyists who seek beats to use in their music projects. They value efficiency in finding relevant content and enjoy engaging with beats through likes, shares, and comments.
Pain Points
- Overwhelming interface with cluttered elements.
- Difficulty in using filters to narrow down results.
- Lack of clear feedback when interacting with the platform (e.g., playing a beat or liking a track).
- Complex purchasing process discourages conversions.
Personas
Name: Jessica Morales Age: 27 Occupation: Independent Artist Goals:
- Discover high-quality beats quickly.
- Save and share beats for later use.
- Purchase beats effortlessly.
- Filters take too long to refine search results.
- Unclear call-to-action buttons for purchasing.
- Lack of engaging features to interact with beats.
Problem Statement
Artists need a more engaging and intuitive way to discover and interact with beats that minimizes search time and encourages purchases and repeat visits.
User Flow
- Landing on Browse Beats Page:Users are welcomed by a visually appealing layout with featured beats and trending tags.
- Search and Filter:Artists can use streamlined search bars and advanced filters (genre, mood, tempo, price) with instant results.
- Preview and Engagement:Beats are displayed with interactive features such as play, like, share, comment, and save for later.
- Selection and Purchase:Users can easily click a prominent CTA to purchase/download beats or add them to their cart.
Impact
- Increased average session duration by making browsing more engaging and interactive.
- Reduced bounce rate with an intuitive layout and clear navigation.
- Boosted conversions by streamlining the search, selection, and purchase process.
- Enhanced engagement metrics such as likes, shares, and comments.
Lessons Learned
- Designing for efficiency (fewer clicks, reduced time) directly impacts user satisfaction and conversion rates.
- Interactive features (social interactions, recommendations) enhance retention and repeat visits.
- Boosted conversions by streamlining the search, selection, and purchase process.
- Clear CTAs and a seamless user flow reduce friction in the purchasing process.
My Role
SENIOR PRODUCT DESIGNER
Tools used:
Figma, Confluence, Amplitude, Jira
Scope:
6 Months
Contributions: