Challenge yourself on your favorite playlists.
Timeline
2 weeks
Support
Mobile
Scope
Discovery & Delivery
Tools
Figma, Notion, Google Workspace
Context
The Client
Alexis Czornomaz, VP Product Design at Deezer
What is Happn ?
Deezer is a music streaming app that not only lets you listen to, discover, and collect music but also enhances your experience with features like concert updates, friend-based music compatibility, and interactive music games, positioning itself as an Experience Service Platform (ESP).
The Problem
How can we make the Music Quiz feature more stimulating, particularly in terms of social interaction, to positively impact Deezer's consideration?
Key Metrics
Increase the acquisition rate of new users by 10% within six months by leveraging the innovative and socially engaging "Music Quiz" feature to enhance Deezer's brand consideration and differentiation in the market.
Road Map
We worked on this project as a team of 3 Product Designers with everyone involved in every step of the process.
🔍 UX Research
Understand the habits, motivations and opinions of our users.
🧠 Ideation
Benchmark the competition & generate many ideas.
📱 Prototyping
Materalize our ideas into a high-fidelity prototype in Figma.
🔬 User Tests
Get quality feedback from our users to challenge our solution.
✨ Iterations
Fix flaws & improve our solution to remove frictions.
UX Research
To better understand the problem we were trying to solve and the motivations of our users, we conducted qualitative user research.
Objectives
What makes a game engaging and replayable?
Understanding and enhancing the elements that drive excitement, satisfaction, and replayability, while reducing frustration, is key to keeping players engaged.
How can we strengthen social interactions in a game?
Fostering competitive rankings, meaningful communication, and achievement sharing is crucial for creating a more connected and socially engaging gaming experience.
Interviews Parameters
Semi-directive interviews
Google Meet
45 minutes
Active gamers
4 men
28-39 years old
What we learned
4/4 users
Competition is fun when it's accessible and specific
"If there is a difference of 50 points, I can motivate myself to surpass myself and gain points."
-Vincent
4/4 users
Sharing successes strengthens social bonds
"If I can share it, I provoke friends to say, "Your turn! I'm happy, it makes me happy."
-Samuel
4/4 users
Players expect rewards commensurate with their time and effort.
"I'll do a challenge if it's accessible to the average person, 400h for an achievement I'll drop it."
-Stevan
Revised Problem Statement
Thanks to all these insights, we were able to refine and reframe the initial problem.
How can we make the Music Quiz competition more satisfying while adding a social dimension?
Objective 1 : Increase the number of returning users by 15%.
Objective 2 : Boost performance sharing to peers by 20%.
Benchmark
Gamification
We wanted to understand how apps can use gamification and delight to motivate users to consistently engage with their content.
Duolingo
Daily quests and events that make you want to come back every day to complete them.
Duolingo
Ability to share your successes and learnings on your favorite social media sites.
Achievements
We looked into apps with achievements to see how they materialize rewards and motivate users to pursue them.
Steam
Complete list of achievements, showing both locked and unlocked ones.
PlayStation App
There is one "master achievement" that makes you want to complete them all.
Prototyping
It was now time to get our hands on Figma to build a high-fidelity prototype.
We tried to improve the replayability of the game by adding accessible yet challenging achievements, as well as adding some social interaction through the sharing of successes.
On the main screen of the music quiz, we added a profile card and a list of recent achievements.
View More
When you access a playlist to play on, you can see the 3 challenges at a glance, as well as the master achievement of the playlist.
View More
At the end of the music quiz, we added a full-screen prompt to celebrate the completion of the master achievement.
View More
If you decide to share your success, there is a beautiful card you can send to your friends, fans, etc.
View More
User tests
We conducted user testing and iterated on the first version of the prototype because this approach allows us to identify and address usability issues early, ensuring a more refined and user-friendly final product.
Objectives
Understanding of badge mechanics
Evaluate whether users grasp the principles of earning badges and find the challenge-reward system intuitive.
Effectiveness of shareable achievements
Assess how well shareable achievement cards motivate users to engage with and display their accomplishments to peers.
Flow efficiency and usability
Determine if the overall flow and usability of the achievements and rewards system enhance user experience and make interactions smooth and efficient.
Test Parameters
Semi-directive interviews
Google Meet
30 minutes
Active gamers
4 men
22-39 years old
Learnings & Iterations
We learned a lot from the testing, so we made a few tweaks to our prototype to solve most of the problems users were having.
The badges and covers didn’t match...
❌
5/5 users didn’t understand the correlation between playlists and badges.
I think it's a shame that the badge and the playlist image don't match.
-Vincent
What we changed
We have created a new style for the covers and the badge so that they match each other.
We also changed the playlist covers to match the new style, and added a preview of the challenges in progress.
Version 2
The master achievement was confusing...
❌
3/4 users didn’t understand how to unlock the master achievement.
“I understand the badge, but I don't understand the link between the objectives and the badge.”
-Samuel
What we changed
We've redesigned the challenge hierarchy from the ground up so that it's less visually distracting and easier to understand that the master achievement is earned by completing all the challenges below it.
Version 2
The card sharing option was a success !
✅
3/4 users found that it was a great idea to taunt their friends.
❌
2/4 users would’t understand where the card came from if they received it.
“I could have sent the image as it is, but I don't know what he's talking about, what app it’s from”
-Nicolas
What we changed
We changed the wording, the hierarchy of the information displayed and added the Deezer logo.
Version 2
And then we added a little something
We have added a challenge of the day, which is displayed as a card on the main music quiz screen. This is a new incentive for users to challenge themselves to play more games to improve their listening skills and musical knowledge.
Final version
After all this work, it is finally time to showcase the final version of our work, enjoy !
Conclusion
KPIs to track
To validate the impact of our solution, we suggest tracking :
The number of achievements obtained
The number of cards shared on social media
To go further
Work on the ranking view to have both a global ranking and an "among friends" ranking.
Add more animation and delight to generate more dopamine with each small success.
Feedback
Why the Deezer team members really liked our project ?
The project is in the Deezer style and visually appealing.
The challenge of the day was a great addition to encourage users to continue using the feature.
We designed our solution with business metrics and KPIs in mind.
Thanks
This project was made with 💜 by Rémy Ibos, Benjamin Gommard & Guillaume Demarquez
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