chapter one
Discover
To deeply understand user behavior and frustrations with music discovery while streaming, we conducted 10 in-depth interviews with participants aged 25-45. This group included regular users of Apple TV+, Apple Music. Interviews were conducted remotely via Zoom, lasting 45 minutes each, and were transcribed for analysis.
1. How often do you use streaming services to watch movies?
2. What devices do you mos frequently use to watch movies through streaming services?
5. Do you pay attention to soundtracks in the movies you watch?
6. Have you ever checked which songs were used in a movie you watched?
9. Do you ever listen to movie soundtracks in your free time?
Interruptions disrupt immersion: Users disliked having to pause movies or switch devices to find songs, as it took them out of the viewing experience.
To synthesize the findings from user interviews, I created an Affinity Diagram to identify key themes and pain points. Using tools like Miro, I grouped user quotes and observations into clear categories.
For example, one user noted, “I need to know the name of the song immediately without leaving the app,” emphasizing the need for seamless, non-intrusive solutions. By visually organizing user pain points and motivations, the Affinity Diagram provided a strong foundation for defining the problem space and prioritizing solutions.
Persona was created to capture the key behaviors, goals, and frustrations of users identified during the research phase. These profiles provided a clear understanding of user motivations and challenges, serving as a foundation for empathizing with their experiences.
when...
I am watching a movie on Apple TV+ and hearing a great song,
I want...
to instantly recognize and save the song,
so I can...
listen to it later on Apple Music.
To define user needs independently of specific solutions, I used the Jobs to Be Done framework.
This approach helped uncover the motivations and desired outcomes of users when interacting with streaming platforms and music discovery.
These jobs provided a user-centered framework that guided the ideation process and ensured the design addressed real-world needs, focusing on the outcomes users care about most.
In this phase I was able to:
- learn participants' pain points
- establish main goal of the project
