Amazon Prime Music: USABILITY STUDY


PROJECT

As a UX Team of One the objective of this study was to identify user pain points within the Amazon Prime Music iOS mobile application to uncover opportunities for improvement through usability testing.

PRODUCT

Amazon prime music is an added benefit to your existing Amazon Prime subscription allowing you access to over 1M songs at your fingertips and all available for offline listening. 


FINDINGS + DESIGN RECCOMENDATIONS

 

PROBLEM 1: BECAUSE OF CONFUSION AROUND CONTENT CREDIBILITY USERS WERE INCERTAIN WHAT ACTION TO TAKE

  • 3 out of 5 participants expressed confusion toward not being able to quickly understand why songs, albums, and playlist were listed in the order they were. 

  • 0 out of 5 participants noticed the "All Genres" filter that may have provided some clarity. 

  • 2 out of 5 participants did not notice the menu navigation. Possibly as a result of the app opening at the "albums" page following the welcome screen and therefore either stumbled to create an initial playlist or find it once created.

"What are these listed by? Who made these playlists? I don't want to scroll through 10,000 pages of sh*t."

Issue level: Minor - Users are confused, but this does not keep them from completing the scenario. 

Suggestions: 

  • Landing screen to expose menu navigation vs full page on albums. 
  • Brighten text color on "All Genres" to increase visibility and more deliberately help users understand available tasks.  

 


PROBLEM 2: CONFUSION AS TO WHERE MUSIC WENT AFTER ADDING SONGS.

  • 40% of participants were confused while adding songs from Prime Music and failed to notice the notification that song had been added to their library.

  • Participants questioned why the supplemental menu was not available in the song section only.  

 

"I didn't expect the plus sign to do what it did. I expected options."

 

Issue level: Minor - Users are annoyed, but this does not keep them from completing the scenario. Though may be negatively affecting adoption rate and adding unnecessary steps in the flow. 

Suggestion: 

  • Move notification from the top to over the song added and shorten text to "Prime song added to Library."
  • Make supplemental menu options and design consistent throughout. 
Screen Shot 2015-01-08 at 9.41.55 PM.png

 

PROBLEM 3: CURIOSITY AND SKEPTICISM BY NOT HAVING THE ABILITY TO SHARE OR ANY SOCIAL COMPONENT.   

2 out of 5 participants were shocked to learn there was not a way to share music and lacking a social component. 

"Well that's stupid, these three buttons should let me share it."

Issue level: Minor - Users were surprised there was no option to share or social component. While it wouldn't prevent them from using the app, it did seem to take away motivation to perform actions outside of streaming. 

Suggestion: Incorporate social sharing and in turn likely acquire new users.

 


PROCESS 

  1. Define project scope
  2. Identify qualified candidates
  3. Screen candidates
  4. Build a discussion/task guide
  5. Conduct tests
  6. Analyze data
  7. Present findings and design reccomendation

TESTING 

Target participants were between the ages of 20 - 30 who had not used the Prime Music App, but that were familiar with Amazon Prime Music. Participants were not compensated for their time.

For the usability test participants were asked to complete the following tasks:

  1. Create a playlist 
  2. Find music for the playlist 
  3. Remove a song from library/playlist 

 


ANALYSIS 

After observing participants, reviewing notes, and audio recordings to extract key observations, I synthesized the pain points into common categories (Epics) 

 

I am not affiliated with Amazon. Suggestions are based on my desire to help improve the Amazon Prime Music iOS experience.

 

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