Socializing + Gamifying Apple Podcasts
Adding in-app engagement with your contacts.
The Project
Role | Responsibility
UX design, UI design, user research + interviews, user/task flows, wireframes, prototyping, time-management
Tools
Figma, Photoshop, Google Meet, Calendy, Google Forms, Google Docs, Maze, Discord, Voice Recorder
Scope
Sprint-based design, 80 hours.
Solo UX | UI designer, UX Researcher
The Problem
Backstory | In 2021, Spotify surpassed Apple Podcasts for listenership. This is a pretty big deal given that Apple users makeup 55.5% of the market and Apple Podcasts comes pre-downloaded, meaning 55% of users are by default opting into using the app, and are actively choosing to discontinue using it.
UX research applied | We want to know why Apple Podcasts is losing their listenership to competitors like Spotify so that we can retain the users that default with the app and encourage old users to return.
Research + Discovery
User Interviews + Survey
Through five in-person and virtual interviews with A-B testing and nine completed surveys I was able to gather information on the users allowing me both an intimate look at their experience as well as a broad look.
"Seems like a lot to sift through that's not really helpful. I've tried to explain it to my dad like five times and I still don't even know if I understand!"
The User
For this feature, I am creating for the 21-40 year old Apple product user who listens to podcasts about an hour daily. They spend time listening to their regular podcasts as well as occasionally looking for something new to listen to. They want to be able to listen to their regular listens first and would love the algorithm to connect them to new podcasts that they actually want to listen to, without having to turn to internet searches or asking friends.
Insights
Recommendations from the app are seldom a fit and are over-populating their feed
Most users will try new podcast recommendations from friends, but otherwise stick to their active listens.
These users LOVE the social aspect of Spotify, for example “Yearly Wrapped.”
83% of users use Spotify to listen to podcasts
50% of users will ask friends for recommendations (while only 16% of users browse the in-app suggestions)
Feature for the business | With a feature that would currently be unique to Apple, adding a social gamification feature could draw and retain more users in addition to organically spreading the word about subscription-based podcasts.
Feature for the users | I want to add a social gamification feature to the existing app. Instead of being bombarded with podcasts that don’t feel catered to them, users will be able to see what their friends are listening to and organically share within-app.
App Map | Figuring out where the new feature will appear within the current system.
Designing the User Interface
Mid-Fidelity Wireframes
In this phase of the design work, I requested feedback from users and peers in regards to the functionality and flow. I knew that I would be following the existing design systems of Apple’s Podcasts, so I was working to fuse the new features seamlessly with the standing UI.
Fortunately, there are a slew of community design systems for iOS so I was able to sift through those assets to use what I needed to have consistent UI. With the use of community assets like this, I am able to focus my time on my feature instead of constructing a time-consuming and expansive design system.
High Fidelity Wireframes
This feature add was unique because it impacts many different screens and requires quite a few opportunities to connect, set privacy preferences, and relationship access.
User-Based Design
Usability Testing
I asked ten participants to explore my prototype via Zoom with me observing specific tasks, while I listened to their feedback and thoughts on my feature.
Results |
Users wanted a per-podcast option to deny sharing their listenership.
Users mentioned that although there is a way to allow someone to listen along with you, they wanted to experience the flow of requesting to listen along with someone also.
Feature icon was confusing and seemed like a “chat” instead of an in-app connection point.
Iterating | Listening to how listeners want to interact
Examples of iterations based on user feedback in testing.
The Prototype
Reflection
Main Challenge
Time Restraints | My primary challenge with this was my condensed timeline, which was enflamed when I had slow and tedious projects (like pulling podcast images off of my phone and editing them). I would have liked to add more gamifying touches, such as leaderboards, badges, and social popups (similar to Spotify’s Yearly Wrapped) to increase draw back to the app.
Takeaways
Enthusiastic Users | I enjoyed working with a product that users really want to talk about. Most people I personally know had strong opinions on the product and it made productive and interesting interviews.
Figma | On this project I honed in on my use of variants in Figma and was easily and quickly able to build toggles and interactive icons with ease. I also built a task menu for my prototype which not only made my job easier, it presented better to the clients and made user testing easier.