Deezer
Music Quizz
How to encourage users to play Music Quizz by challenging their friends in order to strengthen Deezer's positioning ?
Project type
This case study was presented by Alexis Czornomaz - VP Designer at Deezer - and his team. They presented us with a real issue they are currently facing.
As a team of 3 product designers, our goal was to provide the Deezer design team with a solution, while showcasing our methodology.
Role
I took part in every step of the UX research and design processes.
Scope
Discovery + Delivery
2 weeks
Platform
iOS
Overview
What is Music Quizz ?
Context
Go beyond streaming
Deezer positions itself as an ESP (Experience Service Platform), focusing on music-related experiences like concert tickets and music games.
Their goal is to develop new features in order to strengthen's Deezer's positioning.
Music Quizz
Launched in 2022, Music Quizz expands Deezer's value by allowing users to take part in blind tests.
Problems
1
The feature does not encourage recurring play
2
The feature lacks mechanics to create challenge/fun
3
The suggested playlists are not very relevant to the users
4
The multiplayer mode is not used due to usability issues
Project goal
Make the Music Quizz feature more engaging, especially in terms of social interactions,
to positively impact Deezer's customer perception.
Research
What can we learn from multiplayer games ?
Objectives
Understand
Multiplayer games mechanics
Experience around blind tests
Research method
Method
Qualitative interviews
6 people
50 min
Google Meet
Key findings
We found that people…
1
Would rather play with friends than strangers
It's a way to stay connected without necessarily communicating
2
Enjoy being challenged when they play
It's more exciting when something is at stake
3
Enjoy sharing nostalgic moments with friends during blind tests
The blind test should be made up of tracks both friends know
Problem reframed
How can we encourage users to play Music Quizz by challenging their friends in order to strengthen Deezer's positioning in ESP ?
Exploring solutions
What can provide the most added value for users while being easy to implement ?
What could be the most relevant solution ?
Shaker
?
Leverage the Shaker feature by allowing users to play with their friend groups
Too difficult: the Shaker is a new feature that struggles to be used
Gameplay
?
Make the game more interactive by adding gamification UI elements
Adds little value as the current gameplay has good user feedback
Main game page
?
Add a new game mode to directly challenge Deezer friends common music tastes by using the musical compatibility feature
Very engaging and promotes interactions between friends.
Leaderboard
?
Make the leaderboard more exciting to make the game more replayable
Little added value and more of a nice-to-have
Benchmark
SONGPOP
Duel
We drew inspiration from SongPop to make the duel
more engaging
Avatars
We took the circle around avatars from Instagram stories
Twitter / X
Wording
We chose the term
"Mutuals", inspired by
the Twitter community
Iteration after user tests
What have we learned from the user tests?
Before
After
1
Simplify avatars
We learned
We did
2
From "Mutuals"
to "Friends"
We learned
We did
Before
After
Before
After
3
Invite friends
We learned
We did
4
Notifications
We learned
We did
Before
After
The final prototype
To go further
What are the next steps ?
Add Shaker groups to the Blind Test game
Enhance competitiveness with the leaderboard
Play with non-Deezer users
