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Amazon Music Mobile App: AI Integration

Proposing an approach to Amazon Music’s mobile app that enhances content discovery, self-reflection, and emotion-driven human connections through music and lyrics. I researched and designed features focused on Generative AI integrations to elevate content discovery and strengthen social integration within the platform.

Timeline

Timeline

3 week project sprint

Industry

Industry

Fintech B2B SaaS

Team

Team

4 UX Researchers and Designers, Amazon Music Product Designer

Tools

Tools

Figma, Miro, SurveyMonkey, Adobe XD

My Role

  • UX Research (Mixed Methods Qual + Quant)

  • Product Design

  • Designer Collaboration

Impact created

  • Strategic Feature Development, aligning AI features with the client brief to focus on enhancing music discoverability and social engagement

  • Led a global survey to uncover user pain points and behavioral patterns, translating insights into design strategies to boost retention and engagement.

  • Collaborative approach with Amazon Music to ensure that our concepts were not only innovative but also feasible and aligned with Amazon Music’s actual strategic goals.

100+

Research reach globally

4

New features integrated

3

Mixed research methods applied

Overview

The client brief focused on three core areas: enhancing Continuity through seamless user engagement, improving Discovery using generative AI to surface personalized content, and strengthening Community/Social Integration by building features that foster meaningful connections around music. The goal was to leverage AI to boost user retention, drive exploration, and create a vibrant community within Amazon Music's platform.

The client brief focused on three core areas: enhancing Continuity through seamless user engagement, improving Discovery using generative AI to surface personalized content, and strengthening Community/Social Integration by building features that foster meaningful connections around music. The goal was to leverage AI to boost user retention, drive exploration, and create a vibrant community within Amazon Music's platform.

Okay, but then, what do users want?

As this research and design approach was to be futuristic in nature, our main endeavours as researchers first became to understand what gap areas users felt in the current streaming market, and to leverage that with generative AI.

Okay, but then, what do users want?

As this research and design approach was to be futuristic in nature, our main endeavours as researchers first became to understand what gap areas users felt in the current streaming market, and to leverage that with generative AI.

Mixed User Research Methods

To start with we did a desk study of generative AI, streaming and community integrations separately and cohesively. This helped us understand the overall landscape of these domains.

We hence strategized a merge of qualitative and quantitative user research methods for different goals:

Mixed User Research Methods

To start with we did a desk study of generative AI, streaming and community integrations separately and cohesively. This helped us understand the overall landscape of these domains.

We hence strategized a merge of qualitative and quantitative user research methods for different goals:

  1. Content Analysis of Survey results

We intentionally kept a few of our survey questions open-ended to do a manual content analysis of the overall patterns and sentiments around music and streaming practices.

  1. Content Analysis of Survey results

We intentionally kept a few of our survey questions open-ended to do a manual content analysis of the overall patterns and sentiments around music and streaming practices.

  1. Market placement of Amazon Music

Amazon Music is currently more towards private and standardized listening compared to its counterparts.

  1. Market placement of Amazon Music

Amazon Music is currently more towards private and standardized listening compared to its counterparts.

  1. Market placement of Amazon Music

Amazon Music is currently more towards private and standardized listening compared to its counterparts.

  1. Focusing through detailed user interviews

The aim for this step was to understand how exactly people think about music, and how they wish to be engaging through music. We delved on topics that came up in the survey analysis like types of emotional connects with music.

  1. Focusing through detailed user interviews

The aim for this step was to understand how exactly people think about music, and how they wish to be engaging through music. We delved on topics that came up in the survey analysis like types of emotional connects with music.

  1. Analysing Quantitative Results

The aim for this step was to understand how exactly people think about music, and how they wish to be engaging through music. We delved on topics that came up in the survey analysis like types of emotional connects with music.

  1. Analysing Quantitative Results

The aim for this step was to understand how exactly people think about music, and how they wish to be engaging through music. We delved on topics that came up in the survey analysis like types of emotional connects with music.

To conclude, we analysed patterns of what users want and how we might bring that about…

To conclude, we analysed patterns of what users want and how we might bring that about…

Converging the insights, we could found patterns as to what new features could be incorporated.

What users want
What users want
What users want
What users want
What users want

We wanted to validate the design concepts derived from the research. We hence used Dot-mapping as a research process along with detailed user interviews

We conducted a detailed interview and dot-mapping excersize with 15 people Each were given 10 maximum likes to place on sentences that appeal the most to them

We wanted to validate the design concepts derived from the research. We hence used Dot-mapping as a research process along with detailed user interviews

We conducted a detailed interview and dot-mapping excersize with 15 people Each were given 10 maximum likes to place on sentences that appeal the most to them

What users want
What users want
What users want

Before we move to features, here is how we remapped Amazon Music app's existing IA

Before we move to features, here is how we remapped Amazon Music app's existing IA

What users want
What users want
What users want

Feature Ideation 1
A Lyrical Diary

Feature Ideation 1

A Lyrical Diary

An innovative feature on the Amazon Music streaming platform that transforms your musical experience into a personal journey. With Lyrical Diary, users can now save their favorite lyrics and annotate them, creating a unique space for journaling thoughts inspired by the power of music.

An innovative feature on the Amazon Music streaming platform that transforms your musical experience into a personal journey. With Lyrical Diary, users can now save their favorite lyrics and annotate them, creating a unique space for journaling thoughts inspired by the power of music.

Users can also come back to their previous thoughts/ memories they have noted down through an icon integration. Through a base sentiment analysis, Amazon Music can also recommend songs on a personal level to users. Users have the opportuunity to access these notes from the Library.

Users can also come back to their previous thoughts/ memories they have noted down through an icon integration. Through a base sentiment analysis, Amazon Music can also recommend songs on a personal level to users. Users have the opportuunity to access these notes from the Library.

How is Generative AI integrated, and how do parties benefit….

How is Generative AI integrated, and how do parties benefit….

Feature Ideation 2
Magic Button

A quick and interactive way to find songs you wish to listen to at a particular moment, the Magic button is conceptualized to gauge songs you are currently listening to to suggest related ones, or maybe, provide an entirely different option. According to our research, we feel that it is a great way for users to discover new songs or re-discover past ones.

A quick and interactive way to find songs you wish to listen to at a particular moment, the Magic button is conceptualized to gauge songs you are currently listening to to suggest related ones, or maybe, provide an entirely different option. According to our research, we feel that it is a great way for users to discover new songs or re-discover past ones.

A sticky button, it is designed to be present whenever the user needs. It suggests 3 songs at a time that the user can keep pressing to generate new suggestions.

A sticky button, it is designed to be present whenever the user needs. It suggests 3 songs at a time that the user can keep pressing to generate new suggestions.

Feature Ideation 3
Musical Soulmate

A quick and interactive way to find songs you wish to listen to at a particular moment, the Magic button is conceptualized to gauge songs you are currently listening to to suggest related ones, or maybe, provide an entirely different option. According to our research, we feel that it is a great way for users to discover new songs or re-discover past ones.

A quick and interactive way to find songs you wish to listen to at a particular moment, the Magic button is conceptualized to gauge songs you are currently listening to to suggest related ones, or maybe, provide an entirely different option. According to our research, we feel that it is a great way for users to discover new songs or re-discover past ones.

A sticky button, it is designed to be present whenever the user needs. It suggests 3 songs at a time that the user can keep pressing to generate new suggestions.

Looking at the overall picture we conceptualized product solutions that cater to two of our 'How might we' questions generated from the research.

Looking at the overall picture we conceptualized product solutions that cater to two of our 'How might we' questions generated from the research.

We received a positive response from product designers and users!

We received a positive response from product designers and users!

We went back and changed some important user test findings.

We went back and changed some important user test findings.

I had some deeper revelations about the music streaming domain after the research process the project went through.

I had some deeper revelations about the music streaming domain after the research process the project went through.

Learnings

Learnings

Leveraging AI for Personalization
Learned to harness generative AI to create tailored music recommendations and enhance user engagement, demonstrating the potential of technology in enriching the user experience.

Collaborative Ideation and Prototyping
Developed skills in cross-functional collaboration, effectively working with product designers to brainstorm and prototype innovative features that address user pain points

Emphasis on User-Centric Design
Gained insights into the significance of prioritizing user needs and experiences, ensuring that the design solutions are truly aligned with their preferences and behaviors.

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Let's Connect!

Know more about my work or just say a friendly hello!

© 2024. Designed by Shikha with love and lots of lattes.

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Let's Connect!

Know more about my work or just say a friendly hello!

© 2024. Designed by Shikha with love and lots of lattes.

LinkedIn

Twitter

Email

Let's Connect!

Know more about my work or just say a friendly hello!

© 2024. Designed by Shikha with love and lots of lattes.

LinkedIn

Twitter

Email

Overview

Mixed Methods

Insights

Features

Reflections