Napster app UI
NAPSTER APP UI
OVERVIEW
BACKGROUND:
Napster wanted to redesign their download app to compete with Apple iTunes.
PROBLEMS:
- High subscriber churn
- Low time spent on app
- Hard to navigate
- Users were unaware of key features
ITERATION 1
We redesigned the interface, improved the Information Architecture and navigation, and highlighted content that users loved, but were difficult to find. One of the key features that users liked were live performances called NapsterLive.
After our initial redesign, we discovered that some key metrics were not improving – mainly, churn, and time spent on app.
ITERATION 2
After more research, we discovered users didn’t like that the music would stop after they got to the end of their playlist or a specific song they had searched for. To solve that problem, we decided to create different radio stations that would. play endless music based on the genre of music they wanted to listen to.
This time, the results fared much better. Subscriber churn dropped, and time spent on app increased.
But what could we do to further improve the experience?
ITERATION 3
Even though many users liked the different radio stations, some users didn’t know this new feature existed. Others used it, but not extensively. We created a new feature called Automix. It was a button directly under the play button, so it was always visible. When you liked a song and pressed that button, it would generate an infinite playlist based on that specific song. If you pressed it again later for a different song, the playlist would refresh and update.
Users loved this new feature. It was easy to understand, easy to find, easy to use. It helped them listen to the music they wanted to hear.
