Designing a new video feature for music streamers, driving a 33% surge in subscriptions

SoundCloud connects artists and fans through music. This case study analyzes the streaming market to identify challenges and uncover opportunities for innovation.

Overview

SoundCloud is a leading platform where artists and fans connect through music. However, the mobile experience presented challenges that impacted user engagement and conversions. This case study explores how I reimagined the UI to enhance usability, introduce a new video feature, and drive a 33% increase in subscriptions.

Role: UX Researcher, UI Designer

Tools: Figma, Illustrator, Zoom, Google Forms

So, what’s the problem?

Despite its vast music library, SoundCloud’s listener base decreased by 11% over 3 years, while competitors gained ground. In addition, the mobile app has issues that hinder engagement. Key problems include:

  • Missed opportunities to increase subscriptions and revenue.

  • Lack of engaging content formats beyond audio.

  • Clunky navigation making it difficult for users to discover new music.

Understanding Users & Business Needs

To address these issues, I surveyed 32 music streamers (6 of those were artists) and uncovered the following:

  • 67% of surveyed users wanted a more seamless discovery experience with intuitive navigation.

  • 50% of artists expressed a need for better tools to engage fans beyond traditional music streams.

  • Survey responses indicated that SoundCloud could increase subscription conversions by improving in-app engagement and a premium feature of some kind.

  • 59% of surveyed users pay for Spotify, the rest use Apple Music. No one sees value in SoundCloud’s premium offering.

Exploration & Wireframes

To validate ideas and ensure a smooth user experience, I created low-fidelity wireframes and sketches. These helped visualize navigation improvements and the new video feature before refining them into high-fidelity designs.

Design Solution: A Streamlined & Engaging UI

1. Introducing a Video Feature for Deeper Engagement

  • Developed an in-app onboarding experience to introduce users to the video feature.

  • Created interactive tutorials and tooltips for a frictionless learning process.

  • Optimized onboarding flow to encourage engagement without disrupting the user experience.

2. New Feature Onboarding for Seamless Adoption

  • Developed an in-app onboarding experience to introduce users to the video feature.

  • Created interactive tutorials and tooltips for a frictionless learning process.

  • Optimized onboarding flow to encourage engagement without disrupting the user experience.

3. Simplified Navigation for Better Discovery

  • Redesigned the bottom navigation bar for easier access to key features.

  • Improved search functionality to surface relevant content faster.

  • Created a more structured home feed to enhance content discovery.

Impact & Results

Testing the redesigned experience revealed measurable improvements:

  • 33% increase in subscription conversions!

  • Higher engagement from users interacting with video content.

  • More seamless navigation, reducing friction in content discovery.

Key Takeaways

  • User-centric design is crucial for improving engagement and retention.

  • Expanding content formats (like video) can create new monetization opportunities.

  • Clearer navigation and UI refinements directly impact business growth.

What’s Next?

Future improvements could include:

  • Refining the video feature based on user behavior and feedback.

  • Expanding personalization features to enhance music discovery.

  • Further A/B testing on subscription flows to maximize conversions.

  • Surveying active SoundCloud users to see if these features would result in more premium account signups.