These are the slides for a talk I gave in UX Cambridge 2015. A case study about the considerations that need to be taken into account when designing experiences that involve music delivered through multiple channels, working with a geographically dispersed team. I focus on a variety of products that aim to provide a range of services - from streaming and downloading digital music to creating new radio experiences, all delivered through different platforms: radio, responsive, mobile and wearables.

1. From your desktop to your wrist
How UX is shaping the way we experience music
Diana M. Mundó
UX Lead, 7digital
@dianam002

2. @dianam002
About me
• UX Lead in 7digital
• Interactive Media Designer with a MSc
in Cognitive Systems and Interactive
Media
• Built physical interfaces to create and
modify music in real time
• Previously UX consultant at Accenture

3. @dianam002
About 7digital
• 7digital is a B2B company providing platform
products and services to the digital music and
broadcast industries.
• We operate a robust, scalable technical
infrastructure that powers music and radio
services from companies such as Technics,
Onkyo, HMV and will.i.am.
• We also run our own online music store and
our own apps to buy, download and listen to
music.

4. The Music Industry

5. @dianam002
Phonograph
1877
Gutenberg’s
printing press
1440
Broadcast
radio
1904
Columbia
Records
1884
The “Big 6”
1988
Cassettes
1962
Compact
Discs
1979
Napster
1999
iTunes
2001
Spotify
2006
Apple Music
2015

6. Photo: Italy’s Wikipedia

7. Photo: Guy Sie

9. Photo: Michele M. F.

11. Photo: CZmarlin

13. Photo: FaceMePLS

14. Photo: Dean Hochman

23. @dianam002
164,000,000,000
Last year 164 billion tracks were streamed in the US only

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500,000,000
average weekly streams in the UK only in July 2015
More than

26. Cross-Platform Experiences

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35. Context is the Key

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Web Store

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Android App
12:30 12:30

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iOS App

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7digital Store
12:30

42. Research Strategy

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Data Analysis
Core behaviours / Features
% / # of customers who
engage
Inconsistent
behaviours
Single features
(for each inconsistent behaviour)
% / # of customers using the
feature
Inconsistent
features
Single features analysis
Specific data for the feature
defined
Specific
data for the featureQualitative research

45. @dianam002
Example
(% customers who engage) Web Android iOS
Checkout 50% 20% n/a
Using credit card 20% 18% n/a
Using Paypal 30% 2% n/a

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Example
(% customers who engage) Web Android iOS
Checkout 50% 20% n/a
Using credit card 20% 18% n/a
Using Paypal 30% 2% n/a

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Example
(% customers who engage) Web Android iOS
Checkout 50% 20% n/a
Using credit card 20% 18% n/a
Using Paypal 30% 2% n/a

48. Cross-Platform Radio

49. The Process
Two workshops:
1. Main stakeholders from the client side:
• Proto-personas creation
• Users’ needs
2. Potential Users
• Individual idea generation
• Group idea generation

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Making lots of small trips by car never gets to hear a whole program
The Problem

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Multiplatform system that allows Play/Pause for live radio
The Solution

58. Smartwatch
Wearables

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The Brief
Create a user journey that explains the different interactions
between the wearable and web experiences for a specific persona

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Paul:
- Music fan
- Tech savvy
- Blogger
- Social media consumer
- Student
- Already a user of this smartwatch
The Persona

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Key takeaways
• Context is the key to design compelling multi-platform music
experiences.
• Interconnected devices with seamless hand-off between them are
essential for a fluid music experience.
• Work closely with the client and the end user to understand real
user and business requirements as well as industry or technology
limitations.

73. Thanks!
Any questions?
@dianam002
diana.mundo@7digital.com

74. @dianam002
Links
http://www.makeuseof.com/tag/the-evolution-of-music-consumption-how-we-got-here/
http://www.musicbusinessworldwide.com/the-uk-is-now-streaming-music-a-billion-times-a-week/
Icons Credits
• Browser by Seán Mongey from the Noun Project
• Magnifying Glass by Egidio Filippetti from the Noun Project
• Playlist by Rohith M S from the Noun Project
• Share by Patrick Trouvé from the Noun Project
• apple watch by Anusha Narvekar from the Noun Project
• Headphones by Simple Icons from the Noun Project
• Radio by Elliot Midson from the Noun Project
• hashtag by Straw Dog Design from the Noun Project
• Radio by Giuditta Valentina Gentile from the Noun Project
• iPhone by Daniel from the Noun Project
• iPad by Edward Boatman from the Noun Project