Carving a space for Boiler Room users to save stuff.

BACKGROUND

At present, Boiler Room users can’t create a shortcut to the content they want to consume on a regular basis. If users were able to save content then they would have more of a reason to use the app within their regular listening habits. We predict that this will increase our 14 day retention to 25%.

 

MY ROLE

I led the design and research effort on this project, liaising with the rest of my team (made up of other designers, developers and a PM)

PROCESS

I began by analysing the user feedback we already had asking for this new feature. From this I was able to identify two different types of users, we’re designing for. One that was asking for a saving mechanism and another that just wanted a way of expressing that they like something.

User 1

Wants to save content so that they don’t have to search again & wants it to be organised.

User 2

Wants to express that they like content.

Key Quotes

“Save sets into folders”.

“Favourites list for my profile so I can go back to listen but not necessarily download”

“It would be nice if I could have a favourites section, or even a ‘listen later’ function to save on searching every time”

“It would also be quite cool if the user could create folders for different types of Boiler Rooms, e.g ‘Collections’ or ‘Grime’ etc.”

Key Quotes

“I would like to be able mark something as liked”

I noticed two running themes..

  1. Users asking for favourites
  2. Users asking for folders.

..I decided to validate the need for both of these really early.

EARLY VALIDATION: FOLDERS

It’s important to give users what they need and not just what they want. So I decided to validate whether BR users actually needed folders. Since the only way a user could save sets was by downloading them, I decided to send a Typeform questionnaire to our BR Insiders, analysing their downloads.

HYPOTHESIS

If users:

  1. Have a large amount of downloads
  2. Often lose content in their download list
  3. Take longer than a few seconds to locate something in their download list

Then folders would help them to locate content easier & faster.

FINDINGS

On average BR users have 10 recordings downloaded.

  • The least amount of downloads was 3
  • The most amount of downloads was 53

On average it takes our users 18 seconds to find a recording in their downloads

& of all the users that use the downloads functionality in the BR app..

  • 50% keep their downloads forever
  • 22% keep their downloads for longer than a month
  • 31%  keep their downloads for less than a month

Based on my earlier hypothesis, folders might be the right solution for BR users.

EARLY VALIDATION: ‘FAVOURITES’

I wanted to find out whether the term ‘favourite’ was attached to an emotion to work out if it might prevent someone from using favourites as a saving mechanism.

METHODOLOGY

Twitter is a popular app used amongst our user base. Though limited to 140 characters, tweets can also have web links, threads, videos, etc that a user may want to consume at a later date. Currently, Twitter users also only have one place to save tweets that they want to refer back to & tweets that they actually like – Favourites. This is a similar position that BR users would be in, if we decided to go with the term ‘favourites’.

So I decided to analyse the favourites section of our users.

HYPOTHESIS

If users have an even split of:

  1. content that they actually like
  2. content that they have favourited to save for later

Then the term ‘favourite’ will not prevent them from saving things that they don’t necessarily like/have no feeling towards.

From validating both of these quick and early I know that we should avoid using the term ‘favourites’ and that we should be open to multiple places to save something.

FINDINGS

‘I would never favourite something I don’t agree with, even if I just want to show it to someone’

83% of participants only favourite something if they actually like it or it aligns with their beliefs

17% of participants also favourite things so that they can refer back to it

0% of participants only favourite things so that they can refer back to it

 

‘I would never favourite something I don’t agree with, even if I just want to show it to someone’

CONCEPT

After exploration and iteration (guided by early findings) I chose a concept of users having two buckets to save things, alongside downloads. It seemed logical and fit in with the listening habits of our users.

Play Later

Discovery section

Stuff I haven’t seen/listened to yet

Stuff I want to listen to later cos I’m too busy

The home for longer content

Like

Stuff I actually like

Download

Stuff I like so much I want to listen offline

IS THIS THE RIGHT SOLUTION?

Though I had created what I thought might be a solution to this, I needed to further validate this concept as early as possible to make sure that it solves the above problem in the best way possible.

So I built a prototype using Marvel. Put it in front of some of our users whilst asking them to complete simple tasks. (both in-house and remote, using Lookback)

FINDINGS

All the participants were excited by the idea of having a profile.

However one participant was slightly apprehensive.

  • They like the anonymity of Boiler Room and didn’t want to feel that other people were interacting with them differently based on what content they listen to.
  • They felt like there needed to be a disconnect so that people can be themselves when they interact with music.

83% of participants see the value in Play Later & Likes and can see themselves using it.

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SUGGESTIONS

One participant expected finished sets to automatically roll over from Play Later into Likes.

‘Chances are if I listen to a full hour of a set, than I liked it. Rarely am I going to get 60 mins through a set and and at the end say “Man, I wish I didn’t stay here for an hour’

From this, we decided that regardless of whether the set is in their Play Later, if a user gets through 75% of set let’s remind them to like it.

PAIN POINTS

All of the participants expected to be able to add a recording to Play Later on the video player and were confused when they couldn’t

83% of participants didn’t think the icon on the thumbnail meant they could add something to Play Later. One participant expected a menu to come up

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We also gained insight on how users see themselves using this feature in real life.

*Participant sees TOKiMONSTA set on Channels* ‘Like right now, I would immediately put TOKi into my Play Later’

 

‘If I do want to search and find things then I can, and for the times I don’t – I can just hit my BR pull up my Play Later and I know that I’ve already curated something that I’m interested in.’

 

‘The amount of times I’ll be halfway through listening to something and come across something else and then sort of forget about it. Being able to stick it there (Play Later) makes life a lot easier & then if you’re looking for something new you can easily go back to it.’

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NEXT STEPS

By doing this we were able to find out really early how effective Play Later and Likes would be in fulfilling the needs of the users. We also gained an understanding of it’s impact and how it might change the way people use the BR app. & lastly we were able to uncover pain points and anything that didn’t marry up with the expectations of our users.