Introduction:

As a UX Designer at Alibaba Music, specifically working on the Xiami Music platform, I embarked on a journey fueled by design thinking and innovation to explore the possibilities of human interaction with music. In this case study, I will share the user research conducted, innovative design solutions implemented, and my primary focus on introducing the groundbreaking feature, Xiami Party Room, which transformed the music streaming landscape.

The Dilemma of Streaming Music:

Streaming apps face a common challenge—acquiring expensive music copyrights makes it impractical to offer all popular music within a single application. As a result, users often resort to using multiple music apps, leading to fragmented loyalty. To tackle this issue, we aimed to encourage users to explore and engage with the extensive music catalog within Xiami, fostering a sense of loyalty and satisfaction.

"Our goal was to create unique encounters between users and music on the platform, aiming to alleviate the industry dilemma of focusing solely on acquiring top-tier music copyrights."

Online Archaeology: Unearthing Insights (2016)

To overcome the time and cost limitations of traditional field studies, we employed an innovative qualitative approach called "online archaeology." By analyzing user-generated content scattered across social media platforms, we unearthed valuable insights about users' emotional connections to music. These clues served as inspiration for product enhancements and feature development.

Usability Testing: Revealing Blind Spots (2016)

Our usability testing not only evaluated our own ideas but also identified blind spots in the market and allowed for agile optimization. We devised various scenarios, such as testing the app in a "Driver's Mode" or creating a "Parent-Child Mode" to understand users' needs and optimize the platform accordingly.

Understanding User Roles (2016)

Through user interviews and card sorting exercises, we gained insights into the different roles on our platform, including PGC (Professional Generated Content) creators, IP (Intellectual Property) owners, fans, and average users. By understanding their unique interactions and behaviors, we were able to create personalized experiences and design strategies tailored to their needs.

Designing for Different User Engagement Levels (2016)

To cater to users with varying levels of engagement, we designed distinct features and functionalities. By understanding the specific needs and preferences of each user segment, we were able to create a more personalized and engaging experience on the platform.

Introducing Xiami Party Room: A Social Music Experience

With the aim of providing users a compelling reason to stay on our platform, we introduced Xiami Party Room. This innovative feature allowed users to curate their own virtual music environments, ranging from vibrant concert halls to intimate jazz bars. By integrating social elements, such as real-time visual sound feedback and natural interactions, we created an empowering and community-driven music experience.

Iterative Prototyping and User Testing

Through rapid prototyping and continuous user testing, we refined and optimized the design of Xiami Party Room. We gathered valuable user feedback and data-driven insights, ensuring that the feature met user expectations and delivered an exceptional music streaming experience. This iterative process enabled us to stay ahead of industry standards and create a truly innovative product.

Driving Innovation and User Engagement

Throughout the project, my proactive approach and passion for innovation were evident. By staying informed about industry trends, conducting extensive user research, and leveraging data insights, I was able to introduce features that pushed boundaries and enhanced user engagement. Xia

mi Party Room revolutionized the music streaming experience, fostering a strong sense of community and empowering users.

Results and Impact

The introduction of Xiami Party Room had a profound impact on the Xiami Music platform. Users were motivated to explore the vast music catalog, leading to increased loyalty and satisfaction. The integration of social elements drove user engagement, longer session durations, and meaning

ful interactions among users, solidifying Xiami's position as a leader in the market.

Conclusion

This case study showcases my commitment to delivering exceptional user experiences and driving innovation in the music streaming industry. Through a design thinking mindset and data-driven insights, I successfully transformed the user engagement landscape within Xiami. Xiami Party Room exemplifies our dedication to empowering users, fostering community, and establishing Xiami as a pioneer in the market.