Understanding user satisfaction — Apple Music is widely used, but how well does it really meet users' needs?
Even the best apps have their quirks!
This research dives into user satisfaction with the platform, aiming to identify key areas for improvement. Through detailed analysis, we explore user frustrations and expectations, with a focus on enhancing usability and user experience.
Case Study Summary
60 secs read
The Problem
Although Apple Music is widely adopted, little is known about how well it truly meets user needs. Most existing studies focus on comparing platforms rather than improving the core Apple Music experience.
The Goal
Understand user satisfaction with Apple Music.
Identify pain points and usability issues.
Recommend actionable UX improvements to boost user retention.
Tools Used
Webex for user interview
Figma
Freeform for quick sketch
Qualtrics for research
UX
Techniques
Heuristic UX audit
User Interview
Design Process Snapshot
Define → Interview → Survey → Affinity Mapping → Analysis → Recommendations
Research Questions.
Main Research Question
What is the perception of users toward using “Apple Music,” and to what extent does it meet their expectations and address their concerns?
Detailed Research Question
What are the users’ pain points, and what makes users confused and overwhelmed while using the app?
11 Participants
13 Questions
26 mins avg
Via Webex
13 Responses
16 Questions
10 - 15 mins
Via Qualtrics
College Students
21 - 30 years old
Must have used Apple Music for at least 2 months
Liked features
Pain points in usability
Spotify vs Apple Music
User Pain Points
Recommendations accuracy
The user feels that the app does not recommend songs that resonate with their preferences, particularly with regards to non-English music, which they listen to frequently. Instead, the app suggests generic songs that do not feel meaningful to them. It assumes that they mainly listen to English music.
Difficulty finding and using some features
The users expressed frustration with the differentiation between the "library" and "playlist" options in Apple Music. They were unsure about where songs were downloaded and why their playlist songs were not shown in the library. Many users also struggled to find their favourite songs and their history.
Eagerness to customization
The users wanted a higher degree of customization in the app. They find the existing categories and playlists overwhelming, and they would like to see more organization and clarity in how the app presents its content. They also found the "Radio" feature useless and they wish there was a way to remove or replace it.
Tendency to switch to another platform
Most of the users are open to switching to other music streaming services such as Spotify if the cost-benefit ratio does not align with their expectations. Overall, the user's loyalty to Apple Music is not unconditional, and the service must continue to meet their needs and expectations to retain their business.
Key insights from users
Lack of clarity and distinction between the library and playlists.
No one-click method to liking a song.
Absence of time stamp.
Lack of clarity and indication that scrolling down reveals the user's history.
No visual cues indicating the currently playing song while scrolling through the music library or playlists.
UX Improvement recommendations.
Diverse and personalized recommendations:
Improve the recommendation algorithm to provide more diverse and personalized music suggestions.
Enhanced History Visibility:
Improve visibility of the 'History' section for easy access to previously played tracks.
Quick Access to Favorites:
Ensure easy access to Favorites and Liked Music for a seamless user experience.
Custom Categories and Tags:
Allow users to create their own categories and tags to better organize their music collection.
Unified Search Function:
Merge "Your Library" and "Listen Now" options within the search function for streamlined navigation.
Effortless Repeat and Favorite Actions:
Enable easy "repeat" and "add to favorites" functions for user convenience.
My Role
Role in Data Analysis: Survey Coding.
I took on the responsibility of coding the survey data. This involved curating the survey, and the systematic organization and interpretation of responses gathered through surveys. I transformed raw survey data into a structured format, allowing for easier analysis and interpretation. The coding process involved categorizing responses, assigning numerical values, or applying relevant codes to capture key themes and patterns.
App Issue Analysis: Identifying and Addressing Challenges.
I analyzed potential problems, conducting root cause analyses, and proposing solutions to enhance the overall functionality and user experience within the app. Through effective collaboration and communication, we ensured a comprehensive approach to both data analysis and app improvement.
Collaboration and Communication: Shared Platforms and Regular Meetings.
To maintain alignment with my teammate, we employed a shared Google Doc to document findings and insights in real-time. Additionally, regular meetings provided opportunities to share progress updates, address challenges, and engage in constructive discussions to enhance the efficiency and accuracy of our data analysis process.
