Transforming the Blind Test into a More Interactive and Engaging Experience
Transforming the Blind Test into a More Interactive and Engaging Experience
ROLE
ROLE
Product Designer
SCOPE
Discovery to Delivery
DEVICE
Mobile
DURATION
2 weeks
YEAR
2024
CONTEXT
But first, let’s see what Lucie has to say
Lucie, 28 years old
Casual Blind Test lover on Deezer
I love playing Blind Test on Deezer, it’s my go-to way to unwind after a long day! But sometimes, it feels a bit... lonely. I wish there were more ways to interact with my others while playing. Competing, laughing, sharing those ‘I can’t believe you didn’t know that song!’ moments, that’s what I’m totally missing.
A real challenge from Deezer
A real challenge from Deezer
During my bootcamp at The Design Crew, I was super excited to take on the role of Product Designer alongside 2 amazing teammates. We got to work on a real challenge and we had the chance to share our ideas with Alexis Czornomaz (VP Product Design & User Research), Victor Cartier (Product Designer) and Octave Aribaud (User Researcher) from Deezer.
Let’s start with a bit of context before getting into the heart of the topic.
Music Streaming Service
Deezer lets you listen to songs from all over the world. You can create playlists, follow your favorite artists and get personalized reco based on what you love!
A New Feature: Blind Test
A New Feature: Blind Test
In 2022, Deezer launched a Blind Test game where you guess songs. It’s fun and fast-paced but most users end up playing it alone, which can make it feel a bit less engaging...
In 2022, Deezer launched a Blind Test game where you guess songs. It’s fun and fast-paced but most users end up playing it alone, which can make it feel a bit less engaging...
Challenge from Deezer Design Team
How can we make the Blind Test feature more engaging, particularly in terms of social interactions, to positively impact users' perception of Deezer?
How can we make the Blind Test feature more engaging, particularly in terms of social interactions, to positively impact users' perception of Deezer?
USER RESEARCH
Insights from Multiplayer Gamers
We decided to chat with people who play multiplayer mobile games to understand what makes a good multiplayer mobile game. To guide our research and ensure we stayed focused, we defined three main goals.
GOAL #1
Keys to Engagement
Understand the features that make a multiplayer game engaging
GOAL #2
Where It Hurts
Explore the main pain points in the multiplayer gaming experience
GOAL #3
The Social Pulse
Analyze the social features that shape player connections in their games
To better understand player habits, we interviewed 5 multiplayer mobile gamers.
PROCESS
Who they are?
5 people
26-34 yo
Google Meet
Remote
45min each
PANEL
Vitor, 29
Videographer
Mario Kart
Yannis, 32
Storist
Brawl Stars
Alex, 34
Buyer
Call of Duty
Laura, 26
Translator
Minecraft
Cécile, 34
Hairdresser
Carcassonne
Vitor, 29
Videographer
Mario Kart
Alex, 34
Buyer
Call of Duty
Cécile, 34
Hairdresser
Carcassonne
Yannis, 32
Storist
Brawl Stars
Laura, 26
Translator
Minecraft
From these conversations, we learned 2 insights.
INSIGHT #1
5/5 users prefer playing with friends rather than strangers
5/5 users prefer playing with friends rather than strangers
It’s a way for me to see them, interact with them, and share.
INSIGHT #2
4/5 users are motivated by a challenge
When there’s a challenge and I win, it’s rewarding.
It led us to a new fresh problem statement.
PROBLEM REDEFINED
How can we encourage users to play the Blind Test by challenging their friends ?
Key Metrics for Driving Impact
+15% increase in friend invitations from users
+25% boost in the userparticipation rate
+25% boost in the participation rate
IDEATION
Enhancing User Engagement
To help users with their search, we explored various improvements and carefully analyzed how to enhance the experience. Through this process, we identified 4 standout ideas that offer significant potential to encourage users to play the blind test more.
To help users with their search, we explored various improvements and carefully analyzed how to enhance the experience. Through this process, we identified 4 standout ideas that offer significant potential to encourage users to play the blind test more.
Shaker
To enhance the Shaker functionality and boost interactions
To enhance the Shaker functionality and boost interactions
Duel Mode
To keep the game
engaging with a new type of gameplay
Animation
To improve graphics and visuals for a more immersive experience
Ranking
To make rankings more competitive with tougher benchmarks
Great, we have some ideas but which one should we go with? After discussion, we carefully reviewed each idea to find the one that would make the most meaningful impact.
Encourage
Challenges
Encourage
Challenges
++
++
+++
+++
++
++
++
++
Strengthen Positioning
Strengthen Positioning
++
++
+++
+++
+
+
+
+
Increase
Engagement
Increase
Engagement
++
++
+++
+++
++
++
++
++
Social
Interactions
Social
Interactions
++
++
++
++
+
+
++
++
Ideas
Ideas
Shaker
Shaker
Duel Mode
Duel Mode
Duel Mode
Animation
Animation
Ranking
Ranking
We decided to select the Duel Mode.
User engagement
Making the experience more fun and participative
Making the experience more fun and participative
Improved Retention
Encouraging users to spend more time on the platform
Fostering Competition
Motivating users to
challenge others
Motivating users to challenge others
BENCHMARK
Engaging Features & Key Terms
To help users with their search, we explored various improvements and carefully analyzed how to enhance the experience. Through this process, we identified 4 standout ideas that offer significant potential to encourage users to play the blind test more.
TERM “MUTUAL”
TERM “MUTUAL”
A widely used term for when two people follow each other
A widely used term for when two people follow each other
X (ex-Twitter)
CIRCLE OF STORIES
STORIES
A feature designed to showcase that there is content available
A feature designed to show that there is content available
STATUS INDICATORS
STATUS
Small icons provide a clear indication of someone's status
Small icons provide a clear indication of someone's status
Discord
DUEL CHALLENGES
One-on-one competitions with engagement
SongPop
SOLUTION V1
Dive into Deezer’s Blind Test Game and challenge your mutual
Dive into Deezer’s Blind Test Game and challenge your mutual
Imagine challenging your mutuals to a blind test and they can see it instantly within the app. With this new feature, proposing a challenge becomes fun and interactive. Let’s see how it works!
01
HOME SCREEN
The term “mutuals” invites competition. A rocket icon means someone challenged you, "new" marks fresh connections, and "+" lets you start a challenge.
The term “mutuals” invites competition. A rocket icon means someone challenged you, "new" marks fresh connections, and "+" lets you start a challenge.
02
ADDING A PERSON
After clicking "Add," users can find and invite people. Once connected on Deezer, they can follow each other and play the Blind Test together in real time.
After clicking "Add," users can find and invite people. Once connected on Deezer, they can follow each other and play the Blind Test together in real time.
03
DUEL ON COMMON MUSIC TASTE
To challenge someone, everything revolves around mutual musical tastes. So, users can test each other’s knowledge of the songs, creating a fun experience.
To challenge someone, everything revolves around mutual musical tastes. So, users can test each other’s knowledge of the songs, creating a fun experience.
04
NOTIFICATION
Users need to enable notifications to ensure that follow requests and challenges are active. This keeps them informed and engaged with updates from friends.
Users need to enable notifications to ensure that follow requests and challenges are active. This keeps them informed and engaged with updates from friends.
USER TEST
Learning from Deezer Users
After rolling out our solution, we wanted to hear what Deezer users thought about it. To guide our research and ensure we stayed focused, we defined three main goals.
GOAL #1
Avatar Icons
Understand how users perceive and use the icons displayed on their avatars
GOAL #2
Notifications
Explore how users interact with notifications and what drives their engagement
GOAL #3
Adding Friends
Observe how users search for
and add connections within the platform
Observe how users search for and add connections within the platform
To better understand, we interviewed 5 active users from Deezer.
PROCESS
Who are they?
5 people
26-34 yo
Google Meet
Remote
45min each
PANEL
Gaelle, 27
Designer
Active User
Thuyvan, 34
Project Manager
Active User
Johanna, 26
Assistant
Active User
Damien, 34
Data Analyst
Active User
Timothé, 32
Urbanist
Active User
PROCESS
Who are they?
5 people
26-34 yo
Google Meet
Remote
45min each
PANEL
Gaelle, 27
Designer
Active User
Thuyvan, 34
Project Manager
Active User
Johanna, 26
Assistant
Active User
Damien, 34
Data Analyst
Active User
Timothé, 32
Urbanist
Active User
SOLUTION V2
Let’s dive into our findings and the solutions we came up with!
INSIGHT #1
INSIGHT #1
3/5 users do not understand the meaning of the word "mutual"
3/5 users do not understand the meaning of the word "mutual"
To address this, we transformed the term "mutuals" into "friends" to create a more personal and relatable connection.
To address this, we transformed the term "mutuals" into "friends" to create a more personal and relatable connection.
It's something I've never seen before.
It's something I've never seen before.
INSIGHT #2
3/5 users did not understand the meaning of the profile icons
3/5 users did not understand the meaning of the profile icons
To address this, we eliminated the icons to create a cleaner interface that emphasizes the circle.
To address this, we eliminated the icons to create a cleaner interface that emphasizes the circle.
For the “+” icon, I thought it was for adding those people to my friends list.
For the “+” icon, I thought it was for adding those people to my friends list.
INSIGHT #3
4/5 users experienced confusion on the page for adding a person
4/5 users experienced confusion on the page for adding a person
To address this, we scrapped our initial idea and decided to use Deezer's existing link-sharing feature to make connecting easier.
To address this, we scrapped our initial idea and decided to use Deezer's existing link-sharing feature to make connecting easier.
It should be clear that the other tags are not clickable since we’re only looking for someone.
It should be clear that the other tags are not clickable since we’re only looking for someone.
INSIGHT #4
5/5 users had a hard time understanding the pop-up message
5/5 users had a hard time understanding the pop-up message
To address this, we set aside the modal notification and returned to the existing in-app notifications from Deezer.
To address this, we set aside the modal notification and returned to the existing in-app notifications from Deezer.
I feel like there are 2 messages: 1 asking me to join a Blind Test and 1 to enable notifications.
I feel like there are 2 messages: 1 asking me to join a Blind Test and 1 to enable notifications.
WHAT’S NEXT?
To go further
With this solution, Lucie can have more fun playing with her friends! By adding duels and challenges, we make the experience more exciting and interactive. If we had more time, we’d add a few extra features to make it even better.
Add Shaker groups to the Blind Test game
Choose the playlist after selecting who to challenge
Choose the playlist after selecting my friend
Enhance competitiveness through the ranking
Play with non-Deezer users
A final word ?
Looking back at my project as a Product Designer at Deezer, I’m amazed by how much I've grown. By embracing a non-linear process, our workshops sparked unexpected and valuable insights. I learned the true power of storytelling in UX and the importance of committing to one strong solution rather than getting lost in endless options. This journey has completely reshaped my approach to design!
IN THE END
Feedback
At the end of this project, we had the chance to present our case to 5 professionals in Product Design: 3 from Deezer and 2 from The Design Crew. It was a great experience sharing our journey, challenges, and insights with them. Their feedback and perspectives were invaluable, helping us refine our approach even further. Here’s some constructive feedback they provided.
READY TO DIVE INTO ANOTHER WORK?
Keep your seatbelt fastened, the ride continues!
Transforming the Blind Test into a More Interactive and Engaging Experience
ROLE
Product Designer
SCOPE
Discovery to Delivery
DEVICE
Mobile
DURATION
2 weeks
YEAR
2024
Transforming the Blind Test into a More Interactive and Engaging Experience
ROLE
Product Designer
SCOPE
Discovery to Delivery
DEVICE
Mobile
DURATION
2 weeks
YEAR
2024
CONTEXT
But first, let’s see what Lucie has to say
Lucie, 28 years old
Casual Blind Test lover on Deezer
I love playing Blind Test on Deezer, it’s my go-to way to unwind after a long day! But sometimes, it feels a bit... lonely. I wish there were more ways to interact with my others while playing. Competing, laughing, sharing those ‘I can’t believe you didn’t know that song!’ moments, that’s what I’m totally missing.
A real challenge from Deezer
During my bootcamp at The Design Crew, I was super excited to take on the role of Product Designer alongside 2 amazing teammates. We got to work on a real challenge and we had the chance to share our ideas with Alexis Czornomaz (VP Product Design & User Research), Victor Cartier (Product Designer) and Octave Aribaud (User Researcher) from Deezer.
Let’s start with a bit of context before getting into the heart of the topic.
Music Streaming Service
Deezer lets you listen to songs from all over the world. You can create playlists, follow your favorite artists and get personalized reco based on what you love!
A New Feature: Blind Test
In 2022, Deezer launched a Blind Test game where you guess songs. It’s fun and fast-paced but most users end up playing it alone, which can make it feel a bit less engaging...
Challenge from Deezer Design Team
How can we make the Blind Test feature more engaging, particularly in terms of social interactions, to positively impact users' perception of Deezer?
USER RESEARCH
Insights from Multiplayer Gamers
We decided to chat with people who play multiplayer mobile games to understand what makes a good multiplayer mobile game. To guide our research and ensure we stayed focused, we defined three main goals.
GOAL #1
Keys to Engagement
Understand the features that make a multiplayer game engaging
GOAL #2
Where It Hurts
Explore the main pain points in the multiplayer gaming experience
GOAL #3
The Social Pulse
Analyze the social features that shape player connections in their games
To better understand player habits, we interviewed 5 multiplayer mobile gamers.
PROCESS
Who they are?
5 people
26-34 yo
Google Meet
Remote
45min each
PANEL
Vitor, 29
Videographer
Mario Kart
Alex, 34
Buyer
Call of Duty
Cécile, 34
Hairdresser
Carcassonne
Yannis, 32
Storist
Brawl Stars
Laura, 26
Translator
Minecraft
From these conversations, we learned 2 insights.
INSIGHT #1
5/5 users prefer playing with friends rather than strangers
It’s a way for me to see them, interact with them, and share.
INSIGHT #2
4/5 users are motivated by a challenge
When there’s a challenge and I win, it’s rewarding.
It led us to a new fresh problem statement.
PROBLEM REDEFINED
How can we encourage users to play the Blind Test by challenging their friends ?
Key Metrics for Driving Impact
+15% increase in friend invitations
+25% boost in the participation rate
IDEATION
Enhancing User Engagement
To help users with their search, we explored various improvements and carefully analyzed how to enhance the experience. Through this process, we identified 4 standout ideas that offer significant potential to encourage users to play the blind test more.
Shaker
To enhance the Shaker functionality and boost interactions
Animation
To improve graphics and visuals for a more immersive experience
Duel Mode
To keep the game
engaging with a new type of gameplay
Ranking
To make rankings more competitive with tougher benchmarks
Great, we have some ideas but which one should we go with? After discussion, we carefully reviewed each idea to find the one that would make the most meaningful impact.
Encourage
Challenges
++
+++
++
++
Strengthen Positioning
++
+++
+
+
Increase
Engagement
++
+++
++
++
Social
Interactions
++
++
+
++
Ideas
Shaker
Duel Mode
Animation
Ranking
We decided to select the Duel Mode.
User engagement
Making the experience more fun and participative
Improved Retention
Encouraging users to spend more time on the platform
Fostering Competition
Motivating users to challenge others
BENCHMARK
Engaging Features & Key Terms
To help users with their search, we explored various improvements and carefully analyzed how to enhance the experience. Through this process, we identified 4 standout ideas that offer significant potential to encourage users to play the blind test more.
TERM “MUTUAL”
A widely used term for when two people follow each other
X (ex-Twitter)
CIRCLE OF STORIES
A feature designed to showcase that there is content available
STATUS INDICATORS
Small icons provide a clear indication of someone's status
Discord
DUEL CHALLENGES
One-on-one competitions with engagement
SongPop
SOLUTION V1
Dive into Deezer’s Blind Test Game and challenge your mutual
Imagine challenging your mutuals to a blind test and they can see it instantly within the app. With this new feature, proposing a challenge becomes fun and interactive. Let’s see how it works!
01
HOME SCREEN
The term “mutuals” invites competition. A rocket icon means someone challenged you, "new" marks fresh connections, and "+" lets you start a challenge.
02
ADDING A PERSON
After clicking "Add," users can find and invite people. Once connected on Deezer, they can follow each other and play the Blind Test together in real time.
03
DUEL ON COMMON MUSIC TASTE
To challenge someone, everything revolves around mutual musical tastes. So, users can test each other’s knowledge of the songs, creating a fun experience.
04
NOTIFICATION
Users need to enable notifications to ensure that follow requests and challenges are active. This keeps them informed and engaged with updates from friends.
USER TEST
Learning from Deezer Users
After rolling out our solution, we wanted to hear what Deezer users thought about it. To guide our research and ensure we stayed focused, we defined three main goals.
GOAL #1
Avatar Icons
Understand how users perceive and use the icons displayed on their avatars
GOAL #2
Notifications
Explore how users interact with notifications and what drives their engagement
GOAL #3
Adding Friends
Observe how users search for
and add connections within the platform
To better understand, we interviewed 5 active users from Deezer.
PROCESS
Who are they?
5 people
26-34 yo
Google Meet
Remote
45min each
PANEL
Gaelle, 27
Designer
Active User
Thuyvan, 34
Project Manager
Active User
Johanna, 26
Assistant
Active User
Damien, 34
Data Analyst
Active User
Timothé, 32
Urbanist
Active User
SOLUTION V2
Let’s dive into our findings and the solutions we came up with!
INSIGHT #1
3/5 users do not understand the meaning of the word "mutual"
To address this, we transformed the term "mutuals" into "friends" to create a more personal and relatable connection.
It's something I've never seen before.
INSIGHT #2
3/5 users did not understand the meaning of the profile icons
To address this, we eliminated the icons to create a cleaner interface that emphasizes the circle.
For the “+” icon, I thought it was for adding those people to my friends list.
INSIGHT #3
4/5 users experienced confusion on the page for adding a person
To address this, we scrapped our initial idea and decided to use Deezer's existing link-sharing feature to make connecting easier.
It should be clear that the other tags are not clickable since we’re only looking for someone.
INSIGHT #4
5/5 users had a hard time understanding the pop-up message
To address this, we set aside the modal notification and returned to the existing in-app notifications from Deezer.
I feel like there are 2 messages: 1 asking me to join a Blind Test and 1 to enable notifications.
WHAT’S NEXT?
To go further
With this solution, Lucie can have more fun playing with her friends! By adding duels and challenges, we make the experience more exciting and interactive. If we had more time, we’d add a few extra features to make it even better.
Add Shaker groups to the Blind Test game
Choose the playlist after selecting who to challenge
Enhance competitiveness through the ranking
Play with non-Deezer users
A final word ?
Looking back at my project as a Product Designer at Deezer, I’m amazed by how much I've grown. By embracing a non-linear process, our workshops sparked unexpected and valuable insights. I learned the true power of storytelling in UX and the importance of committing to one strong solution rather than getting lost in endless options. This journey has completely reshaped my approach to design!
IN THE END
Feedback
At the end of this project, we had the chance to present our case to 5 professionals in Product Design: 3 from Deezer and 2 from The Design Crew. It was a great experience sharing our journey, challenges, and insights with them. Their feedback and perspectives were invaluable, helping us refine our approach even further. Here’s some constructive feedback they provided.
READY TO DIVE INTO ANOTHER WORK?
Keep your seatbelt fastened, the ride continues!
Transforming the Blind Test into a More Interactive and Engaging Experience
ROLE
Product Designer
SCOPE
Discovery to Delivery
DEVICE
Mobile
DURATION
2 weeks
YEAR
2024