Transformation from music to audio streaming service
Transformation from music to audio streaming service
Role: Product designer, UX Researcher
Role: Product designer, UX Researcher
Context
Context
In 2019, the Yandex Music catalog boasted over 60 million tracks. Its algorithms curated music tailored to individual user preferences. Our objective was to explore new markets to enhance user engagement, extend listening durations, and further embed ourselves in the user's daily routine.
In 2019, the Yandex Music catalog boasted over 60 million tracks. Its algorithms curated music tailored to individual user preferences. Our objective was to explore new markets to enhance user engagement, extend listening durations, and further embed ourselves in the user's daily routine.
Research
Research
To understand the problem and to dig deeply into podcasts listening experience, we conduct research, including:
To understand the problem and to dig deeply into podcasts listening experience, we conduct research, including:
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survey to gauge user awareness and consumption of podcasts;
survey to gauge user awareness and consumption of podcasts;
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in-depth interviews with listeners and creators;
in-depth interviews with listeners and creators;
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✦
competitors' features and UX deep analysis.
competitors' features and UX deep analysis.
I identified numerous problems and divided them into two roles:
I identified numerous problems and divided them into two roles:
Listeners
Listeners
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✦
have to download other apps for listening;
have to download other apps for listening;
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✦
poor podcast quality, boring topics, and episodes didn't air regularly;
poor podcast quality, boring topics, and episodes didn't air regularly;
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hard to found interesting podcast: a lot of topics about Tech, politics and business.
hard to found interesting podcast: a lot of topics about Tech, politics and business.
Podcasters
Podcasters
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✦
the audience is not big enough;
the audience is not big enough;
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don’t earn money and lose motivation to continue. Sometimes they spend more to record and publish the episodes.
don’t earn money and lose motivation to continue. Sometimes they spend more to record and publish the episodes.
For the initial launch, we prioritized addressing users' issues. We believed that by popularizing podcasts in Russia, we'd indirectly address some challenges faced by podcasters: a larger audience would naturally attract more brand sponsorships.
For the initial launch, we prioritized addressing users' issues. We believed that by popularizing podcasts in Russia, we'd indirectly address some challenges faced by podcasters: a larger audience would naturally attract more brand sponsorships.
In 2019, only 500 podcasts existed in the Russian language. Our business development team partnered with Either/Either studio to create original content for our initial launch.
In 2019, only 500 podcasts existed in the Russian language. Our business development team partnered with Either/Either studio to create original content for our initial launch.
Result
Result
The primary screen of the podcast was tailored based on user activity, providing the editorial team with opportunities to highlight specific podcasts, themes, or episodes.
The primary screen of the podcast was tailored based on user activity, providing the editorial team with opportunities to highlight specific podcasts, themes, or episodes.
In the first episode, our Product Manager Pavel Kozlov explained what podcasts are, how they can be beneficial and interesting, and of course, why one should listen to them.
In the first episode, our Product Manager Pavel Kozlov explained what podcasts are, how they can be beneficial and interesting, and of course, why one should listen to them.
Users are now able to categorize episodes and indicate which ones they've already heard. Moreover, we save the playback progress for each episode, enabling users to pick up from where they left off whenever they wish.
Users are now able to categorize episodes and indicate which ones they've already heard. Moreover, we save the playback progress for each episode, enabling users to pick up from where they left off whenever they wish.
We've revamped our music player to support all the necessary features for comfortable listening to podcasts and audiobooks, such as: 15 and 30-second skip functions, and playback speed adjustment.
We've revamped our music player to support all the necessary features for comfortable listening to podcasts and audiobooks, such as: 15 and 30-second skip functions, and playback speed adjustment.
For the initial launch, we decided not to experiment or overhaul the user's collection. Instead, we aimed to make the flow straightforward and user-friendly so that people could always find and return to their favorite podcasts and episodes.
For the initial launch, we decided not to experiment or overhaul the user's collection. Instead, we aimed to make the flow straightforward and user-friendly so that people could always find and return to their favorite podcasts and episodes.
Impact
Impact
We launched MVP in December 2020 and attract a new audience and increase the listening time by 9% so it reached 2 hours per user per month.
We launched MVP in December 2020 and attract a new audience and increase the listening time by 9% so it reached 2 hours per user per month.
The most gratifying aspect is what these numbers represent. Many people have discovered a new way to learn something new and spend their time productively. Meanwhile, content creators have gained a desired audience and support from advertisers.
The most gratifying aspect is what these numbers represent. Many people have discovered a new way to learn something new and spend their time productively. Meanwhile, content creators have gained a desired audience and support from advertisers.
Afterwords
Afterwords
Today, over 28% of subscribers tune into podcasts at least once a month, while an additional 14% do so weekly. The average listening duration stands at one hour. In 2021, there were over 11.5K Russian-language podcasts available.
Today, over 28% of subscribers tune into podcasts at least once a month, while an additional 14% do so weekly. The average listening duration stands at one hour. In 2021, there were over 11.5K Russian-language podcasts available.
The most sought-after exclusive podcast on Yandex.Music is "Stories of Russian Sex" by the Either/Either studio. The host delves into the interplay between society and politics in shaping sexual norms and vice versa. Currently, the podcast boasts close to 2 million streams.
The most sought-after exclusive podcast on Yandex.Music is "Stories of Russian Sex" by the Either/Either studio. The host delves into the interplay between society and politics in shaping sexual norms and vice versa. Currently, the podcast boasts close to 2 million streams.