VOICELETS
A fresh way to emote uniquely and making audio content more accessible
Enriching the new generation of listeners with
Overview
Amazon Music is a music streaming service that offers a large library of songs and podcasts. It's available on many devices, including Amazon Echo, Fire TV, etc.
Amazon partnered with Pratt to conduct a hackathon to innovate upon the current state of the product and how AI can be integrated to enhance the experience which is where this project was born.
DURATION : 4 weeks
PROJECT TEAM : 2 UX Designers
CLIENT : AmazonMusic
RESEARCH METHODS : Primary + secondary Research, Product study, Consumer Analysis, competitive analysis
My Role
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Ideation and conceptualisation based on market gap and prduct feasibility for the company
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Product design sprint and development strategy
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Prototyping and User Testing
The Ask
Given the current state of amazon music, how might AI enhance customer experience with music and/or podcasts
Our Solution
What if you could..
Share music clips like you send stickers?
AND Edit and Share bits of podcasts the same way...
(fig 1) Voicelet (Music) in Chat
(fig 2) Voicelet (Podcasts) in Chat
How does it work?
VOICELETS
are shareable audio stickers of customisable sections from the songs and podcasts you’re listening to.
For Music
AI Integration :
Songs
Lyrics
Segmentation + Pattern Recognition
Identification and categorisation trending section
Voicelet
For Podcasts
AI Integration :
Podcasts
Transcript
Segmentation + Pattern Recognition
Automatic Speech Recognition (speech to text)
Voicelet
(fig 1) Voicelet (Music) in Chat
For Music
AI Integration :
Songs
Lyrics
Segmentation + Pattern Recognition
Identification and categorisation trending section
Voicelet
(fig 2) Voicelet (Podcasts) in Chat
For Podcasts
AI Integration :
Podcasts
Transcription
Segmentation + Pattern Recognition
Automatic Speech Recognition (speech to text)
Voicelet
Our Approach
Through preliminary research and a kickoff meeting with our Amazon mentor, we identified the requirements and outlined the product priorities, establishing guiding principles for our strategic approach as follows :
​
HIGH QUALITY LISTENING EXPERIENCE
The Amazon brand which caters to a-z needs of its users, it expects to find a way to deliver an inclusive and high quality listening experience
ENCOURAGING FANDOM SUPPORTING CONNECTION
Amazon Music strives to empower fandoms and leverage their connection to uplift artist through strong community connections
RESEARCH
Striking a chord with listeners
Understanding their interaction behaviours and consumption priorities with audio content
" Cumbersome to annotate for later use."
" Sometimes I'll stop listening halfway through and then the next time, I'll forget the previous content."
" I have to come out of that experience to share it and people don't even open the links
Provide a way for listeners to share and connect through common musical taste and choices uniquely
Key Opportunities
Enhance the accessibility of audio content to include a more representative spectrum of the user set at every stage in their music app journey
Improve the traceability of audio content to make it more browsable
102
Survey Responses
12
Interviews
5
Competitors Analysed
RESEARCH
Striking a chord with listeners
Understanding their interaction behaviours and consumption priorities with audio content
We did :
RESEARCH
We heard :
KEY INSIGHTS
102
Survey Responses
12
Listener Interviews
5
Competitors Analysed
" I have to come out of that experience to share it and people don't even open the links
" Cumbersome to annotate for later use."
" Sometimes I'll stop listening halfway through and then the next time, I'll forget the previous content."
We identified :
OPPORTUNITIES
Provide a way for listeners to share and connect through common musical taste and choices uniquely
Enhance the accessibility of audio content to include a more representative user set at every stage in their music app journey
Improve the traceability of audio content to make it more browsable
HOW MIGHT WE
Enrich listeners with a tool that makes their experience more accessible, easily and truly indicative of their feelings?
HOW WE APPLIED THE INSIGHTS
Matching their beats, sampling arrangements
Conceptualising based on the insights to inform a working solution in the form of a testable prototype.
analysed where we could fit in into their user journey
Accessibility
The idea originated from the need for transcriptions, as many podcasts lacked them, causing listeners to lose engagement due to difficulty in following the content.
Discovery
A common issue was resuming audio content, especially during passive activities like commuting or chores. Transcribing and sectioning audio content could help listeners remember and navigate better.
Social and Community
To foster engagement and community, we introduced shareable audio snippets. This concept was inspired by the popularity of static and moving stickers among younger audiences, leading to the creation of VOICELETS.
Key factors being addresses through VOICELETS
SOCIAL & COMMUNITY
Share highlights and you favourite parts with friends who relate.
DISCOVERY
Improved Searchability and traceability of content with intention.
ACCESSIBLITY
Listen and read podcasts via transcription. Navigate with ease and skip parts you’re not interested in.
?
01
Sharing Voicelets
For Music
This is how we addressed all of this through voicelets.
You find lyrics that resonate with them
Easily edit and share it with friends via chosen social media platform
You find lyrics that resonate with them
You find lyrics that resonate with them
You find lyrics that resonate with them
You find lyrics that resonate with them
You find lyrics that resonate with them
02
Saving Voicelets
For Podcasts
Easily edit and save it to the library.
You find sections of podcasts you’d like to save
You find lyrics that resonate with them
You find lyrics that resonate with them
You find lyrics that resonate with them
You find lyrics that resonate with them
You find lyrics that resonate with them
03
Extending the experience
Voicelets with Alexa
I wanna be able to save it while I cook or clean, will just saying it do it?
"
"
HOW WE ITERATED TO SUIT OUR USER NEEDS
Debuting the prototype and facing the music
User testing to iterate based on feedback and deliver a sound solution.
- The ‘X’ colliding with the ‘play’ cta in the chat interface.
- Sending it without previewing made users feel less in control
Giving users more security by providing a clear “back” button and preview window.
Before
After
Conclusion
- While conducting user interviews we got to hear from one of the founders of the farm who has stepped away from the position to focus on spending quality time on the farm. He told us how he enjoys taking care of the chickens and refers to the eggs they give as nutrition packets little protein nuggets. And from then on the team only referred to breakfast as protein nuggets and coffee, eggs was too dry.
Work for the future
Implement the Design to Squarespace
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Converting it into a Squarespace website
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Keeping up with the Updates on the website
Fill-in Text Copy
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Testimonials to be collected (consider IG as a source)
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Information targeted at applying for grants.
Explore More Humanized Visual Designs
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Test out the serif fonts to make the visuals look less corporate