Asana Challenge


Let's say you're Stitcher's lead PM and assume listeners who interact with other users have a better overall experience.
What new feature would you build to test this assumption, and why? Clearly define your goals and your target users,and share your brainstorming list of alternates considered.
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I got this great opportunity of reviewing the product, its features and designing wire frames for the challenge by providing a better design and smoothing the navigation through the visually presented information.

Client

Asana

My Role

Product Manager

Type

App Design

Tools Used

Adobe Experience Design (XD), Pen & Paper

Problem Definition


The issue appears to be fascinating and testing to handle. While perusing the speculation, I understood that it could be made progressively explicit and quantifiable (SMART) to additionally aid simple production of measurements for testing. So, I reworded the speculation and following is my elucidation of the equivalent: 'Listeners who interface (legitimately or by implication) with different users/listeners have a superior knowledge (defended by higher commitment, content play, user retention, task achievement, and better feedback) when contrasted with the individuals who don't collaborate.'

Need to Find

I gathered important information by directing brief easy-going interviews of five potential users. The issue was broken into three sections: Users, Interaction, and Experience, and the interviews created information identified with these perspectives.

The following questions were asked to the above mentioned users,
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Q1: Why do you listen to podcasts?
Q2: When do you listen to podcasts?
Q3: What are the usual tasks you perform on the application you use to listen to a podcast?
Q4: How would you choose what podcasts to listen?
Q5: Do you talk about the podcasts you listened to with your friends/family?
Q6: What do you like the most about the application?
Q7: This is Stitcher-A famous Podcast application. Give it a try, it’s dope!


Findings

● Interactions:The user-user association could be partitioned into 2 types: Direct and Indirect

 ○ Direct Interaction: A user interacts with different users by means of an immediate medium like messaging, social labeling in comments, or general remarking
 ○ Indirect Interaction: A user interacts with different users by means of an aberrant medium like knowing and associating with other user's action (listens, likes,shares, follows)
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● The smorgasbord of features: Below is the list of alternatives created which I accept could test the hypothesis of better user experience through intuitiveness
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○ Comments
○ Content based messaging
○ Social Ratings
○ Friend's Feed

● Experience:Users truly preferred to know the prominent substance and their ratings. They also were interested in knowing other user's action and may even take a stab at listening to their substance. This is indirection cooperation. Having a social component could give them a vibe of not being distant from everyone else and having individuals around in the network with whom they can share their thoughts.


New Features

The recommended new features could be·
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Audio books:

Audio books have been in the trend in recent times due to the flexibility in terms of time and accessibility it provides. Amazon realized the market and acquired Audible which is one of the most famous audio book consumption platforms. Stitcher can enter this market and provide this feature to attract more listeners. Moreover, it can be popular amongst visually impaired people. This feature would simply increase the scope of the audience.
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Radio

Due to fast-paced life, not many people can afford to spend the time to watch television or consume video content. Radio could be particularly popular among older generations of an audience which was more comfortable with the radio media.Moreover, radio could attract sports fans by providing them with live commentaries and satiating their needs of being up-to-date. Since the apps run on the global scale, the radio should be not be limited to just the English language. Hence there will be a need for tie-ups with the radio stations.
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Discover

Discover (Personalized recommendation): Personalized recommendation feature could push the app to the level where it can keep the audience hooked to the application. One of the most prominent reasons for Spotify being so successful in the audio service market is due to the recommendation it provides. It helps the user in discovering the content which otherwise is difficult for them to find. Besides that, it helps in creating a personalized collection of media taste, which lures the user in continuing to subscribe to the service.
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Share Playlist

Social media could really prove to be a boon in helping the application attract users to it. Social media can help in channelizing the content on the platform to the like-minded people. This helps in capturing the market which otherwise is very difficult with the help of marketing.

Design Process

Below I have presented the wire frames of the project.

Need for Wire frames

Wire frames are used to clearly explain the page/site layout and user experience — and help convey this to my product, design, and engineering teams. The key goal is to make sure that everyone is on the same page. It helps me to eliminate confusion or room for miscommunication.

I could have separate conversations with design and engineering teams to verbally describe the different parts of the page and what it should do. But this method leaves a lot of room for error and misinterpretation. Wire frames erase that confusion. They clearly communicate what different components on each page should do. This helps cross-functional product teams work towards the same shared goals.
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Visual Elements

I have used Adobe Experience Design(XD) for designing these particular wireframes.

1) Wire Frames

Leftmost wire frame is the home page, it consists of Slide titles i.e podcast posters, different tabs like categories, audio books,radio, suggested. At the bottom, we have included the Discover feature where in the recommended podcasts, radio stations and books will be present. I have included the search in the footer as it becomes accessible for a user to click on search tab present in footer rather than in the header.

Evaluation Factors

Trade Offs
Risk
Metrics for Success

Audio book and Radio – The scope of the audience is still limited when it comes to audio book consumption. Although, it really depends on the market to market when it comes to estimating the market feature of Radio. In turn, it would mean to create a feature for a niche user group.

Discover –The recommendation requires technologies like Machine Learning and Artificial Intelligence. These technologies are quite expensive in the current market due to the low ratio of demand and supply for its experts. This would result in increasing the base price of the premium plan and eventually affecting the market capture.

Share Playlist- The social media may also prove to be a bane for the company as negative publicity affects the reputation of the market. Over-visibility may also prove to a form of spamming for the user thereby reducing the respectability of the application.

Audio book and Radio – Creating audio book is a major industry in itself. For integrating such a feature in the application, there will be a need of acquiring content from third-party which could result in a lot of investment which may be a major risk to the application’s monetary stature.

Discover – Risks Machine Learning is an expensive technology. The implementation of the feature could put a monetary pressure on the company if it doesn't become a success. 

Share Playlist - The social media may also prove to be a bane for the company as negative publicity affects the reputation of the market. Over-visibility may also prove to a form of spamming for the user thereby reducing the respectability of the application. 

Audio book and Radio – The service should be included as apart of the add on to the ongoing premium feature. This would help in having the only focused audience and acquiring third-party content in limited quantity due to the limited scope of the audience. As and when the popularity of the feature increases, it could become an integral part of the premium feature with a little increase in the current base cost.
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Discover – The company needs to find a stable audience who uses their product on the regular basis. And slowly it could implement the expensive feature on the trial basis for the audience to explore and learn about it. It may also help in keeping the audience attached to the application.

Share Playlist - Social media is people. People are a customer. Everybody in the social media platform could be a potential customer for the company. Hence, the right amount of visibility in the form of gathering like-minded people through playlist sharing could go a long way in marketing the product on the social platform.

Reflections and Learning

Working on this assignment For Stitcher really helped me learn some fundamental principles of Design Visualization. I was lucky to be guided by youtube who helped me a lot - for choosing the right colors, for displaying the information through the right Visual elements and so on. I also got to interact with different users, this experience will help me in interacting with the clients and getting to know their functionalities and requirements. Followed the basic Visualization Design principles for designing the wireframes.

From technical point of view, this was my first time working on Adobe Experience Design(XD), and I really loved it.

GET IN TOUCH

Have any suggestions or interested in working together on a project?
Go ahead, I'd love to connect with you.

Umanng Kolhe