Asia's leading streaming music service

KKBOX was established in 2004 by a group of Taiwanese software programmers with a shared passion for technology and music. With the support from more than 500 international major and local independent music labels, KKBOX features 30 million legal tracks, including the most comprehensive Asia-Pop music library, and is currently available in Taiwan, Hong Kong, Japan, Singapore, Malaysia, and Thailand with over 10 million users. KKBOX is committed to creating a truly immersive online music experience for users, and to empower artists and their music through technological innovation.

CHALLENGE
Freemium model allows user try app directly without signing up,
but it makes us hard to understand the behavior and intent from these anonymous users.

DELIVERABLE
✔︎ Create a new freemium signup flow to acquire new users
✔︎ Improve the first impression in cross-platform (Mobile. Tablet. Web. Desktop) by integrating new design language

ROLE
Product Designer - Research. UX. UI. Prototype

Deep-dive into the problem

I talked with lots of stockholders to understand the problem.

The original signup flow had a lot of redundant steps, and inconsistent touch points. In the new version, we need to add the personalize setting step, which means the signup flow will get longer. So, our goal of signup optimization was set to create an enjoyable signup flow rather than the shortest flow.

Whiteboarding

I love to quickly whiteboarding flow and ideas with related folks (PMs, engineers). Although engineers don't like to draw, it always helps the communication to push them to pick a pen and draw something "human languages". 😅

Concepts

Prototyping

After I drafted the initial concept, I'll create tons of prototypes to communicate with engineers and let them live play with it on the phone. It helped us speak at the same page, and makes our developing dialog even more healthy.  I think the result is fruitful, just within 2 hours, I can quickly use my prototyping tool "Origami" (by Facebook Design Team) to build up the idea and explain the entire flow with details with engineers and PMs contextually.

KKBOX Design Language

In this project, I also initiated the KKBOX's design system project and created the documentation which enables designers and developers can work more easily, build a more cohesive product in cross platforms. What's even more, is to create a consistent experience for users.