The Only Music Home in au devices.

Uta Pass - is a telecom music service which is pre-installed in au mobile phones. Originally, it's a streaming radio service. Due to the future business strategy, Uta Pass is planned to migrate with LISMO (an On-Demand music service, which also part of au group). In consideration of delivering a more user-centered product,  the team decides to build New Uta Pass from scratch. 

CHALLENGE
Migrating streaming and on-demand music service into one app is a tremendous task.
These two products have totally different working model and user's expectation. 

DELIVERABLE
✔︎ Create a streaming and on-demand music service for iOS and Android

Role
Lead UI/UX Designer work with Scrum Team (2 iOS developers. 4 Android developers. 2 PM. 2 QA)

Why Japanese Still Listen To CDs?

In 2016, Apple and Spotify both expand into the Japanese market rapidly. Before we start the product development process, we kick-off our meeting with our partner KDDI to understand more about the "Japan Music Market”. We tried to analyze their market strategy, pricing segment, in order to help us find more opportunities.

Early Sketches

After getting some draft goal and objective, I use my favorite pen and paper to draw down ideas. It helps me quickly visualize the picture in my brain. And of course, communicate with PMs and engineer more rapidly. With more paper I discarded, I will eventually find the main core idea I can go along to the end. 

Work Flow

To keep our cross-countries team members on the same page, we spent a lot of effort to make our design more clearer and sharable. I made an online documentation with Axure, which store all the flows and product spec appropriately. Luckily, it improves our team to communicate with each other and efficiently make our working model better. 

UI Design

Get New Uta Pass On-Board 

One of the challenges for migration project is to onboard both old user and new user. So we polished our designs, again and again, to make sure our user comfortable with the new product. Below is the final version we came out - we try to bring our product into a life moment and make our illustrations more contextual. 

If you have any questions regarding this project, feel free to contact me.

Project Keyword

#Japanese #InternationalCollaboration #ScrumTeam #ProductStrategy