UI/UX & Brand Design

The ultimate music companion.

PDF Case Study Prototype


• User Research
• Branding and Identity
• Interviews
• Ideation
• Info Architecture
• Sketching
• Design System
• Wireframes
• UI Design
• Prototyping
• Usability Testing
• Iteration


• Adobe Xd
• Adobe Illustrator CC



Business Goals

A startup company called Musika launched a media product two years ago. It is a freemium model that has a mobile-web experience and a mobile app for both iOS and Android.

The companyʼs business strategy was to first build a user base by offering a free product and then evolve the feature set so they could monetize on a premium (paid) product.

At this point, the product has been well received and has a healthy user base of free users. They now need to design an experience that will allow users to subscribe and pay a monthly fee.

Iʼd like to explore and learn more about potential music app users, including how they choose subscribe to a premium version of the app. In addition to help understand what is they look for in a music app.

  • Create the opportunity for new users to subscribe to the premium product upon registration in the signup flow.
  • Create the opportunity for returning free users to become paid subscribers in the sign-in flow as well as within the product (once logged in).
  • The existing signup flow does not have a call to action upon registration that gives the user the opportunity to subscribe.
  • The existing flow does not have prominent calls to action throughout the free experience that gives the user the opportunity — or a compelling reason — to subscribe.
  • By creating a paid product with better features than the free experience and giving users the opportunity to upgrade to a better product, users will pay the subscription fee. This will lead to a profitable revenue stream.



of the global recorded music industryʼs revenue comes from streaming.


of music streaming market comes from Spotify.


of music streaming market comes from Apple Music.


of music streaming market comes from Youtube Music.


of music streaming market comes from Amazon Music and Tencent Music.

Top 3 Music Companys

523 Million

people globally have paid for music subscription

82.1 Million

Americans have paid for streaming subscriptions

2021 - 2026

the global music industry is expected to see a Compound annual growth rate of


The music industry is worth

$25.9 Billion

Pros to Streaming

  • If youʼre always on the go, streaming music is the most practical option.
  • Another great thing about streaming services is the ability to browse and discover new music - instantly.
  • Streaming options are still relatively affordable.

Pros to Buying Music

  • By buying music on vinyl, CD, or cassette, you physically own that piece of music and you get to keep it
  • When you invest in a physical piece of music, you get the full artistic experience that the artist intended to give the fans.
  • Vinyl records can make some rather tasteful décor if your walls are lacking a certain je ne sais quoi…

Cons to Streaming

  • When it comes to streaming music, currently not all artists, bands and albums are always available on streaming platforms.

Cons to Buying Music

  • Physical damage to disc surfaces or edges, such as scratches.
  • Ultra-violet light damage.
  • Oxidation or corrosion of reflective layer.
  • Despite this, unused (with no data) CD-Rs and CD-RWs have the shortest predicted lifespan (five to 10 years).

Affinity Map

User Persona


Age: 42
Gender: Female
Status: Married
Archetype: Creator


Doesnʼt like her music being interrupted with paid ads.

No way to find her favorite song in a karaoke version or album.


Being able to sing karaoke to her favorite songs when sheʼs at a friends party.


I want to be able to sing karaoke to my favorite songs.

Listen to what my favorite celebrity listens too on there spare time.

I want to be able to share my music to my friends via social media.

App Map


UI Design