Discord • Amazon Music
Listening Party - Amazon Music activity for Discord, Culver City CA
Amazon Music - Discord Activity.
Business Goal & Motivation:
• Introduce a new integration with Discord activities to acquire new listeners, increase product awareness, sell Amazon Music Unlimited benefits, and introduce non playable content initiatives - social, fandom, and community.
• Provide Discord users a music activity that allows group listening and encourages social engagement - listening jam session/party, DJ management via add/remove songs to queue, listener permissions, etc. - establishing a group listening activity for channel/server members.
• Design and develop the Discord activity for Mobile and Web. Present the full user journey and flow, sign up, launching the activity, managing song queue, managing member permissions, and engaging while listening.
Discover & Define:
• Researched Amazon Music and Discord KPIs, JTBDs, & VOC: customer satisfaction rate, playlist engagement, discord activity adoption, AMUs, average server community size, most used features, and integration success rates to create the product flows/journeys, understand customer personas, and define product fit.
• Collaborated with key stakeholders (PMs, Devs, etc.) and implemented the Amazon Music Design guidelines, principles, and standards to construct a full stack UX flow for the discord integration.
Design Process:
• Designed a UX concept based on the key liner flows of Discord and Amazon Music - sign up, login, and settings, activity launch flow, key features - Home, Library, Search, and play queue manipulation.
• Built a UX concept centered around the chat community and music player customer pain points of navigational margins of error, content paralysis, server access, queue management, activity permissions, and cognitive load.
• Collaborated with key stakeholders, implementing feedback focused on leveraging a familiar activity experience, with a fresh take to uphold the Amazon Music design. Deliver customers an interactive experience exclusive for Discord yet familiar to Amazon Music users, helping them create a quick listening session and enjoy it with their friends online.
Discord • Amazon Music UX - Mobile User journeys
Discord • Amazon Music UX - Web User journeys
Managing the Amazon Music features - Queue, Home, Library, Search, etc.
Develop & Deliver:
• Designed the Amazon Music activity integration flow for collective group listening. If a Discord server member has Amazon Music Unlimited they can start an Amazon Music activity and invite their friends to listen and DJ together. This can be done both on the web, in the web app, and the mobile app for Discord.
• Simplify the product fit for awareness, acquisition, and retention. Discord users were able to use the experience, submit feedback, and grow their Amazon Music journey.
Marketing Storyboard for Discord integration on Amazon.com
Amazon Music is now on Discord - Quick launch video from Discord
Validation & Feedback:
• Discord Amazon Music press - The Discord Blog contains the breakdown of the product features along with its early impact. Amazon Music is continuing its diligence to integrate across all partnering parties and continue to produce the future of interactive listening experiences.
• Learnings for growth include making the service available for all tiers, better connect to profile data and content, cross platform and social integrations. Users want to be able to engage with the activity without being so shoehorned into the ecosystem.
• Amazon Music on Discord Reddit Reviews are always some of the best avenues for quick voice of the customer.
