research strategy In order to completely understand the problems that can be addressed by developing a social communication system, I fleshed out athat helped me determine,

- who am I developing the feature for? (demographics of Apple Music’s target audience/existing users).

- what do I need to know? (user's behaviour, usage, motivation and preference by understanding their current method of social engagement for discovering and sharing music including frequency, app preference, context of use).

- what problems should I be addressing? (the needs and pain points of Apple Music users that could be solved with the introduction of a social feature).

- what are the existing solutions that has worked or failed? competitors strategy and services surrounding social engagement).





I started out by conducting a secondary research to identify trending features in music applications that are most preferred and used by music app users; examine the development and success strategy of social communication features in music apps through the years; understand the target audience’s psychographic characteristics to develop a social feature in favour of their behaviour, interests and attitude.





interview and survey guide With the knowledge from preliminary investigation I conducted user interviews to identify target audience's motivation, needs and issues when using these services; understand their emotional and environmental triggers to music and the need for social bonding. I developed anto help answer significant questions, such as

‣ How users discover new music?

‣ What they liked/disliked the most using the application?

‣ How much did they identify with their friend(s) interest in music? What type of knowledge transfer fuelled discussions surrounding their interest in music?