Reinventing MTS Music
Reinventing MTS Music
Redesigning a music streaming service as part of a major product relaunch.
Redesigning a music streaming service as part of a major product relaunch.
• Research
• Research
• Product design
• Product design
• Leadership
• Leadership
The context
A fresh start for MTS Music
A fresh start for MTS Music
MTS Music was an established streaming service with 800K monthly active users, operating within the wider MTS digital ecosystem.
MTS Music was an established streaming service with 800K monthly active users, operating within the wider MTS digital ecosystem.
The company was preparing a major relaunch — an opportunity to rethink the user experience, introduce new content and modernise the product.
The company was preparing a major relaunch — an opportunity to rethink the user experience, introduce new content and modernise the product.
The challenge
More than a visual refresh
More than a visual refresh
The relaunch involved three main challenges:
The relaunch involved three main challenges:
01
01
01
Modernise the user experience.
Modernise the user experience.
Make the product more intuitive, engaging and visually appealing.
Make the product more intuitive, engaging and visually appealing.
02
02
02
Expand beyond music.
Expand beyond music.
Introduce new content formats into an experience originally built around music.
Introduce new content formats into an experience originally built around music.
03
03
03
Stay consistent with MTS.
Stay consistent with MTS.
Give the service its own identity while maintaining a consistent experience across the wider ecosystem.
Give the service its own identity while maintaining a consistent experience across the wider ecosystem.
My role
Shaping the vision and leading the design
Shaping the vision and leading the design
I joined as Product Design Lead to shape the product vision and lead the redesign from concept to launch.
I joined as Product Design Lead to shape the product vision and lead the redesign from concept to launch.
I built and led a team of four designers, established the design process and remained hands-on throughout the project.
I built and led a team of four designers, established the design process and remained hands-on throughout the project.
The approach
One vision, many smaller challenges
One vision, many smaller challenges
I started by exploring the existing product, understanding how people used it and studying leading streaming services.
I started by exploring the existing product, understanding how people used it and studying leading streaming services.
This helped shape a vision centred on personalised discovery, effortless listening and deeper engagement with music and artists.
This helped shape a vision centred on personalised discovery, effortless listening and deeper engagement with music and artists.
I then broke the redesign into smaller product areas, allowing the team to explore, test and refine solutions iteratively.
I then broke the redesign into smaller product areas, allowing the team to explore, test and refine solutions iteratively.
The redesign
The redesign covered three key areas of the customer experience from first launch to everyday listening
The redesign covered three key areas of the customer experience from first launch to everyday listening
Onboarding
Onboarding
Helping new listeners get started and making the experience relevant from the first session through their musical preferences.
Helping new listeners get started and making the experience relevant from the first session through their musical preferences.
Music discovery & engagement
Music discovery & engagement
Rethinking how listeners discover music, explore artists and interact with content to create a more engaging experience.
Rethinking how listeners discover music, explore artists and interact with content to create a more engaging experience.
New content formats
New content formats
Expanding the service beyond music with podcasts and other content, introducing new experiences built around different listening habits.
Expanding the service beyond music with podcasts and other content, introducing new experiences built around different listening habits.
The outcome
A stronger product, a growing audience
A stronger product, a growing audience
The relaunch introduced a refreshed streaming experience and established a foundation for further product development.
The relaunch introduced a refreshed streaming experience and established a foundation for further product development.
+81%
Monthly active users following the soft relaunch
+81%
Monthly active users following the soft relaunch
+35%
Audience growth
+35%
Audience growth
4.6
App Store and Google Play ratings
4.6
App Store and Google Play ratings
Top 3
Music streaming services in Russia
Top 3
Music streaming services in Russia
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