Opportunity
Improving group ordering
I redesigned the Waves application to help users break out of their listening habits, improve premium conversions, and create a smoother onboarding experience.
DESIGNS
Designing and Prototyping
We designed a new concept for the app, ran a few iterations of user testing and workshops with business stakeholders, and incorporated the feedback back into the designs.
Even though we love the original UI, users weren’t exactly vibing with it anymore…😢
DISCOVERY
Understanding the problems
Music lovers struggled to discover new music and understand the value of premium features, leading to low conversion rates and poor engagement.
Stuck in Their Loop
Users rely on liked songs, making new music discovery feel like effort.
“I just listen to my liked songs. Finding new music feels like work.”
No Clear Value
Users don’t see benefits of premium features, reducing upgrades.
"Why would I pay? Don’t know what premium gives me.”
Confusing Interface
The app feels cluttered, making navigation overwhelming and confusing.
"The app feels overwhelming with too many sections.”
Most discovery platforms rely on generic algorithms, missing human-curated experiences—Waves fills this gap with community-driven recommendations.
Many apps overload users with features, making discovery frustrating—Waves keeps it simple and intuitive, focusing on seamless exploration.
New Section
Understanding the problems
Music lovers struggled to discover new music and understand the value of premium features, leading to low conversion rates and poor engagement.
Stuck in Their Loop
Users rely on liked songs, making new music discovery feel like effort.
“I just listen to my liked songs. Finding new music feels like work.”
No Clear Value
Users don’t see benefits of premium features, reducing upgrades.
"Why would I pay? Don’t know what premium gives me.”
Confusing Interface
The app feels cluttered, making navigation overwhelming and confusing.
"The app feels overwhelming with too many sections.”
Most discovery platforms rely on generic algorithms, missing human-curated experiences—Waves fills this gap with community-driven recommendations.
Many apps overload users with features, making discovery frustrating—Waves keeps it simple and intuitive, focusing on seamless exploration.
Section 3
Understanding the problems
Music lovers struggled to discover new music and understand the value of premium features, leading to low conversion rates and poor engagement.
Stuck in Their Loop
Users rely on liked songs, making new music discovery feel like effort.
“I just listen to my liked songs. Finding new music feels like work.”
No Clear Value
Users don’t see benefits of premium features, reducing upgrades.
"Why would I pay? Don’t know what premium gives me.”
Confusing Interface
The app feels cluttered, making navigation overwhelming and confusing.
"The app feels overwhelming with too many sections.”
Most discovery platforms rely on generic algorithms, missing human-curated experiences—Waves fills this gap with community-driven recommendations.
Many apps overload users with features, making discovery frustrating—Waves keeps it simple and intuitive, focusing on seamless exploration.
Many apps overload users with features, making discovery frustrating—Waves keeps it simple and intuitive, focusing on seamless exploration.
IDEATION
From Insights to Ideas
With key challenges identified, we brainstormed and tested different ways to solve them—focusing on user needs, market gaps, and technical feasibility.
Ideation workshop
Style Guide
Task flows
TESTING
Refining Through User Feedback
Before finalizing the design, we conducted usability tests to validate key improvements and ensure a seamless experience.
Before - Users had to scroll more to find new music.
After - Cleaner UI with streamlined sections.
IMPACT
Seeing the results
Lessons
What I learned?
Our CEO loved the old look. 75 meetings later, we finally convinced him and the new design was born.
The old UI was catchy but a bit dated.
We kept the charm, but made sure users didn’t need a manual to use it.
