Vertigo iOS App
Vertigo is a social app that allows users to connect with their close friends, create an environment (chat room) and listen to music together from anywhere in the world.
I was part of an ambitious initiative to rethink the user experience of Vertigo and create global improvements to the product that would better onboarding, music library access, and all product navigation.
Bri is an outgoing, 18-year-old college freshman with a marketing major and love for music. She’s intrigued by people and has already joined
several clubs at school including a business organization and the campus concert committee. She has a passion for social media because it allows her to stay in touch with family, hometown friends, and new
As an early adopter, Bri was one of the first people to download Vertigo. Vertigo gives Bri a new way to connect with her besties when away at college, while also discovering new music at the same time.
Lexi is a 15-year-old high school girl who thrives around her friends. At school, she’s an honor roll student who is on the spirit and homecoming committee. In her free time, you can find her at the mall, at the movies or at a sleepover with several of her closest girlfriends. She’s an avid social media user - every exciting moment in life is captured and posted.
She uses Instagram, Snapchat, and musical.ly most often. She is a fashionista and pop culture guru who loves Ariana Grande, Kylie Jenner and Bruno Mars. Lexi loves Vertigo for many reasons, whether it be live broadcasting
a choreographed dance to “24K Magic”, talking her crush’s favorite
song, or following her favorite celeb.
Jacob is a 16-year-old soccer all-star at his high school. He loves the sarcastic voice of the internet and communicates best through GIFs.
His favorite social mediums are Tumblr and Snapchat. As more of an observer
then a broadcaster, Jacob uses Vertigo as a discovery tool.
He follows his friends to see what they’re listening and what they’re doing and also browses trending channels to discover new music and the stories behind the streams.
Aside from redesigning the entire product, we faced many challenges with Vertigo and some of them where:
1. Having a poor product onboarding, which made it extremely difficult for users to create an account, link their music provider (Apple Music, Spotify) and start connecting with friends. This issue created a large pain port for our users, as they would drop off and not finish the entire onboarding experience.
2. We had a feeble global navigation architecture. When Vertigo was built, the navigation structure made it very difficult for users to explore the product and understand how the product worked. The main navigation of the product was behind a hamburger menu.
3. We had to create a clear way for our users to gain access to her music libraries inside their music providers (Apple Music, Spotify).
When I joined the Vertigo team, I conducted a full UX audit of the product to help me understand in-depth the entire User Experience that had previously been developed by engineers.
This exercise gives me an aerial view of the entire product and allows me to find pain points from a user flow perspective.
This method also helped our team understand every single view and what triggers them. We use this as a reference point throughout our sprints to ensure our team knew all of the elements of the product and how they relate to one another.
Eventually, this made it easy for us to create a digital version of the User Flow, which we continue to update as we redesigned the product. See example below.
(BEFORE AND AFTER)
We worked together to come up with an easier way for users to sign up or sign in to the product and making the process effortless for our audience. During this exploration, we had to be mindful of the fact that users were skipping linking their music providers (Apple Music or Spotify) which is necessary to have a full experience in vertigo.
We improved this by shortening this user flow to fewer steps and also by offering users incentives such as Free Trials to Apple Music or Spotify.
To improve the sign-up experience, we got rid of all but one CTA and turned that into a triggered drawer with all options to sign up or sign in. Another win for us was the implementation of signing up with a phone number. We immediately noticed that users adopted this method extremely quickly.
(BEFORE AND AFTER)
Being that vertigo is an app that users can tap into their music providers (Apple Music or Spotify) and listen to music together with friends, we needed to rethink the way users could access their music collection.
I heavily relied on conducting UX research which allowed me to benchmark audio listing apps in the market. Aside from the Apple Music iOS app and Spotify iOS app, I also studied podcast iOS apps, video, and some non-audio apps. My goal here was mainly to find a middle ground where we could have a music collection that was easy to access, and extremely simple to navigate.
I worked on redesigning the main navigation for the product, where we explore many different options that could allow us to bring the navigation architecture to a more prominent location and make it easily accessible.
We explored alternatives global navigations that could work well visually while having a dark and light background. I also explored navigations that could remain complementary to any background, as items in the background could quickly change depending on the view.
Executing this design exploration also helped us make a collective decision to transition the product into a lighter theme (white) as opposed to using the previous dark (black) UI.
Project "Navigation +" was part of our effort to push the navigation redesign a little further than expected. We wanted to explore the possibility to introduce ways for users to navigate the app without having a lot of CTAs.
We explored and prototyped ideas where we could introduce an X & Y axis navigation, which would allow users to access the main views (Home, Friends, Discover, Music, and Profile) of the product.
Users were able to adopt this fairly quickly and it gave us plenty of new real estate for other CTA that was non-negotiable for other features in the product.
The redesign of the vertigo app on iOS has had a positive impact on the user engagement, navigation, and accessing music experience. Our collective effort improved the product to significantly increase user adoption to new features with less friction.
By the numbers:
Increased user engagement by 37%
Reduced new account drop rate by 14%
Reduced the number of unlinked (Music Provider) by 48%
Increased user invites by 70%
Increased product use from 2.8 min/avg to 8.3 min/avg