In extending her footprint on other Asian landscape, MOOV set Vietnam as the first overseas market to land on. I helped as a core member, in shaping the experience of MOOV best fit for the behavior of Vietnam user.
The approach to deploy the right product
Maximize the outcome with the least effort
MOOV is the leading music streaming service in HK, it proves its success in HK market. We would like to get MOOV to Vietnam sooner, yet changes had to made to fit the market. To cope with the limited time frame, Lean UX execution is introduced, in figuring out the core changes sufficient to deploy the product. It helps in saving the time & cost to ship the right product to users. To conclude the process, 6 steps are used.
Discover by putting in user’s shoes
Understanding customers’ lifestyle, behaviors & preference in designing proper product for the new landscape.
Research
Through research and in-depth local music services analysis, we got a concept of the market beforehand.
Field trip
A field trip was organized in clarifying the uncertainties and understand the extreme patterns in Vietnam through first-hand experience.
Survey
An online survey is conducted in studying the attitude towards a music service from potential users.
Figure what matters most to the users
Distill findings from massive information
Slow Network Speed
Vietnam is an emerging market, the mobile network connection there is painfully slow, especially on busy hour. Instead, they tend to go online under Wi-Fi.
Localized content
Vietnamese is spoken by the majority of the population, while English is the secondary language. Display in their native language is preferable.
Distinct User behavior
Vietnamese has a unique pattern to signup, share and pay the service. The challenge is to fit their needs.
Defining design solution
Translate user’s needs into the requirement.
Performance Test
We conducted on-site testing in checking the network speed of Vietnam under different circumstances and mobile carrier. It also helped in ensuring the loading performance is as expected.
Auto image optimization
Through performance test, we defined optimized image size within user’s tolerance under different network status. If they are detected under poor network speed, system would load the compressed, smaller images giving a quicker response to users, and save their time staring at the screen.
Instant download
Once the song is being saved in their music collection, system would help them download it under Wi-Fi Network. A tutorial letting user aware of this features while first time collect the song.
Localized the app
The App layout embraced with Vietnamese, which is in different grammar and sentence structure from Chinese or English. To tackle with it, I set word limit for the translation based on the flexibility of the layout, highlight keywords in ensuring consistency across the product. More important, communicate with team so that they understand the purpose of that phrase to provide the best translation.
Adaptive Signup
Ownership of an email address isn’t common on Vietnam. Instead, they tends to sign up a service with Mobile number, Facebook or account ID. With the use of lately released Facebook Account Kit, we quickly implement seamless account creation.
Wave to Viber
From report of Appota, Viber occupied 40% of the Instant Messager usage. With word of mouth as their main source of service awareness, it is added as an additional sharing option for gaining the best organic growth effect.
Prototype the basic
After the initial ideas are being generated, you need to work on a quick simulation for validating your idea.
Test assumption & Make immediate adjustments
Through remote usability test, observe how user perceived, and act upon the feedback by validated learning.
Quicker access to what user want
Due to the poor network performance, local users prefer download than streaming. Download is the function they used most frequently. Hence, “Collect” button is replaced by “Download” be the primary control while browsing the music catalog.
Downloaded song can be viewed directly, with a tap on menu, instead of showing in next page, Download Center as the HK version.
Eliminate the uncertainties
Since users are confused with the term “Collect”, we made a minor tweak on the concept. The “Collect” button is replaced by “Favorite”, and the icon is changed from a star to the heart shape.
“Collect” is confused with either “download” or “add to playlist”. Collect is expected to be “favourite” i.e. add to favourite playlist. Moreover, “collect” is meant for album/playlist only — not available in an individual song.
Feature the function user like most
Vietnam users love the unique function “LyricSnap” so much, hence we rearrange the control and stand it out.
Last but not least, launching the product isn’t the final step. It’s just the beginning of the challenge.