17237007 Zainab Iftikhar

Amazon Prime Music

Introduction

Amazon Music is a music streaming platform and online music store operated by Amazon
which is an American multinational technology company based in Seattle, Washington,
which focuses on e-commerce, cloud computing, digital streaming, and artificial
intelligence.But ,we will basically focusing on Amazon Prime Music.

User Categories
o Teens
o Adults

Negative point
This system (Prime Music) does not support user profiling for Teens and Adults.There is
no something like parental control for teens.And many have problem with its poor interface.

Positive point
It has a lot of content for its user and make it easy for them.

Relevant User Characteristics

1. Age

2. Education Level

User Profiling:
In most of the products user profiling is being done on the bases of the user’s
interest because user is our targeted audience who is gonna use it.Music is an important part
of our life. The average person listens to music about 14 percent of their waking lives. Why
do we like the music we do? Where do our music preferences come from? The following
describes some of the main psychological factors that underlie people’s music preferences
which we take into consideration for making music apps.
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When we our creating an app we always take into consideration the factors which will make
our user engaged to our app/website and make him satisfied and happy.Amazon Prime
Music App take all these factors in consideration and try their best to achieve their goal to
satisfy their customer.In App they make it easier to user to search for their song by simply
typing it in “search” bar or they can simply play the song if it is own home page. It allows
its customer to listen music free of cost and members with membership have access to 200
millions+ music with ad free.
Although the website is a bit tricky for uneducated person (from searching song to adding to
playlist and saving) also for the person using the website for the really first time. As the
website do not perform user profiling so the user who is uneducated and using the website
for the first will face problem regarding the language. The uneducated person is not asked
while profiling that he is educated or can read English language or not or by selecting
language. The website supports the user on the interface by pictures which is good for
uneducated person he/she can select the related song or artist by viewing picture displayed
on screen.Following is the questionary for Amazon Prime Music user.

Q:- What is your gender?

Male

Female

Other

Q:- Have you had any experience with Amazon Prime Music app/website?

Yes

No

Q:- Do you like spending your time Amazon Prime Music app/website?

Yes

No

Q:- How much do you enjoy using Amazon Prime Music app/website?

1
Moderate

Low
High

1 5

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Q:- Is it engaging?

Yes

No

May be

Q:- Do you like the interface?

Yes

No

May be

Q:- Which mode do you like best?

White

Dark

Q:- Are you satisfied with the security prospective of site?

Yes

No

Usability Requirement Matrix

User Category Ease of Use Satisfaction Exposure Motivation to Security

Effect use

Teenagers I N V N-I N-I

Adults I V I V V

I = Important

N = Not Important

V = Very Important

Exposure Effect = Preferred Music/Recommendation

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Contextual task analysis (CTA):

A contextual task analysis is a user research method that applies ethnographic observation and
one-on-one interviewing to understand the task procedures that users follow to reach their goals.

Actors:

User

Key Use cases:

• Log in /signup
• Search or Browse Music
• Download Music

Actor Use case Task scenario Problems Solution

User login User enter email If you are not System provide
and password to registered/or guidance for
enter. with invalid error handling for
credentials it example:if
prompt an error person forget the
message or ask to password he can
sign up. reset it or he is
not registered
system guides it
in sign up.
User Search or Browse User can search it Sometimes user system try to
on recomendation might enter wrong browse similar or
or search it in spelling or name. possible solution of
search bar by type keywords.
typing.

User Download Music Click on the "My Sometimes the Clear the cache
Music" button.Click cache memory of memory. Install
the three dots to app is full or it latest version of it.
the right of any didn’t download
artist, album, or due to older
song.Click”Downlo version.
ad”button.

Usability Goal:
Usability is an important technique that is used for interactive systems. It refers to degree to which
product are effective, efficient, easy to use, easy to learn, errors and how much the system satisfy to
users.Following are some Usability Goals that I deduct from website.
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Actor Use case Time Required Effectiveness Error Creation

(User)
Novice 2min-2:30min Low 2-4 times
Sign in/up
Expert 30sec-1min High <=1

Novice 1min-1:30min Low 2-4 times

Search/Browse
Expert music/artist 10sec-30sec High <=1

Novice 1min-1:30min Low 2-4 times

Download Music
Expert 10sec-30sec High <=1

Organisational Model:

Conceptual Level Design:

Amazon Music Home Page

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Primary Screen
2 Navigations(Search,Sign in)
There should be a portion for the teens who are under 18 so that they can see content
related to their interest.It is known every age category have its on taste so there
should also make some list according to age group.

Search/Browse the Music/artist

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Primary Screen
2 Navigation
Some person hates to type so sometimes it is very irritating and time consuming to
type for a music you want to browse there should be a voice recognition system
through which it can search it and it also reduces chances of incorrect spellings or
wrong name.

Sign in/up
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Primary Screen
1 Navigation

Detail Level Design:

There should be an option of back and next in the page so that a person wants to go previous screen
he can easily go.
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Comparative analysis on Schneiderman's 8 golden principles:

• Informative feedback
Yes it provide informative feedback like whenever we enter wrong email or password it
shows an error message.

• Dialog design to yield closure

Amazon design a dialog design to yield closure. You can listen music and download it at a
time.
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• Strive for consistency

By using the same design patterns and the same sequences of actions for similar situations
it helps its user to use it with ease.
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• Reduce short term memory load

Its very troublesome to remember every detail of a person or object and any thing related to
it. Amazon Music solves this by personalising recommendations based, on listening habits and
keeping record of recently played music, thus saving our time for browsing music.

• Support internal locus of control

It’s important to give control and freedom to your users so they’re able to believe that
they have control over the outcome of events.Users should be the initiators of the actions rather than
the responders. Amazon Music provide them this freedom to be relaxed and satisfied.But it provide
a limited control on my decision
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• Offer simple error handling

Whenever there is an error arose it make difficulty for user and leading to a bad interface
so its necessary for user need to offer error handling with the help of few instructions to make it
workable for them and for good interface.

• Enable frequent users to use short cuts

Its very tiring to take along route when a short one is available.Why we have to take lot no. of
steps to perform a task which is used repeatedly. So its easier to use a shortcut that saves time,
provide comfort and make an interface look good.Amazon Music also provides its users with short
cuts for their comfort in use.Its very irritating to make app on while listening music so amazon
provides its user by playing music while app running in background.It also provide a screen on lock
screen where user can play next/previous track by following navigation and adjust audio to its ear.
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• Permit easy reversal of actions

It’s an instant relief to reverse an action after a mistake is made. Users will feel less anxious
and more likely to explore options if they know there’s an easy way to reverse any accidents.I am
not so sure about that this feature is available in amazon music or not but in my consideration easy
reversal of action can be mean as playing previous track by just tapping back button or deleting a
song etc but these are may not be the case.

Conclusion:-
Yes, it is trying its best to stand on all these 8 golden rules of Schneiderman. But still it has room for
improvement.While reviewing it online I find users complaining about its poor interface and I agree
with them and it is because they haven't done user profiling while creating it.Its a good app but need
to improve by making a more interactive interface and give more control.As we know its an era of
technology which also causes laziness and demands more comfort with little effort. So it should
facilitate its user with more and more so for this I think it should introduce voice recognition
system, more shortcuts not only on mobile but also on desktop and give more control to its user like
parental control for underage and categories more efficiently.