UX DESIGN • UX RESEARCH • PRODUCT DESIGN
Product design case study from General Assembly UX bootcamp, 2021
Designing a video feature concept that increased SoundCloud subscription intent by 33%.
0%
0%
increase in subscribers
0%
0%
task completion rate
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0
rounds of testing
The Opportunity
In 2021, I identified a competitive gap in SoundCloud's product strategy: while Spotify added Canvas visuals and video podcasts, Apple Music integrated music videos, YouTube combined audio and video seamlessly, and Tidal featured exclusive video content, SoundCloud remained audio-only with just 40% premium subscriber conversion—the lowest among major streaming platforms.
User research revealed the cost: creators were managing fragmented workflows across multiple platforms to reach audiences, and listeners expected video-integrated experiences they were getting everywhere else. I saw an opportunity to design a video feature that could help SoundCloud compete without abandoning its audio-first identity, then validate whether users would actually convert to premium for it.
The Challenge
SoundCloud was losing ground to visually-driven competitors
Between 2019–2021, SoundCloud's listener base dropped 11% (85M → 76M) while competitors gained market share. Through competitive analysis, I found that:
Spotify offered Canvas (looping visuals) and podcasts with video
Apple Music integrated music videos and lyrics
YouTube Music combined audio and video seamlessly
Tidal featured exclusive video content and documentaries
Meanwhile, SoundCloud remained audio-only with only 40% premium subscribers — the lowest conversion rate among major streaming platforms.
The challenge was to design a video feature that could help SoundCloud compete without disrupting its audio-first identity and increase premium subscriptions.
Research
Identifying the competitive gap
I analyzed market data and usage statistics to understand SoundCloud's position:
Market Share (2021):
YouTube Music: 14%
Spotify: 31%
Apple Music: 15%
SoundCloud: 8% (lowest among major platforms)
Key Finding: All of SoundCloud's competitors offered video content. This wasn't just a feature — it was a monetization strategy. Platforms like Instagram, TikTok, and YouTube all monetized video successfully.
Understanding user needs
I surveyed 8 regular music streamers (ages 24–32) to understand their habits and pain points:
What I learned:
50% used Spotify, 50% used Apple Music
0% used SoundCloud as their primary platform
62% (5/8) didn't pay for premium because they didn't see the value
Users consumed video content (music videos, behind-the-scenes, livestreams) on other platforms
Insight: Users wanted video integrated into their music experience, and they were willing to pay for exclusive content.
Solution
Introducing video to SoundCloud
Based on research, I designed a video feature that included:
Exclusive behind-the-scenes content from artists
Livestream capabilities for fan engagement
Premium paywall to drive subscriptions
I created user flows to map out key interactions:
Video Feature Flow — How the new feature is introduced to users
Live Feature Flow — How users view livestreams
I created mid-fidelity wireframes and prototyped them in Figma. I conducted usability tests via Zoom with the same 8 participants, using 2 scenario-based tasks.
Task 1: Watch a video
"Create an account and find a video you'd be interested in watching."
Findings:
50% of participants struggled to navigate without onboarding
Text contrast made content hard to read
50% (4/8) would purchase premium for the video feature
25% (2/8) said no, 25% (2/8) were undecided
Task completion rate: 75% (6/8)
Task 2: Join a livestream
"Join a livestream and engage with the community."
Findings:
Users wanted more control (video size, comment visibility)
No way to navigate backward in the flow
Task completion rate: 100% (8/8)
Iteration
Based on feedback, I implemented the following changes:
Added onboarding via pop-ups to guide users through account creation and the video section (with opt-out option)
Increased text size and contrast to improve legibility and accessibility
Added context during account creation (explained why information was needed)
Added confirmation pop-ups to alert users when actions were complete
Gave users control over livestream UI (minimize comments, resize video)
Testing (Round 2)
I tested the updated prototype with the same 8 participants using the same tasks.
Results:
1️⃣
Round 1
50% would subscribe (4/8)
25% said no (2/8)
25% undecided (2/8)
2️⃣
Round 2
75% would subscribe (6/8)
25% said no (2/8)
0% undecided (0/8)
Outcome: Subscription intent increased by 33% after iteration. This validated that video could be a key driver for SoundCloud's subscription growth.
Final Design
Onboarding:
Guided tour of video capabilities with opt-out option.
Subscription paywall:
After a preview, users are prompted to upgrade to SoundCloud Go+ for full access.
Livestream:
Users can engage via comments and likes, with customizable UI (minimize text, resize video)
Outcome
33% increase in subscription intent (4/8 → 6/8 participants)
100% task completion rate for livestream engagement
75% task completion rate for video discovery
This concept demonstrates how SoundCloud could close the competitive gap with video while maintaining its audio-first identity. The feature addressed a clear market need and validated strong user interest in premium subscriptions.
What I'd Do Differently
If I were to take this concept further, I'd:
Test with existing SoundCloud users (not just non-users) to see if it converts free listeners to premium
Explore monetization models (Pro-only vs. free with ads)
Interview the 2 participants who wouldn't subscribe to understand their resistance
Design creator tools (scheduling, analytics, engagement metrics)