Survey

In order to validate the assumptions made at concept stage, let's make a simple survey to gather data and informations about how people deal with music nowadays. Questions focus on demographic data ( age and gender ) , preferred music formats ( digital, cd, vinyl, streaming ) , favourite music platforms , sources of music informations and news, possible involvement in the music business ( producer, dj, label owner, artist ) , and frequency of buying / selling music. 
Results will produce both quantitative and qualitative data that will help in the strategic decisions we’ll have to take when designing the structure, flow and layout of the digital product.

Results

Gender data are pretty balanced

Most respondents scored high ( 8 to 10 ) answering that they deal with music almost every day.

Streaming services are the top choice, but a good slice of users like to carefully choose their music compiling playlist and picking music from their personal collections.

Streaming music is again the most picked answer here, followed by digital format, as modern technology might suggest. Still, traditional media like cd and vinyl are still well considered.

Digital world is still the way to go also for finding new music ( streaming services and music websites).

Suggestions from friends play a strong role too. Interesting qualitative answer: some people track their favourite artists to see in which other bands or projects they are involved into, and follow them to find new music. 

As noticed from previous answers, online music platforms have a massive following, with Spotify and Youtube Music standing out from the rest. Most people are keen to use more than one platform.

People have the tendency to follow a specific style or genre of music, and stick to artists they love.

Still, a good slice of respondents love to enjoy music randomly regardless style or artist.

Even though as expected most people just play music for their pleasure or passion, considering the number of respondents, quite a few are actually professionally involved with music ( producers, label owners )

Although online streaming music is by far the preferred way to listen to music, there is still a good amount of people buying, collecting and sometimes selling vinyls.

Analysis and Considerations

Based all quantitative and qualitative data that we gathered through the survey, we can make assumptions and start to design the structure of the product. A simple survey like this can already tell a lot about which direction we should take in order to build the best experience.

The vast majority of the respondents stated that they listen to music almost every day, so our product will likely drive attention, even if a lot of competitors are already available.

Streaming platforms and music in digital format are the preferred choices, so we must make sure we include links to where users can find streams or digital versions of the record / artist they find in our database.

People still seem to collect music and like to compile their playlist from their personal collection, so we will include a ''add to collection'' feature in our product. 

The preferred way to find new music seems to be by tracking and following favourite artist and see in which other projects they are involved into. Our product must have full discographies of every artist, with all their releases, labels on which they release their music, and possible aliases or bands they play in.

Users are also interested to follow one specific style or genre, so will be crucial that our database can be also browsed by genre.

Quite a few respondents are into the music business ad producers or label owners. The feature of selling their own productions, or establish connection with other producers, artist or label owners will attract music professional to use the platform.

The selling feature will be useful for those users who want to sell records from their personal collection.

Based on these informations and assumptions, we can now start  to define User Personas and User Journeys