Timeline
Feb-Mar 2023 (4 Weeks)
Client
Amazon Music
Team Credit
Emily (me)
Liwen
Yuri
My Role
Product Design
Interaction Design
Design Research
Information Architect
Design System
Prototyping
Usability Testing
Project overview
User Jonah
"I used to spend ages finding the right music before heading out. I just wanted the perfect vibe without all the scrolling!"
Use HAMIO!
An AI-driven feature for Amazon Music that helps users effortlessly find music that matches their mood and context, boosting personalization and fostering a sense of discovery.
Introduce to HAMIO
Main features 01
Enjoy adaptive, seamless listening with playlists tailored to location, context, and habits
HAMIO creates playlists based on user-set mode and status, adapting to real-time location (with permission) for a personalized music experience.
Main features 02
Relive the moment with easy access to past playlists anytime
HAMIO features a playlist memory system that stores all previously generated playlists. Users can easily revisit past playlists or save their favorite songs without worrying about losing a great mix.
Main features 03
One-Click Access Right from the Home Screen
HAMIO offers two widget sizes for users to customize on their Home Screen. With the widget, users can access HAMIO instantly—no need to open the app!
Impact Metrics
Users Love the Widget
Kickoff
The music discovery dilemma.
In a quick survey of 30 music streaming users, we explored their common habits with music discovery to understand their current frustrations and needs.
⏱️Quick Picks for Casual Listening
When working or commuting, most users choose a playlist in 2-5 minutes, often sticking to familiar favorites or recommended lists.
😎Longer Hunts for Special Vibes
Finding the perfect playlist for parties, workouts, or specific moods can take 10-15 minutes or more—proving that the right soundtrack doesn’t always come easy!
Interview
Users want more discovery, better search, and contextual music matches
Sat down with 11 music enthusiasts and 3 industry experts from Amazon Music and Spotify to uncover listening habits and pain points. Users are frustrated with current playlist search experiences and see room for improvement.
""When I want to go for a walk, I just want music that fits the vibe, but I always end up spending an extra 10 minutes searching for the right playlist. It totally kills the moment" - Interviewee Gil
Competitor Analysis
Smart discovery & automated playlist archives as key design opportunities.
Analyzing music streaming and generative AI competitors revealed how AI’s quick, prompt-based interactions effectively address music discovery challenges.
How might we...
Ideation
Structuring HAMIO’s flow with crazy 8s
Brainstormed HAMIO’s information architecture using Crazy 8s, focusing on users selecting mood, genre, and preferences to generate a personalized playlist.
Usability Testing
Even with Gen AI, the feature feels too slow & complicated
After 6 usability tests, the initial prototype didn’t perform well. People want a quicker, easier solution—ideally in just one click.
01.Simplifying access for a better feature discoverability.
The previous entry points in the homepage and playlist library felt disconnected. Moving the feature to the tab bar and adding a widget makes access seamless, allowing instant music discovery without opening the app.
Before
After
02. One-click context selection for faster music discovery.
Choosing mood and genre took too long. A new status edit feature lets users select context in one click with clearer descriptions for easier choices. Personalization options are available for those who want more control.
Before
After
03. Flexible playlists with easy adjustments.
Previously, users couldn't adjust a playlist after it was generated—they had to start over. The new design introduces an edit button for quick changes and a discovery mode to explore different styles effortlessly.
Before
After
"The design should make the task easy. It should take little time to do. It should reduce the workload on the user’s mind." - Donald Norman
⏱️ Time is Key: Faster Tasks, Higher Retention
How Jonah Use HAMIO in Amazon Music
Scenario
Jonah’s Perfect Morning Soundtrack in Hudson Yards
Jonah needs the right music to kickstart his active morning in Hudson Yards—something energizing, seamless, and perfectly matched to his vibe.
Part 1 - Instant Access Upon Arrival
As Jonah arrives at Hudson Yards, his Amazon Music HAMIO widget updates automatically, displaying his go-to relaxing and peaceful playlist. No searching, just press play and enjoy.
Part 2 - Switching Up the Vibe
Feeling extra energetic today, Jonah clicks the HAMIO widget, opens the app, and updates his status from relaxed to active for a fresh, high-energy playlist.
Part 3 - Adding a Fresh Twist
The active status brings Jonah songs that match his energy, but he’s craving something new. To shake things up, he turns on discovery mode, adding more surprises and variety to his playlist.
Part 4 - Revisiting the Vibes
Back home from Hudson Yards, Jonah wants to revisit his HAMIO playlist after discovering a few great songs. He opens the app and checks his "Active in Hudson Yards" playlist to save his favorites.
Long-term Growth
What’s Next for HAMIO?
As we look ahead, the focus is on making music discovery even smarter, faster, and more intuitive for users.
01.Integrating HAMIO with Alexa
With Amazon expanding its Alexa family, we’re exploring cross-device integration to enhance voice-activated music discovery and a seamless hands-free listening experience.
02. Multi-Device Syncing
Ensuring a seamless transition between devices, so users can pick up their personalized playlists anywhere, anytime.
