AMPed is a Singaporean music streaming service. An android and iPhone application that allows you to discover, stream and download music from a library with millions of songs. Compared to its competitors like Spotify, AMPed focuses on a stronger regional line up, a unique streaming technology enabling the first 10 to 15 seconds of a music track to be buffered to reduce disruptions in weak coverage areas and includes social and gamification elements.
Completed at: Sintgel GDL
Role: UI Designer, Business Engagement Manager
A project spanning 5 months, I lead the team as the Business Engagement Manager and Lead Designer, leveraging 4 international teams: a UI/UX team in Australia, the business and marketing team in Singapore, Ogilvy Creative team in Singapore and the development team in Malaysia. Redesign the existing app to fit both iPhone and Android applications to bring a whole new interactive brand experience. The team at AMPed requested “flat design” elements and wanted to leverage the bright purple colours that existing customers are familiar with.
To view the UX work undertaken for this project, visit Fay Afshar’s portfolio
Working with Fay Afshar (the User Experience Designer on this project), we established the sitemap, wireframes and a new interaction model. We began with the Discovery Section of the app. Once this section had been designed, a transitional prototype was built by our front end developer, to test both the Interaction model and visual design.
Working with Ogilvy Creative team in Singapore, we established the new face of AMPed. Ogilvy worked on the above the line and print collateral and GD!L focused on the digital experience. The request for flat design was requested as opposed the previous skeuomorphic design, in favour of a more simplified, classically digital aesthetic.
Discovering New Music
The “Discover” section of the app needed to be interactive, intriguing and intelligent. To differentiate ourselves from our competitors, Fay and I came up with a horizontal scrolling interaction model for the app, which was received well during user testing. Further, we introduced My Stream (A history of your songs with a recommendatuion engine enhancement), My Radio (Stations sorted by genre) and SongID (An in-built Shazaam-like music identification service).
My Music is the control centre for all the music. Here, the user can arrange their music in playlists and further sort by artist, album and tracks alphabetically.
Users can add tracks, playlists and albums to their My Music simply by pressing the ‘more’ option available on any playlist or Now Playing screen. Users also have the option to also follow artists, albums and playlists. Once added to their Music section, users can download the tracks to their phone using the “offline mode” switch, allowing users to be able to play their tunes offline or in low data coverage areas.
Interact with your Tunes
The Now Playing screen, with all its standard functions is one of the main screens of the app. We enhanced the experience of it to include lyrics and video to take music streaming to the next level. Users were able to further interact with the music through this.