turntable.fm is a digital club that provides a real-time music sharing. Similar to a physical club, there are different “rooms” or genres that users can enter and either be DJs or listeners. DJs provide music for the room, from the turntable library, and get rated per song by the listeners. If the room likes the DJ’s choice, he / she continues to play from their queue, if not, the song cuts out and the next DJ starts. This means that all music provided is chosen by a person, rather than an algorithm. Listeners, in addition to voting, can post comments that display above their avatar in the room. This helps make connections to new users and potentially create conversations with people who share similar tastes in music. However, it also allows for a richer interaction by providing character customization and a visual indicator of how popular a room is. In addition to these visual comments, there is also a public and private chatting service available between all users.
Some of the users characteristics I expect to see for this product are:
- enjoys music
- range of music knowledge
- average person
- unsatisfied with current radio applications (pandora, spotify, etc)
- like social aspects of music
- wants to listen with a group a friends who may not be collocated
- wants to meet people with similar music tastes
- aspires to a be a DJ
- a wide range of ages and lifestyles
The persona – DJ Rocksteady
Kevin linden is a 14 year old freshman in high school living in a small rural community. He participates in the school band, and has recently become interested in recording and mixing music. He often shares his creations and mashups with friends and the world via YouTube.
Looking to take his craft to the next level he has started soliciting his viewers for feedback. Unfortunately, he isn’t able to get much through the largely unrelated comments on his YouTube channel. Another option would be to try his hand at playing his music for live audiences, but he doesn’t have many choices in his small town and is too young for most clubs / bars. The nearest opportunity is a bowling alley over an hour away, but without a drivers license he feels bad pestering his parents to drive him and his friends back and forth.
To come up with the persona of Kevin, I looked for a situation in which turntable would really make the persona happy and could showcase something unique compared to other competing products. I also wanted a persona that was relatable to the design team. Kevin is just a kid with a dream to make it big–which is an idea that most people can relate to, especially designers.
I started developing Kevin by first brainstorming potential users, I thought of the different roles and the people that would fill them. From there, I looked at the different user characteristics and determined which ones I found most impactful and unique to turntable.
I ultimately choose Kevin, because he hit many different characteristics that differentiated turntable from other music sharing services such as spotify or pandora–which shows the need for this type of service.