Overall Impact on Music Experience
Deeper Artist Connection
Fans feel closer to their favorite artists, enriching the emotional impact of music.
Increased Engagement
Encourage users to spend more time on the platform through AI chat
Promote Social Interaction
Sharing features promote social interaction, increasing visibility of Amazon music
Enhanced Discovery
Personalized recommendations from artists introduce users to new music
The following case study was done as part of a 1-month design challenge organized by Amazon Music.
CHALLENGE PROMPT
"Given the current state of Amazon Music,
how might AI enhance a customer’s experience
with music and/or podcasts?"
TEAM MEMBERS
Weston (Mentor from Amazon Music)
01. IDEATION
Competitive Analysis, Literature Review, Narrowing down on a concept.
DESIGN PROCESS
02. USER RESEARCH
Understanding our user's needs, wants, and struggles .
03. USER PERSONA
Empathizing with our target users through persona.
04. DESIGN SOLUTIONS
Feature mapping, Feature prioritization, Hi-Fidelity designs.
05. USER TESTING
Testing users’ interests in our product.
06. FUTURE OF THE PRODUCT
Ideating beyond the current state.
How it all started.
Our winning concept
OUR CONCEPT
Digital Twin
"How might we leverage digital twins within Amazon Music to enhance artist connections, foster continuity, improve discoverability, and build a stronger community and social experience?"
Image source: Qina Tech
But, why Digital Twin?
How are we solving it?
Introducing
Evoke
An AI Digital Twin where you create memories with your favorite artists/podcast hosts, for absolutely FREE!
HOW IT ALL STARTED
04. We then ideated on various futuristic concepts we could imagine and re-imagine with AI.
03. We simultaneously sent a Google survey that dived into the various topics we were interested in to learn and validate.
02. We performed a Literature review involving news articles, blogs, and papers about AI & emerging trends.
01. We first observed how music platforms and chatbots were utilizing AI.
01
We first observed how music platforms and chatbots were utilizing AI.
02
We performed a Literature review involving news articles, blogs, and papers about AI & emerging trends.
03
We simultaneously sent a Google survey that dived into the various topics we were interested in to learn and validate.
04
We then ideated on various futuristic concepts we could imagine and re-imagine with AI.
75%
users use music streaming platforms to listen to their favorite artists/podcast hosts, with 61% to discover new music.
42%
users crave personal interaction with their artist/podcast hosts, 37% crave real-life interaction through concerts, etc.
56%
users believe their craving was not met due to financial constraints, 51% due to time constraints.
OUR FINDING REVEALED THAT
Users crave interacting with artists/podcasters, but cost comes in the way.
Sample size: 57
DESIGN PROCESS
06. FUTURE OF THE PRODUCT
Ideating beyond the current state.
05. USER TESTING
Testing users’ interests in our product.
04. DESIGN SOLUTIONS
Feature mapping, Feature prioritization, Hi-Fidelity designs.
03. USER PERSONA
Empathizing with our target users through persona.
02. USER RESEARCH
Understanding our user's needs, wants, and struggles .
01. IDEATION
Competitive Analysis, Literature Review, Narrowing down on a concept.
How it all started...
HOW IT ALL STARTED
04. We then ideated on various futuristic concepts we could imagine and re-imagine with AI.
03. We simultaneously sent a Google survey that dived into the various topics we were interested in to learn and validate.
02. We performed a Literature review involving news articles, blogs, and papers about AI & emerging trends.
01. We first observed how music platforms and chatbots were utilizing AI.
Our Winning Concept
What is digital twin technology?
OUR CONCEPT
Digital Twin
"How might we leverage digital twins within Amazon Music to enhance artist connections, foster continuity, improve discoverability, and build a stronger community and social experience?
Introducing
Evoke
An AI Digital Twin where you create memories with your favorite artists/podcast hosts, for absolutely FREE!
Our guiding principles
Motivations
-
Discovering new music & podcast releases
-
Tailored content.
-
Establishing artist-fan connection.
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Listen to diverse content and specific favorites.
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Understanding story/inspiration/interpretation behind a song/podcast
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Immersive and Interactive experience
Frustrations
-
Often don’t find artist-fan interaction authentic on social media.
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Can’t afford to go frequently to concerts.
Connection | Social | Continuity
Connection Wrap
Celebrate and share personalized music interactions and achievements with a broader community.
Year-in-Review Summary
Measuring moments such as listening minutes, favorite artists, and most-engaged AI conversations, Evoke provides an interactive, fun summary of key metrics towards the year-end.
Social Shareability
The recaps and memories are easily shareable on social media. When users shares their music identity and milestones, it also helps to attract new users to Amazon Music and increasing Amazon Music's visibility and engagement.
Competitor analysis: users love Spotify wrap and photo memories.
Achievement and Collectibles
Earn invaluable rewards from talking to digital artists like concert tickets and exclusive access. When sharing wrap on social media, these unique badges and collectibles also act as symbols of the user’s musical journey, fan dedication, and self-identity.
About 66% of users crave live interaction(concerts and fan meetings) and exclusive content access. However, 56% faced financial constraints and 44% faced limited availability, preventing them from achieving their goals.
Continuity | Discovery
Personal Music Diary
A personal space for users to reflect on personal moments and heartfelt conversations.
Revisit Heartfelt Moments
With these highlights, users revisit special interactions and recommendations for personal reminiscing.
Reflective Musical Experience
By highlighting the conversations users had while listening to a particular song, it strengthens users’ emotional connections with music, leading to a more loyal and engaged user base.
Intimate Recommendations
Evoke offers more personalized music suggestions based on deep conversational insights, such as liked messages, frequently discussed topics, sentiment analysis, time of conversation,etc.
CONCLUSION
What's the overall impact of Evoke on the music experience?
Increased Engagement
Encourages users to spend more time on the platform through AI chat.
Deeper Artist Connection
Fans feel closer to their favorite artists, enriching the emotional impact of music.
Promotes Social Interaction
Wrap promotes social interaction, increasing the visibility of Amazon Music
Enhanced Discovery
Personalized recommendations from artists introduces users to new music.
Wait!!! There's more...
Our solution also applies to Podcasts!
Just like interacting with music artists, users can talk to their favorite podcasters 24/7, get recommended episodes and podcasts, and receive connection wraps based on their top memories and interactions!
So... Did anyone like it?
“This is so cool. The connection wrap is really pretty too. I want to post them on social media for sure cuz they are so pretty.”
- Chelsea, 21
“I love how innovative this is and I will definitely give it a try. I’d love to see a voice feature too, since it will be very unique to the artist.”
- Eddie, 20
“I’ve always wanted to ask Lizzy McAlpine about her inspiration for her songs, this digital version is perfect for that!”
- Ivana, 18
Yes they did! Users loved Evoke, and can’t wait to see it live.
What's next?
FUTURE OF THE PRODUCT
Going beyond just a chatbot.
Bringing creators to life.
Creating an artist-look-alike avatar that uses the podcaster's unique voice to respond to users' messages will elevate the experience, making it more personalized and engaging. This approach goes beyond traditional chatbots, bringing users closer to a lively digital twin of their favorite podcasters.
Artist Connection | Continuity
Artist Connect
Strengthen artist-fan connection through interactive AI chat.
Chat with creators
Evoke is powered by real artist data and comprehensive model training, producing real-life-like personalities and interactions.
Our research suggested that the No.1 component they feel is missing from their experiences is personal interaction with artists and being able to connect to them (42% of users reported this).
Tailored Recommendations
Receive music, playlist, and podcast recommendations from creators based on mood, requests, tastes & 'connections'.
Our research suggested that 76% of users are interested in understanding the stories and inspirations behind songs, and 63% would love to receive personalized recommendations from the creators
Refining Interactions via feedback
Can easily provide feedback, tailoring conversations and recommendations more to their preferences and tastes over time.
When providing feedback to AI tools, 67% of users wish to tailor the content more closely to their personal preference, and 56% wish to improve response accuracy.
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Our Guiding Principles
