SOUNDCLOUD • PRODUCT DESIGN
Video feature concept that lifted subscription intent 50% in testing.
Product design case study from General Assembly UX bootcamp
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THE OPPORTUNITY
SoundCloud stayed audio-only while everyone else went video
In 2021, Spotify added short looping videos and video podcasts, Apple Music integrated music videos, YouTube combined audio and video seamlessly, and Tidal featured exclusive video content. SoundCloud remained audio-only, with the lowest premium conversion rate among major streaming platforms.
Creators were managing fragmented workflows across multiple platforms to reach audiences, and listeners expected video-integrated experiences they were getting everywhere else. We saw an opportunity to design a video feature that could help SoundCloud compete without abandoning its audio-first identity, then validate whether users would actually convert to premium for it.
TIMELINE
TEAM
TOOLS
SKILLS
RESEARCH
Identifying the competitive gap
From 2019 to 2021, SoundCloud's listener base dropped 11% (85M to 76M) while competitors gained market share.
31%
15%
14%
8%
KEY FINDING
All of SoundCloud's competitors offered video content. This wasn't just a feature, it was a monetization strategy. Other platforms like Instagram, TikTok, and YouTube all monetized video successfully.
Understanding user needs. We surveyed 8 regular music streamers (ages 24–32) to understand their habits and pain points.
• 50% used Spotify, 50% used Apple Music — 0% used SoundCloud as their primary platform
• 62% (5/8) didn't pay for premium because they didn't see the value
• Users consumed video content (music videos, behind-the-scenes, livestreams) on other platforms
INSIGHT
Users wanted video integrated into their music experience, and they were willing to pay for exclusive content.
SOLUTION
Introducing video to SoundCloud
Based on research, we designed a video feature with exclusive behind-the-scenes content from artists, livestream capabilities for fan engagement, and a premium paywall to drive subscriptions.
Video Feature Flow — how the new feature is introduced to users
Live Feature Flow — how users view livestreams
TESTING
Two rounds, same 8 participants
Round 1 findings: 50% of participants struggled to navigate without onboarding. Text contrast made content hard to read. No way to navigate backward in the livestream flow.
• Added onboarding via pop-ups to guide account creation and the video section
• Increased text size and contrast for legibility and accessibility
• Added context during account creation and confirmation pop-ups for completed actions
• Gave users control over livestream UI (minimize comments, resize video)
Round 1
Round 2
OUTCOME
Subscription intent increased by 33% after iteration which validated that video could be a key driver for SoundCloud's subscription growth.
FINAL DESIGN
Onboarding, paywall, livestream
Onboarding — guided tour of video capabilities with opt-out option
Subscription paywall — prompts upgrade to SoundCloud Go+ after a preview
Livestream — comments, likes, and customizable UI
OUTCOME
A validated path to closing the gap
This concept demonstrates how SoundCloud could close the competitive gap with video while maintaining its audio-first identity, and addressing a clear market need with validated user interest in premium subscriptions.
Subscription intent: 50% → 75%
100% task completion
75% task completion
