Roadio is a Music & Navigation app the allows drivers to experience a location through a residence perspective of music.
THE PROBLEM
A topic weighing on my brain for a while now has been: How do I get people to willingly want to understand one another and come together as a people? I’m not a politician, nor do I want to be. I’m not a social movement activist and my single voice can’t be heard over the voices of billions of others in this world. But I knew there had to be some type of mutual understanding that everyone could come together for and I believe that it’s music.
There is a misconception in the world that If you look some type of way you must act that kind of way and do these kind of things. With an example of music, people think because you are black means you must like rap music or if you’re white you like rock and roll music. But today there is such a good blend of people who like everything and people are afraid of what people may say about their music taste when it doesn’t fit the atmosphere of the situation. For example when I’m with my friends and I know they all mostly listen to E.D.M music, I’m timid to put on a rap song because I know they aren’t gonna like it and they’ll immediately think I have poor music taste. This made me further push for something music related for my senior project. It started off small with “how can I get my group of friends to listen to different types of music” to “how can I get the world to understand each other through music”.
PRODUCT
Roadio is a social interactive music navigation app that would use your phone’s GPS data and clock to show popular playlists and popular songs within a certain area depending on your physical location.
This app is used to inform and inspire travelers around the globe through the mutual interest of storytelling through different music genres.
Now this storytelling aspect reflects the general area that the music was acquired in using your GPS location while you are on the road. This is done so because music is a product of the environment from where it came from. Therefore its listeners use it to reflect and identify themselves within their demographic. This gives the drivers/listeners a general idea and perspective of the area through a way that humans can easily appreciate on ways of thinking and living, and that’s because it’s being introduced through music.
CASE STUDY
This study investigates the customer journey and identifies the habits of driver listening patterns on and off Roadio. Four research methods were run on 110 individuals overall. This included a Survey, in-depth interview, focus group and participant observation.
ANALYSIS
Most listeners are streaming music from Apple music and Spotify because users say the program gets to know them.
Spotify uses algorithms that are used to understand the listeners music taste and recommend songs to which they might be interested in listening to.
61.3% of people are listening to music in there cars majority of the time. This is because this is where my users find the time to do so, which is why I developed an app with the idea in mind that you’re collecting music on your commute.
IMPORTANT FINDINGS
- People over the age of 30 tend to bring more music from when they were younger deeper into their adult years.
- Users mostly listen to music in the car.
- People are open to listen to different music if they travel to a foreign place.
- People typically discover music through playlists generated by the app.
- Finding time to listen to new music is difficult for some people.
- People are more acceptable to different music when introduced through a third-party.
CUSTOMER VALUE
TRUSTED PARTNERSHIP ALL OVER THE GLOBE
Driving in a car and listening to music go hand in hand, and Roadio partnering with music streaming services like Spotify and Apple Music make that experience more enjoyable and seamless than ever.
We’ve all been guilty of glancing down at our devices while driving to look ahead at the next turn or see how long is left in a commute. With Roadio and google maps there’s a better way. Roadio's maps have a whole series of helpful voice commands that’ll work whenever you’re actively navigating.
Third-Party Playlists
People are more reliant on getting music from a third party like a friend or social media or even they will allow the app they stream music from to do it for them. But it’s mostly a time issue. People may not have time to look up new songs that they may like because it does take a little bit of effort navigating your way to find a new song you will like. That’s where third-party playlists, many run by random Spotify users, start to become valuable to people who can’t find new music to listen to. Some of these rankings have built up a strong following. For example, there are a pair of “user-generated” playlists devoted to Tik Tok songs with over 700,000 followers each, and several more with over 100,000 followers.
Typically Asked Questions
What if nobody is around to provide music?
Bluetooth allows drivers to sync with other passengers in the carpool tab. Users can then share saved songs on there phone and play them through the app. This feature is especially useful when there is no cellular service in the area.
Why not just use the radio?
As a radio listener, I’ve said to myself many times “there is nothing on”. And when I’m going from one end of Long Island to the other on 106.1 I’m gonna hear the same 20 songs on loop for the 2 ½ hours it takes me to get from Queens to Montauk. In perspective it gets old after a while. Also the radio plays what they are paid to play so there isn’t much room for diversity.
What if I don’t like the song?
Roadio allows drivers to listen and experience the location through a residence perspective or a Carpool perspective. This feature is in case you are on a road trip with friends or family and you can’t agree on what to play.
Being that this is a community friendly driven app, we want users to feel at ease when they are listening to new music for the first time. So users can make the decision in the settings of the User journey experience if the music should be explicit or not and also offers an age range to offer users a family friendly traveling experience.
Roadio’s main focus is viewing Music as a fundamental channel of communication. It provides a means by which people can share emotions, intentions and meanings even though their spoken languages may be mutually unclear. It can also provide a vital lifeline to human interaction for those whose special needs make other means of communication difficult.
TARGET AUDIENCE
Everyone who listens to music of their own choosing on a regular basis can be divided into three basic categories.
Audience Personas
1. Leah (“really listens to and analyzes lyrics. This listener cares about the whole package. It isn’t just about the lyrics. The song needs to have a good beat too, and the delivery needs to be on point. This listener is often critical of everything they hear.”)
2. James (“doesn’t pay much attention to the music whatsoever. This listener often doesn’t know the name of the artists or the songs that they listen to. They don’t own much in the way of music. “).
3. Nichola (“likes the sound of the music and doesn’t really focus on the lyrics as much. If it has a good beat, they are into it. If it has a catchy chorus, it doesn’t really matter what the song is about, they like it.”)
Music plays a greater part in the everyday lives of more people than at any time in the past. I could find my audience anywhere I go because simply put...Music lives in all of us.
Market Differentiation
How does Roadio give back to its users?
At Roadio, driver safety is our main concern, which is why we’d like to provide a bigger incentive to get this app by providing premium users a discounted streaming service subscription for being a safe driver. Roadio will monitor user activity to ensure users remain on the app and aren't being distracted by texts or other pop ups. At the end of the month users are provided with a discounted percentage rate based on the time they remained on the app while commuting. Almost as if you have a back seat driver telling you to stay focused on the road and we will take care of the entertainment part.
BRANDING
Roadio brand personality and promise are supported by product, lifestyle and contextual imagery.
Images should look and feel photo journalistic. They show people in real situations, doing real things. It’s that compassionate, eye-level look into our customer’s experience that we strive for in every piece of communication.
OUR MAIN GOAL
Roadio aims to be the most popular mapping app in the world. The digital navigation market is big and growing. This industry is expected to produce over $34 billion in revenue by the year 2021. Also, with the rise of proximity marketing campaigns being utilized by local businesses, navigation apps like Roadio have a chance to make a lot of money in the coming years.
