There are some great cloud services out there. This is about ; a Paris venture success based on simplicity of user experience, technology and range of content, but also understanding the customer requirement about hiring any cloud-based service … the to be done.

I’ve been using the Deezer music streaming service on my Fitbit Ionic and Apple iPhone for a couple of months now. I’ve very impressed with the overall experience from this French-based startup.

There are key, yet simple, user requirement lessons there for startups and other.

Overview of My Needs

Deezer is smart, simple, and offers mobility across platforms and devices. I’ve tested it everywhere from Dublin to Paris to Berlin, evaluating if Deezer as a wearable solution meets my need for a running watch-based music service that allows me to download and use without a smartphone or cables (i.e., run wirelessly. Just how much kabelsalat can anyone stomach?) and that matches my mood and tastes at that moment.

Testing Deezer on the Fitbit Ionic in a rainy Paris.

I am pleased to say, yes, Deezer meets my customer-driven user requirements using the Jobs To Be Done framework of Clay Christensen et al. Clearly, thought had been put into the Deezer vision.

Deezer music downloaded onto Fitbit Ionic and listened to using Fitbit Flyer wireless fitness earbuds.

I usually download the Deezer music playlist tracks to my Fitbit Ionic (yes, there’s a FitbitOS app for that) and use that as my music playing device as I run daily. It all works together superbly.

Deezer for Fitbit, German edition (on iOS)

Deezer’s Core UX Requirements Get 

I notice the Deezer Flow is uses smart prediction algorithms (AI) to make better curated music recommendations. This is a super way to explore new artists and sounds that will resonate with your world while enhancing the critical personalization of the mobile user experience.

helped us make tremendous progress on music discovery, enabling us to build tailored music recommendations for any user. — Julie Knibbe, Deezer

Perhaps this is not surprising, but in case you missed the message: The UX design toolkit is now about API calls, AI, NLP, ML, integrations with other apps and services.

No UI is the best UI driving the new UX.

I’ll be keeping an eye on Deezer and where the puck goes in the increasingly competitive music streaming market, but it’s great to see Deezer focus on the core (and changing) Jobs To Be Done (JTBD) aspect of the streaming service for the increasingly mobile and active music listener.

Deezer music preferences are available directly on the Fitbit Ionic on my wrist (French version). No smartphone needed on my runs!

Deezer appears to be increasing visible, popular, and continually entering new markets worldwide. I was also psyched that Deezer Chief Commercial Officer Golan Shaked spoke recently at my native Dublin’s Tech Summit about how Deezer innovates in the music streaming market, increasing value for artists and listeners alike through Deezer Sessions and Deezer Next, for example.

Deezer sponsorship of Nextbike, Berlin.

Your Mobile Music Streaming Checklist

In terms of the Job To Be Done and what makes a great music streaming service, startups and others might consider the following points (applicable to other services and products, and stay true to their vision:

  • Understand why the customer is hiring your app or service; use the JTBD framework. Remember, people are hiring your solution to do a job.

Hiring. In the age of the cloud, it’s easy to switch using a subscription model. There’s competition for that hire.

  • Stay lean, get that Minimum Viable Product (MVP) out to customer advocates, then iterate, and build on the requirements feedback. Adopt that Lean Startup model — the Eric Ries approach of using MVP as a way to rapidly gather valuable customer feedback with minimum of effort before iterating.
  • Thoughtful design to solve the problem: Ease of use (ease of onboarding, support, performance, satisfaction with the styling, fashion options, options for multiple audio output sources, etc.).
  • Device portability (what platforms and devices are supported). Make the cloud your platform.
  • Simplicity (for example, does it meet the core needs of the user at a glance, eliminate complexity such as needing special cables, chargers, wires, and so on).
  • The depth and breadth of artists, tracks and stations available, including the use of different media and upcoming acts.
  • Presence of smart UX (AI-driven recommendations to make the emotions, mood, context of use).
  • Integrations with other services ( for example).
  • Ability to personalize the content and experience easily.
  • Adoption and visibility, leaders and followers. For example, the Sonos launch in Berlin featured some very cool artists indeed! Services need to be seen, heard, talked about and available in a commercial incarnation.
  • User engagement (regular updates, hackathons, events, launches, user groups, beta testers).
  • The competitive positioning and cost of accounts (free, pay-as-you go, levels, etc.).
  • A future roadmap (for example, using AI recommendations, conversational UI commands, chatbots, social media communities and so on).

Keep Listening

Music streaming is one hot, competitive market, with Garmin and Apple are going down the path of music downloaded to the wearable device approach too.

Watch this space, or should I say listen to it and what is being said and learn from it. For startups, understanding and staying true to why the customer is hiring your to do a job service is a critical foundation on which to innovate and grow.

Resources on User Requirements

Ultan O’Broin (@ultan) is a seasoned global customer experience professional who also writes about wearable technology, running, and user experience. His opinions here are personal. He is also a member of the editorial board of MultiLingual. He has no financial interest in Deezer.

All screen images are by Ultan O’Broin.

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