Epidemic Sound

At Epidemic Sound I have for the past 4+ years worked both strategically with the domain leadership and operational as an IC, focusing on increasing user activation and retention.

  • My role

    Senior Product Designer

TL;DR – I have led the design of key growth product experiences, including a new onboarding flow, an offboarding flow, and a AI-powered chat. I have worked cross-functionally and strategically with C-level stakeholders on improving user activation and retention by leveraging data insights and user behaviours.

Background

When I joined Epidemic Sound, I was excited by the opportunity to work with a product that I, as a previous creator myself, already loved. A big motivator for me was to adress shortcoming within the product that I personally had encountered as a previous active user. 

I wanted to champion that evidence-based design isn’t just “making things look pretty” – but a effective way to solve business problems. By using data and insights; I was adamant in showing that retention happen naturally when we’re actually solving the friction users are facing.

Challenge

Increase conversion and setup success during onboarding

I led the design of the new user onboarding flow from start to finish. The goal was to not only create a more branded welcoming experience for our new users, but to improve retention and conversion for our Trial to Active paying users.

Our research showed us that new users hadn’t fully grasped how our product really work and how it stands out in helping them in their creative processes. Furthermore we saw that too many users failed to successfully setup their experience to fully utilized our offering.

The project involved a deep dive into user behaviour and resulted in a more intuitive and engaging onboarding process that was released in several incremental releases – which ultimately increased our conversions from Trial to Active paying users by 6%.

My design of the new more branded template

Challenge

Decrease low-effort cancellations

Before starting this project, 95% of the users who visited the offboarding flow cancelled their account within 1 minute. This told me 2 things: first that the flow perhaps was a bit too streamlined, and second that we offered the users no alternative to leaving us.

After interviewing users who had left us and analysing behaviour patterns in the data, I put together a new flow template that suggested alternative actions to cancelling such as offer discounts and for the users to pause their account instead of cancelling straight away.

Additionally I put together an easy-to-answer 2-question survey to pick up on why users wanted to cancel their subscription with us, so that we could take future actions based on those very important insights. This new flow ultimately decreased our cancellations by 13% without lowering customer satisfaction – becoming the most successful iteration I’ve shipped.

My designed flow with my collages to the right

Challenge

Increase early user activation with AI

The most precious time in terms of growth is getting users to activate within their first 5 minutes after signing up. When looking into the early user behaviour data, I found that users on Epidemic Sound did either search and find the music they were after – or they churned.

To adress this; my team developed an AI Assistant that both gave the users inspiration on how to search for music, information about what the AI can help them with, and guide them to what plan would best fit their unique needs.

This resulted in a re-designed AI-focused search bar and a Gemini-powered chat that we built with 3 different agents which fetched knowledge from various sources. The AI Assistant quickly became a beloved feature by many users who praised it for how it helped them both with their soundtracking, understanding the service as a whole, and finding previously unknown features.

My designed Assistant widget and re-designed search bar with AI-focus

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Morgan Hassel
Morgan Hassel