My Framer Site

Onboarding

SoundCloud

Overview

The Self-Identification Flow helps us understand who our users are and what their primary intent is on SoundCloud. Based on their selection, we guide them toward the most relevant plan—Creator, Listener, or DJ. Beyond the MVP, this data will allow us to tailor product experiences and prompt each user segment with actions that encourage deeper engagement on the platform.

Problem Area

Many emerging artists on SoundCloud struggle to see tangible signals that growth and discovery are actively happening on the platform. Milestones and successes often occur in isolation and are not surfaced in ways that inspire trust, motivate continued creation, or highlight the vibrancy of the community. As a result, creators may feel uncertain about whether consistent uploading leads to real progress.

How might we highlight real examples of artist growth on SoundCloud to build trust in the platform and motivate creators to stay active?

Project Details

Duration: 4 months
Team: I partnered with my Project Manager and Engineering lead on this project, worked with the branding team to inherit illustrations to use for these flows, and constantly checked in with Design Manager during this process.
Role: I led the concept development and visual direction for the onboarding + single plan picker screens, and defined the component states + motion behavior.
Status: Concept and prototype completed, implementation completed

Impact

Increased subscriptions to SoundCloud plans by surfacing more relevant options based on user intent.
Improved awareness of DJ plans by introducing them earlier in the onboarding experience.
Helped connect users with the plan most aligned with their goals on the platform.

Many creators lack quick, visible signals that show how their content is performing on SoundCloud. Without easily accessible feedback on plays, likes, and engagement, artists may feel disconnected from their progress on the platform and are less motivated to return regularly or continue building momentum with their audience.

How might we highlight real examples of artist growth on SoundCloud to build trust in the platform and motivate creators to stay active?

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