Cem Selçuk


Product Designer | Turkey's leading music streaming service

My role

2014 was a significant year for Turkcell's music streaming service Fizy. Yet it was facing many powerful competitors.

I took part in re-design of Android, iOS and web platforms for Fizy. I executed journeys, wireframes, prototypes, user interfaces and design specs.

I partnered with two project managers and with one other UX/UI designer and a brand designer to uncover insights and translate concepts into features that address customer behaviors and motivations.


The challenge

Since 2013, digital music download sales have declined, and a large proportion of the music industry’s revenue is coming from on‐demand streaming services.

Our challenge was to evolve Fizy to be able to compete with strong players like Spotify and Deezer while maintaining and strengthening the local flavor of Fizy. We conducted customer and market research to drive our planning phase. 


User insights & data

"Show me what you can do"

Customers were switching over to other services because of the lack of variety. In Fizy's case, the amount of content was not the issue. The issue was how the content was presented. Existing users were looking for a more directive and visual experience. They were not just downloading the app to listen to what they have been listening for years. They needed inspiration.

Others are ... easier, better.

Old Fizy was working until people started discovering better ones. We simply had to ramp up our standards. 

Get to know me better

Customers expected Fizy to know them and provide personalized music recommendations.  


New Fizy

After gathering enough insight, it was to reflect and redesign. Within the parts that I have designed, I want to focus on Onboarding flow, Handpicked page since they were the highlights of the app according to our beta users.

High level onboarding flow
High level onboarding flow


Our approach to the onboarding process was quite clear. We were aiming to know our new and existing users better from the beginning.
Our goal was to present our users with a new playlist just from the beginning to make them feel the change and variety. Just from the beginning, we focused on the content and artist, not to the new features of the app.

Handpicked page & Smart lists

The goal of the page is to surface content that is relevant to the user, based on what his Taste Profile looks like, what he's been recently listening. It's a mixture of "sure shots," the music we are sure" he likes, with recommendations – things that he might or might not like that are peripheral to his "sure shots" – and that will help us improve and expand his taste profile. 

By collecting information about the user while using the application, we can tailor playlists, recommend artists or specific songs based on the data collected. 

System playlists creation examples
System playlists creation examples

Results and Learnings

After two rounds of usability tests and after several iterations, Fizy was ready for a beta release. Feedback from our beta users was quite promising. Our hesitation around onboarding being too long was proved wrong. The data was showing us that people who created a smart list on onboarding were using the app 1.4x times more than a user who skipped it. And 35% of the beta users created a smart playlist throughout the onboarding process. 

When it comes to the Handpicked page, feedback there was not as positive as the onboarding process. Users were not scrolling down enough to discover and their feedback was to see more of their own created lists on the handpicked page instead of them being hidden under the main menu. Although the Handpicked page was designed to be more personalized users wanted it to be their own real estate where they can have some amount of control.

Turkcell's Fizy was a great product to work for. 2 months after its launch I was not there to be part of Fizy and be witness to its commercial success. And I Joined to eBay.

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