Reimagining Afrobeats streaming
CLIENT
uduX
ROLE
UX/UI Designer
YEAR
2021
uduX was growing as a destination for Afrobeats in Nigeria, but it faced a gap between its cultural relevance and its digital usability.
As global competitors refined their interfaces, the uduX experience became a source of friction for its users. We realized that even basic actions, like finding a profile or signing up, were full of complexity.
Refining the Experience
We focused on untangling the user journeys that had become cluttered. Our research showed that users were getting lost in hidden menus and frustrated by a sign-up process that felt like a barrier. We moved away from confusing playlist logic and simplified the navigation.
By making account management and player controls more intuitive, we ensured that things like shuffling a queue or joining a subscription felt natural and effortless.
Collaboration
Since I was working side by side with another designer, the wireframing phase was our most important time. We used these sessions to collaborate closely with the product team and developers to make sure our designs were grounded in what was actually possible to build. We decided which features were essential for the user and which were just adding noise.
We didn't want uduX to feel like a sterile, generic copy of a global streaming app, so we used a vibrant color palette, bold imagery, and custom icons to reflect the energy of the Nigerian music scene.
Outcome
While we focused on the structural and visual improvements, the real win was seeing the platform become a more intuitive place for discovery. Early feedback suggested that users felt a renewed sense of ease, noting that the experience finally felt professional and easy to navigate.
