Case Study: Deezer Enhances UX and Personalization with UserTesting

How the music streaming service developed the Flow Moods AI function, generating mood-based playlists for millions of customers

Deezer, the music streaming service, wanted to improve the user experience for its Flow feature and better understand how casual listeners choose music. Using UserTesting, Deezer explored listening habits around the world and discovered that casual users select songs based on mood rather than genre or artist, creating a challenge for how to personalize recommendations.

Deezer then used UserTesting to test Figma mobile prototypes and iterate quickly based on real user feedback from multiple countries. With insights from UserTesting, Deezer developed an emotion-based matching approach for Flow, helping the company label moods across 90 million songs and refine both mobile and desktop designs through rapid testing.

Deezer

Tom Abourmad

User Researcher