Israel's largest cellular company is now a content machine. To tackle the drop in user volume brought on by a new policy, Cellcom launched Cellcom TV and Cellcom Volume. Any_ partnered with Cellcom Volume to design UX for the first local subscription-based music streaming service in Israel.
How do users arrange the music they love and discover new artists when there are hundreds of thousands of tracks to sort through? Giants such as Spotify and Apple Music have useful systems, but they were never adapted to the Israeli market. Enter Any_'s design for Cellcom Volume.
We believe that good invention builds on existing foundations. In other words, we stand on the shoulders of giants. Companies around the world already use solid user testing for basic product architecture. All we had to do was step up the UX game - that's a thing - with cross-industry design hacks.
Play and Play
Our design may be original, but our love of a good tune is not. As music lovers ourselves, we discovered a delicate balance between two listening experiences: "Just play my music" and "I'm in the mood for..." - "I gotta have me my Kanye" vs. "this Merlot goes well with R&B."