Product Document - SoundCloud Onboarding AnalysisCreated by Tony ZeoliCreated on July 3, 2011 1. Overview SoundCloud is the best of class SaaS (software as a service) destination for audio recording and distribution. According to the compay’s website, SoundCloud is a “platform that puts your sound at the heart of communities, websites and even apps.” The site provides users with the ability to live record or upload recordings to its online system, and make those recordings available through a unique audio player widget application on profile landing pages, or by embedding the application in websites, social networks, mobile services, and other digital touch points. Anyone may post a comment at any point on the audio timeline, which triggers social activity as well as a critical feedback loop for sound publishers. This document serves as usability analysis of the SoundCloud website “onboarding” process: how users initially sign-up and/or login to enage in SoundCloud’s unique benefits. Through a process of testing, research, and analysis, I will offer and assessment and functional change recommendations with the goal of improving the SoundCloud onboarding process. 2. Testing Process In order to assess the strengths and weaknesses of SounCloud’s on-boarding process, I performed a basic usability study to understand the user experience by asking 8 questions by email to individuals with various levels of experience or no experience. Two users participated in direct conversations about the study, one in person and one via Skype. Due to lack of time or contact with the SoundCloud team to produce a quality poll, I chose email as the fastest method to return the results required. In an attempt to capture a wide array of testers from various geographic regions, I targeted individuals connected to me on Facebook and sent emails to various list-serves, including the popular music technolgy list-serve, Pho and the popular entrepreneurship and start-up list-serve, New York Tech Meetup. I then performed a comparative analysis of web sites with similar functionality, to understand their sign-on and sign-up methodologies. A range of sites were chosen that use sound and video. Lastly, I performed an independent analysis, based on my over 15+ years of experience developing Internet products utilizing streaming audio and video technologies. This usability study lacks key components, such as an eye-tracking mechanism, watching the user perform a specific set of tasks, or presenting the user with in-depth questions from the SoundCloud team or an in-person exit interview. The study is solely based on an emailed list of questions. Only one individual local to the study was observed and asked follow up questions.

3. Usability Study I received responses from 8 users, with varying levels of experience with the SoundCloud website, to provide answers to the following questions:

● What you would say your experience is with SoundCloud: beginner, intermediate, or expert?● Is it clear to you what the service is about? ● When you arrived at the website, did you understand the sign-up process? If no, why not?● If you are already a user, how easy/hard it is for you to log-in?● SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect

is?● Is it important for you to have single-sign capability from other services, like Twitter or Open ID?● What did you do after you signed-up or signed-in?● How easy was it to find and update your profile information?● What would you like to see different about the sign-up process?

3.1 User Personas Included in the usability study were individuals of various age, gender, and occupation.. The legend (3.1.1) below indicates the users Internet and SoundCloud experience levels. Each user is described in the table (3.1.2) below. 3.1.1 Legend:Internet Experience: 0 - 3 Beginner, 4 - 7 Intermediate, 8 - 11 ExpertSoundCloud Experience - A Beginner, B Intermediate, C Expert 3.1.2 User Table:

# Age (approx.)

Gender Internet Experience

SoundCloud Experience

Location Occupation

1 42 F 4 A Chapel Hill, NC International Educator

2 37 M 6 A NYC Music Producer, Label Owner

3 28 F 8 A NYC QA Manager

4 36 M 10 C NYC Music Producer, Label Owner

5 20 M 7 A Holly Springs, NC Student

6 38 M 6 A Los Angeles Marketing

7 37 M 10 A Durham, NC IT Professional

8 27 M 8 A Durham, NC Molecular Biologist

3.1.3 Usability Study Summary A majority of the test subjects queried were “beginners,” in the sense that they has either never heard of

the service or where knew about it but hadn’t logged on. Most of the test subjects reported that it was relatively easy to sign-up for or log-in to SoundCloud. Most understood what Facebook Connect does. About half said Facebook Connect was not important to them, while a few said that Facebook Connect is important. One test subject was also interested in Twitter’s single sign-on. The results state that while Facebook Connect is a nice to have, it’s not of primary importance when logging into the service. No test subject reported the importance of Facebook Connect in finding friends using the service. No test subject said they would not use the service absent Facebook Connect or Twitter Connect. No user mentioned OpenID as an option for single sign-on. A majority of the test subjects reported they either knew what the site was about or had a very clear idea of its purpose at first encounter. Some proceeded to upload sounds to the service. The two female test subjects were not clear at first glance on what the service was about. One of the female subjects was the least familiar with embeddable web technologies, and was unsure as to the purpose of the service. Given her age (42) and overall familiarity with new web technologies, I ascertained that this was the exception rather than the rule. Based on the test subjects perception, overall ability to sign-up or log-in was high. However, the results could be skewed, because the study lacked an impartial observer to measure the time it took for a test subject to find the sign-on or log-in functions. Answers to the usability study questions from 7 of the 8 test subjects are included in Appendix A at the end of this document.

4. Research It is important to compare the user interface of sites similar to SoundCloud. In this section, we will look at the UI of various competitors and sites with similar functionality, including YouTube, Vimeo, Rdio, MixCloud, BlogTalkRadio. It is also helpful to look at home page UI of the world leaders in social media: Twitter and Facebook. 4.1. YouTube This site was chosen because it offers similar functionality to SoundCloud, but the focus is on video.

4.1.1 Analysis: Page Layout: The home page is very clean and well structured. A variety of videos are apparent to the user, cementing the sites purpose. Page Navigation: Very clean and easy to use. Organized with appropriate font size and spacing for readability. Page Copy: The site’s mission is clear: “Join the largest worldwide video sharing community.” The site is explained in one clear statement. Login/Sign-up: There are two opportunities to create and account and sign in. The first and more prominent is shows that the sign-up button is large and a contrasting color (blue), which clearly indicates the user should “Create An Account.” Sign-in is to the right as a text link on the same line. The second and less prominent is at the top right, where a large majority of web sites add their sign in element.

4.2. Vimeo This site was chosen because it offers similar functionality to SoundCloud, but the focus is on video. Like SoundCloud, it also offers a premium subscription model.

4.2.1 Analysis Page Layout: Maximizes use of space. Two large calls to action to sign-up using a contrasting color button. Easy to find how to get Vimeo Plus. Internal advertisement above the fold. Large tabs above the video player make navigation to uncover important features or content easy. Page Navigation: Clean navigation buttons. Using the black and green design elements, which contrast from the blue background, clearly focus the users eye to this area. Navigation is concise, offering ways to Log In, Explore, Get Help, or Search. Easy to understand drop down menus provide the user with specific choices. The Join and Sign-Up buttons are easy to locate. Page Copy: The large text asking the user if they are new is meant to trigger a response. The secondary text describes why the user should care to sign up with the service. Log-in/Sign-up: There are three opportunities to sign-up. A large “Join” button on the utility nav, a larger Sign-Up button above the advertisement. And, a text link at the end of the sentence. All are featured in the top right quadrant, which is where the site drives the user with the contrasting colors, cementing the area as the navigation point.

4.3 RDIO This site was chosen because it allows the user to subscribe and listen to unlimited music tracks for a monthly subscription fee.

4.3.1 Analysis Page Layout: Maximizes use of space. All content is above the fold in a 1024 x 768 browser. The interface is super clean and well structured. Images show you exactly how the service is integrated across the web and mobile devices. Takes the mystery out of the equation. Page Navigation: The header bar is very simple: Search, Browse, Sign-up, or Log-in. No clutter. Page Copy: No ambiguity. Your music, everywhere. Four elements across the bottom in grey bar give you exactly what you can do with the service. All above the fold. Login/Sign-up: There are three join locations, two of which are visible in this screen shot, and one below the fold. They are in solid geographic locations. Either hard left or hard right in their sections.

4.4 MixCloud

4.4.1 Analysis Page Layout: 4 distinct areas: navigation (top), header (logo and mission statement), content (left), categories and connect (right sidebar). Surfacing content on the let helps users to understand who is using the service and what they expect to be able to listen to when they join. Page Navigation: Uses bold font style to call attention to calls to action. Clearly delineates content from utility. Right side links are solid: about, join, login, upload, search. All utility happens on the right. All content happens on the left. Page Copy: No ambiguity. Strong statement with “Start Here” link in a bright blue color that is a contrast to the rest of the colors on the page. Login/Sign-up: You can join in three areas, which are all aligned to the right of the page in the header, in the marketing copy, and using the oversize Facebook Connect button, with pictures of who you is related to you using the service..

4.5 BlogTalkRadio

4.5.1 Analysis Page Layout: Site is confusing. There is no clear utility to log-in above the fold. Anyone new to podcasting would be hard pressed to understand what podcasting is and how to get involved initially, without having to commit to a pricing model. The “Get Started...” sentence does not provide a functional link to actually get started. Page Navigation: Nav does not exist. The only navigation are the two large green buttons to get someone to start a show. Page Copy: Too much text above the fold. Visual cues to help users understand the product non-existent. Login/Sign-up: Can’t find any login above the fold.

4.6 Twitter

4.6.1 Analysis Page Layout: Highly simplified. 3 distinct areas. Functions are very clear. Strong use of whitespace to create sense of geography. Profile avatars give new users and idea of who participates on the site. Page Navigation: Nav does not appear until after sign-in or sign-up. Page Copy: Very minimal. Strong statement with explanation. Drives you to search your interests. Login/Sign-up: Uses text fields containing hints for user to understand required inputs. Two clear buttons: sign in and sign up.

4.7 Facebook

4.7.1 Analysis Page Layout: Very clean. It is clear through the use of text fields that the user is required to sign in or sign up to participate. Page Navigation: Nav does not appear until after sign-in or sign-up. Page Copy: Very minimal. Does not even describe the service. Assumes that you have heard of it. A bold assumption, but not unrealistic given it’s 700M+ user base. Login/Sign-up: Uses text fields containing hints for user to understand required inputs. Two clear buttons: log in and sign up. Also features a link for celebrities, bands, and businesses to create a special page.

5. Analysis and Recommendations - SoundCloud Home Page The following analysis is based on the general usability testing (3), research and analysis of other sites (4), and my own analysis, which is supported by over 15+ years of product development experience. Please note that the purpose of this analysis is as a general tool for SounCloud to assess my product development process. Given no prior relationship with SoundCloud, the assessment and resulting recommendations may have already been tried and tested.

Page Layout: The width of the top navigation menu is flexible, while the page width extending below is 920. Generally speaking, most western websites fix the page width for a 960 grid at 1024 x 768 resolution. This takes into consideration standardizing on iPad as well as web. I’m not sure what the purpose of the flexible width is, but I don’t necessarily think it serves any purpose other than cosmetic. I really doesn’t matter whether its fixed width or not. Some of the most important information is below the fold. For example, for beginners, Take The Tour may be important, but it is not represented alongside the SoundCloud widget page center. The new record feature for mobile and “Share Your First Sound” are both well below the fold. The search feature is minimized to the point that it is an afterthought. Visiting this site for the first time, a individual is not given any information about who is using the site and how. It is also not clear in the Search drop down, what a “Group” is and how groups can be formed or searched. A novice user might not know why searching for a Group is important. Groups also belong to a hidden drop down menu, where the downward pointing arrow generally sits where a “submit” or “search” button would sit. This search box assumes the user understands search and could be improved. The SoundCloud mobile version at m.soundcloud.com offers up newest tracks on SoundCloud, but you cannot find any mention of the newest tracks on the SoundCloud website home page. All the social locations for SoundCloud are also below the fold, almost in the footer. For a social site, one would expect to play up how the service is experienced through those services. There is no mention of SoundCloud integrations with any of the major CMS solutions or social media sites, other than SoundCloud’s own social icons. The audio icon at the very top right of the nav bar is so minimal and not associated with the widget, that a user might have trouble finding it, so that they may lower the volume. I can see that it’s avail when both logged in and logged out, so that it adjusts volume in both instances. However, it’s so far removed from the widget that it’s not clearly apparent what it’s for. Lastly, and more importantly, Premium Plans both below the fold and the second to last module before the footer. As I understand it, this is currently one of the most important paths to revenue for SoundCloud. Recommendations:

● For continuity purposes and the ability to make the page layout more efficient, fix the entire site width so that it is on a fixed grid, and that the header is aligned left/right with the rest of the page.

● Increase the prominence of search on the home page, so that a user can find the sounds they are looking for.

● Implement a feature like Twitter has done, where icons of labels, networks, artists, comedians, or other prominent users are “Featured.”

● Include Featured Tracks added to SoundCloud. If you look at MixCloud’s home page, you can see the latest and greatest. Currently, you can only do that on m.soundcloud.com. The experience should be similar across platforms.

● Around the center widget, which could change and be “Featured”, there should be some kind of dashed box, that when rolled over, gives the user some information or leads into a tutorial on how a SoundCloud widget can be embedded in a page. Currently, Take the Tour is in the top nav, when it could be moved to the Featured area.

● Users may be looking for how to use SoundCloud with WordPress, Drupal, Joomla, or other CMS sites. Maybe some type of bar across the site with the icons for those services, that say “SoundCloud integrates with these fine services...” The bar can be a slider, so they user can scroll through and determine which service they want/need to integrate with.

● Move the volume icon onto player itself, if possible. It’s so far removed from the player, and quite

small, that it’s not obvious why it’s there. Maybe we can move this to a floating widget, like the example below.

Page Navigation: First, the top utility navigation links are very small. While most users could generally find them in the usability study, I would advocate for increasing the font size and increasing the height of the utility nav bar. I am also advocating for revamping the nav, so that all nav features are on one line, instead of having this dual and competing nav bar. “Take the Tour” doesn’t have to be on the nav itself, nor does “What’s New”.

Those are two elements that, in my opinion, clutter the nav and can be worked into the page content. The App Gallery might be something to place in the larger nav.Here is an example idea for a nav. The first (1) is the general state. Facebook Connect shows the users related to the individual visiting the page. The second (2) is the logged in view. And the third (3) is the logged in view with an Account tab once the user upgrades to premium.

Recommendations:

● Clean up the nav and make it more uniform.● Show number of messages in the Inbox● Promote up the Try Premium. It is a revenue generator.● Employ the Facebook Connect on the home page, and not behind a click. Also, show the faces of

people related to you that are using the service.● Use the user avatar in the nav.● Make the Join button very large in the nav, or make it very large in the page above the fold. Right

now, it seems too small. Change the color to SoundCloud orange to call attention to it.● I noticed that when jumping to an interior page, the location of the “sign up” button in the Featured

Content area moves. The Featured content area should be consistent across all pages, so that the “sign up” button does not move. It’s problematic for the user to view the button in one location, then have it move left or right, depending on the page.

Page Copy: The tagline “Your Sound, At The Heart” is separated from the descriptive text: “SoundCloud is a platform that puts your sound at the heart of communities, websites and even apps. Watch conversations, connections and social experiences happen, with your sound as the spark,” by the SoundCloud widget.

In my research, I noticed that most sites don’t separate the two. This is a very minor detail, but it calls to question the idea of separating the two elements when trying to describe to the user what the service is about.

Also in my research, I also noticed that the “Your Sound, At The Heart” is very ambiguous. For Facebook, it’s “Stay Connected.” Twitter says, “Follow Your Interests”. Rdio says, “Your Music, Everywhere.” There is a large amount of page copy below the fold, some of which can be moved up and incorporated around the featured area. Recommendations

● I would like to see a much firmer and less ambiguous tagline. Maybe something like: “Your Sound, Amplified”

● I’d like to see more about the Try Premium above the fold. Selling is important. Login/Sign-up: Generally speaking, most of the world’s most popular websites feature the sign-in or sign-up box aligned right on the page. On SoundCloud, this is aligned left, with a Web 2.0 pop-over style box appearing when you click on either Sign In or Sign Up. This can be problematic for users who are simply looking for the standardized text fields. When on-boarding, isn’t the point to get someone to login immediately, instead of having to click on some text to then fill out the text fields. While my example nav provided above maintains the text pop--over using the “sign in” text as a trigger, I’d much rather surface the sign in on the nav, as does Twitter and Facebook. Today, there is no reason to hide the text fields for log in, as that is just one more step the user must take to access the site. In addition, right handed users are more apt to linger on the top right section of the page for utility. To cross over to the left to click on Log In or Sign Up, takes longer to move the mouse from right to left, than it does to stay right, near the browser’s scroll bar. Hiding the Facebook single sign-on feature is not helpful to a user who then has to click twice two sign-in. Single-sign on should be as simple as one click. Recommendations

● Surface the text fields, so that users do not have to click to launch a sign in window.● Move utility features to the right to accommodate right-handed user, who have to cross over to

the left to sign-in, when they are generally lingering around the browser’s scroll bar.● Surface to the Facebook single-sign on feature on the home page. It’s probably underutilized

behind the sign-in click. Why use it if you have to click to get the text fields to then sign in. Given the research, most users don’t seem to need it. I believe that’s because it’s behind the click. In my experience, surfacing that feature will drive user adoption.

Appendix A Usability Questions/Answers User 1 1. What you would say your experience is with SoundCloud: beginner, intermediate, or expert?

A. BEGINNER 2. Is it clear to you what the service is about?

A. NOT REALLY - I GUESS I DON'T KNOW WHY PEOPLE CARE ABOUT SOUND - PERHAPS EXAMPLES OF THE SOUND WOULD BE MORE CLEAR (VOICE? MUSIC? RANDOM SOUNDS? ETC?)

3. When you arrived at the website, did you understand the sign-up process? If no, why not?

A. YES, BUT I DON'T YET UNDERSTAND WHY I'D WANT OR NEED TO SIGN UP 4. If you are already a user, how easy/hard it is for you to log-in?

A. N/A 4. SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect is?

A. YES 5. Is it important for you to have single-sign capability from other services, like Twitter or Open ID?

A. I GUESS SO? 6. What did you do after you signed-up or signed-in?

A. WENT THROUGH A FEW STEPS BUT I DON'T REALLY UNDERSTAND WHAT THE SITE IS SUPPOSED TO BE ABOUT - I DON'T UNDERSTAND WHY I NEED THIS SITE - MAYBE IF I WERE A DJ OR SOMETHING IT WOULD MAKE MORE SENSE.

7. How easy was it to find and update your profile information?

A. I FOUND IT UNDER YOU SECTION....EVENTUALLY 8. What would you like to see different about the sign-up process?

A. IT WAS FINE, BUT AGAIN, I DON'T GET THE PURPOSE OF THE SITE. User 2 1. What you would say your experience is with SoundCloud: beginner, intermediate, or expert?

A. Beginner

2. Is it clear to you what the service is about?

A. Yes 3. When you arrived at the website, did you understand the sign-up process? If no, why not?

A. Someone else signed me up 4. If you are already a user, how easy/hard it is for you to log-in?

A. Pretty easy 4. SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect is?

A. No 5. Is it important for you to have single-sign capability from other services, like Twitter or Open ID?

A. No 6. What did you do after you signed-up or signed-in?

A. Uploaded music 7. How easy was it to find and update your profile information?

A. Pretty easy 8. What would you like to see different about the sign-up process?

A. Someone else signed me up, so I don't know 9. User Submitted: What other feature would you like to see in SoundCloud?

A. I'd like to be able upload a jpeg to give my page a sense of identity and personality. It would be great if I could upload two jpegs -- one as large avatar image, and another as a wallpaper background.

User 3 1. Beginner 2. I would have preferred the Sign up being displayed more prominently on the home page. I see that there are two small buttons that I can select to sign up, one on the top right and one on the top right corner of the white box in the center of the page. I would have liked to see something more like 4x larger font for sign up taking up either the right or left side of the home page.

3) It would be better if after question number one you tell the user precisely where and how many ways the user name will be displayed in the time of choosing it. For instance, for the sake of it, I used hip hopster. But if I knew I would have to use that in a link to pass on to people, I would feel like a dumb ass so I may choose something more professional or something... 4) when selecting what city I live in, it would be useful if the next field would automatically select USA or have the options of the countries that that city appears in only rather than having to weed through the huge list to pick. 5) Now, since I have never used this site and am not sure if I want them to save my info, I just noticed that the last steps allows me to skip this sign up all together and move on.....so I opted to do just that! 6) Now I know nothing about this site or what it does outside of the information you gave me in the email as I have pasted above. Now I am looking at a bunch of people and profiles which I see is called a dashboard. Not sure what to do but just start clicking! 7) I just noticed that each of the profiles says “Follow” beneath them, which means if I click on them, am I going to be following each person? So, what if I just want to check them out, but not ready to follow them yet? 8) I also noticed that John legend is on the site and has well over a few thousand followers...is this THE John Legend? Or, someone that just took his name... as was described in the sign up? 9) Since I didn't sign up with Facebook, the top of my screen says:

Find More FriendsDiscover which of your friends are already on SoundCloud. Start following them to get all their latest tracks, comments and favorites.

Which is good, if I want to do so. So now i go and select the little red cloud at the top left so I can see maybe I need to seek out more info of what this site does. now it says:

Hi user6095636! Wait a second, that's not your real name, is it?We're sure you have a real, artist or company name so why not use that instead? Hit the button below to change it.

and this:

Before we begin, please check your email and confirm your address.

Can’t find the email? Check your spam folder or resend the confirmation link

so I am a little bugged that I wanted to find out more info and I see these signs that are getting my attention....until I see the button to the right that says:

Welcome to the 'Cloud!

Since you're new here, here's a few tips about SoundCloud to get you started.Find out more

I am thinking this should be placed a bit large and maybe in the center of the page. so that I can use it for reference rather than have the first two things be posted so large....as I did take the option to skip the step to give up all my info. User 3 Additions Ok so now I have read a bit more about what I can do. But I am still not quite sure what the purpose of this site is other than sharing music? Being able to upload and down load it. Ok, but am I able to upload and download other people's stuff? If so, in what format and are there copyright issues? Hmmm I am still not yet clear. I got back to the cloud icon and select it. I decide to check the little icon next to dashboard as I read a bit about it. Let's see , I guess it all relates to the stuff I do if I have downloaded a track to share. But I am still not convinced yet that I even want to do so. So I click on YOU...no not wanting to do that... I click on Tracks.....yes, ok, let me sample what others have done. Ok, cool let's see if I can search as I am not loving what I am listening to under HOT. Pretty cool that it shows other people's comments on the track though as it's playing. I decide to search for Adele. Ok, loads of remixes. One says "free download” next to it, so I think i will check it out....hmmm, not liking it. I go to the search and search Adele, Someone Like You. I select the second one that displays, it turns out it is all piano. hmmmm... Ok, so now I am getting the sense that all of these are people remixing tunes and recording them. Way out of my league. I wanted to just listen to actual song. As we speak, I hear her start to sing the song.....so not liking what they have done. I'll just go back to the sign up process to give you feedback on that. So, press the red cloud icon again and now I have to go confirm the email I got. I go to my email and select the link and I am in! So, I choose upload rather than record, cuz i have nothing going but lets see if I can upload my song. Now I have noticed since i switched from the Chrome browser to IE 9 due to checking my email and such. I am not liking the icon that come sup under REC or Choose files....only that the choose files icon does not look like a button, it's more like an image cut out which is not as nice as the REC icon button. same with the upload and share tab above it and the Get more minutes button below the Choose files icon. So, as I am uploading my downloaded Adele tune. .....I am noticing I can change the icon for share....it is called Permalink:http://soundcloud.com/user6095636-1/adele-someone-like-you

I can also change the title....under type, I select original as I know it's the actual song and I didn't remix it. Under Genre it says please enter one...but I was hoping I would have some selections to choose from... So, under tags I start typing Adele and select enter. I get a message that came up that said:

OOPS something went wrong......please reload the page? hmm...I ignore that and move on... Now, I see select license. Options are creative commons....hmmmm dunno which to select so just to be safe...I look down and see that this is public and immediately change it to private ;0) All looks easy enough to follow though. The options are clear, just need to clean up the edges a bit and possibly provide the user more info in certain areas. User 4 N/A User 5 1. What you would say your experience is with SoundCloud: beginner, intermediate, or expert?

A. Beginner 2. Is it clear to you what the service is about?

A. Yes 3. When you arrived at the website, did you understand the sign-up process? If no, why not?

A. Yes 4. If you are already a user, how easy/hard it is for you to log-in?

A. New User 4. SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect is?

A. Yes 5. Is it important for you to have single-sign capability from other services, like Twitter or Open ID?

A. Doesnt Matter 6. What did you do after you signed-up or signed-in?

A. Uploaded a sound.

7. How easy was it to find and update your profile information?

A. Easy 8. What would you like to see different about the sign-up process.

A. Nothing User 6 1. What you would say your experience is with SoundCloud: beginner, intermediate, or expert?

A. beginner 2. Is it clear to you what the service is about?

A. yes 3. When you arrived at the website, did you understand the sign-up process? If no, why not?

A. yes, i understood the sign-up process. 4. If you are already a user, how easy/hard it is for you to log-in?

A. n/a 5. SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect is?

A. yes 6. Is it important for you to have single-sign capability from other services, like Twitter or Open ID?

A. yes 7. What did you do after you signed-up or signed-in?

A. browsed the site 8. How easy was it to find and update your profile information?

A. very easy 9. What would you like to see different about the sign-up process?

A. the sign-up process seems fine just the way it is now.

User 7

1. What you would say your experience is with SoundCloud: beginner, intermediate, or expert?

A. Intermediate 2. Is it clear to you what the service is about?

A. I have my own idea, but I am not sure if it was clear to me when I signed up. I assumed it was a place to upload mixes and or other music.

3. When you arrived at the website, did you understand the sign-up process? If no, why not?

A. Yes, I understood the sign-up process. 4. If you are already a user, how easy/hard it is for you to log-in?

A. Fairly easy, I let my browser store my password.

5. SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect is?

A. Yes, but I'd rather not connect them together. 6. Is it important for you to have single-sign capability from other services, like Twitter or Open ID?

A. No, not interested. 6. What did you do after you signed-up or signed-in?

A. After I signed up, I uploaded a DJ mix. 7. How easy was it to find and update your profile information?

A. Fairly easy. 8. What would you like to see different about the sign-up process?

A. Don't have anything at this time.

User 8

1. What you would say your experience is with SoundCloud: beginner, intermediate, or expert?

A. Beginner 2. Is it clear to you what the service is about?

A. Yes 3. When you arrived at the website, did you understand the sign-up process? If no, why not?

A. Yes, I understood it.

4. If you are already a user, how easy/hard it is for you to log-in?

A. I usually don't log in, but it is simple.

5. SoundCloud has single sign-on using Facebook Connect. Do you know what Facebook Connect is?

A. No 6. Is it important for you to have single-sign capability from other services, like Twitter or Open ID?

A. No 6. What did you do after you signed-up or signed-in?

A. I downloaded some mixes posted mostly on this listserve. 7. How easy was it to find and update your profile information?

A. Easy enough. 8. What would you like to see different about the sign-up process?

A. It was too long ago to remember.