Sunsetting Google Play Music and introducing YouTube Music
Project
The process of sunsetting Google Play Music was emotional for many people. They didn’t want to change apps and many were worried they could lose music they’d spent years cultivating. It was my job to reassure them and make the very intricate process as easy as possible, despite many technical pitfalls.
Approach
Standardize text: Transfer, import, or migrate?
I noticed internally and in the press that 3 different verbs were being used to describe the process of moving music. I launched a language study to determine which word would work internationally, wasn’t too technical, and would appeal to my cross-team partners. “Transfer” was the clear winner.
Introducing the upcoming change
I tried out a banner to announce the change and people either ignored or dismissed it, thinking it was an ad. It was time for a full-screen interstitial to make sure they knew this important change was coming.
Reassurance along the way
Their main concern was their music - where was it, how long would this take, was it working? As soon as many started transferring, it created a lag for the larger libraries, so I let them know what was going on with their music every step of the way, and roughly how long the transfer would take. In testing, we found out this approach was appreciated and people felt like we cared about them and what was important to them.
Outcome
As more transferred their music libraries to YouTube Music, the positive feedback created an incredible momentum.
Due to confidentiality, I can’t reveal specifics, but I can share that:
•Millions of Google Play Music users transferred their libraries to YouTube Music
•Nearly 100% of paying customers were retained
•The OKR goal was surpassed by nearly 150%
•The business goal was met