User Experience Analysis on Music Streaming Platform Using User Experience Questionnaire and PACMAD Method on Gen Z

Technological advancements have profoundly reshaped the music industry, propelling it into the digital age where music is now predominantly consumed through online streaming platforms. The two most prominent online streaming platforms today are Apple Music and Spotify. Therefore, this study aims to compare User Experience (UE) using both quantitative analysis, employing the User Experience Questionnaire (UEQ), and qualitative evaluation, utilizing the Practical and Creative Multi-Attribute Design (PACMAD) method for the Generation Z demographic. Technological advances have changed the music industry significantly, pushing it into a digital era where music is now largely consumed through online streaming platforms. The two most prominent online streaming platforms today are Apple Music and Spotify. Therefore, this research aims to compare User Experience (UE) using quantitative analysis, using the User Experience Questionnaire (UEQ), and qualitative evaluation, using the Practical and Creative Multi-Attribute Design (PACMAD) method for Generation Z demographics. The usability test of both Apple Music and Spotify demonstrates a relative similarity, with Spotify holding an edge in most aspects, and according to the findings of the UEQ, Spotify outperformed Apple Music in terms of attractiveness, clarity, efficiency, engagement, and innovation.