Project
Spotify
Industry
Entertainment
Role
UX/UI Designer
Date
Dec. 23'-Nov. 24"
Spotify
Spotify
A new feature to curate your music profile and enhance your listening experience. Providing users with an innovative tool to identify new music specific to their musical tastes.
A new feature to curate your music profile and enhance your listening experience. Providing users with an innovative tool to identify new music specific to their musical tastes.
PROBLEM STATEMENT
How can Spotify provide a more personalized experience that refines and broadens music discoverability that users are more interested in?
How can Spotify provide a more personalized experience that refines and broadens music discoverability that users are more interested in?
OJECTIVES FOR USER PAIN POINTS
• Develop a feature that allows users to curate their listening experience for those struggling to discover new music.
• Develop a feature that allows users to curate their listening experience for those struggling to discover new music.
User Flow #1
User Flow #1
Curate via QP. Prominently displayed prompt directing user to new curate feature on the home screen.
Curate via QP. Prominently displayed prompt directing user to new curate feature on the home screen.
User Flow #2
User Flow #2
Curate via player. Users are directed to curate their listening experience after 3x skips.
Curate via player. Users are directed to curate their listening experience after 3x skips.
End-to-End Process
End-to-End Process
INSIGHT
INSIGHT
Competitive Analysis
Competitive Analysis
I analyzed four leading companies specific to the music streaming industry. All of which offered a similar service with a robust music catalogue. Analysis distinctly identified a need to provide user with an expanded and varied musical experience.
I analyzed four leading companies specific to the music streaming industry. All of which offered a similar service with a robust music catalogue. Analysis distinctly identified a need to provide user with an expanded and varied musical experience.
User Interviews
User Interviews
I conducted interviews with avid music listeners, musicians, and DJs. A consistent pain point expressed was repetition in songs. Resulting in listeners being frustrated or stagnant in music exploration.
I conducted interviews with avid music listeners, musicians, and DJs. A consistent pain point expressed was repetition in songs. Resulting in listeners being frustrated or stagnant in music exploration.
Tom W.
Avid Music Listener, DJ
"Spotify leaves out a great deal of content that are filtered out or never suggested."
George G.
Avid Music Listener, Muscian
"Discovering new niche artist is pretty important to me. I don't feel Spotify offers that discoverability."
Evelyn
Record Store Worker
"I wish it suggested more variety of songs. They keep playing the same songs repeatedly."
Ryan
Record Store Worker
"I wish it was easier to find artist that were not just trending or popular."
CJ G.
Avid Music Listener, DJ, Musican
"I think it suggest artists in obvious ways. Like similar contemporary artist."
Christina S.
Avid Music Listener
"Every once in a while the algorithm will suggest a good song. Other times it's way off base."
Tom W.
Avid Music Listener, DJ
"Spotify leaves out a great deal of content that are filtered out or never suggested."
George G.
Avid Music Listener, Muscian
"Discovering new niche artist is pretty important to me. I don't feel Spotify offers that discoverability."
Evelyn
Record Store Worker
"I wish it suggested more variety of songs. They keep playing the same songs repeatedly."
Ryan
Record Store Worker
"I wish it was easier to find artist that were not just trending or popular."
CJ G.
Avid Music Listener, DJ, Musican
"I think it suggest artists in obvious ways. Like similar contemporary artist."
Christina S.
Avid Music Listener
"Every once in a while the algorithm will suggest a good song. Other times it's way off base."
Tom W.
Avid Music Listener, DJ
"Spotify leaves out a great deal of content that are filtered out or never suggested."
George G.
Avid Music Listener, Muscian
"Discovering new niche artist is pretty important to me. I don't feel Spotify offers that discoverability."
Evelyn
Record Store Worker
"I wish it suggested more variety of songs. They keep playing the same songs repeatedly."
Ryan
Record Store Worker
"I wish it was easier to find artist that were not just trending or popular."
CJ G.
Avid Music Listener, DJ, Musican
"I think it suggest artists in obvious ways. Like similar contemporary artist."
Christina S.
Avid Music Listener
"Every once in a while the algorithm will suggest a good song. Other times it's way off base."
Target Audience
Target Audience
I developed two personas based on the insight gathered during the competitive analysis and user interviews. Though different in personality both personas represent real users that face similar challenges and goals.
I developed two personas based on the insight gathered during the competitive analysis and user interviews. Though different in personality both personas represent real users that face similar challenges and goals.
Evelyn "The Musicophile"
Evelyn "The Musicophile"
A 28 year old young professional and avid music listener. Eager to discover a variety of new music beyond what Spotify is generating.
A 28 year old young professional and avid music listener. Eager to discover a variety of new music beyond what Spotify is generating.
GOALS
Discover new obscure music to share.
Discover new obscure music to share.
CHALLENGES
Find niche artists beyond whats trending.
Find niche artists beyond whats trending.
MOTIVATION
Building a robust catalog of music.
James "Casual Listener"
James "Casual Listener"
James is a 32 year old professional. They are an avid music listener but unsure how to discover new music.
James is a 32 year old professional. They are an avid music listener but unsure how to discover new music.
GOALS
Discover new music that is similar to their existing taste.
Discover new music that is similar to their existing taste.
CHALLENGES
Find new music easily and organically.
Find new music easily and organically.
MOTIVATION
Establish a broader range of new music to follow.
Establish a broader range of new music to follow.
Affinity Map
Affinity Map
I synthesized the participant feedback I received into groupings to determine key features essential for our product.
I synthesized the participant feedback I received into groupings to determine key features essential for our product.
EXPLORATION
EXPLORATION
User Flows
User Flows
Flow #1 guides the user through the process of navigating to the curate feature via the profile.
Flow #2 guides the user through the process of navigating to the curate feature via statistics.
Flow #1 guides the user through the process of navigating to the curate feature via the profile.
Flow #2 guides the user through the process of navigating to the curate feature via statistics.
Lo-Fi Wireframes
Lo-Fi Wireframes
Lo-Fi wireframes focus on the key user flows directing the user to the new feature.
Lo-Fi wireframes focus on the key user flows directing the user to the new feature.
SOLUTION
SOLUTION
Hi-Fi Wireframes
Hi-Fi Wireframes
Hi-Fi wireframes showcase a more developed UI vision based on the existing Spotify branding guidelines. Also, it includes insightful iterations based on the feedback received from user testing.
Hi-Fi wireframes showcase a more developed UI vision based on the existing Spotify branding guidelines. Also, it includes insightful iterations based on the feedback received from user testing.
Revisions
Revisions
Iteration #1
Iteration #1
Original Version
Original Version
No clear path to the curate feature on the home screen.
No clear path to the curate feature on the home screen.
Final Version
Final Version
Home screen QP immediately highlights the new feature.
Home screen QP immediately highlights the new feature.
Iteration #2
Iteration #2
Original Version
Original Version
Feature is too discreetly positioned within the profile with no explanation of its function.
Feature is too discreetly positioned within the profile with no explanation of its function.
Final Version
Final Version
Clearly states its purpose. Interacts directly with the users listening habit. Prompt appears after 3x skips.
Clearly states its purpose. Interacts directly with the users listening habit. Prompt appears after 3x skips.
Iteration #3
Iteration #3
Original Version
Original Version
Results generate a "Newest" category that features recently added artists.
Results generate a "Newest" category that features recently added artists.
