Spotify
Application feature add-on, enabling live audio listening
Application feature add-on, enabling live audio listening
OVERVIEW
OVERVIEW
Spotify is a leading global streaming entertainment company that prioritizes providing audio tracks for music, podcasts, and audiobooks alongside artist profiles and upcoming concert dates. The platform works to fit a user's needs and tastes when it comes to entertainment and streaming on system applications and web browsers.
I am introducing Tuned In, a new feature designed to elevate a listener's experience by seamlessly integrating a live audio listening feature to the Spotify mobile app.
Spotify is a leading global streaming entertainment company that prioritizes providing audio tracks for music, podcasts, and audiobooks alongside artist profiles and upcoming concert dates. The platform works to fit a user's needs and tastes when it comes to entertainment and streaming on system applications and web browsers.
I am introducing Tuned In, a new feature designed to elevate a listener's experience by seamlessly integrating a live audio listening feature to the Spotify mobile app.
ROLE
ROLE
TIMELINE
TIMELINE
TOOLS
TOOLS
PRODUCT DESIGNER
80 HOURS
80 HOURS
FIGMA - FIGJAM - OPTIMALSORT
FIGMA - FIGJAM - OPTIMALSORT
PROBLEM DISCOVERY
PROBLEM DISCOVERY
PROBLEM DISCOVERY
While Spotify works to encourage a user to explore, there is an overload of presenting those options, while missing an opportunity to foster current and new music genre interest.
While Spotify works to encourage a user to explore, there is an overload of presenting those options, while missing an opportunity to foster current and new music genre interest.
While Spotify works to encourage a user to explore, there is an overload of presenting those options, while missing an opportunity to foster current and new music genre interest.
To better understand how to improve a user's experience, I looked to discover a user's relationship with the platform. This prompted to dive deeper into accessibility, design preferences, discovery, social networking and how to tie that into music in the real world.
To better understand how to improve a user's experience, I looked to discover a user's relationship with the platform. This prompted to dive deeper into accessibility, design preferences, discovery, social networking and how to tie that into music in the real world.
To better understand how to improve a user's experience, I looked to discover a user's relationship with the platform. This prompted to dive deeper into accessibility, design preferences, discovery, social networking and how to tie that into music in the real world.
The question became
HOW MIGHT WE IMPROVE A USER’S EXPERIENCE IN ENGAGEMENT FOR MUSIC DISCOVERY?
HOW MIGHT WE IMPROVE A USER’S EXPERIENCE IN ENGAGEMENT FOR MUSIC DISCOVERY?
The question became
HOW MIGHT WE IMPROVE A USER’S EXPERIENCE IN ENGAGEMENT FOR MUSIC DISCOVERY?
became a solution
became a solution
became a solution
Tuned In
Tuned In
Tuned In
A feature that connects live music to your screen
A feature that connects live music to your screen
A feature that connects live music to your screen
Revisit a moment, save it for later
Revisit a moment, save it for later
Live listening that finds your desired track
Live listening that finds your desired track
Users will have the opportunity to engage with the application to discover music in their daily lives
Users will have the opportunity to engage with the application to discover music in their daily lives
Tuned In will live listen to find the desired audio, providing accessible data for a user to return to
Tuned In will live listen to find the desired audio, providing accessible data for a user to return to
Users will receive curated suggestions based on their discovered tracks
Users will receive curated suggestions based on their discovered tracks
Setting up for discovery success
Setting up for discovery success
Relocation of existing and new discovery features to a main screen of the platform
Relocation of existing and new discovery features to a main screen of the platform
This relocation will include listening history, tuned in history, and what's new when it comes to music discovery and search
This relocation will include listening history, tuned in history, and what's new when it comes to music discovery and search
Considering heuristics, users will be able to access their listening data in a more seamless and accessible fashion
Considering heuristics, users will be able to access their listening data in a more seamless and accessible fashion
RESEARCH
RESEARCH
RESEARCH
at a glance
at a glance
I conducted a competitive analysis, user surveys, user card sorting, user personas and storyboarding to supplement my user-experience research.
I conducted a competitive analysis, user surveys, user card sorting, user personas and storyboarding to supplement my user-experience research.
Exploring What’s Out There
Exploring What’s Out There
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
I evaluated other available tools and services in the market, exploring user-interfaces and features, discovering common practices and defining differences.
I evaluated other available tools and services in the market, exploring user-interfaces and features, discovering common practices and defining differences.
Understanding Our Users
Understanding Our Users
USER RESEARCH
USER RESEARCH
Objectives
Objectives
1
Understand what a user’s relationship with Spotify looked like
Understand what a user’s relationship with Spotify looked like
common uses, how they approach music discovery, how they felt, how it incorporated into their lives
2
Determine common goals users have seeking music discovery
users felt option overload with the amount of new music and feature offerings
3
Understand the barriers and triggers that hinder one’s ability to explore
screen fatigue, limited time, lack of data access, poor user- experience
Understanding Our Users
Understanding Our Users
Survey & Card Sort Activity
Survey & Card Sort Activity
I decided to pursue user research in the methods of survey and card sorting for this study since Spotify is a widely popular and used platform, creating space to pursue more data-driven results and insights.
I decided to pursue user research in the methods of survey and card sorting for this study since Spotify is a widely popular and used platform, creating space to pursue more data-driven results and insights.
Our research participants answered these questions about their Spotify experience
Our research participants answered these questions about their Spotify experience
Our research participants completed a card sorting task, discovering how users organize and associate information. These results influence the product roadmap, user flows, sitemap structure and how to better understand placement of the added feature.
Our research participants completed a card sorting task, discovering how users organize and associate information. These results influence the product roadmap, user flows, sitemap structure and how to better understand placement of the added feature.
I discovered these insights
I discovered these insights
Addressing Overstimulation
Addressing Overstimulation
Addressing Overstimulation
Let’s Talk Heuristics
Let’s Talk Heuristics
Let’s Talk Heuristics
Affirming The Need for Accessibility
Affirming The Need for Accessibility
Affirming The Need for Accessibility
GENERATING USER PERSONAS
GENERATING USER PERSONAS
Insights Into Personas
Insights Into Personas
USER STORYBOARDING
USER STORYBOARDING
Telling A Story
Telling A Story
After understanding the user and their needs, it was time to understand design requirements to prepare how to better fulfill their goals.
After understanding the user and their needs, it was time to understand design requirements to prepare how to better fulfill their goals.
DESIGN GOALS
DESIGN GOALS
Integrate and Engage Effectively
Integrate and Engage Effectively
Through my research, I began to transform my learning objectives into design goals. I was looking to integrate this new feature with the existing platform to alleviate choice overload while providing engagement for users.
Through my research, I began to transform my learning objectives into design goals. I was looking to integrate this new feature with the existing platform to alleviate choice overload while providing engagement for users.
SITEMAP
SITEMAP
Implementing Structure
Implementing Structure
Existing sitemap with the addition of the new features
Existing sitemap with the addition of the new features
TASK FLOWS & USER FLOWS
TASK FLOWS & USER FLOWS
TASK FLOWS
TASK FLOWS
USER FLOWS
USER FLOWS
LOW FIDELITY WIREFRAMES
LOW FIDELITY WIREFRAMES
BRANDING
BRANDING
Approaching Design
Approaching Design
Acknowledging Spotify’s customary approach to unveiling new branding for a feature, I proceeded accordingly.
Acknowledging Spotify’s customary approach to unveiling new branding for a feature, I proceeded accordingly.
REIMAGINED COMPONENTS
1, 2 Testing
1, 2 Testing
Usability Testing
Participants completed 2 tasks, where we observed and discussed their train of thought, movement patterns and enjoyment of the experienced. Based on their feedback and findings, I prioritized improving direction and existing design.
Participants completed 2 tasks, where we observed and discussed their train of thought, movement patterns and enjoyment of the experienced. Based on their feedback and findings, I prioritized improving direction and existing design.
INTRODUCING TUNED IN
Design for Engagement
Design for Engagement
Introducing Tuned In as a new feature, it was important to be eye-catching and provide opportunities for engagement.
Building upon existing Spotify components and branding styles, I was able to develop this feature to exist as a button, remixing the existing design style to transform with the button to initiate live listening.
TUNED IN: DISCOVERY
Live Audio Listening in Action
Live Audio Listening in Action
Branding for this new feature came alive when initiated, considering motion, color and design systems.
Iterations included branding elements and the Tuned In screen, where history and suggestions live, while honoring Spotify’s intention to remain simple and clean while offering discovery opportunities.
PRIORITY: ACCESSIBILITY
Repositioning Features for Impact
Repositioning Features for Impact
Spotify launched this swipe menu to provide users the opportunity to explore new content, view their listening history, and review their settings. Through research, this was found to be inaccessible.
I reimagined this feature to exist within the “Search” screen, empowering this page’s utility to include search history, listening history and tuned in history.
FINAL PRODUCT
FINAL PRODUCT
Created Something We’re Proud Of
Created Something We’re Proud Of
Searching for Listening History and Tuned In History
Searching for Listening History and Tuned In History
Searching for Listening History and Tuned In History
Explore Prototype
Explore Prototype
Initiating Tuned In, Spotify’s Live Listening and Discovery Feature
Initiating Tuned In, Spotify’s Live Listening and Discovery Feature
Explore Prototype
Explore Prototype
TAKEAWAYS
TAKEAWAYS
This feature was ideated from a desire to discover music. As an active Spotify user, I knew I identified with what it offered and what is needed improvement on. This sparked my approach to better understand the platform and it’s users more intuitively and deeply.
By taking on research from a majority qualitative perspective while observing competitors and existing solutions, it was insightful to discover how much room the platform could grow and what the existing limits were. I gained insight on accessibility, personal data usage, and the opportunities for engagement.
I moved forward with revamping this product with the intention to introduce a new feature that would intertwine with Spotify’s existing branding while spinning it to something exciting and inviting.
This feature was ideated from a desire to discover music. As an active Spotify user, I knew I identified with what it offered and what is needed improvement on. This sparked my approach to better understand the platform and it’s users more intuitively and deeply.
By taking on research from a majority qualitative perspective while observing competitors and existing solutions, it was insightful to discover how much room the platform could grow and what the existing limits were. I gained insight on accessibility, personal data usage, and the opportunities for engagement.
I moved forward with revamping this product with the intention to introduce a new feature that would intertwine with Spotify’s existing branding while spinning it to something exciting and inviting.
My next steps
My next steps
Initiate a customized, algorithmic generated playlist that is curated based on tuned in live listening
Initiate a customized, algorithmic generated playlist that is curated based on tuned in live listening
Explore Spotify’s existing features to dive deeper in seamlessly integrating Tuned In throughout the platform.
Explore Spotify’s existing features to dive deeper in seamlessly integrating Tuned In throughout the platform.