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[Case 03]

Spotify: Adding a Feature

Mobile App Design

Adding an innovative feature to Spotify that increases retention

Keeping users within the app.

[Project Overview]

As an avid music fan, and long time Spotify user, I wanted to try my hand at designing within their system. This led me to exploring what features might be missing from Spotify.

That's a daunting task, as an app with that many users and that much history, it's hard to identify ways to improve it.

Upon speaking with fellow Spotify users and users of other apps, I found an elegant idea to keep music exploration in the app with a simple Audio Search feature.


[Type]

Mobile App Design

[My Role]

Product Designer

[Platforms]

iPhone and Android

[Timeline]

4 weeks

View Final Prototype

View Final Prototype

View Final Prototype

[Process]

[01] User Research

Conducted interviews with multiple participants to understand their listening habits and use of Spotify.

Identified patterns in the way people use Spotify and how they identify songs.

Analyzed the major music streaming competitors as well as relevant tools like Shazam.

[01] User Research

Conducted interviews with multiple participants to understand their listening habits and use of Spotify.

Identified patterns in the way people use Spotify and how they identify songs.

Analyzed the major music streaming competitors as well as relevant tools like Shazam.

[01] User Research

Conducted interviews with multiple participants to understand their listening habits and use of Spotify.

Identified patterns in the way people use Spotify and how they identify songs.

Analyzed the major music streaming competitors as well as relevant tools like Shazam.

[02] Insights

Users highlighted having to exit the app or open Siri in order to identify a song.

Participants love the ability to search by lyrics but thought it'd be helpful to be able to serach by audio.

Spotify users largely prefer the Spotify UI to other streaming apps.

[02] Insights

Users highlighted having to exit the app or open Siri in order to identify a song.

Participants love the ability to search by lyrics but thought it'd be helpful to be able to serach by audio.

Spotify users largely prefer the Spotify UI to other streaming apps.

[02] Insights

Users highlighted having to exit the app or open Siri in order to identify a song.

Participants love the ability to search by lyrics but thought it'd be helpful to be able to serach by audio.

Spotify users largely prefer the Spotify UI to other streaming apps.

[03 Design Solution]

An audio search feature that exists right next to the existing search bar.

A satisfying animation to suggest that the tool is working.

A not-too-intrusive bottom sheet that would appear when using the search tool.

[03 Design Solution]

An audio search feature that exists right next to the existing search bar.

A satisfying animation to suggest that the tool is working.

A not-too-intrusive bottom sheet that would appear when using the search tool.

[03 Design Solution]

An audio search feature that exists right next to the existing search bar.

A satisfying animation to suggest that the tool is working.

A not-too-intrusive bottom sheet that would appear when using the search tool.

[04] Testing & Iteration

Through user testing I found that users had a hard time knowing where to look for such a feature.

It was determined that the best option was to add a new feature announcement for the first time users use it.

Ideated on multiple placements for the button but landed on next to the search bar.

[04] Testing & Iteration

Through user testing I found that users had a hard time knowing where to look for such a feature.

It was determined that the best option was to add a new feature announcement for the first time users use it.

Ideated on multiple placements for the button but landed on next to the search bar.

[04] Testing & Iteration

Through user testing I found that users had a hard time knowing where to look for such a feature.

It was determined that the best option was to add a new feature announcement for the first time users use it.

Ideated on multiple placements for the button but landed on next to the search bar.

[Persona]

The Crate Digger

This persona is one who enjoys exploring new music. If they hear a song they like, they want to add it to their playlist. They're the common curator, constantly looking to add to their music library. Spotify is a means to an end for them.

[Goal]

Discover new music

Ability to identify music

To be on the cutting edge of music discovery

[Frustrations]

Poor recommendation algorithms

Non-random shuffling

Friction within the app

[Affinity Mapping]

[Affinity Mapping]

[Affinity Mapping]

[User Flows]

[User Flows]

[User Flows]

Mid-Fidelity Wireframes

Mid-Fidelity Wireframes

Mid-Fidelity Wireframes

[Ideation]

[Outcome]

Test participants showed enthusiasm at this feature
Success in learning to work within a design system
Practice in finding ways to improve existing products

[High-Fidelity Mockups]

View Final Prototype

View Final Prototype

View Final Prototype

[Key Learnings]

Listen to the user

It's easy for me to try and validate my designs with my own experiences, rather than those of users

Listen to the user

It's easy for me to try and validate my designs with my own experiences, rather than those of users

Listen to the user

It's easy for me to try and validate my designs with my own experiences, rather than those of users

Try multiple times

There's always a better way, but you might have to dig to find it

Try multiple times

There's always a better way, but you might have to dig to find it

Try multiple times

There's always a better way, but you might have to dig to find it

The complexity of design systems

Working within an existing system is a learning opportunity in itself

The complexity of design systems

Working within an existing system is a learning opportunity in itself

The complexity of design systems

Working within an existing system is a learning opportunity in itself

[What's Next]

Seeing as this was a student project, I tried to put myself in the shoes of Spotify stakeholders. If I were in their position, I would test this feature at scale to see if the resources required are worth the results. If it yields keeping users in the app and not being pushed towards Shazam and Apple Music, that is a success.

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