Spotify users that share music to other people.
To empathize with users and identify their pain points and frustrations with sharing music currently with the Spotify mobile app. Then create a solution for those unmet needs.
There is no doubt that music brings us together. Spotify’s mission is to help people listen to whatever they want, whenever they want, wherever they want in a easy, accessible way. But what good is music if you can’t share it with anyone?
In this project, we will discover a new way of sharing music the way our listeners want to. It is time that Spotify rethinks the way we connect through our taste in music by creating a new social capability that creates an emotional connection primarily centered around music.
Based on my research, I created a new solution to sharing music through Spotify. Some users wanted to share more than just a song or playlist. We can reach that next level by generating “My Music Taste.”
Here’s how it works:
Spotify takes what you listen to daily and generates a very customizable “My Music Taste” which includes: the top 4 genres you listen to, and curated playlists of the top songs you listen to from that specific genre. You can either share your whole music taste to another person through Spotify’s new chat function. Or you can share via text message or social media.
Through a competitive analysis and individual interviews, we will uncover current user’s pain points and frustrations with sharing music on the Spotify mobile app.
Before diving in to individual interviews, I did a competitive analysis on direct competitors like Apple Music, SoundCloud, Tidal, and YouTube Music. Here are some overall findings.
For the individual interviews, I interviewed 6 participants. All participants shared music through Spotify in the last month. Participants range in age and frequency of how many times they share a song in a month.
Each participant described the last time they shared a song to someone using Spotify. As each participant described their journey, I listened for potential pain points and frustrations and asked individuals to expand on why certain things became difficult for them. Here are some overall findings from these 6 participants.
Based on my research, I’ve created groupings and similarities between the people I’ve interviewed to create a persona of a 27 year-old realtor named Ben Parker.
Location: honolulu, hi
last shared music: sept 2020
Ben Parker is a realtor in Honolulu, HI who loves listening to music and sharing music. Since he is always on the go for his job, it’s important for him to find new songs to listen to. Ben shares about 1-5 songs a week to his friends with similar music taste. He also wants people to know his music taste because he wants to be able to share his new findings with new people with similar taste. Because Ben shares songs so often, he wishes Spotify had a better way to share songs easier because the current process has a little too many steps.
After creating a persona for Ben Parker, I was able to develop an empathy map to better understand the user's needs. Since Ben Parker is always on the road going house to house for his realtor job, it's important for him to stay entertained and in an upbeat manner since he is constantly talking and meeting new people. Below is how Ben would feel while listening to music and using the Spotify mobile app.
Is there a faster way to share music?
I wish I could share my music taste to people.
Why is the share button so hidden?
There needs to be a faster way for me to share this song to Mia while I'm on the go.
Mia would love this song.
Mia bobbing her head to this song.
There's so much room to add the share button on this screen.
People complimenting my music taste.
The playlists I've created.
Oh I love this song!
Have you heard this before?
Did you like the song I sent you?
Driving from house to house.
Showing people/ answering questions about homes.
Always searching for new music.
Share my favorite or new songs to my friends.
Share my music taste.
Find/listen to new songs found on Spotify.
By using Spotify's current user flows, I was able to find the most practical place for the "My Music Taste tab. Below I've created my own user flow on how to access the "My Music Taste" and to share that with a friend within the Spotify app.
Based on Spotify's existing structure, I was able to build a few new pages in their branding and style. This included the "My Music Taste" page and sharing function that also allows users to send a message.
After conducting a round of usability testing, I was able to make a few modifications such as designing a more prominent and larger "share everything" button for the "My Music Taste" page, added "My Music Taste" on the homepage and a confirmation banner after sharing music and a message to other users within the app.
After finalizing the hi-fi wireframes, I've created a UI Kit to hand off to developers.
To help with user testing, I've created a prototype for Spotify's "My Music Taste" on the mobile app based on the user flow I've created and any unmet needs that were found in the last round of user testing. Want to try it out? Let us know what you think!
I was able to conduct usability testing for the hi-fi wireframes and had 5 participants test out the user flow. Each participant is familiar with the Spotify app. Below are my findings.
Just based on my initial research and individual interviews, it was very interesting to learn about the different types of Spotify users. There were users who just used the basic functions of the app such as only listening to music. While a few other participants really used this app to find new music and share it to their friends. With those participants, it was much easier to uncover many frustrations and pain points they had with just sharing one song. Another part of this project that I learned from, was being able to take an existing structure and being able to design and create within those brand guidelines.