Spotify

Creating a way for users to expand the way they interactively share music.

The problem

Although users are able to curate their own playlists from songs they select, Spotify would like to create a feature that allows users to expand the way they share music.

The Opportunity

Spotify + Live collaborative DJ session

Spotify provides a platform for folks to create radio stations or browse through the music collections of artists, friends and celebrities. Spotify users are able to “like” artist’s tracks, follow artists, create radio stations and playlists. With that in mind we decided to incorporate the ability for users to collaborate, DJing their selected tracks with other users in real time. Having this ability will give the user the ease to interactively share music whenever and wherever they are.

The Project Plan

We had 2 weeks to complete this case study. We emphasized on Research on the first week so there would be sufficient time to test the prototype as well as iterating it.

Brand Research

Comparative and Competitive Analysis

We jot down some things that the app mainly focused on and went right to other similar apps/companies. We then made a competitive analysis chart so we can have a clear understand to what we were dealing with. As we compared similar platforms that offered the same functionality as Spotify we also compared platforms that offered DJing ability to see what were some opportunities we can integrate.

User Research

Screener • Survey • Interview

Since users of Spotify are different from users of a DJing platform we needed to conduct surveys for both parties to find the middle ground that applies for both users and enable us to understand our designated audiences a little bit better and effectively incorporate it into the new feature. We created a screener to separate the “Music Listener” to the “DJ’s” and lead them into their correct survey questions. We wanted to understand the differences and similarities they both had so we asked questions like “How often do you listen to music ?”, “Have you ever collaborated with another DJ before?”, “How often do you listen to DJ sets?” We’ve received 60 responses immediately and went straight to interviewing the candidates.

Synthesizing the results

Affinity Mapping

Creating the personas

With the data we’ve collected it was a very clear path to where we should head towards in terms of creating our personas. We concluded that we needed to make a Listener Persona and a DJ Persona. To help us craft our persona we created an empathy map to further assist us in understanding how our potential persona would behave. We created scenarios in which our persona would endure on a daily basis and curate the feature to solve whatever pain points our persona might encounter.

Ideation • Feature Prioritization

We then brainstormed and whiteboarded what we might think would benefit the feature, like whether we should add social media, user interaction, newsfeed, find a friend, ect. I added a ton of features that would gamify the experience making it more than just a feature that allows users to collaborate but when it came down to prioritizing we had a really hard time trying to figure out what was more important than others. So we created a map to organize those features and categorize them in the order of Must haves, Should haves, Could haves and Would haves (MOSCOW).

• Social Media

Because professional DJs will potentially use this feature being able to promote their sessions on social media will really help with exposure and traffic.

• User Interaction

During our interviews we realized that alot of people enjoy listening to their desired Dj and are already following them on social media hoping to have a glimpse of their personal life. Giving the ability for users “fans” to interact with their artists would really help users achieve a emotional connection with just listening to their music.

• Recordability

Because the vast amount of the normal Spotify users are users that are on the go. We gave the ability for DJ’s to record their live session which will be stored in their profile. Users can then easily access the archived session whenever and wherever they want.

User Flows • App Map

Because Spotify has become everyones essential app we had to create the regular user flow first and then create the new one to help us seamlessly incorporate the new features and minimize the distribution of the flow that users are already accustomed to.

Sketch • Wireframe • Prototype

We sketched out some rough wireframes of some of the existing screens as well as the news ones we’ll add in. We emphasized on keeping the consistency of the layout so we designed an “Live DJ” icon to add on the sticky navigation bar.

We took the sketches and translated into rough wireframes to test out. With the feedbacks we had in hand we decided to do a quick iteration and went right back into user testing. This time we had a mixed type of feedback. User A would have no problem with a certain location of the button where as User B would be confused to why the button was there. With that being said we then decided to do A/B testing. With A/B testing we were able to minimize as much errors as we can and figure out what was visually better for the users.

One of the screens we a/b tested.
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