Unveiling Spotify Mobile’s Potential: Insights and Enhancements

Prelude

Spotify has revolutionized the way we experience music, offering a vast library of songs, personalized playlists, and innovative features. In this article, we’ll take a closer look at Spotify and explore potential avenues for enhancement. From improving user discovery to enhancing social interaction, join us as we delve into the world of Spotify and uncover opportunities to make it even better.

Photo by Sumeet B on Unsplash

Questions

1. Adding enhancements to this product, what does it entail? Or, what is the primary objective of this improvement?
2. What is lacking in the current functionality? Is there anything missing?
3. What is the age range of the target user group?
4. Are we focusing on web or mobile platforms? Specifically, are we targeting iOS or Android?

Photo by Tingey Injury Law Firm on Unsplash

Primary Objectives

1. Strengthen Spotify’s position as a leading music streaming service on mobile devices.
2. Drive user engagement through innovative features and functionalities.
3. Increase user retention by addressing pain points and optimizing app performance.
4. Enhance user experience on Spotify mobile platform.

Photo by Markus Winkler on Unsplash

Positioning

What’s the current solution?

• Curated playlists for different moods.
• Personalized recommendations.
• Group listening sessions for shared music experiences with friends and family.
• Capabilities such as offline playback and sharing on social platforms.

What can make it better?

• Introducing real-time visibility of friends’ activities for a more interactive and socially connected experience.
• Incorporating a functionality that encourages online friends to join group listening sessions
• Adding a feature to prompt online friends for song play requests, facilitating spontaneous and interactive music sharing among peers.

Pain Points

Analysis -

• %age of users from Asia and Australia combined is lesser than users from other continents.
• Gives us an opportunity to convert the largest of populations to Spotify users.
• According to Spotify, the number of active users increases every year, indicating that users have found value in the product.

Data stating Region vs Share of monthly active users for Spotify

1. Why Spotify — Not clear on the USP of using Spotify over competition music streaming platforms such as Apple Music, YouTube Music etc.
2. Age Demographics/Cluttered Interface for Elderly — The majority of Spotify users globally fall within the 18 to 34 age range, comprising about 62% of the active user base. However, there is a possibility that elderly individuals may find the Spotify mobile interface too cluttered, especially when compared to platforms like YouTube.
3. Inconvenience— Users are required to minimize/exit the app screen in order to share links for group play sessions and other activities, disrupting the seamless flow of interaction.
4. No Variable Reward — Spotify lacks an incentive for their top monthly/annual listeners.

Solution

We aim to attract and retain users from all demographics and regions by implementing the Hook Model. This means that when users want to stream music online, they will choose to do so directly on Spotify.

The Hook Model in Product Management

Trigger:

Spotify utilizes both external and internal triggers to prompt user engagement. External triggers include shared links, notifications and recommendations, while internal triggers arise from the user’s desire for entertainment or relaxation.

Action:

User click on either of the shared link, notifications or recommendations and ends up playing a song of choice.

Variable Rewards:

1. An elderly-friendly mode with a user interface (UI) similar to Car Mode, where Spotify’s entire UI is oversimplified, featuring larger icons and bigger album art.
2. The ability to view the real-time listening activity of the people any user follows on Spotify.
3. Users can send in-app requests to play songs or initiate group sessions with people they follow online.
4. The users will be shown their streaming duration standings in the Spotify leaderboards at the end of every month, featuring animations reminiscent of Spotify Wrapped.

Investment:

1. The senior-aged group is expected to transition to Spotify due to its non-confusing and straightforward user interface. This shift will result in a surge of active and engaged Spotify users, unlocking a new demographic for the platform. These users will instinctively turn to Spotify for their music streaming needs, creating an internal trigger for continued engagement.
2. Users will discover new music and artists through the listening activity of others, expanding their musical horizons and potentially leading to increased engagement with the platform.
3. Now users can listen to and discuss music together in real-time without minimizing the Spotify app, thus encouraging users to spend more time on the Spotify app.
4. Leaderboard feature will foster a sense of competition among users, as they strive to outperform their friends and climb the rankings. Users may also share their leaderboard standings on social media, further increasing visibility and engagement with the platform.

Prioritization of Solutions:

Impact vs Effort vs Priority for each Solution

Success of Metrics:

Solutions with their Success Metrics

Photo by Howie R on Unsplash