Bringing friends to the party: Envisioning a mobile experience for listening together on Spotify.
Problem Space
Desert island discs.
One of the most useful and elusive features on Spotify is Friend Activity. Tucked away on desktop and only visible at larger widths, this side bar allows users to view what their friends are listening to in almost real time. Clicking play on a friends photo will stream their last song played, followed by the album or playlist it was found on.
The benefits of Friend Activity start in the way users are introduced to new music. Songs are discovered by people the user is likely to trust, that without the recommendation might not listen to otherwise. This can create a sense of bonding between users, and open the door to new genres and styles of music.
However, without additional functionality, users remain siloed to their own listening habits. Despite the benefits of Friend Activity, Spotify has always been a solo experience within the app. To continue to grow, Spotify can benefit from incorporating new engagement systems. For a medium as social as music, it might be the only way forward.
The Setup
A stream beyond ourselves.
According to a recent study, Gen-Z and Millennials dominate Spotifys user base, comprising roughly 55% of listeners. Millennials alone play 64% of their music on mobile devices. Given that Spotifys users are among the most connected generations, why has the company yet to include more social features?
It’s not for a lack of trying. For at least a year Spotify has been testing social listening on their platform. This could mean new functionality is well on its way. Until then, outlined below is a new suggestion for social streaming, using the framework of Friend Activity to allow group listening on mobile.
Friendship Radio
Now everyone’s on the AUX cord.
On mobile under Your Library, Friends has been added as a fourth tab beside Playlists, Artists, and Albums. While all the info and functionality of Friend Activity is retained, a core new feature has been implemented:
Social Stream
Instead of starting songs from the beginning, clicking Play on any active friend will allow users to tune in live to their stream. Like turning on a radio, this mode lets users have their friends curate the listening experience for them.
- Clicking play on a user who appears offline will stream the last song played, followed by the album or playlist it was found on.
- Once a stream has been selected, the name of the user who is streaming will appear both at the bottom of the play screen and in the consolidated player.
- To leave a stream, users can either pause the music or start playing their own library instead.
You, the Tastemaker
Who’s at your Listening Party?
When a user streams their own music, they can view who’s listening along through the new Friends icon on the play screen. Tapping the icon will bring up the names of live listeners in the same way tapping for available devices slides up options. Each time a friend joins the stream, a push notification can be sent to the user.
Custom Notifications
Depending on the genre or mood, notification text can differ to match the music being streamed at any given time. This allows Spotify to incorporate more of its brand voice, while making sure notifications don’t become repetitive.
Stopping Social
For when you don’t want to DJ.
There’ll be times when users don’t want friends to know what’s playing on repeat. Whether it’s an ear worm or a phase they’re going through, users will have access to new options under Social in the Settings menu to limit when friends can tune in.
Two new toggles have been added under Social. These include:
Social Stream
Toggling Social Stream off will cause the user to appear offline in the Friends tab. Friends of the user will only have the ability to stream the last song they played. Under this setting, the user won’t be able to listen in on other user streams.
Notifications
Notifications by default will be set to off. When turned on, users will receive push notifications whenever someone joins their stream.
Final Thoughts
I wanna dance with somebody.
Music is an inherently social art form. It has the ability to get us moving, to make us feel, to build bonds and strengthen connections. In many ways music stands as a primary tool for communication, one that can lead rallies, heal old wounds, and express new ways of thinking. With new opportunities for engagement between friends, Spotify can allow music to be as much of a social experience on our devices as it is everywhere else in our lives. Hopefully in the near future, we won’t have to listen on our own.
Notes
I’m a Vancouver based digital designer and creative director. For 6 years I’ve helped companies establish themselves online through design informed by strategy. I’m currently looking for opportunities on product teams. If you’re looking to grow your team, connect with me on LinkedIn.
