Context
This is the result of a two-week sprint aimed at improving Spotify’s user experience, using the Service Design approach to ensure a successful outcome.
Service design is a human-centered, holistic method that considers all touchpoints of the user journey—from initial discovery to customer service—aiming to create sustainable, optimal experiences for both users and service providers.
Brief
Rethinking the music discovery experience for users passionate about discovering new music.
Research findings
2/3
of total listening happens through playlists.
1/3
of the average 25 hours monthly listening time on Spotify comes from user-created playlists
How do users currently consume their music ?
It seems that playlists are crucial tools for music discovery, as they are already ingrained in users’ listening habits and help them navigate vast music catalogs while providing personalized listening experiences.
Sprint target focus
That’s why we chose to focus on profiles that actively contribute to this process : playlist curators. These individuals are deeply invested in music discovery, and by enhancing their experience, we can boost the overall discovery process for everyone on the platform. While our primary focus was on this influential group, we also explored ways to extend our solutions to a broader range of users. Ultimately, our goal is to create an experience that benefits all.
Key insights from the collected data:
« I add a song to my playlist based on my current mood and the emotion it evokes. »
1
« I spend more time searching than actually listening. »
2
« I need to re-listen to certain tracks in better conditions before adding them. »
3
« I type my mood or the genre I want to listen to directly into the search bar, it’s faster. »
4
« When a friend shares a song with me, I might forget to listen to it because it’s not the right time. »
5
Found solutions
How to address the five goals stemming from these key insights?
01
Facilitate title-listener matching
Spark an instant musical connection through a playlist based on users’ emotions and listening context.
03
Simplify title addition
Simplify sorting process by providing a dedicated space for tracks in transit.
05
Foster collaboration
Encourage collaborative discovery by allowing users to send song suggestions directly on Spotify.
02
Reduce search time
Reduce the time spent searching with short previews.
04
Optimize search
Fine-tune the search experience by improving the search engine with more precise metadata.
User testing
Hypothesis 01.
« The user is able to select their mood, context, and easily search for a more specific genre. »
Mood radio
« I didn’t expect to see more steps after choosing the mood. »
« It’s really fun, but it lacks explanations, and you can’t be in a hurry. »
Refinement
- Displayed a step indicator to help navigate through the tunnel
- Added access to a page with key information.
Got the
Hypothesis 02.
« The user can use the ‘Preview’ mode and deactivate it. »
Snippets
« I really like the idea, but I didn’t understand that you had to swipe. I thought it was just a regular player page. »
« I didn’t notice the preview icon. »
Refinement 01 : acces to the feature
Refinement 02 : UI of the feature
- Hightlighted the feature on first visit
Got the
- Improve the interactions and immersion for a clearer understanding of the feature
Got the
Hypothesis 03.
« The user is able to add a track to the ‘Listen Later’ playlist. »
Listen later playlist
“If that really existed, I wouldn’t have had to create a sorting playlist.”
“That’s perfect! I can sort it out later.”
Hypothesis 04.
« The user is able to edit a playlist page and understand its context.. »
Playlist tags
« I like the idea of adding more context to my page; it’s very limited right now. »
« That’s cool, I can get the vibe of the playlist with the tags. »
Hypothesis 05.
« The user can move tracks from this playlist and add them to another playlist. »
Bulk Selections
« Oh, the mass action feature! Great, right now, it’s such a pain. »
« Super convenient! »
Hypothesis 06.
« The user can share a song with a friends from their playlists.. »
Share titles in-app
« So cool, I can quickly share my finds with my friends! »
« This is handy, it’ll save me from having to search for the tracks myself. »
KPIs to track
Number of tracks suggested through peer recommendations.
Average number of likes for tracks from peer recommendations.
Number of playlists generated by Mood Radio.
Number of tracks added through the Snippets feature
Number of tracks added through the Snippets feature
Average time spent on Snippets feature
Next steps
That’s all for now, thank you for reading !
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