Spotify is a music streaming service available on all devices which allows users access to millions of songs. The service has proven it’s popularity over the years, and continues to compete with other music streaming services in the industry.
To investigate the ways that people relate to music and each other, and use those findings to improve the product. There is a need to examine what Spotify does socially and find a way to make it more engaging and interactive for the users.
⏤ DISCOVER ⏤
The Research Goal
The purpose of this research was to gain an understanding of what is currently taking place in the industry to determine the current users and to exploit potential gaps in the market.
Because the Spotify brief called for the inclusion of a social feature, I determined two provisional personas to keep in mind throughout the research process that may benefit from the addition of more social interaction with Spotify.
Secondary research was done with research into the market and the results were used to initiate the primary research, with surveys being distributed to current & past Spotify users. Interviews were also conducted with two Spotify users who matched the provisional personas.
UX Strategy Blueprint
The Strategy Blueprint outlines the research findings and lays out the groundwork for the next steps and areas of focus so that the Define phase can begin.
⏤ DEFINE ⏤
Based on the research results, two personas were created to determine who we would be designing for and what features would need to be included to ease their frustrations and improve their music streaming experience with Spotify.
App Map Analysis & Development
The current app was analyzed to understand the content layout and determine where a new social feature could be incorporated. A new app map was then developed to streamline the content layout based on research findings, and implement the new social feature
User Flow Stories
The personas developed through research had differing goals & needs, so different flows were created to explain the two different features each persona would be utilizing; the Friend Feed for Emily and the Customized Onboarding Process for Elena.
⏤ DESIGN ⏤
With two different, distinct flows determined, detailed mobile wireframe sketches were drawn up to develop the key screens for both Emily & Elena's respective flow. After this point, all other work would only be completed for Emily's "Friend Feed" flow.
High Fidelity Digital Wireframes
Because Spotify has existing UI elements, I went directly from my detailed wireframe sketches to create the High Fidelity Mobile Wireframes. I maintained the existing UI and modelled any new UI elements/icons required to fit in with this style.
⏤ TESTING & ITERATION ⏤
In-person usability testing was executed with four Spotify users in order to assess their interaction with the new in-app Friend Feed feature, and gain some insight and feedback from them regarding the updated features, and the usability of these features.
Usability Testing Results
In general, users were able to engage and interact with the Friend Feed quite smoothly. There were minor issues with icon meanings, expectations when pushing certain buttons, and confusion with playing of songs from the Friend Feed. These issues were all addressed, and updates were made to the key screens in order to help aid the problems in the initial testing.
⏤ CONCLUSIONS ⏤
Overall, the Friend Feed feature was integrated seamlessly into the existing app and users easily understood the addition of this feature.
With more time, a second round of usability testing would be performed to ensure that the iterations based on the first round of testing improved the errors. The flow for Elena's Customized Onboarding Process would also be completed beyond the wireframe sketches.