SPOTIFY
Case Study
Changing the way groups play music
Objective
Spotify wants to improve user engagement by expanding on social capabilities. We need to research how music is currently shared and then identify any unmet needs. Using that information to define and develop a new feature that can then be integrated seamlessly into Spotify's current app.
Solution
We designed a new feature which allows a user to open a temporary playlist to a group. Once opened, all members of the group can individually que up songs by adding them to the playlist. This feature is focused on more casual, temporary sharing. At the end of a gathering, the open playlist can be simply closed out, with an option to save. This feature solves the limitation of driving music using one device and encourages input about music selection, which benefits everyone.
Challenge
Through multiple rounds of research we uncovered the standard method for playing music in groups is through a bluetooth speaker, but this limits users to a single device driving the music. This is not only inconvenient but often makes it a struggle to get honest feedback. We need to design a solution for groups, that makes the action of requesting a song more convenient for everyone.
Background
Spotify's mission is clear "to help people listen to whatever music they want, whenever they want, wherever they want - in a completely legal and accessible way." They are the industry leader for streaming music and are looking to expand their social capabilities aiming to grow the special connection between humans and music.
Research/Empathize
Secondary Research, Competitive Analysis, Interviews
Goal
1. Discover how and why people share music and any pain points
2. Identify customers un met needs and develop potential solutions for sharing music
3. Understand what is currently offered and where there is room for improvement/change
Process
Starting with secondary research, we learned about the different streaming services as well as the trends and challenges within the music industry. Then focusing specifically on the big players, we identified the differentiating features and standard capabilities through competitor analysis.
We then did an initial round of interviews to discover how these services are used and to look into the social aspect of sharing music. After evaluating those results, we decided to focus specifically on listening to music in group settings and perform another round of interviews.
Market Research/Competitor Analysis
Interview/Summary Results
Findings
• Streaming services have taken over the music industry
• Sharing music works best if users have same service, otherwise it's limited
• Music is often shared in physical group settings (and even bonded over)
• Frequently played through bluetooth, driven by one device (and that's frustrating)
• "Hosts" generally like feedback about music, but it isn't always provided (or candid) even when asked. This often depends on the familiarity within a group.
• The act of selecting music can be entertaining, enjoyable and engage conversation around music
Define
To further define the requirements of this new feature, we needed to continue empathizing and understand the users priorities and goals. We developed a user persona and empathy map to gain insight into the users point of view. These tools will help keep the users needs as the primary focus moving forward.
Persona
Empathy Map
Now that we understood what the users valued, we needed to more definitively define the problem so we completed "How Might We" problem statements. Following that up with multiple rounds of crazy 8's, working through ideation and storyboarding. This exercise quickly provided us with a variety of solutions, that we could then fine-tune to develop the basis for this feature.
Problem Statement
How might
we make it easier for multiple people to send songs to a speaker, so one person doesn't have to constantly be responsible for it?
How might
we include everyone's opinion when choosing what music to listen to in a group, without having to ask each person individually for song requests?
How might
we get to know new people better through the activity of selecting music without putting anyone on the spot?
Ideation
Storyboarding
Before designing the interface, we needed to create a user flow to use as a guide. We chose to build a parallel user flow showing how the primary role and passive role interacted.
User Flow
Design
To integrate the feature into the current Spotify design we started with sketches laying out the elements needed. We then moved directly into high fidelity designs, creating a prototype that could be used for testing. We made sure to work within Spotify's current design and branding to keep the app consistent for users.
Sketches
High Fidelity Designs
Testing
Using Invision, we created an interactive prototype then performed usability testing and analyzed the results.
Goal
We needed to find out if a user could easily complete the flow of opening a playlist, adding a song and then closing the playlist. We also wanted to find out what their expectation was, when seeing the terminology "open a playlist". Noting any areas during the test where the users seemed confused or struggled to navigate.
Process
We did in person usability testing with three participants who each had previous experience using Spotify. We gave the participants the scenario of "having some new friends over and playing music through a bluetooth speaker, but wanting to let other people add songs. How would they do this?". We then observed how they searched and completed that task. Finally, we put together an affinity map to track patterns, areas of improvement and recognize user insights.
Affinity map
Findings
All participants were all able to navigate through the flow, achieving a 100% completion rate and 66% (2/3) error-free rate. The error was a participant clicking on the "share" option vs the "open" option. This was quickly corrected and when asked their expectations for each selection, they actually described that correctly. Overall the concept of this feature was very well received and participants seemed excited about using it in the future.
• Participants verbalized the correct expectations of "open the playlist" vs "share"
• The open/closed door icon is fitting for the action and was understood
• Naming the playlist was discussed/questioned
• The feature fits within Spotify's interface, but feels tucked away in the options
• When a user adds a song, indicating that with their photo instead of a tagline would be nice
• Two participants overlooked the member area. Once there, all participants clearly understood each members status
• Two participants would typically use messaging before Air Play, the 3rd prefers Air play
Beneficial improvements we made were to create an introductory pop up upon entering the app. Quickly introducing the feature and making users aware it is available. We also changed the prompts to allow the playlist to be named when it was being saved, we adjusted the timing of some of the notifications. Another improvement made was adding users profile photo next to the song they added, instead of only listing their name to help that information stand out.
Conclusion Summary
Through research we were able to identify an unmet need for users listening to music in groups. The feature created solves a problem people had previously been forced to accept. Users are excited about this addition and we believe it's an area that could be explored even further. It could possibly extend into public areas (with different restrictions - approved songs, limited number of plays, etc...). This would be a fun way for stores to engage their customers in a unique way. Another option would be to add different game options, or a hidden song feature. People enjoy listening to music, especially together in groups, so anything that enhances this experience is beneficial to Spotify and their customers.