Spotify Desktop App Feature

Background

Implementing a new feature to the desktop app version of Spotify to optimize user experience and drive growth while also highlighting the connective power of music by connecting to users goals and adding a nostalgic touch.

Overview

The Project

Adding a Liner Notes feature to the existing Spotify desktop app that allows users to explore and connect with their favorite artists.
Research Goals
1. Establishing if there is a market for adding a Liner Notes feature.
2. Find what motivates users to use specific streaming music services
3. What motivates users to continue not only use but stay loyal to the product
4. What are the users experiences, pain points, and goals?
My Role

Solo Product Designer
UX Design
UI Design
Interaction Design
User Research
Usability Testing

Research Findings

Access

Introducing a new feature that is a bit more interactive and touches on user goals, provides an opportunity to grow users as well as allowing users to connect with artists and vice versa.
Competition

Competitive Analysis shows that Spotify ranks best overall user experience for those who want all around-service, as well as users who love to make, browse, and share playlists for any scenario.
User Research

Users are very loyal to the music streaming services they subscribe to.
76% of users have had previous experience using other streaming services and know exactly what they disliked and why they are where they are now.
Users are open and enjoy changes and additions to the platform.

Mapping user needs to features

From the survey analysis, I identified unmet user needs and what an ideal Liner Notes feature would accomplish.
Before building, I validated my design thinking by conducting user research on the new proposed feature.
Users enjoy a relic of the past that can be incorporated in modern day times. What they enjoyed about reading liner notes was feeling like they were getting a behind the scenes look of their favorite bands as well as connection.
52% of users read liner notes from Vinyl, Cassette, and Compact Discs.
98% of users used Compact Discs

UX Principles

Ubiquity.

The goal is aiming to make the experience consistent in order to minimize confusion for users.
Less is more.

I was given many great ideas as users seemed very passionate about their experiences but wanted to start with a limited and simple feature to understand how new features might impact retention.

My Process

With the goal of elevating the user experience by creating features to make listening more enjoyable and memorable

Key Screens
Telling the users story through low fidelity prototypes
Personas & Empathy Maps

Elevating the user experience by creating features to make listening more enjoyable and memorable