Spotify Community Case Study
The Goal: To add a new feature to an existing native app based on problems and opportunities that are uncovered through research.
The Solution: Introducing Spotify Community. New features to enhance the social interactions within Spotify are integrated to the existing app to meet user needs, and add to the experience of discovering and connecting through music.
Research, App Audit & Jobs-to-be-done
In addition to desk research and competitor analysis, I did an audit of Spotify’s user experience to get to know the current app features and to discover possible pain points. I determined jobs-to-be-done, to determine what Spotify currently does for its users.
Sharing of Content:
—Users are only able to share content externally, through different apps. This takes longer steps, is not convenient, and decreases possibilities of mutual interactions about music among people.
—Spotify lets users view what friends are listening to only on the desktop app. This is a feature that people are interested in, but don’t use a lot because of its limitations.
Interactions Among Users
—Limited access to music taste and listening habits of friends, and not many possibilities for related interactions.
—No difference between following a friend vs an artist.
I gathered my findings from the interviews under main titles. Using the affinity diagramming method, I discovered patterns and recurring themes among the findings, to determine key insights.
I discovered problems about various sections and features of Spotify based on my research, app audit, and interview insights. I gathered points that could be improved relating to multiple sections of the app.
I conducted interviews with 6 active Spotify users between the ages of 22–37. I asked the interviewees questions to lead them to talk about the various features and sections of the app. I learned about their general podcast and music listening habits, personal Spotify usage, opinions, likes, dislikes, and pain points.