Working in partnership with Molly White we considered what new features may be added to the Spotify platform to offer greater connectivity between Spotify users.
Features Considered Included Allowing Users to:
- Select music tracks and take turns playing songs
- Start, join and share with other users in real time
- Chat with each other when sharing playback in real time
- Advanced playback mixing capability
Research was conducted to identify comparative services offering additional connectivity to Spotify in order to test and compare functionality such as Dubtrack.fm, Soundcloud, and dJay.
Identifying Users With a Screener Survey
Over 75% of Spotify's users are aged 13-44 and connected to the service by their Facebook accounts, according to studies by Statista, which gave us our demographic parameters for this feature add. 13 users participated in a screener designed to determine listening and playback habits.
Areas of Interest Included:
- Their frustrations with Spotify at present
- DJ mixing skill level or interest
- How actively they collaborate when playing music with friends
Interviews showed some key trends:
- 5/7 users collaborate with friends when choosing music at get togethers
- 3/7 users already use a live sharing function on other apps
- The primary source of frustration is ads, with secondary frustrations being lack of messaging options, inability to download songs without paying, and clumsy interfaces
“Spotify took away sharing feature messaging which is bad. Friends would send me songs, which was nice.” —Max, 30
Scope Definition & Ideation
Users desire a higher degree of connectivity and customization when listening to and sharing music so they can have a more interactive, social experience"
Early Paper Sketches
Final Prototype Results
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