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Metaphorically speaking, let's construct a chair.

CHAPTER ONE

What are we building?

 

THE PROBLEM

Spotify allows users to create and share playlists, however, there is a lack of
real time collaboration.

THE SOLUTION

Create a feature that allows users to collaborate and interactively share music, curating their select tracks for others in real time. Essentially, what we wanted to create was an opportunity for users to experience a moment with someone who may not be in the same room as them.

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CHAPTER TWO

What does it need to do?

 

BUSINESS RESEARCH

We began to understand the current trends impacting the Spotify business. We noticed that there was a growth Spotify users, as well as a growth of paying Spotify users. These are patterns we wanted to continue.

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USER RESEARCH

We began by defining our process for determining the user goals, the story our research would tell:

Process and Results:

  1. Surveys were dispersed to identify potential interview participants. We received 123 responses from a diverse selection of people
  2. The survey generated users which we then interviewed. We took a holistic approach to not only understand music behaviors, but also to understand sharing and communication habits in general (since this feature would combine all three).
  3. Data was derived from these interviews and we were ability construct an affinity diagram that organized like behaviors, pain, goals, and pleasures.
  4. Data was then synthesized into an affinity diagram
  5. The affinity diagram was then used to guide the development of our three personas. To begin, we organized the users into a common thread (connectivity) and broke them down into subcategories:
 
framework for defining three personas

framework for defining three personas

 
Research Culminates in Goals
 
 

CHAPTER THREE

Sharpening the axe.

 

FEATURES

What are the subfeatures that will satisfy our user goals?

To begin this phase, we asked what else is out there? We did a competitive analysis of Mixify, a music platform that allows users to curate their own playlist. From this analysis, we were able to discover the use of an interactive chat, split screen ui, and user expression (hype).

Competitor interface: mixify

Competitor interface: mixify


CHAPTER FOUR

Building the rocking chair.

IDEATION

We began by using a whiteboard to create a wireframe design for Spotify that would accommodate our feature. Our priority was to allow the development of the wireframe to speak to our business and user goals.

 

 

Whiteboarding

Whiteboarding

 

STRUCTURE

As we continued to ideate the wireframes, we came across an important realization: in order to cater to our personas, our feature must be compatible with both a desktop and mobile platform.

As we continued to ideate, our wireframes lent themselves to shaping our information architecture. We focused on how to connect our features to the existing IA and came to understand the patterns of the Spotify platform.

information architecture: desktop
Click to enlarge

information architecture: app
click to enlarge

 

CHAPTER FIVE

Does it rock?

 

USABILITY TESTING

We tested our initial prototype with current Spotify users and learned several insights that would drive our prototyping moving forward.

  • There was a confusion between “Jukebox” and “Playlist”. What was the difference? As a result, we created a copy that would define “Jukebox” once within the Jukebox feature.

  • Another takeaway was in relation to our mobile wireframes. We needed to be mindful of the placement of action buttons as it related to the global navigation. We therefore restructured our interface to coincide with the navigation options.

Liat conducts a usability test

Liat conducts a usability test

 

CHAPTER SIX

Lets take a seat.

 

ANNOTATED MOCKUPS

* Hi-fidelity lead: eva aVramov

 

CHAPTER SEVEN

How can we make it more comfortable?

 

FEATURE DEVELOPMENT

live visual: can artists have accompanying visual streams orselect videos for their select songs?
manual song transitions: allow users to control how songs transition…overlay, fade, etc (enhancing the DJ experience)
ways to hype: how else can users express their thoughts?

 

USABILITY TESTING

real scenario testing: place a user inside a dinner party scenario to understand the flow of adding songs to juke….is it too slow given the distractions? too fast?
direction of queue: which way is natural?

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