Our objective was to integrate a digital feature into an existing brand and utilize a UX tool kit to execute decisions within the design process. A fundamental component of this project was to be able to collaborate within a team of three designers to solve and implement sub-features that accommodate the primary feature.
Team: Chris Swantz, Eva Avramov, Liat Tayar
Duration: 2 weeks
Metaphorically speaking, let's construct a chair.
What are we building?
Spotify allows users to create and share playlists, however, there is a lack of
real time collaboration.
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.
What does it need to do?
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.
We began by defining our process for determining the user goals, the story our research would tell:
Process and Results:
- Surveys were dispersed to identify potential interview participants. We received 123 responses from a diverse selection of people
- 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).
- Data was derived from these interviews and we were ability construct an affinity diagram that organized like behaviors, pain, goals, and pleasures.
- Data was then synthesized into an affinity diagram
- 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:
Research Culminates in Goals
Sharpening the axe.
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).
Building the rocking chair.
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.
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.
Does it rock?
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.
Lets take a seat.
How can we make it more comfortable?
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?
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?