Integrate an innovative new feature into the Spotify app, empowering users to personalize their music listening experience.
Project Overview
The Problem
Spotify, a leading music app, continually updates its service to enhance user satisfaction. Despite their efforts, it lacks a key feature which users feel would further improve the experience - the ability to shuffle multiple playlists simultaneously.
The Solution
Introduce a new feature to enhance the Spotify user experience – the Ultimate Playlist Mixer. This function allows users to select multiple songs or playlists and shuffle all songs within one master playlist. Integrating this feature offers users the ability for advanced customization and organization, significantly improving their overall experience.
I began my research by comparing Spotify’s platform to its competitors. I looked at areas where they had similarities in their service, and tried to discover where other platforms performed better. Once I had a broad overview of the market, I wanted to speak with Spotify users to gain a better understanding of what they actually want or need from their Spotify service.
Competitive Analysis
For my analysis I focused on three of Spotify’s biggest competitors, Apple Music, Amazon Music and Youtube Music. All of these companies have very similar features to Spotify.
Key Findings
Spotify and Apple have the most extensive music libraries.
Most platforms have seamless integration with their larger ecosystem and user-friendly interfaces.
Spotify leads the way in creating personalized and collaborative playlists, as well as AI-driven recommendations.
Spotify has less exclusive content than its competitors, who have improved access to early releases and unique content from specific artists.
Interviews
I devised interview questions to help identify areas where the Spotify user experience was lacking or could be improved. This began with understanding existing usage patterns, including listening habits, preferences, and complaints. I also employed a 'blue sky thinking' approach, and asked interviewees to imagine their ideal Spotify experience. These interview insights helped uncover what type of new feature would address real user concerns and aspirations.
Key Findings
Everyone would use the shuffle playlist feature
People like the ease of the apps they use
Spotify AI needs more work
Users mostly use on mobile
How Might We’s
After analysing my research, I created a list of HWM questions focused around the user and their needs. These questions provided valuable insights into what is crucial to keep in mind while adding my feature, enabling me to create the best possible product.
Questions
How might we make sure the added feature incorporates well into the predesigned branding?
How might we make the added feature intuitive to use with the current app?
How might we make the feature as minimalistic as possible while still achieving its goal?
How might we allow people to customize their shuffled playlists?
How might we add a useful and aesthetically pleasing feature?
User Flow
After identifying my new feature idea, I planned the steps a user would need to take to use it. I developed an intuitive user flow that guided users from their initial interaction with the feature on the home page, ensuring clear and straightforward navigation to the final steps of creating the ultimate playlist.
2. Wireframes
Low Fidelity
My priority was to ensure that the new function would be clearly visible on the homepage, with an ease of use that matches existing Spotify functions. The overall goal was to create a seamless and intuitive user experience as listeners move through the different screens to create a master playlist.
High Fidelity
Once I had created the framework of my low fidelity wireframes, I began translating them into high fidelity versions. I realized that two additional screens were necessary to improve the user experience – an introductory pop-up to encourage users to try the feature and a screen allowing you to name and save a master playlist before building it.
Usability Test Results and Revisions
I received very positive feedback from my user testing and, as a result, there were only minimal changes to make. I changed the order of the first two frames as it made more sense this way. This updated version also added a screen showing a song playing so users could see how songs play from the new playlist.
Prototype
Conclusion
This project was enjoyable and challenging, offering a completely different experience to my previous ones. I enjoyed the challenge of integrating a new feature into an already established app and aligning it seamlessly with the existing brand. I believe this new feature fills a gap in Spotify’s app and provides valuable functionality for users.
Given more time, I would have implemented a filter option under the playlist section, allowing users to filter their library by mixed playlists.
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