DISCOVER

DEFINE

Features

Interviews

PERSONAS

PROBLEM STATEMENT

"Juan is looking for a way to virtually attend events with other users due to the pandemic's restrictions."

"Due to recent lockdowns that caused event cancelations, Alexis must find another way to curate and engage her artists with the public." 

New With the "Release Parties" feature, Spotify leads the competition by being the only one offering "Release Parties"

We interviewed people from all age groups and social status in order to better understand in detail, How has their music consumption change during Covid-19?  What frustrations do they have with steaming platforms? How important is  music streaming to users?   Why would users consider switching platforms? 

With the data gathered from the  interviews, we created two personas representing both the user and talent manager. 

Indirect Competitors

Direct Competitors

Indirect Competitors

Direct Competitors

New The comparative market analysis, provided us with insight on Spotify's indirect competitors. Helping us understand where they thrive, and where they need more development. It also helped us bring fresh ideas that are working for the competition and implement onto Spotify.

By researching the competition, we've learned that even without having all the features that some offer, like Apple Music. Spotify still manages to dominate the market worldwide. It also made us question the necessity to implement missing features vs introducing something groundbreaking. 

DISCOVER

DISCOVER

DISCOVER

SOLUTIONS

USER TESTING

We believe that by allowing Spotify's premium users to attend virtual live events, they will be able to safely enjoy upcoming album releases and podcasts with friends and family.

For this segment, we conducted two rounds of usability testing. Round one was in-person testing. The second round we used Maze.com which provided us with a more robust testing, by creating a series of tasks assigned to the test subjects.

Design Process 

to ensure that our design goals were being met, i came up with several iterations of the process illustrating each design solution.

1

Simplify the search for new release parties.

2

Create an intuitive way for the user to curate their own release party among friends and family.

3

Create release party room for a one of a kind experience.

1

Simplify the search for new release parties.

2

Curate an intuitive way for the user to curate their own release party among friends and family.

3

Create Spotify party room, for a one of a kind fun experience. 

Iterations

We had 14 test subjects read and complete 4 prompts, each with a specific task.

• Task #1: Show me where you would go to find new content or new events.
• Task #2: Locate "XIMENA’S" December Event and Create a Party Room.
• Task #3: Access the Party Room created for "XIMENA’s" Event.
• Task #4: Join your private Party Room.

Results with Direct Success. We did notice that the website also had glitches and it caused some testers to fail tasks. For example, the "Give-up/Bounce" was a result of Maze freezing and the tester was not able to finish the test.

Indirect Success was a result of testers accomplishing their tasks in an unexpected path. We took this feedback into account to make changes to the prototype and conduct a second round.

New After updating our prototype, the second round of usability tests consisted of the same tasks as the first round. To our surprise, most of the feedback was focused on visual design.

• Task #3: On the first version of our prototype, as the user created a party room. they were asked to select a date. Three users noted that rather than selecting an event date, they should be selecting a time to host the event.
• Task #4: On this screen, one of our testers noted that the colors of the CTA (call to action) button was making it difficult to know where they would go to "Join the Party". To maintain the brand colors, we chose to use the green color.

USER FEEDBACK

USER FEEDBACK

By conducting two rounds of usability tests, our team was able to collect both qualitative and quantitative data. Once the data was analyzed, we were able to make the necessary changes to our prototype.

"I wish this feature really existed, it would be so exciting to experience an album debut with all the fans at the same chat room." User 3

DISCOVER

DEFINE

DESIGN

DELIVER

PROTOTYPE

After the extensive research and design process, along with the data gathered from the Usability Tests. We were able to fully create Spotify Parties. A fun, safe and user oriented space to enjoy and immerse yourself in the live release parties of your favorite artists.

DEFINE

DESIGN

USER TESTING

"I wish this feature really existed , it would be so exciting to experience an album debute with all the fans at the same chat room " User 1

"Very intuitive, but pay attention with some font visibility issues. "  User 2

Check out the prototype video.

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