Spotify: Add a Feature

UX/UI Design
UX Research
UX/UI Design
User Testing
Individual Student Project
4 Weeks / 80 Hours
Jan 2022 - Feb 2022
Spotify launched in 2008 and transformed music listening as we know it. As a digital music, podcast, and video service, Spotify gives users access to millions of songs and other content from creators all over the world. Today, Spotify is the world’s most popular audio streaming subscription service with 381M users, including 172M subscribers, across 184 markets.
The Problem
Spotify understands that users may be having trouble finding unknown music via their app and wants to solve this problem. They are doing research to better understand how to best include a way to help its users find music in an integrated application feature.
Interviewing Users & Gathering Data
In order to understand my target users and determine the problem I needed to solve, I conducted user interviews with individuals who have and regularly use the Spotify mobile app. I went into the interviews with these three goals in mind: 1) Understand how users find music outside of Spotify, 2) Understand how users find music within Spotify and 3) Understand pain points with Spotify app as it is.

Key Findings:
• Outside of the Spotify app, in order to search for music, a majority of the users would Google lyrics. This is followed by Shazaming song playing or asking Siri what song is playing.
• Within the Spotify app, the users would primarily search for lyrics and use Lyrics Match feature, or use the search bar and search for specific song or artist. In addition, users would scroll through home page recommended playlists, use the Radio feature, or check out their Discover Weekly or Daily Mix playlists.
• Half of the interview participants wanted to see a better integration between Shazam and the Spotify, or a similar feature within Spotify (“One less app to use to drain phone battery”, “Built in shazam feature to not toggle between different apps”, “One stop shop to Shazam and Spotify”)
Market Research & Competitor Analysis
Next, I took a look at a few of the apps mentioned in the user interviews, along with other direct competitors to the Spotify app. I reviewed their similarities as music streaming services as well assessed some of the apps’ strengths and weaknesses.
Identifying the Ideal Persona
From my research, I created an ideal user persona that reflected the goals and needs of an ideal user in order to better understand who it is exactly that I am designing for.
Defining User Flows
I then created a user flow demonstrating how the app might be used by a user navigating through how a user might search for music, especially using the new audio searching feature of the Spotify app.
Preliminary Sketches
I explored a few different layouts for where this new feature might be placed within the existing application.
High Fidelity Wireframes
Between my initial sketches and the existing layout of the application, I started building out the flows and designs I wanted to move forward with in a high fidelity wireframe.
High Fidelity Prototype
As my final deliverable for this project, I created a usable prototype showing how The Night Owl’s website would look and feel as an actual developed product. Since there was no main flow to the site, I made sure to link all pages to operate as a working site to try to make it as close to how it would feel as a developed website as possible.
Next Steps
As far as next steps, the website design is ready to hand off to a developer to be brought to life.

If given the opportunity, I would continue to test the design and create iterations based on the results of the testing. One thing I would have liked to test further would be the amount of content on the Menu page of the website as it may need to be cut down for better content consumption. Other than that, I believe the design is set and would market the Night Owl as a unique and modern coffee shop.
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