Project Overview
My team The Agency won an internal award to represent our agency at the A&AD Awards. In 2021, the theme was creating a new Spotify feature that made people share more of their life on Spotify.
💭 This was my first experience participating in advetising awards, and it was a very enriching experience. Even though I see many improvements in the experience, I am still proud of the concept my team and I came up with. I enjoyed having full creative freedom to create something new in the two areas I love the most: tech and music!
My role
👩💻Product designer 📼 Prototyper
📝 UX Researcher 🎨 Art director
📣 Public speaker
The Problem
Spotify is growing each year and improving their user engagement; however, the interaction among users is minimal and does not allow for discoverability. Currently, the profile option is hidden and finding your friends is extremely hard. Spotify has stated in the past that their target audience is Gen Z and millenials. They affirm that “Gen Z are in touch with their feelings and understand the importance of expressing them. Gen Z believes that music allows people to connect with one another and with different cultures.” Having this in mind and how successful social media has become over the years, their music experience is more individual than anything.
The Research
The researchers' key findings were:
- Spotify is a large company that continues to grow. They are unique because they know how to keep their users engaged.
Spotify Wrapped (Spotify)
- Win loyalty during onboarding phase (144 million users pay for premium (Statista))
- Always reminds customers what they are paying and advertises their latest product features
- Actively collects user information to create personalized playlists
- Spotify is the largest podcast platform in the world, offers exclusive podcast programming.
The Solution
Music, ideas and feelings have the power to bring people together like nothing else. This is why we decided to solve this problem by creating “The Spot”. Spotify users will be able to clip a small portion of a song or podcast and turn it into a spot and post it on their followers' home page. Followers would be able to react to the spots and visit the artist or podcasters' profile
Spots can be shared to other platforms as well like TikTok and Instagram. This concept would allow Spotify users to add their friends on the app, so they can see and share what everyone has been up to musically
"A feeling shared"
The Creation
This is the part where I got to have fun! After my team gathered the research, I brainstormed how our concept would look on the app. First, we thought about people’s profile pictures or artists’ pictures; however, we acknowledge that sharing a feeling is bigger than the people involved. After much consideration, each user’s spot would be accompanied with a color-coordinated icon to represent the mood that person is feeling.
Wireframing...
