CONSUMER RESEARCH // EXPERIENCE DESIGN // PRODUCT INNOVATION
Create a social environment within Spotify to help users better connect and discover new music.
Consumer research & insights
Survey and focus group curation
User experience design
First, we needed to understand how users interact with music. We realized that if a user doesn't understand their own music taste, it is difficult for them to connect with others. Then we created a seamless experience that inspires discovery & connection.
Jade Giddens - Art Direction
The Big Idea
Spotify Wavelength: a visual representation of your music tastes. The goal is not only to learn about your own music tastes but also to learn more about others.
It started with a simple question…
“What kind of music do you like?”
“I don't know a little bit of everything”
“There are so many genres now I’m not even sure”
“I like a lot of different music but it depends on what I’m doing or what mood I’m in”
“Anything but country”
YOU HAVE TO KNOW YOURSELF BEFORE YOU PUT YOURSELF OUT THERE.
Our take on a focus group, where we asked friends to come together on zoom, each friend added one song to the playlist. We listened and discussed the music together.