CONSUMER RESEARCH // EXPERIENCE DESIGN // PRODUCT INNOVATION

The Ask

Create a social environment within Spotify to help users better connect and discover new music.

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My Role

Consumer research & insights

Survey and focus group curation

User experience design

The Challenge

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.

Team

Rachel Broadwell - Art Direction

Jade Giddens - Art Direction

Chandler Saunders - Strategist

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…

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“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”

INSIGHT

YOU HAVE TO KNOW YOURSELF BEFORE YOU PUT YOURSELF OUT THERE.

Research methods

User Interviews

Social Listening

Design Audit

Survey

Jam Sessions

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.

From

our

Research

We developed 3 core solutions

Here's a

quick look at our solutions & Rational

While These were our primary Solutions...

my team went above and beyond to make Spotify more social and functional for the user.

Here's a deeper look at our solution