Project Info
4 weeks in 2020 / Group project
My Contribution
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User Research
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UX Design
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Prototyping
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Hi-fidelity Prototype
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Usability Testing
Deliverables
Process / High-fidelity prototype
Methods
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Primary user research
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Secondary user research
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Affinity diagram
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Wireframing
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Usability testing
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High-fidelity prototyping
What is Spotify "listen together"?
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Spotify "listen together" is a collaborative music sharing room which builds in the current Spotify music App that allows users to listen together with their close friends in real-time from a distance.
Listen
Together
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Here is the Gap
The world has gone social, but music has been largely left behind.
Ever since we started listening to music from our mobile phones, it’s become an isolated experience.
There are a bunch of applications that
allow us to remotely in real-time,
Chat
Socialize
Meet
But none of the popular music apps enable us to listen together remotely in real-time.
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The opportunity
How might we bring back the authentic listening together experience so that people can bond with their close friends even if they are physically apart?
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The solution
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Step 01
What else is cooler than your own unique group space?
Features highlight:
・Personalized group name, tagline, cover photo
・Savable private sharing room
Benefit to business:
・Attract new users to download the App
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Step 02
Take seconds to set up some vibes with your loved ones
Features highlight:
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Co-create music playlist
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Search and add songs within the group
Benefit to business:
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Enhance the discoverability of music
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Step 03
Share music, more than music
Features highlight:
・Use emojis as a vehicle to express their feeling
・Metaphor a music party in real life
・Avatar advancing motivation
Benefit to business:
・Increase daily active users of Spotify
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Step 04
Music brings love into the air and beyond the screen.
Features highlight:
・Eye-catching emojis animation
・Special mode for intimacy
・Flexible turn on the and turn off by one tap
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Step 05
Hey, We enjoy what you are sharing!
Features highlight:
・Light a heart to the song
・Check how many friends like
・Connecting socially by music
Benefit to business:
・Enhance the social connectivity on Spotify
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How we solved this problem
So, what's the story behind the solution?
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Start from Top10 highly requested features...
However,
highly request user needs
What are the users' real desires for listening together?
When users are listening together,
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What do they need?
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What are their behaviors?
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How are they feeling?
........
In order to dig out the root problems, we conducted several rounds of user research.
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Insights
You must be curious about what we found?
No.1 Friends and significant others are the users most want to share music with.
Survey results
No.2 The behavior of sharing music is far more than music.
The true reason behind why people sharing music includes:
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Evoke shared memories with others through music
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Gain recognition from friends
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Want someone to know our most intimate feelings
No.3 Current sharing methods are less-simultaneously, unresponsive, and less-engaging.
Users are not satisfied with the current music sharing methods:
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copy the song link
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forward it to friends through other social platforms
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post screenshot on social media
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In the chat
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music community built in the music app
No.4 Stress-free and seamless listening together experience for both hosts and guests is the key.
Based on user research, we divided users who participate in music sharing experience into:
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the host (Inviter)
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the guests (Invitee)
Those are some of their concerns: 👉
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Define
The Gap: how do we map users' needs to product features?
Design Rational - 1
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How can we optimize the group listening experience?
Design Rational - 2
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Design rationale: how to maximize participants' engagement?
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Emoji display layout variants
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Reaction animation version 1
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Reaction animation version 2
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Couple mode reaction animation
Design Rational - 3
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How to make this feature sustainable on Spotify?
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Style Guide
Align with the Spotify design ecosystem
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Design iterations
The solution wasn't be built at one time.
As well as Rome was not built in a day, design solutions can't be built at one time.
My teammates and I have done at least 4 rounds of design iterations, conducted 2 rounds of usability testings, and got feedback from the Instructor between iterations.
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Design iterations
User flow version 01
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Design iterations
User flow final version / all screens
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Next step
I didn't forget to optimize the business outcomes!
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Beyond the MVP product, the improvements I will consider for the next step:
A. Increase daily active users on the Spotify App
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The engaging reaction allows users to spend more time during the group sharing
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Enhance music discovering part, allow users to save new music from the group sharing
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Easier users' flow of following new friends, to enhance the social connectivity on the platform
B. Attract new users to download the Spotify App
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Because after increasing the users' engagement and satisfaction of the group sharing, more and more new invited users will drive the number of App downloads.
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Key takeaways
What I learned
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A. Make and update the project plan to keep each teammate on the same page
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In this project, all of our team members are located in various time zones of the U.S.
The whole project was totally accomplished by remote collaboration after our first Zoom ice-breaking meeting. It was completed efficiently under an intense timeline of 1 month, this is due to our strict implementation of the agile development process to fully guarantee the efficiency of the project.
B. Think bigger and deeper about different user groups
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The great start point we did is to divide the users who are participating in a music sharing room into inviter and invitee based on their behaviors and goals. We spent a lot of effort and time to define the different features needed by the inviter and the invitee. Like who can mute the songs? Who can skip the songs? This helps us a lot when conducting brainstorming and user flow.
C. Iterate more, test more, but don't only test the users who like the product
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The sort of people who come forward for testing is often interested in your product already, which means their opinions are biased. Learn from the users who are not drawn into this feature would get surprisingly useful insight!
Thank you for reading here!
