The most important why
Faced with the need to keep our users within the application and create a connection between the artist and their listeners our main goal was to thoroughly understand the motivations, behaviors and needs of these users in order to identify current barriers in the platform and explore opportunities for improvement in social interaction and personalization.
The process involved several research methods, such as competency auditing, interviews, experience mapping, among others.
Our research
I was in charge of what I like the most: the research. So I carried out our both primary and secondary preliminary investigations into the university, and mall areas utilizing interviews, surveys, and lightning talks. The objective was to identify areas of improvement in not only Spotify, but also Twitter and Threads platforms that we could use into our project.
Who are our users
From these insights, some protousers were created that represent the different types of users devoted to certain artists or bands, who also enjoy sharing their musical tastes.
These protopersonas not only reflect basic demographics, but also capture the specific motivations, frustrations and needs of these users. Each protopersona was constructed based on qualitative and quantitative data obtained during in-depth interviews, user diaries, focus groups, and platform usage analysis. In addition, the review of old databases allowed us to understand the evolution of these behaviors over time, adding a historical layer that enriched the construction of these representations.
Since the spotify data we could found probably is not too much updated we opted for proto users and not user personas.
Analysis & insight defining
• "I need something that identifies me, and makes me stand out, because well, I'm one of his biggest fans" (Mike Towers).
• "I wish there was a way to talk to people right when an album comes out, kind of like twitch chats."
• For fans whose band does not have a social network, it is very difficult to know when there is a concert nearby (some rock bands).
• "Most networks have high censorship already. I don't like it."
How might we?
We decided to use this methodology to explore the different ideas that each of us was capable of generate.
Here are some of the ideas that we came with:
How is it going to be using our feature?
The user flow allowed us to create a product that is more user-centric and aligned with our needs and expectations of the Spotify’s protousers.
Let’s design some wireframes
Here’s how we defined our first mid-end mockups to test with some users
This is the final product
After several iterations of refining the initial prototype of our flow, I have ultimately conceptualized the definitive version of the feature here:
Prototype
