The article expounds the project process from the aspects of user research, design strategy, prototyping, visual design, usability testing and brand promotion, etc., and reveals the whole process of new functions from scratch, and uses a large number of design tools and research methods to produce Detailed and beautiful analysis charts.
In the end, the author recapitulates and summarizes his own harvest and growth, emphasizing the value of componentization for design costs and designers.
A brand new Spotify
One, kill two birds with one stone
Remember when you were constantly switching between apps?
For example, sharing songs or content on multiple social media; opening multiple apps at the same time to inquire about information; never getting a reply consumer email list from an idol, but still keen on commenting and making charts; looking for music friends with the same interests through social software... all of these In addition to loading and waiting, it also requires a lengthy operation process. Why do we invest so much energy on the Internet?
Just imagine, you can do these things on one product without switching between multiple platforms. What kind of experience will it be? What if you could consumer email list do all these things while listening to music without having to switch back and forth? What would it be like to provide Spotify with social features to enhance the product experience?
Below is the project flow for the social feature I created for Spotify in the Purwadhika Startup & Coding School design course. We hope to meet the needs of most users around the world by providing diversified music services.
1. Design background and goals
As one of the leaders in the streaming music industry, Spotify is trying to improve product engagement and retention by extending its social capabilities.
The product already has some core features built in, like following an artist or friend, promoting music events, and other basic social activities, but beyond that, Spotify has a lot more to offer. Our task is to develop an optimal solution to ensure that new features can be seamlessly integrated into the app.
2. Division of labor and time planning
User interface and experience designers need to complete user research, design strategy, prototyping, visual design, usability testing, and branding within a Lean UX framework. The last link is expected to take 4 weeks completed within.
3. My Design Process
Design Thinking Flowchart
2. Understand the user
At this stage, my goal is to fully understand the entire business and understand Spotify's user base, empathize with the target group, and thus understand user needs. In order to achieve this goal, I have successively conducted tasks such as competitive product analysis, heuristic evaluation, and user experience research.
1. Competitive analysis
First, I did a quick research on secondary sources, spent a few hours to understand Spotify's positioning in streaming music, and gathered enough information to help determine the focus and scope of my research, I gathered competitor information and Analyzed strengths and weaknesses to help Spotify differentiate with new social features, identifying opportunities to differentiate Spotify's social features.
Competitive Analysis (2020)
2. Heuristic evaluation
After doing a competitive analysis, I wanted to familiarize myself with Spotify by performing a heuristic evaluation.
Even though I'm very familiar with mobile apps, I think it's important to build structural awareness before designing new features. Heuristic evaluation is an effective application walkthrough method to assess the usability of Spotify and gain insight into the product framework, structure and content.
Spotify App Walkthrough Analysis (2020)
3. User experience research
After getting familiar with the product structure, I further dig into the user needs of Spotify, which helps to inject real sound into the subsequent design, so as to provide users with the best solution.
1) Research methods
The research used both quantitative and qualitative methods. Quantitative As a preliminary study, the online method is used to obtain quantitative data on user behavior and patterns. This data can help us identify a phenomenon in Spotify's user base and drive research in a more specific way.
However, relying only on quantitative data cannot reveal deeper insights of users, we also need to rely on qualitative research, through 1v1 user interviews, to further explore the motivation of user behavior.
2) User interviews
To make sure the research went smoothly, I created an open-ended interview guide to verify that the design met its initial goals. Learn about respondents' usage habits for music listening, content sharing, social interaction, and how they gather information.
3) Recruitment requirements
To get a more comprehensive user profile, this interview needs to cover both artist and non-artist groups on Spotify. At the same time, I used a demographic approach to collect more voices from ordinary users. In addition, it is necessary to compare other social media to understand the social behavior of Spotify users on other platforms.
Based on these assumptions, respondents were recruited to meet the following characteristics:
2 artists / 2 podcasters / 4 non-artist users
22 – 34 year old users
Users who spend 2+ hours a day on Spotify
Users who spend 2+ hours a day on social media
4. Research Summary
Based on user interviews, I compiled a document, organized statements and observed information on sticky notes, grouped similar information, and defined each topic in order to discover and identify user needs. It contains repeated answers describing how users think, feel, express, and listen.
5. User Insights
Randomly investigate the playlists created by Spotify users and find that everyone has similar music preferences;
Collaborative shared playlists are often used for song reference or pure sharing;
Sharing a song or podcast is an expression of self-awareness;
Users tend to look for like-minded people to communicate and share on Spotify;
The interaction between artists and fans was deep and interesting, especially the live Q&A session.
6. User needs
Users need an efficient way to find like-minded people;
Artists need a space for intimate interaction with fans;
Users need a space to share and receive information.
7. Create portraits
To create a more accurate persona, I revisited the interviews about user perceptions, needs, and pain points—these represent the core needs of key user groups. Finally, the characters are portrayed from the aspects of character background, characteristics, needs, pain points, and common functions.