Onboarding
“Lend an Ear”
Add a Feature for Spotify:
“Lend an ear”
In today's digital music landscape, Spotify stands as a titan, offering users a vast library of songs and personalized playlists. However, amidst its success, several user experience challenges persist, hindering seamless music discovery and interactions.
Roles: UI/UX Designer, UX Researcher
Agency: Design Lab
Duration: 4 weeks (~80 hours)
Tools Used: Figma, FigJam, Zoom, Discord
Design Process
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Overview
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Competitive Analysis, User Interviews
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Affinity Mapping, User Personas, POVs & HMWs
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Low-Fidelity Wireframes, High-Fidelity Wireframes
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Usability testing for High-Fidelity Wireframes, Revisions & Follow up Usability Testing
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Conclusions and Discissions
Problem
Overview
Research indicates that these issues stem from:
Difficulty in Identifying Music: While Spotify offers various features for music discovery, users often struggle to identify unfamiliar songs playing in their surroundings. In comparison to standalone music identification apps like Shazam, Spotify lacks a robust and intuitive mechanism for instant song recognition, leaving users frustrated and disconnected from the platform's ecosystem.
Importing Music from Shazam: Many users rely on Shazam for on-the-go music identification, yet face challenges when attempting to seamlessly import identified tracks into their Spotify playlists. The current integration process between Shazam and Spotify is convoluted and cumbersome, deterring users from transitioning seamlessly between the two platforms and hindering the cohesive music discovery experience. Additionally, Shazam has a business contract with Apple Music (one of Spotify’s major competitors) which prohibits Shazam from integrating itself within the Spotify ecosystem thus, introducing barriers to accessibility.
By addressing these concerns, Mac Lab aims to enhance the customer experience and boost revenue.
Discovery (Research)
Competitive Analysis:
To define both the problem and our target audience effectively, I embarked on a comprehensive research journey. Initially, I conducted a thorough competitor analysis, scrutinizing Spotify alongside its rivals such as Apple Music, Soundcloud, and YouTube Music. This exploration allowed me to grasp Spotify's strengths and weaknesses, illuminating areas primed for enhancement.
A recurring issue emerged during this analysis: the complexity surrounding music search and identification processes within Spotify's platform. This discovery prompted a deeper investigation into potential avenues for improvement, focusing specifically on refining Spotify's music search experience.
User Interviews:
Next, armed with insights gleaned from the competitive landscape, I engaged in user interviews. These conversations were invaluable, providing firsthand accounts of everyday Spotify users' experiences and shedding light on additional pain points and moments of delight within the platform.
Define (Synthesis)
Affinity mapping:
Synthesizing the interview findings through affinity mapping, I distilled the plethora of data into three prevalent issues: search bar complexities, explore feature inaccuracies, and challenges associated with music identification and importing from Shazam.
User Personas:
Driven by insights gathered from research, I honed in on addressing the music identification and integration issues, aligning closely with Spotify's company needs. This strategic decision led to the creation of the "Lend an Ear" feature—an innovative solution designed to streamline music search processes for Spotify users. By storing and identifying music, including instrumental tracks, "Lend an Ear" promises to revolutionize the music search experience, offering convenience and seamless integration within the Spotify ecosystem.
POVs & HMWs:
To frame the direction of my work, I crafted Point of View (POV) and How Might We (HMW) statements, ensuring clarity and focus in addressing user needs. Additionally, the creation of detailed user personas helped to classify and emphasize the diverse range of user needs, ensuring solutions were tailored to their requirements.
Develop (Design)
Task Flows:
I proceeded to chart the user journey by delineating a task flow depicting the streaming and music discovery process within 'Lend an Ear.' This visual representation offered deeper insight into user activity and interactions.
Low Fidelity Wireframes:
At first, I designed a wireframe solely for the 'Lend an Ear' feature. However, after finalizing the designs and conducting usability tests, I noticed some participants struggled to locate the feature. This prompted me to reassess and enhance its visibility and user-friendliness.
Onboarding
“Lend an Ear”
Delivery (Testing & Revisions)
Usability test for High-Fidelity prototype:
Testing played a pivotal role in shaping the final deliverables for the 'Add a Feature to Spotify' project. Through usability tests post-prototype, I observed initial struggles in locating the 'Lend an Ear' feature. This feedback prompted the creation of an onboarding process to enhance visibility and user understanding.
Revisions and Follow-Up Usability tests:
Insights gleaned from testing were instrumental in shaping the final deliverables for the website redesign and the Build-a-box product. One key insight was the need for improved Information Architecture on the website, leading to a reorganized layout in the final deliverables. By strategically placing call-to-action buttons for essential information and products, such as the unique selling point and frequently purchased items, I aimed to enhance user engagement and drive sales.
For example, insights from testing revealed that the Build-a-box product experienced lower online sales compared to in-store purchases. To address this, I introduced visual cues in the web version of the product to guide users through the customization process, mirroring the in-store experience. This approach aimed to increase online sales by providing users with a more intuitive and engaging ordering process.
The Solution
Conclusion and Discussion:
In summarizing the project, I navigated the complex digital music landscape to enhance the Spotify experience with the introduction of the "Lend An Ear" feature. Challenges included users' struggles with feature location and integration complexities with Shazam. Through meticulous research and user interviews, I identified pain points and crafted innovative solutions tailored to Spotify's needs. The creation of "Lend an Ear" aimed to streamline music discovery, culminating in a seamless user experience. Iterative design and usability testing were pivotal in refining the feature, ultimately enhancing user engagement and accessibility. My favorite part of the process was immersing myself in the user perspective and crafting solutions that resonate with their needs. The insights gained from testing underscored the importance of user onboarding in introducing new features, shaping my approach to future projects. Through proactive user-centric design and iterative refinement, I'm proud to have delivered a solution that enhances the Spotify experience for all users.