Overview

 

Spotify’s core mission is to build a new music economy while making sure artists get paid, but these aspirations aren’t obvious to most of its users through the user experience of the platform. I proposed a feature that allows fans to make direct contributions to their favorite artists, to strengthen Spotify’s brand value, get more engaged users, and help independent artists grow their careers. After presenting to a member of the Spotify team, I was able to get insight into how Spotify might incorporate a feature like this.

 
 
 

 

Introduction

 

My Roles

  • UX & UI Designer

  • Design Strategist

  • Design Researcher

Challenges

For a two-week design charette, I had to find a way to improve the Spotify experience. My goal was to use experience design as a way to reinvigorate Spotify’s core mission: rebuilding the music economy. How can I modify the Spotify experience in a way that adheres to this mission?

My Design Process

Results

I proposed a “Contribute to the Artist” button that allows people to opt into paying ten cents per song stream, to promote and support their favorite independent artists. This solution not only provides these artists with new streams of income, but also makes Spotify’s mission clear to its users, increasing its brand value and customer loyalty.

 
 
 

 

Defining the Problem

 

Spotify’s mission is to create a new music economy, but Spotify artists barely get paid.

I wanted to get to the core of Spotify’s reason for being, and use experience design as an opportunity for creating brand value. Since Spotify’s core mission is to create a new music economy, how could I use Spotify as a platform for helping independent artists grow?

 
 
 

 

User Persona

 

Identify Spotify’s primary target audience

The first step was understanding who Spotify’s Target audience in the quickest way possible, since this was a 2-week design charrette. While Spotify has a wide range of users I decided to design for their main target audience: connected millenials.

 
 
 

 

Define Opportunity

 

Synthesizing research and ideas and identifying opportunities

There were opportunities to offer artists an alternative source of income, while also improving the experience of the platform.

 
 
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Ideation

 

Propose several design solutions

Since this was a short design charrette, I moved immediately to proposing modifications to the experience of the web and mobile platform, after completing a preliminary round of research.

Proposal 01

“Contribute to the Artist” Button

Let fans contribute to their favorite artists with the click of a button.

Impact

For Spotify, this aligns most closely to Spotify CEO’s mission to “rebuild the music economy and creates more brand value

For Users, they will understand Spotify’s core mission and be more loyal to the brand. They will also feel more connected to the artists, since they can directly contribute to them

For Artists, they receive alternate source of income, which is important for smaller independent artists

Proposal 02

“Get to Know the Artist” Button

Allow users to tune into what an artist is currently listening to on Spotify, live!

Impact

For Spotify, this adhere’s to their mission of “connecting artists to fans in ways they would never otherwise would have found.”

For Users, they feel more connected to artists, on a more personal level and will engage with the platform more

For Artists, they are able to directly influence their fans in a new way and expand their influence and social media presence

 
 
 

 

Feature Prototyping

 

Deciding where to add the Contribute to the Artist feature

After doing a brief list of potential impacts for my design ideas, the Contribute feature aligned most closely with Spotify’s goals.

feat.jpg

Feature Location Option 01

This location adds a tab to the artist’s page, but my dashboard would need to include information that was more specific to general contributions rather than to specific artists.

Feature Location Option 02

This location made the most sense for my feature since it was easy to access and the buttons in this zone function more like on-off buttons.

feat2.jpg
 
 
 

 

User Flow

 

Mapping out a simple user flow for the Contribute the Artist feature and dashboard

While the entry to this user experience is through the Contribute button, there were other secondary interactions I needed to consider in order to make this idea viable.

 
 
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Information Architecture

 

My new dashboard should integrate with the existing side bar

I studied Spotify’s existing content structure and mapped it out, and figured out where it made the most sense to add my proposed Contribute to the Artist dashboard.

 

Task flow for this feature should begin with a new dashboard

I then moved on to mapping specific tasks I wanted users to be able to accomplish from the dashboard. I listed them out and then mapped out how my dashboard would integrate with the rest of the Spotify platform.

 
 

 

Design Iterations and User Feedback

 

Getting feedback on the Contribute to the Artist Dashboard

While the main feature is very simple, it required some settings for users to feel comfortable with participating in this new Spotify experience. I asked users to test the dashboard and recorded their interactions. Below, is the evolution of the dashboard.

Update.jpg
 
 
 

 

High Fidelity Wireframes

 

Introduce the ‘Contribute to the Artist’ button

The new ‘Contribute’ button is contained under each artist’s name, so that users can easily press it if they want to start their contributions, or un-press it if they want to stop their contributions. The button turns green when the user is currently contributing, very much like the existing ‘Pause’ button.

 
 
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Make contributions visible to users who are participating

Adding the ‘Contribute’ button was a simple change, but there was no way for the user to keep track of which artists they were currently contributing to. I created a ‘Contribute to the Artist’ page on the Spotify platform so that users could keep track of their total contributions, while also seeing who some of the biggest crowdfunded artists are at the time. This increased connectivity between Spotify users and artists, is way to take advantage of the social aspects of the platform, and increase engagement between artists and their fans.

 
 
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Redo the ‘About Us’ page to make Spotify’s mission clear

The current Spotify website does not talk about its mission or values. Most of the research I found about their mission was through press releases. Most people won’t do this extra digging, to find out about a company. One of the ways to enhance Spotify’s brand value is to show their users that they stand for something greater than just music streaming.

 

Ideate on the revenue model

Spotify users who participate can set a maximum amount of contributions for each month. When they reach this cap, they unlock various exclusives, which are listed below.

 
 
 

 

Present to Spotify

 

Feedback from Spotify emphasized the relationship they have with record labels being a potential barrier for this feature

After the project was over, I was given the chance to present it to a member of the Spotify team, front end developer, Erin Depew. Her feedback was overall positive, but thought that a solution like this might conflict with Spotify’s existing contracts with the record labels, since my proposal would cut record labels out of the deal and allow funds to go directly from Spotify listeners to Spotify artists.

Next steps are to re-examine how record labels can be written into the Contribute to the Artist revenue model

Since Spotify relies a lot on the partnerships they have created with record labels, the next steps for this project would be to figure out how to write the record labels into the deal, while still staying true to the initial goal of making sure artists get paid.

 
 
 

 

Key Takeaways

 

There is a fine line between too much and too little control

Overly simplistic features bring up many questions for users, while features that are too complex lead to information overload. Finding a balance between the two is critical.

Users want to be rewarded for participating

Before using new features, users need to understand the value that it creates for their overall experience. Without this, features will go unused.

The business model needs to make all parties involved happy

Designing parts of a user experience that modifies the company’s business model, requires a deep understanding of all parties involved.