Mobile Design Concept

Spotify

Conceptualizing a Spotify karaoke feature for users to collaborate, harmonize, and make memories
Context
February 2023 - March 2023 || 7 Weeks
Role
UX Researcher, Product Designer
Team
Frances Sy, Matthew Kim, Ethan Sun, Ryan Eang
INTRODUCTION

Background

As one of the most popular music streaming platforms, Spotify has introduced social interaction features, such as Spotify Blend. While Spotify Blend generates a joint playlist based on music preferences, it lacks opportunities for users to interact with each other.

During our 7-week project from February to March 2023, my team and I aimed to enhance the social experience of Spotify users by expanding on the Spotify Blend feature. To foster stronger bonds between users, we designed Spotify Chime to create a more engaging environment for users to create karaoke videos with others in their Blend playlist.
WHAT I DID

Investigating the Problem

The main objectives of our user research were to:
1. Assess how people currently use music platforms to interact with each other.
2. Understand how music platforms benefit users or what keeps users on these music platforms.
3. Analyze the strengths and limitations of other online music platforms and other music collaboration platforms.User survey
USER SURVEY
We surveyed 53 peers (ages 18-34) from classes, student organizations, and work about their music listening and engagement habits. Here were our main findings:

1. The Potential of Music
51 out of 53 of individuals (96.2%) reported to have connected with people through music

2. The Power of Music
41 out of 53 individuals (77.4%) reported feeling stronger connections with others after singing their favorite songs together.

3. Spotify is #1
47 out of 53 individuals (88.6%) reported using Spotify to listen to music. This was the most popular music streaming platform amongst those we surveyed.

4. Spotify Blend faces mixed reviews
Out of our peers who did use Spotify, 26 out of 40 users (65%) expressed a neutral sentiment or reported not finding their experience with Blend enjoyable. Much of the feedback they had was directed towards the lack of social interactions on the Blend feature.
‍“Great concept but it's only interesting to see what songs both ppl have similar, not rlly a playlist to listen to.”
-Spotify Blend User
‍“I used it once when the feature came out but never check up on the playlist. It does what it says it does but there's nothing particularly special that makes me want to use the feature.”
-Spotify User
‍“I'll listen to the playlist for a little bit to understand the other person's taste but I stop utilizing the Blend playlist pretty quickly.”
-Spotify Blend User
THE PROBLEM
According to our research, Spotify users initially perceive the Spotify Blend feature positively, experiencing a sense of connection with another user. However, user engagement with the Blend playlists tends to be short-lived, with many users quickly losing interest post Blend-creation.
IN ESSENCE

How might we promote social interaction and engagement between Spotify users beyond the collaborative playlists generated by Spotify Blend?

OUR SOLUTION
Introducing Spotify Chime, a Spotify Blend feature where users can sing their favorite songs with friends and mutuals in a karaoke-style manner.
It's time to Chime! Creating a Spotify Chime
Chime utilizes the Blend playlist to assign a random song and parts from it to each participant. Once all users have submitted their parts, the Chime system mixes the clips together to create a karaoke-style video.
Explore your friends' Chimes and discover the newest creations
For those who might be shy or uninterested in recording themselves singing, all Spotify users will also have the option to discover how others make their Chimes!
  • The 'Friends' tag allows viewers to keep up with their friends' latest creations.
  • The 'Discover' tag allows viewers to find the most recent Chimes and be inspired by all the creatives in the Spotify community.
Like, Comment, and React to the latest creations!
Users can leave comments and reactions on their favorite Chime creations and express their thoughts, appreciation, and feedback.
View full interactive prototype here
IMPACT
Our design concept for Spotify Chime was met with positive responses from our participants, who showed high engagement in the viewer experience in particular.
REFLECTION
The more, the merrier. 👯
Collaborative features in music platforms have the potential to unlock new ways of experiencing and enjoying music. By enabling users to collaborate on playlists, listen together in real-time, or share their own creations, Spotify can foster a more dynamic and inclusive community that reflects the diverse ways in which people engage with music.
made with ❤ by K.LA