One Friday morning I woke up to a text from my friend, who was eager to find out the name of a song in a video, so she could add it to her Spotify playlist. Despite our efforts to identify the song by searching snippets of the lyrics on Google, we couldn't find it, leaving her frustrated. This made me wonder how Spotify could capitalize and enhance its service by simplifying the process of discovering and identifying new songs, increasing user satisfaction.
I set myself a few goals before getting started:
Using Google Forms I conducted and received 10 survey responses to see if my friend's experience was common. I also carried out 10 15-minute interviews with Spotify users to explore deeper insights into the desire for a song recognition feature in Spotify. This helped me understand people's thoughts, feelings, and needs regarding this potential addition.
I noticed some common themes and patterns among the survey and interview responses.
Most want to be able to, from the result screen, be able to add the song to their playlist, see the artist, etc..
People spend a lot of time researching through both search engines and other apps to find the name of the song, but the process is progressively frustrating
Many are unaware that song recognition apps exist and find both looking up and installing another app inconvenient.
Here’s what some of the users said when asked about how they feel about Spotify not having a song recognition feature built-in:
I often hear songs I like on the radio or in public places, and it would be convenient to quickly find them on Spotify.
I often find myself wishing Spotify had a feature to identify songs playing around me, like when I'm at a party or watching a movie so I wouldn't have to use musixmatch all the time.
I have to use other apps to identify songs and then switch back to Spotify to find and play them, which is inconvenient and time-consuming.
t's frustrating not to have song recognition in Spotify because when I hear a new song I like somewhere, I have to use another app to find out what it is.
I felt that I could improve the questions I asked in my research. I explain further in my reflection
These are 3 music streaming platforms that are competitors to Spotify. The feature under analysis is song recognition, which allows users to identify music playing nearby through the app's audio recognition technology. This capability is crucial for enhancing user engagement by seamlessly connecting them with unknown tracks and artists. Despite its value, not all music streaming services offer this feature, impacting user convenience which can give Spotify a competitive edge.
People need a simple way to find out what song is playing and add it to their Spotify, all in one place.
To address the user's pain points I decided to design the song recognition feature within the existing Spotify design layout. This approach distinguishes Spotify as an all-in-one solution, outperforming competitors that rely on external song recognition apps.
Based on the research of users goals and needs, the app should:
The user flow diagram serves as a visual representation of the user's path within Spotify. It highlights the sequence of actions from start to finish, pinpointing areas where we can streamline the process. This understanding is pivotal in creating a user-friendly experience that meets the audience's needs.
I started by sketching some user flows and early wireframe ideas using Spotify's existing user interface. I initially only had a mobile design in mind but for making sure everyone has the same experience, I later decided to add a desktop version as well.
I then developed a high-fidelity prototype and sought feedback by inviting 10 individuals to test it without guidance, aiming to gather their impressions and insights on the feature.
I conducted usability testing with 10 Spotify users to assess the feature's ease of use. During these in-person sessions, participants interacted with the feature within a 30-second time limit. This process ensured the feature was user-friendly and efficient. All were able to pass under the time limit at an average of 12 seconds and 60% were able to do so under 10, confirming that the feature is both easily accessible and easy to use.
I then solidified the design of the app after being reassured by the user feedback and goals set for this project.
Creating this feature was both a challenge and an opportunity to test my skills, demonstrating how impactful seemingly small features can be. My first attempt at a competitive analysis was more enjoyable than anticipated, though I recognize there's room for improvement in how I present my findings. I also I recognized the need to refine my questions for more profound insights, a realization that came later in the study. Despite the hurdles, this rewarding journey has ignited a desire to further explore and enhance my abilities.
Assuming Spotify were behind this product, gauging its success might involve the following metrics:
Measuring User Success
Measuring Positive Business Outcomes