Spotify Mixtapes

a streaming music social feature 
full case study

Information Architecture
Visual Design

TLDR Summary.

This is a UX case study for a proposed social feature - Spotify Mixtapes - that I developed for Spotify, the on-demand music streaming service.

My Role:
I researched, designed, tested and iterated an original social feature for Spotify, and streamlined the visual identity of this new feature. This was done as a project through my UX Academy coursework with Designlab.

  • Spotify, arguably the leader in the streaming music market, does not have a well-developed social component. 

  • They and their competitors have attempted to integrate social features, but have found this to be a difficult task, and ultimately pulled their initial attempts, as Spotify did with its chat feature. 

  • The brief for this project was to expand into the social space and improve engagement and retention in the Spotify app.

Timeline: 90 hours, 4+ weeks
Full case study

Several Key flows, screens and InVision prototype walk-throughs:

1. Adjust Mixtapes Settings

Key screens

InVision prototype walk-through

2. Create New Mixtape,
Personalize & Transmit

Key screens

InVision prototype walk-through

3. Receive & Listen

Key screens

InVision prototype walk-through

I have several takeaways from developing and testing this feature:

  • As a designer, it is crucial to uncover and utilize users’ existing knowledge of design patterns, especially when designing a new aspect of an existing and popular project.

  • Concerning sociality and the internet, users and interviewees that I spoke with expressed a feeling that, while they love the expansive quality of the internet, they find it challenging and stressful to make meaningful, intimate connections through existing web platforms. This is an area ripe for improvement and future exploration.
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