SPOTIFY'S FEATURE PROJECT

A new Spotify feature offering Live concert streaming of popular singers and bands. It is a space to provide a new and convenient way to enjoy concerts while being in the comfort of your own home. The feature can be accessed through the app when browsing for upcoming concerts. This function is targeted towards teenagers or young adults who actively listen and enjoy live music, but have busy exam schedules or projects at school.

BACKGROUND

The purpose of this project is to implement a feature in Spotify that targets increasing the premium subscriptions and attract new users into using Spotify.

RESEARCH

We interviewed with three types of audience: Non-user, occasional and frequent Spotify users. Asking their intention and dissatisfaction while using the application. In order to have a more in-depth understanding of the user's habits and needs, we created tasks such as, create a song playlist, find a particular song, follow a friend and asked them to accomplish the task with our observation. The conclusion of the user interview data has shown the search function is confusing and the shared purpose of users is to share songs with friends and to generate common topics with each other. Participants of the research also found Spotify to lack a sense of community and interactive functions.

In order to increase activity between users, we have found an opportunity to implement a live concert streaming feature for Spotify.

IDEATION

The idea of the feature is an in-app streaming concert function offers live broadcasts of trending artists and bands. By just purchasing the streaming ticket on Spotify, users are able to listen to live music in a effortless and convenient way. To increase the interactions between users, they are able to comment and use emoticons to express their feeling during the concert. Thus, users can discuss the performance of the concert together and share their musical thoughts.

FINAL DESIGN

Possible Touchpoints

○ The new feature can be accessed while browsing the upcoming concerts. Promoting information also will be shown on artist’s profile page.

Reminder

○ Users can set up reminders to avoid missing the chance to watch the wonderful performances and enjoy the exciting atmosphere. A countdown on the home page can always remind user to watch the concert when they access to Spotify.

Streaming

○ Users are able to share their thoughts with others by commenting. The increased interactions also help user exploring and building their own music library. Users can also sync with other devices and change to use a larger screen to enjoy the concerts. For those who do not want to be interrupted, they can choose to not show the comments when watching with horizontal views.

Differenciation

○ Premium users are able to enjoy the live concerts with a lower prices and no advertisements, which encourages people to pay to upgrade.

REFLECTION

Through this project, I learned how to enhance an application by implementing a new feature in a business direction. It is important to understand what are the users goals but also it is necessary to learn what the company wants and the business goal of the project. As a designer, we need to balance between the users and business to make the project fit the goals of both sides. To boost this project further, I would create an interactive prototype to reinforce the understanding of our feature project.