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Spotify - Resonance

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A new feature "Resonance" to Spotify, let users to discover what people nearby are listening to.

Group project (school work)
Date: 2021
​Brand: Spotify
Project type: App design | UIUX 
Responsibility: UI/UX design | Content Research | User research | Wireframing | Prototyping | Poster Shooting | Video Filming and editing | Voice-Over

D-and-AD-New-Blood-Awards-2022.png

This is a D&AD New Blood Award project, and we chose Spotify as our target brand.

The topic of the brief

Get listeners to soundtrack and share their life through Spotify

Challenge

1. Create a feature within Spotify that helps people easily share their content and get people talking about it on their social feeds.
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2. How can Spotify make the listening experience a social experience by enabling people to share the audio that means the most to them.

As the brief said, we should included these requirements

  1. How to make it a success ➝ Increased personal and social engagement

  2. Tap into Spotify’s listening modes ➝ Able to use everywhere

  3. Think global ➝ The worldwide user can participate

  4. How to design for belonging ➝ Diversified content and underrepresented voices

  5. Think near future ➝ Think about developing new features for existing products 

Target audience

  • Social trendsetters 

  • Master Curator

Questionaires data

Findings

  • More than 40% of people Listen to music for 1-2 hours every day.

  • They will listen to music when alone.

  • Half of the respondents do not share their music habits.

  • Instagram is the platform that most people use to share music.​

Personas

By creating these three personas, we discovered that a common pain point is the need to find a channel to express their emotions and gain a sense of community and validation through sharing.

Big idea

Find your songmate on spotify.

Key words

  • Interactive

  • Sense of identity

  • Resonance

Connection

  • Share

  • Explore (Search)

  • Distance

  • Surrounding

User journey map

This is the user journey map for regular Spotify usage without any new features, and one of the issues is that it doesn't create a sense of empathy with the users

After studying three personas, we found that their common pain point is the need for a channel to express their emotions, and to gain a sense of community and validation through sharing.

Solution

Create a new feature within the app that allows users to see what people near them are listening to.

Outcome

Spotify - Resonance

The feature is divided into two areas: NEAR and World, where users can see what people are listening to in their respective areas. Additionally, users can send a 'Resonate' signal to others and leave a message to show their empathy towards what the other person is listening to.

1) Near

Users can see in real-time what songs people around them are listening to.

2) World

​Users can see in real-time what songs people around the world are listening to.

UI flow

'Near'

Users can view nearby Spotify users in real-time on a map, browse the songs they are currently listening to, their playlists, send 'Resonate' signals to them, and leave their reviews.

'World'

Users can view Spotify users in real-time on a global map, browse the songs they are currently listening to, their personal playlists, send 'Resonate' signals to them, and leave their reviews.

Poster design

When a man and a woman turn to face each other and find they share a common favorite song on Spotify, they can become songmates and feel a sense of joy.

Demo video

Click the right-side button to see the demo video.

Individual report

Click to check out my report and discover more details and funny moments from when we designed this project.

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