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Spotify Analysis & Suggestions

The purpose of this exercise is to analyze Spotify's strategy and user pain points, provide solutions, create a roadmap, and identify key metrics for success.

Structure

⁠
Positioning & Strategy
User Personas & User Journey
Primary & Secondary Research
Identifying & Prioritizing Problems
Providing & Prioritizing Solutions
User Stories
Roadmapping
Metrics for Success

Position & Strategy

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Mission Statement:
“Our mission is to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”

Pain Points

Physical media (transportation, damages, etc.)
High cost
Piracy
Storage
Discoverability

Benefits

For artist:
Exposure
Accessibility
Royalties
Piracy
For listeners:
Access to a vast music library
Affordable
Convenient
Broadened horizons
Portable

Features

For artist:
Editorial playlisting
Personalized playlisting
Discovery mode
Algorithmic placements
Marquee - full-screen, sponsored recommendation of your new release
Audio and video ads
Profile tools - bio, photos, etc.
Canvas - looping visuals
Promo cards - personalized assets to share on socials
Music + Talk
Analytics
Merch
Publishing
For Listeners:
Streaming (music, podcast, and audiobooks)
Personalized recommendations
Downloads
Spotify wrapped
Discovery feed
Smart shuffle
AI DJ
Filtering
Mixes
Radio
Desktop & mobile apps

User Persona & User Journey

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User Persona - Amanda Davis: The Music Enthusiast

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arjunacoles_headshot_of_a_black_woman_smiling_bright_lighting_h_647212d9-4ece-4101-9255-410d27e818f7.png
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Demographics:
Age - 27
Ethnicity - African American
Gender - Female
Income - $47,000
Geography - US
Education - Bachelor’s
Needs:
High-Quality Streaming
Music Recommendations
Affordability
Portability
Cross-Platform
Offline Listening
Background:
Amanda, an avid music listener with a passion for discovering new sounds, seeks a streaming platform that meets her needs for affordability, a vast music library, easily discoverable new music, and good recommendations. She values a platform that offers flexible pricing options to fit her budget while providing access to an extensive collection of music spanning various genres. Amanda desires intuitive features for music exploration, such as personalized playlists, curated recommendations, and trending tracks. Intrigued by her friends' recommendations, she looks to Spotify, known for its emphasis on music discovery, to fulfill her musical journey.

User Journey

Discovery:
The user hears about Spotify from ads or friends
The user searches the internet/app store and downloads the app
The user creates a free account that has no ad-free listening

Onboarding & Customization:
User signs up via email, Google account, Facebook, or Apple ID
User is instructed to choose three or more artist they enjoy
User immediately auto-played music from their selections

Discovery & Engagement:
Users gain access to a vast music library in the forms of playlists (Daily Mixes, Discover Weekly, Release Radar), albums, genres, radio, and curated recommendations.
User searches for specific songs, albums, and artist. They then begin following them to receive updates on their music.
The user begins following friends’ playlists and adds songs from other users to their liked songs or playlist.
The user creates a playlist and shares their playlist and favorite songs via social platforms.

Premium Features:
Users may choose to upgrade to Spotify Premium, a subscription-based service offering additional features like ad-free listening, offline mode, higher audio quality, and unlimited skips.
Premium subscribers can also enjoy exclusive content, such as early access to certain releases or special playlists.

Cross-Device Experience:
Spotify offers a seamless experience across devices. Users can switch between smartphones, tablets, desktops, and connected devices (like smart speakers) while maintaining their personalized settings, playlists, and listening history.

Primary & Secondary User Research

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Survey -
View Here
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⁠

How important is Spotify to your daily life?
How important is listening across multiple devices to you?
How important are music recommendations to you (Daily Mixes, Discover Weekly, Release Radar)?
How accurate are your music recommendations to your music taste?
How often do you actively search for new music?
How often do you run into issues while using Spotify?
How often do you share playlists and music on social media?
How likely are you to recommend Spotify to a friend or colleague?

Interviews

What do you think about Spotify as a music streaming service?
What do you love about Spotify?
What do you dislike about Spotify?
What are your three biggest issues with Spotify?
When do you run into these roadblocks?
Why did you choose to use Spotify over other competitors?
What would make you switch from Spotify to other competitors?
How often do you search for new music on Spotify?
What are your thoughts on the new features as such as the AI DJ, Smart Shuffle, and Stories?
How often so you share music on social platforms or with friends?
If you could wave a magic wand and change anything, what would it be?
Is there anything else you would like to share about your experience with Spotify or any suggestions for its improvement?

Identifying & Prioritizing Problems/Solutions

⁠
User Problems & Priority
Pain Point
Solution
Priority
Start date and time
Column 5
1
Issues across different devices
Enhance cross-platform synchronization
High
​
2
Frustrating UI
Comprehensive UI redesign
High
1/1/2024, 9:00 PM
​
3
Inaccurate Spotify Wrapped/difficulty finding it
Simplify access and improve accuracy
Low
​
4
Shuffle is inconsistent and often plays the same song over again.
Improve shuffle algorithm
Medium
​
5
Downloaded songs don't stay downloaded
Implement reliable offline mode
Medium
​
There are no rows in this table
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User Stories

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User Story
Estimate
1
As an avid music listener, I need to be able to seamlessly listen to music across all my devices so that I can enjoy my music anywhere.
2-4 weeks
2
As someone who listens to music on the go, I need the Spotify mobile app to have a simple, easy-to-use UI so that I can navigate the app seamlessly.
3-5 weeks
3
As someone who likes to enjoy listening to their entire music catalog, I need a consistently varied shuffle feature that allows me to explore my whole catalog.
1-3 weeks
4
As someone who doesn’t have consistent WiFi or cell service, I need a reliable offline mode that allows me to listen to my music catalog worry-free.
2-4 weeks
5
As someone who loves to look back on what they listened to this year, I need Spotify wrapped to be more accurate and easily accessible so that I can easily see and share my music taste.
2-4 weeks
There are no rows in this table
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Roadmapping

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Phase 1: Core Functionality Enhancement
Seamless Music Playback Across Devices (2-4 weeks)
Develop mechanisms for seamless music transition between devices.
Ensure compatibility across different platforms (desktop, mobile, web).
Streamlined and Intuitive Mobile App UI (3-5 weeks)
Conduct user research to identify pain points in the current mobile app UI.
Redesign the interface to prioritize simplicity and ease of use.
Incorporate user feedback and conduct iterative design improvements.
Consistent Varied Shuffle Feature (1-3 weeks)
Enhance the shuffle algorithm to provide a more diverse music selection.
Consider user preferences to create an enjoyable shuffle experience.
Phase 2: Offline Mode and Content Expansion
Reliable Offline Mode (2-4 weeks)
Implement offline caching and local storage capabilities for uninterrupted music playback without an internet connection.
Develop robust error handling and syncing mechanisms to ensure a worry-free offline experience.
Phase 3: Spotify Wrapped Improvements
Improved Accuracy and Accessibility of Spotify Wrapped (2-4 weeks)
Enhance data collection, analysis, and presentation to provide users with a more accurate and easily accessible Spotify Wrapped experience.
Improve the user interface and user experience of Spotify Wrapped to enable easy viewing and sharing of music tastes.
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Timeline
1
UI Updates
Cross-Platform Updates
Shuffle Feature
Reliable Offline Mode
Spotify Wrapped
Apr 2024
1
2
3
4
5
6
7
8
9
10
11
12
13
14
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18
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30
May 2024
1
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31
Jun 2024
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Jul 2024
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Aug 2024
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Sep 2024
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Oct 2024
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Nov 2024
1
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Dec 2024
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31
Month
TodayFit
⁠

Features

⁠
Add feature
⁠
⁠
Feature name
PRD
PM
Start date
End date
Stage
Notes
1
UI Updates
Arjuna Coles
Jul 3
Jul 24
Design
2
Cross-Platform Updates
Arjuna Coles
Jul 10
Jul 31
Development
3
Shuffle Feature
Arjuna Coles
Jul 24
Aug 14
Not started
4
Reliable Offline Mode
Arjuna Coles
Aug 7
Aug 21
Not started
5
Spotify Wrapped
Arjuna Coles
Aug 21
Sep 11
Not started
There are no rows in this table
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Metrics For Success

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UI Updates:
Average user feedback rating on UI usability: 4 out of 5
Number of user-reported UI issues: Less than 20
Cross-Platform Updates:
Percentage of successful cross-device transitions: 95%
Average user complaints or support tickets: Less than 10
Average user satisfaction rating: 4 out of 5
Improved Shuffle:
Average user feedback rating on shuffle experience: 4 out of 5
User satisfaction improvement: 10% or greater
Reliable Offline Mode:
Percentage of successful offline playbacks: 98%
Average user feedback rating on offline mode: 4 out of 5
Spotify Wrapped:
Average user feedback rating on accuracy and relevance: 4 out of 5
Average user engagement with Spotify Wrapped features: 15% or greater increase
Positive sentiment and user satisfaction: 80% positive sentiment



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