Case Study

Spotify – Real-Time Social Music Feature

Conceptual Feature Integration


Role: UX Design Team (3 Designers)
Timeline: 07/05/17–07/20/17
Tools: Sketch · InVision · Adobe Creative Cloud · Prototyping · User Flows · Affinity Mapping · Personas
Tagline: Transforming passive listening into interactive experiences.

Overview

Spotify, a global leader in music streaming, wanted to innovate by introducing a feature that enhances real-time engagement. Their mission: Give people access to all the music they want, all the time, in a completely legal and accessible way.

Opportunity:
Enable users to:

  • Capture and collaborate on live DJ sets

  • Join rooms to listen and interact in real time

Problem Statement

Music lovers crave active engagement and the thrill of community. Current streaming experiences are largely passive, leaving a gap for real-time social interaction.

Research

  • Competitive Analysis:

    • Most streaming platforms offer similar base functions.

    • Engagement spikes in live formats (e.g., Facebook Live videos are watched 3x longer and receive 10x more comments).

  • User Insights:

    • Users want unexpected new music and effective social sharing.

    • Personas:

      • Sally: Wants to share music in real time and invite friends.

      • Ted: Seeks new music and discussion opportunities.

Survey's & Interviews Insights

Affinity Map

Storyboard: “With Spotify, people don’t get it until they try it. Then they tell their friends” -Daniel Ek CEO Spotify

Process

Approach: User-Centered Design

  • Storyboard & Affinity Mapping: Synthesized research to identify needs.

  • User Flows: Designed scenarios for initiating and joining live DJ sessions.

  • Design Execution: High-fidelity prototypes integrated seamlessly into Spotify’s navigation while adhering to brand standards.

Solution

The proposed feature includes:

  • Real-time DJ set capture and collaboration tools.

  • Interactive rooms for listening, commenting, and sharing music live.

  • Smooth integration with Spotify’s freemium and subscription model.

Impact

This feature positions Spotify as a leader in social music engagement, transforming passive listening into an interactive experience. By leveraging live collaboration, Spotify can:

  • Increase user retention

  • Foster community

  • Differentiate from competitors

  • We continue to test and based on those results we iterate