Let’s imagine this scenario: Spotify wants to increase the number of its Premium users and to enhance their interactions.
To do this is necessary to develop the friends’ activity board and the follow accounts features.
The idea is to make Spotify a platform where the participation of the users is important and become a priority. A meeting point for the lovers of music and a social network where photos and videos are not shared, but songs and playlists are.
In this renewed platform, each artist, musical event or similar, will have public profiles with exclusive content, where the users can add comments and reactions to the songs and can create and discuss topics related to that profile.
I will use Lean methodology to forgo a lot of unnecessary documentation and get quick and valid results, as it is based on data and analysis. This methodology is focused on the user and runs through iterations. The best part? I will do all of this without having to spend any money yet.
Will this be an aspect that appeals the Spotify users? Let’s check it out.
RESEARCH & BENCHMARKING
Even though I am not going to do a research of users, I should know the market I will be working for. I did desk research to gather information. These are some insights from Spotify data:
- Spotify reaches 130 million paying subscribers.
- Percentage of Spotify users in Spain (2018) according to the type of device they accessed with: 18% Mobile; 18% Desktop; 16% Tablet.
- 80% of the turnover comes from Premium subscribers and 10% from advertising. Music downloads only generate 0.30% of revenue.
- In Spain, there is an approximate number of 4 million users.
It is also important to do a benchmarking and look at similar apps and website related to the features I want to incorporate. I write here the main features of some of them:
- Tidal: it offers video streamings and exclusive content such as festivals and concerts.
- YouTubeMusic: its catalogue is the widest, it combines the official catalogue with all the videos and content of YouTube.
- AppleMusic: the radio Beats 1 and the recommendation lists are one of the best features of this app.
- Soundcloud: it offers a long list of exclusive songs, podcasts and remixes uploaded by users.
- Reddit: is a massive collection of forums, where people can share and comment on content, interact with famous people through AMA (Ask Me Anything).
Okay, enough of research.
CONJECTURES AND HYPOTHESIS
The goal is set and I have collected concepts that will help me improve the Spotify Premium users’ experience.
Now is the time to organize and refine these ideas based on the needs of the platform and users. I will seek the most extreme qualities in terms of risk and knowledge because those will be the ones that I have to develop. The best way to do this is through a prioritization matrix.
To make this conjectures useful, I have to transform them into hypothesis to validate:
- We believe that with a timeline board, users will easily share their playlist and songs with their followers to discover more music.
- We believe that through a forum platform, users will fill profiles with comments and interact with other users, creating topics for discussion and debate.
- We believe that with exclusive content, there will be great participation if fans can learn more about the artist.
PROTO PERSONA AND USER STORIES
Whom is this feature aim for? As potential users, I will choose three distinct and singular profiles. Three ways to understand the platform and interact with it, and its possible points of contact. Theses users will be also tested later.
Here are María, Daniel and Jorge. Maria is a die-hard fan who wants to know everything about her favourite artist; Daniel is the kind of guy who never picks the music in a road trip and would like to know more bands and songs; last but not least is Jorge, whose favourite topic is music and never miss a concert.
The functionalities of this Spotify update will be defined by the needs of our proto-personas and stated through these user stories.
LEAN CANVAS AND MVP
To organize all the information that I have generated I will use the lean canvas, where I will also consider what is the first thing I must validate and how I am going to do it. This will also help me decide what will be the MVP (Minimum Viable Product).
I decided that the MVP will be a landing page that collects the main information and functionalities presenting the new features.
This MVP aims to collect data from users who access the page to validate the hypotheses raised some steps back.
WIREFRAMES AND SITE MAP
Through lo-fi wireframes, I schematically organized the information and sections that I wanted to include in the landing page. Thanks to this drawing I was able to have clearer the content and the site map (sections of the page) that the MVP would have.
After drawing wireframes, it was time to make some important design decisions regarding the naming, the logo and the communication tone I wanted to have.
Since the idea is to create a feature for Spotify that creates a broader and more participatory social community, the name had to be clear and direct. Therefore, I chose SOCIAL (by Spotify) as the name of the new face of this social network, styled in capital letters.
The logo was inspired by the current Spotify logo: a circular shape with 3 stripes. Following the same composition, a friendly logo -in true emoticon style- is designed. It perfectly combines the idea of the application: a smiling face that invites you to socialize through the app.
The tone of communication had to be close and friendly. A clear text combined with the current internet slang: hashtags, emoticons, acronyms and concepts (AMA (ask me anything), streaming …) of this generation.
When starting to design, I create a small design system for both the landing page and the app. I defined the corporate colours, typography, buttons and icons.
SOCIAL is designed with a combination of 3 fonts. The corporate typeface is Fredocka One, with nicely rounded shapes. It will be used as H1 in the screens belonging to the Social section. On the other hand, the Open Sans, along with the Raleway, both easy to read, will be used as headings and paragraph text throughout the page.
The corporate colour is an orange hue with high saturation. It is combined with two dark bluish tones, one linear and the other a more marine tone.
The iconography is based on the current Spotify design, with a linear and clear design that inverts colours when selected.
To illustrate and give a visual idea of how the features would be, I developed 4 screens of how SOCIAL would look like for desktop.
The landing page will be short, in order to not overwhelm the users with information. It will get straight to the point and it will address the new feature with bullet points since long texts make the users lose focus on the product. The website also adds some hints to Spotify and Spotify Premium.
Here it is the MVP: https://www.socialapp.com.es/
OBJECTIVES AND KPIs
Once the landing was prepared and designed, I spread the word through a totally simple advertising campaign: the word of mouth, as I did not see as necessary to spend time creating profiles in a social network.
To check the success of the project I set some objectives and KPIs to achieve in one week, that would be great indicators for future iterations.
I linked Google Analytics and Hotjar to the landing page and left it running for seven days to collect the data I was interested in measure. I also used MailChimp to collect leads and keep in touch with users sending them a welcome email.
Here are some of the measures that I gathered:
Here we can see that it had a great reception the day that it was launched, but as I didn’t fuel the advertising campaign, in the next days it was quite low.
The average session per day combine with these three data measures from Hotjar, let us notice that the engagement of the user was long enough to scroll the full page,and some of them even gave some . Thanks to Hotjar metrics, I could see that mobile phones are the most used device by the users to access to the landing page. 53% of them did a full scroll, whereas 58% of desktop users (the runner up device) scroll the full page. This could translate into a successful engaging with the MVP.
The average amount of events (considering the session with events) during the week was stable, but not very high.
I also did an A/B test concerning the hero header. I changed the H1 welcome sentence to see if it will make people engage more with the platform. As we can see in the graphic, there is no much difference between both variables.
The MailChimp campaign gathered 12 new subscribers, where 7 of them were interested enough to open the mail. Even though I didn’t hit the proposed KPI, the audience average, compared to the industry one where Social is placed, in both open and click rate, is encouraging.
Here are the results of the KPI’s (Key Performance Indicator) stablished at the beginning of the testing.
BALANCE AND FUTURE ITERATIONS
After analysing the results obtained from the metrics, we can see that more than half have been met.
If we go by objective, I can firmly affirm that the user’s attention and interest have been quite satisfactory as all the KPI’s are not only met, but surpassed.
For obtaining leads, the expected result has not been reached, although it has remained close. This possibly could be improved with a broader explanation or a more eye-catching and better positioned CTA.
The user’s intention has not been that successful either. The CTAs have gone largely unnoticed as the KPIs have not been reached. If we analyze more deeply, this may be because the users who have accessed are already Spotify or Spotify Premium users. In the case of the CTA Saber más, the same would happen as with the previous one, make it more striking and position it better. We can also appreciate that the users have clicked on the Social screens and that have shown interest 16% of them have returned to the page.
In general, the landing page could be improved in terms of the user’s intention and give the CTAs a new look and feel.
In future iterations, the MVP could be given greater visibility by creating a broader advertising campaign, as well as carrying out some type of questionnaire to define and refine the final features that Social would have.
In conclusion, if we go back to the goal that was set at the beginning: to increase the number of its Premium users and to enhance their interactions, it could be said that people have shown great interest in the new product, which could build current users loyalty and get new ones to join Premium.