Unlock the power of AI to revolutionise music
Challenge
Spotify is a popular music streaming platform enjoyed by millions worldwide. However, many users face a common challenge: they desire an effortless way to create customised music mixes tailored to their preferred music style or artist, without the need for any knowledge of music theory. This challenge is not limited to a specific individual but is a widespread user need observed across the platform.
Objectives & Goals
Enhance the user experience of Spotify by introducing an AI-powered feature that enables users to easily and quickly create customised music mixes based on their preferred music style or artist.
Increase user engagement and satisfaction on Spotify, with growing number of user base.
Prepare Spotify for the Web 3.0 revolution by giving more power to users and creators on their platform.
About me
Brigitta Gyoerfi
UX/UI Design
- Zurich, Switzerland
My role
User research
Ideation & solution finding
Feature mapping
Information architecture
User interaction design
User interface design
Usability testing
Design Process
Scope of Work
The following design process has been applied when adding an innovative new feature to Spotify existing product landscape.
Uncovering the problem
The project started with in-depth user research, including interviews and competitive analysis, to understand the pain points and needs of specific Spotify users. It became evident that there was a universal demand for a feature that simplifies the process of personalise mixes.
Interview insights
During user interviews, several key insights were gathered:
- Users are enthusiastic about creating customised mixes but lack the time and expertise to do so manually.
- The ability to select a music style or artist as a basis for mix creation is highly appealing.
- Users appreciate AI-driven recommendations for song selection and mixing.
- The user interface should be intuitive and straightforward, catering to both novice and experienced music enthusiasts.
User Persona
Following the user interviews a clear picture of a persona evolved with specific pain-points and needs with regards to listening and enjoying music.
Name
Markus, the forever young
- 40 years
- Finance director
- Europe
- Married with no kids
- Music lover
Bio
Markus is a successful professional who is enjoying taking a break from his busy schedule and spending time with his close friends travelling to the sunny Southern Europe. Music plays an important role in his life, giving him energy everyday. He spends a lot of time finding new DJs and music mixes that he can play during friends gathering to create a good vibe. He likes Spotify but it does not suit his needs when it comes to playing music in a party, as the playlists do not flow.
Ideate features
Using insights from the persona’s needs and expectations, I’ve commenced ideating diverse features and functionalities, which I’ve then organized into a cohesive user journey. Prioritization was determined based on essential functionalities versus those considered supplementary.
User experience design
In the User Experience Design phase, I began by defining user stories derived from user research, prioritising them to focus on critical needs, and then proceeded to design detailed user task flows. This user-centric approach ensured the creation of a feature that met user expectations while simplifying the experience for a broad range of Spotify users.
Task Flows
Task Flow 1
As a user I want to select the songs from my playlist that I want to mix together.
Task Flow 2
As a user I want to select the style of the mix.
Task Flow 3
As a user I want to listen the preview of the different mixes.
Task Flow 4
As a user I want to add the mix into my playlist.
Task Flow 5
As a user I want to add the mix into the draft so that I can compare it with other mixes.
Task Flow 6
As a user I want to remove mixes from the draft.
User interface design
In the User Interface (UI) design phase, I began by studying Spotify’s UI guidelines and components to ensure a seamless experience for users, aligning with their familiar interface. I introduced a dedicated icon for AI mixing and implemented the “Add to draft” functionality to enhance user control and customisation within the platform.
User Interface components
AI mixing feature
- The AI mixing toggle seamlessly integrates with the playlist’s action buttons, maintaining a cohesive interface.
- It boasts a distinct icon resembling a music note and micro copy text to offer intuitive user guidance.
- Activating the toggle initiates the AI mixing feature, enhancing user experience with personalized music curation.
Listen alternative tracks mixed by AI
- The introduction of the new feature aligns with industry standards observed in leading music streaming platforms such as
- SoundCloud, enabling users to enjoy curated mixes made by DJs.
- Leveraging AI technology, the mix composition adapts to user preferences, mirroring specific styles or artists for a personalized listening experience.
- Following the conventions of other GenAI applications, users are presented with diverse mix variations as alternative tracks.
Listen alternative tracks mixed by AI
- The introduction of the new feature aligns with industry standards observed in leading music streaming platforms such as
- SoundCloud, enabling users to enjoy curated mixes made by DJs.
- Leveraging AI technology, the mix composition adapts to user preferences, mirroring specific styles or artists for a personalized listening experience.
- Following the conventions of other GenAI applications, users are presented with diverse mix variations as alternative tracks.
Store alternative track mixes created by AI
- Implementing the “Variant” UI component presented a unique challenge, with its primary objective being the creation of a repository for AI-generated mixes, ensuring users can generate and store multiple variations without the risk of loss.
- The “Variant” feature is integrated into the track control page, introducing a new functionality.
- Through the “Go to Variant” button, users gain access to a page containing all saved Variants, with additional functionalities enabling the management of Variants.
Usability testing
In-person moderated usability testing unveiled various opportunities for enhancement concerning solution efficacy and usability.
Usability insights
One mix at the time
- Generating multiple mix variations concurrently is not deemed optimal for user experience optimization.
- Due to the mix’s potential duration of over an hour, users prefer the ability to listen to it first and then decide whether to generate a new one if unsatisfied
Enhance how users listen to mixes
- Recognizing the distinct user experience of mix listening versus playlist song playback, there is a need to enhance Track View functionalities for improved user engagement.
- These enhancements should facilitate rapid navigation through mixes, including features for fast forwarding, rewinding, and seamless transition between songs.
- Additionally, the Track View interface should provide visibility into the constituent songs within the mix and indicate the currently playing track for enhanced user control and understanding.
Draft versus Variant
- Developing an effective naming convention for the repository of AI-generated mixes posed significant challenges, but after iterative testing, the term “Draft” emerged as the most resonant choice among users.
- To enhance user navigation, two supplementary functions—Add to Draft and Go to Draft—have been integrated into the Track Control page, providing streamlined access to the repository of AI-generated mixes
High-fidelity prototype
The final high-fidelity prototype was developed iteratively, incorporating insights from user testing sessions to refine and enhance the user experience iteratively
Conclusion
The introduction of the AI-powered mix creation feature in Spotify addressed the universal need for effortless playlist customisation. This project not only improved user satisfaction but also expanded Spotify’s appeal to a broader audience. Further iterations and enhancements will continue to refine this feature, ensuring that all users have the best possible experience on the platform.
I gained a deeper understanding of the complexities involved in designing for user engagement and interaction within a dynamic digital environment, particularly in balancing innovation with usability to create a seamless user experience.
