Within this project:

Spotify

feature add
UX/UI Design
Project Overview
Spotify is a giant in terms of today’s world of music on demand. With the ability to follow, download and discover your favorite songs and artists, new and old, it has quickly become one of the most used apps in the world.

Looking forward, Spotify endeavours to continue to grow and evolve, leading them to the idea of wanting to bring more connection to their platform and connect their users on a more personal and human level, with the help of music of course.
My Contributions
Spotify is a household brand name and adding in any features would need to be done with the utmost care. Music has brought people together since the beginning of time, and now I wanted Spotify to do the same. In an age of hiding behind screens, I recognized the importance of encouraging users to interact in person and within their community.

My focus would be the seamless integration of a new feature highlighting the natural combination of friendship and live music.
view prototype
Research
Competitive Analysis
user interviews
data synthesis
persona creation
storyboarding
Though it was a main directive to add a social feature regarding live music there were many routes that could be taken. Research was focused on first solving any current live music ticketing issues to encourage new user adoption and from there integrate a users social network and close friends in a way that helps bring people together.
Research Goals
  • How are users currently finding live music?
  • What might encourage users to increase their attendance of live shows and sharing amongst their friends?
  • What are the perceived best ways for the integration of a new feature?
  • What are users' current pains relating to online ticketing platforms?
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Summary
As was somewhat expected, through research it became extremely clear how much users love live music and especially love watching live music with their friends. What was somewhat less expected was the challenges that they face online during the ticketing process and the headaches afterwards. A key complaint was the somewhat less than clear ticket prices advertised by many ticketing platforms as well as the issue of sharing tickets among a group. These were problems that could be solved.
Information Architecture
sitemap
Although Spotify is an intricate web of screens I needed to be sure that inserting a new feature would disrupt any current screens and flows as little as possible. A key part of ensuring this was the case was fully mapping out the existing app, which gave me a clear view of where exactly we were able to add the new frames in seamlessly, while also drawing attention to existing frames that could simply be redesigned to accommodate our new feature.
Interaction Design
task flow
Low fidelity wireframes
Now that information architecture was firmly in place, I was able to confidently move forward with fleshing out the more detailed flow of the app as well as dive into initial responsive wireframes. Because Spotify has so many features and current user flows, pinpointing my new features roadmap through the app was key in moving forward with screen creation.
Low Fidelity Wireframes
Having completed research and organization of our features, I moved into the basic rough structuring of the site. Knowing that our focus was user flows and simplicity, these wireframes were created as an MVP for initial user testings.
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User Interface
high fidelity mockups
prototype
Spotify is a distinctive brand the radiates energy and simplicity through clean design that allows their content to stand out and hold centre stage.
The Brand
Spotify is already in possession of a very strong design system, which was very important to me to familiarize myself with inside and out before moving forward with the design. From using the font Circular for all typography to ensuring I had the exact share of iconic green, all new feature were matched to all existing Spotify design requirements.
High Fidelity Mockups
Combining the responsive wireframes with the created style tile and new logo resulted in a bright, beautiful new product that is easy to navigate and user friendly.
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Prototype
Using the high fidelity mockups, and working prototype was created.
view prototype
Usability
user testing
data synthesis
affinity mapping
My user testing focus was centred around intuitive ease of the new feature, paying specific attention to the split ticketing purchase billing feature. As is the theme through the entire feature development, matching the current design system in terms of both UI as well as excellent UX was the key to success.
Affinity Mapping
Through final user testing additional notes were created and synthesized into an affinity map for further iteration. Once priority revisions were complete, the project would be moved through the export process via Zeplin for development.
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Conclusion
In a time where the staggering majority of social interactions occur behind a screen, this project has introduced not only an additional revenue stream to Spotify through ticketing, but gives users the incentive and opportunity to step out from behind their screens and enjoy live music with the people they care about most.
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