Case Study

The Spotify ‘Daylist’

It’s a concept unique to Spotify, and should be celebrated as an excellent point of difference from it’s competitors

As good as it is, some potential improvements were worth exploring…

Here’s a glance at the Mid-Fidelity Prototype I created as a result of this case study

But first, let’s talk about how we got there…

Project Overview

Spotify offers a feature called the ‘Daylist’

It's an automatic playlist that appears in a user’s library each day, based on their previous listening (and presumably algorithm info). It usually has a very specific, and enjoyable theme (ie “90s indie big beat thursday afternoon”)

This playlist is temporary, and only lasts half a day or so, until a new one is generated in the afternoon, and then again in the evening (always with an updated theme or mood)

Rephrased, the daylist appears, and is usable for a few hours, and then it's gone and can't be retrieved again, unless the user takes multiple steps

Issues with the Daylist:

Many users don’t know that it exists
If discovering it for the first time, users are confused about what it is, as each list generated has a very specific title/theme
If the user wants to add the specific list to their library permanently, it currently takes 5 separate clicks - this should happen in one
Although the randomness of the list’s theme is an enjoyable aspect, customisable options for it could be worth exploring

Current State

User flow of the end-to-end steps to save the daylist to the User’s Library

(Could this be done in just one click?)

User Research

I interviewed a few people about their Spotify habits

They’ve been daily users of Spotify for several years
3 out of the 6 interviewees are from a country other than Australia
Aged 25-38

> Hannah, 25, Retail Store Manager

Originally from Melbourne, Australia

Daily User of Spotify

For music at work, or in the car, or at home

Also listens to some podcasts

> Tim, 38, Actor

Originally from Wellington, New Zealand

Daily User of Spotify

For music in the car, or at home

Also listens to work related podcasts/interviews

> Iris, 28, Data Analyst

Lives in Paris, France (English is her 2nd Language)

Daily User of Spotify

For music at home or on public transport

Also listens to language podcasts (currently learning Russian)

> Grace, 32, Actor

Originally from Melbourne, Australia

Daily User of Spotify

For music & podcasts

Primary use is for Audiobooks

> Sarah, 34, Dentist

Originally from Belfast, Northern Ireland

Daily User of Spotify

For music at work, or in the car, or at home

Also listens to some podcasts

> Alexandra, 34, Band Manager

Originally from Melbourne, Australia

Daily User of Spotify

For music & creating playlists for DJ-ing Job

Also listens to some podcasts

Affinity Mapping Spotify Usage

Here’s what the Users had to say

Insights from User Interviews

The main attraction of using Spotify is it’s algorithms, rather than the music library itself. Users want, and even expect music on demand, without thinking too much about what to play, as long as it suits their current mood. An algorithm playlist is often the ‘go-to’ when the app is opened

Sharing and receiving playlists with friends is important

The unique names of the current Daylist are eye catching, and even a talking point amongst friends. However, the theme can sometimes be too specific, or delivered in a moment when the User’s mood doesn’t match

User’s find the ‘Liked Songs’ function simple to use. Not all users build their own playlists from there though. Regardless, users may be aware that they are training/steering their own algorithm through ‘Liked Songs’

‘Recommended Songs’ at the bottom of a User’s own playlist is important, and appreciated

For ‘Daylist’ and ‘Radio’ - the concept of the playlist is very simple to add to one’s Library. However, there is difficulty in saving the specific playlist of that moment, for future use

Opportunities

Opportunity 1:

How might we… Simplify the process of adding algorithm generated playlists (ie ‘Daylist’ and ‘Radio’) directly to user’s libraries for future enjoyment (the specific playlists, not just the concept)

Opportunity 2:

How might we… Take full advantage of the Daylist’s unique, eye catching names and themes, and increase their ‘airtime’ as talking points amongst friends, as well as offering music that suits the User’s current mood

Opportunity 3:

How might we… Enhance the experience of sharing playlists with friends, and add more of a social element to the app (beyond following friends… )

Insights from User Interviews into Usability Testing

Testing Ideas and Opportunities with Paper Wireframes

(albeit poorly drawn)

Opportunities 1 & 2 from above were chosen for further exploration

Insights from usability testing - The ‘Mood Swing’ Feature:

Insights from usability testing - The ‘Copy & Save’ Icon:

In regard to the ‘Mood Swing’ Feature, users:

Liked the name
Found the idea easy and intuitive to use
Saw it as an enjoyable and fun experience

In regard to the ‘Save & Copy’ Icon, users:

Revealed that the icon’s purpose may not be obvious at first glance, but could be learned very quickly, especially with the guidance of the information overlay
Liked the ‘one touch’ solution
Viewed it as a valuable ‘add-on’ to the ‘Mood Swing’ feature experience