Spotify's UX Research Project

Spotify approached me to test three different concepts including a series of offers in the market. The brand wanted to understand which concept was best suited for the market, why and how it could be improved to better serve its clients.

60 to 90 minutes long in-depth interviews with users gave us the possibility to dig deeper into the context as well as the concepts to test the best ideas. We ran a pilot interview before the project kicked off and decided to pursue an unstructured interview for the sake of exploration. We let the participants decide the direction of the interview while we observed their questioning, behaviors, and listened to their think a loud process. Our questions were mostly based on their reactions as our objective was to evaluate the concepts from their point of view.

IDENTIFY STRENGTHS AND

WEAKNESSES

Through 6 ind-depths realized with Spotify and non- Spotify customers, we tested three concepts' strengths and weaknesses to improve the designs by taking into consideration users' spending habits, platforms usage, and future considerations.

GAUGE CUSTOMER INTEREST

All respondents showed very much interested in discounted offers but not all concepts were successful enough to make them pay.

INFORM PRODUCT DEVELOPMENT

DECISIONS

Following 6 in-depths, we reflected about selected design's improvements areas as we gathered indepth knowledge about the market to select associate features.