insights driven design at spotify
TRANSCRIPT
Insights Driven Designat Spotify
NordicChi 2016 25:th October
Björn LindbergProduct Design
Oscar CarlssonData Scientist
Gothenburg
Playlist Your Library
Playback
?
?
MaryEric“Good enough music
with zero effort”Music choice, discovery
and curation
Based on [ EVIDENCE ] we expect that Making [ CHANGE ]
will cause [ EFFECT ]
Based on observation of people struggling to navigate, we expect that
making navigation more accessible will drive user engagement
H Y P O T H E T I C A L H Y P O T H E S I S
Design principles
Content firstPeople come to hear music,prioritise that above all else.
Be aliveWhen there’s always something to do and about to happen, people will return.
Get familiarPersonalise the experience, humanise Spotify, and people will engage and have fun.
Do lessMusic should feel effortless.
Stay authenticWe stand behind what we say,so always deliver on a promise.
LagomThrough craftsmanship and our attention to detail we strive towards perfect balance.
Crazy 8
Storyboarding
Idea Code Release Validate
Avoid
Illustration courtesy of Dan McKinley
Soundcheck
0 3 6 9 12 15
0%
25%
50%
75%
100%
Number of users
Usability problemsfound
https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
Idea MVP ReleasePrototype Validate
Better
Illustration courtesy of Dan McKinley
A / B TestingTesting on users
There is no one true Spotify
VS
Control Test
20%
35%VS
Control TestFictitious number are fictional
YES NO
Based on observation of people struggling to navigate, we expect that
making navigation more accessible will drive user engagement
H Y P O T H E T I C A L H Y P O T H E S I S
Q U A L I T A T I V EUSER TEST
+A/B TEST
Q U A N T I T A T I V E
Idea MVP ReleasePrototype Validate Validate Refine Validate Code
Best?
Illustration courtesy of Dan McKinley
0%
100%
Insights driven design at Spotify
Insights driven design at Spotify
We are hiring!
GothenburgStockholmNew York
Product Designers
GothenburgStockholmNew York
Boston
Data Scientists
Loads of roles around the world
Many more
https://www.spotify.com/se/jobs/
