DEFINING DISCOVERY FOR SPOTIFY
Only have 30 Seconds?
How can we define discovery for Spotify over the next five years?
Spotify’s current competition in the music landscape revealed all brands are moving towards access and availability of music. Spotify has always embodied their brand purpose of discovery, using data to curate songs and music. But what about music culture?
This shift towards access and availability has made people less emotionally connected to the music they are listening to.
We thought “What is the next way people will listen to music?” That is where we saw the opportunity to create the next medium for music, one that was engaging and would take people inside the culture behind the music.
Humanize Spotify’s data to discover the stories that connect us with culture
Design a new Spotify interface that connects passive listeners to the movements, ideas, and stories behind the music.
Using Genius and Spotify to create Spotify Note's: music curated as an interactive story to bring a semblance of tangibility back into music culture.
CREATING IMPACT INTO DISCOVERY
Defining discovery is no easy feat, but working with an amazing team makes the dream work.
Below is a case study of the project, with findings from: Mintel, Interviews, Quantitative and Qualitative Research, with a dash of Social Listening. All of this led me down a rabbit hole, so I embraced my inner Alice to shrink it all down.
Winning Pitch for Spotify
I used design thinking concepts to lead a cross-functional team. We helped define what discovery meant for Spotify for the next five years by creating an integrated platform with Spotify’s current partnership with Genius. This integration would allow for users to experience both culture and music together.