Spotify: Needs & Insights

UX Research

Spotify is a leading music and podcast streaming platform with a global user base.

Client

Spotify

Services

UX Research

Industries

Audio Streaming

Date

February 2025

Goals

Understand how Spotify users discover new music, connect with friends, and engage with features—identifying both usability gaps and deeper emotional needs around authenticity and connection.

Process

Over two weeks, I conducted four one-on-one interviews with participants from different backgrounds. Conversations focused on navigation, discovery, and social features. I synthesized responses to surface patterns and insights that could guide product opportunities.

Insights

Difficulty connecting with friends: 75% of participants struggled to find or follow friends without knowing exact usernames, limiting social engagement
Discovery feels inauthentic: Users often turned to TikTok, YouTube, or radio for music discovery, finding those sources more genuine than Spotify’s recommendations
Frustration with AI features: Tools like Smart Shuffle and AI DJ felt disruptive, with users relying instead on manually curating their own playlists

Opportunities

Simplify social search: Add QR codes or guided flows to make following friends effortless.
Humanize discovery: Create a “Discover Through Friends” feed and expand curated playlists from artists or influencers.
Refine AI features: Improve Smart Shuffle and AI DJ so recommendations feel aligned and seamless.

Reflection

Navigation worked well, but the true opportunity is in creating authentic, human-centered experiences. This project reinforced my belief that great design balances usability with emotional resonance—small changes in connection and discovery can have a big impact on engagement.