Insights driven design at Spotify
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Insights Driven Designat Spotify
NordicChi 2016 25:th October
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Björn LindbergProduct Design
Oscar CarlssonData Scientist
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Gothenburg
Playlist Your Library
Playback
?
?
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MaryEric“Good enough music
with zero effort”Music choice, discovery
and curation
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Based on [ EVIDENCE ] we expect that Making [ CHANGE ]
will cause [ EFFECT ]
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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
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Design principles
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Content firstPeople come to hear music,prioritise that above all else.
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Be aliveWhen there’s always something to do and about to happen, people will return.
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Get familiarPersonalise the experience, humanise Spotify, and people will engage and have fun.
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Do lessMusic should feel effortless.
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Stay authenticWe stand behind what we say,so always deliver on a promise.
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LagomThrough craftsmanship and our attention to detail we strive towards perfect balance.
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Crazy 8
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Storyboarding
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Idea Code Release Validate
Avoid
Illustration courtesy of Dan McKinley
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Soundcheck
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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/
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Idea MVP ReleasePrototype Validate
Better
Illustration courtesy of Dan McKinley
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A / B TestingTesting on users
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There is no one true Spotify
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VS
Control Test
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20%
35%VS
Control TestFictitious number are fictional
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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
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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
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Idea MVP ReleasePrototype Validate Validate Refine Validate Code
Best?
Illustration courtesy of Dan McKinley
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0%
100%
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Insights driven design at Spotify
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Insights driven design at Spotify
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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/