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How might we improve WAZE to better cater towards the average driver?
HAVE YOUR MUSIC AND CUSTOMIZE IT TOO.
01 INTRO
02 TYPOGRAPHY
03 COLORS
Playcake is a Spotify UX/UI rebrand project. The UI development was done to showcase my capability of creating orIGinal consistent application branding. UX changes are based on current Spotify layout, but inspired by research and interview questions gathered from Spotify users.
CALBIRI
Regular
Aa
Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ( )
PIRATE BLACK
PURPLE C
COOL GRAY 2
PROJECT OVERVIEW.
THE MAIN PROBLEMS
01 There is no way to search through podcasts
02 There is no way to build upon a playlist already created by Spotify
03 Suggested music can be better curated by asking users WHY they “heart” certain songs or albums ( ie melody, voice, song meaning etc )
MY ROLE
Research
UI/UX Design
Wireframes
Style Guide
User Flow
USER RESEARCH
I created a Google Form and sent it to 30 Spotify users, and received 25 responses
I interviewed 12 separate Spotify users and collected data based on their answers
Demographic: 18-40 36% 18-24, 39% 25-34, 25% 35-40
Demographic: 18-40 36% 18-24, 39% 25-34, 25% 35-40
75%
92%
Spend 4 hours or more per day while exercising, cleaning, commuting and at work.
92% agree that the reason they chose Spotify over Youtube music, pandora, and apple music is the ability to have a better custom experience
46%
Believe suggestions are inaccurate to actual taste and preference
85%
Agree that the inability to search through podcasts are frustrating
“ I like the app because it’s a lot more customizable than something like Youtube music. But it still is a little buggy and not consistent throughout the whole app at times which is frustrating. ”
- Emma Webler 26
EMPATHY MAP
After finishing the interviews, I curated the perspective from all individuals and made four categories for their feedback. This helped me better understand the insights that would help to better the user experience. I’m trying to change the service with minor suggestions because as a user there are things I’ve experienced that I believe could be updated. Conducting interviews gave me a larger perspective to see what other people think and agree or disagree with.
PARTICIPANT 1
PARTICIPANT 2
PARTICIPANT 3
PARTICIPANT 4
THINK / FEEL
DO
SAY
SEE / HEAR
INSIGHTS
I was able to gather strong insights from the empathy map findings. The biggest insights I discovered were related to playlists, music choice and a general agreement that simple fixes towards navigation would improve the experience significantly.
• Users commonly create or find playlists for daily tasks; working out, cleaning, commuting and to meditate.
• Users like receiving recommendations for new music from other people because the pre created lists aren’t as accurate as users would like them to be.
• Users enjoy podcasts but think that there could be larger selection and organization
• Users find that Spotify is the best out of competitors, but can be improved through fixing buggy issues
NEED
Rounding back to the empathy map by referencing the insights, I built a list of user needs that would dictate many decisions moving forward in the creation of the social feature.
• Users need to know they can organize their playlists easily and with great content.
• Users needs to be confident they will enjoy suggested playlists.
• Users need to navigate the app without much frustrations.
PERSONA 1
AGE: 25
OCCUPATION: AUDIO TECH
LOCATION: NASHVILLE, TN
Kendall Rayas
STRENGTHS
Creative
Intelligent
Generous
WEAKNESSES
Creative
Short Focus
Messy
“ Music is my life. It’s a little difficult to find content relevant to my style since I’m very particular and I would love to find more under ground artists.”
GOALS
Explore new artists/ bands
Have a great workout playlist
Agree with app recommendations
Reminisce on music that helped me
get through difficult times
FRUSTRATIONS
Inconsistent recommendations of
soft ballads and quick tempo music
Like certain artists but not all of their album or music
PLAYLIST FAVORITES
Pop punk
Falling in Reverse
Galantis
Progressive House
MOTIVATIONS
TECH
75%
30%
80%
80%
60%
Fear
Achievement
Growth
Social
Incentive
Podcasts
Workouts
Cleaning
Commuting
At work
SITE MAP
THE JOURNEY
PERSONA 2
STRENGTHS
Optimistic
Dedicated
Thoughtful
WEAKNESSES
Clumsy
Stubborn
Can't say no
FRUSTRATIONS
When simple tasks become tedious and difficult
I'm old school so I prefer simple directions and procedures
Reggie DeValve
AGE: 31
OCCUPATION: BAKERY OWNER
LOCATION: MORRISTOWN, NJ
Create an uplifting atmosphere for my bakery
Make customers feel like they have a place to escape to
Run into as few issues at work as possible
Reminisce on music that helped me
get through difficult times
GOALS
PLAYLIST FAVORITES
Pop punk
Lady Gaga
Luke Combs
Country
“ I’ve realized with my career, I want to make people happy. Donuts do that for sure, but so does creating a fun atmosphere for my customers to enjoy.”
MOTIVATIONS
30%
50%
70%
85%
65%
Fear
Achievement
Growth
Incentive
Social
TECH
Podcasts
Workouts
Cleaning
Commuting
At work
SITE MAP
THE JOURNEY
PERSONA 3
PERSONA 3
Funny
Social
Charismatic
WEAKNESSES
Insecure
Emotional
Intimidated
" I'm always looking for new comedians to find and appreciate. I really want to grow in the field and become better with my
craft. "
FRUSTRATIONS
Staying fully entertained
Constantly receive new info
Knowing when new episodes
come out
AGE: 35
OCCUPATION: COMEDIAN
LOCATION: LOS ANGELES, CA
Jason Lennahan
STRENGTHS
Staying up to date wth the comedy world
Find out what places are popular to perform
Laugh and learn from other comedians and their journeys
GOALS
MOTIVATIONS
75%
30%
80%
80%
85%
Fear
Achievement
Growth
Incentive
Social
PLAYLIST FAVORITES
Comedy Podcast
Tim Dillon
Flagrant 2
Comedy Podcast
TECH
Podcasts
Workouts
Cleaning
Commuting
At work
SITE MAP
My Top Music
THE JOURNEY
Sketching
Below, sketches are provided to demonstrate the workflow of the navigation process for Persona 1. Persona 1 wants to give a reason as to why he likes the music that he does, to better curate song suggestions from Playcake.
PROTOTYPE
..and play
it too.
Have your music..
CONCLUSION
All across the board there are several music application apps available for users, and each one truly has its own unique perks that can make any consumer loyal. However, between youtube music, pandora, apple music and Spotify, Spotify seemed to have the most loyal users. Every application has its malfunctions and quirks that make it frustrating to use from time to time, and Spotify is no exception. By making the recommended music better curated to specific taste for the user, I believe Playcake would be an incredible 2.0 Spotify rendition. By also fixing other navigation hiccups like providing the ability to navigate through podcasts, and allowing users to edit pre created playlists would allow for a better music application experience.
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