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Insights Driven Design
at Spotify
NordicChi 2016 25:th October
Björn Lindberg
Product Design
Oscar Carlsson
Data 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 en...
Design principles
Content first
People come to hear music,
prioritise that above all else.
Be alive
When there’s always something to do
and about to happen, people will return.
Get familiar
Personalise the experience, humanise Spotify,
and people will engage and have fun.
Do less
Music should feel effortless.
Stay authentic
We stand behind what we say,
so always deliver on a promise.
Lagom
Through 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
problems
found
https://www.nngroup.com/articles/why-you-only-n...
Idea MVP ReleasePrototype Validate
Better
Illustration courtesy of Dan McKinley
A / B Testing
Testing on users
There is no one true Spotify
VS
Control Test
20%
35%
VS
Control Test
Fictitious number are fictional
YES NO
Based on observation of people
struggling to navigate, we expect that
making navigation more accessible
will drive ...
Q U A L I T A T I V E
USER 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!
Gothenburg
Stockholm
New York
Product
Designers
Gothenburg
Stockholm
New York
Boston
Data
Scientists
Loads ...
Thanks
Björn bjornl@spotify.com
Oscar lad@spotify.com
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
Insights driven design at Spotify
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Insights driven design at Spotify

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Me and our designer Björn Lindberg gave a talk at NordiChi 2016 http://www.nordichi2016.org/ in the industry experience about how we work with insights driven design at Spotify.

Published in: Data & Analytics
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Insights driven design at Spotify

  1. 1. Insights Driven Design at Spotify NordicChi 2016 25:th October
  2. 2. Björn Lindberg Product Design Oscar Carlsson Data Scientist
  3. 3. Gothenburg Playlist Your Library Playback ? ?
  4. 4. MaryEric “Good enough music with zero effort” Music choice, discovery and curation
  5. 5. Based on [ EVIDENCE ] we expect that Making [ CHANGE ] will cause [ EFFECT ]
  6. 6. 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
  7. 7. Design principles
  8. 8. Content first People come to hear music, prioritise that above all else.
  9. 9. Be alive When there’s always something to do and about to happen, people will return.
  10. 10. Get familiar Personalise the experience, humanise Spotify, and people will engage and have fun.
  11. 11. Do less Music should feel effortless.
  12. 12. Stay authentic We stand behind what we say, so always deliver on a promise.
  13. 13. Lagom Through craftsmanship and our attention to detail we strive towards perfect balance.
  14. 14. Crazy 8
  15. 15. Storyboarding
  16. 16. Idea Code Release Validate Avoid Illustration courtesy of Dan McKinley
  17. 17. Soundcheck
  18. 18. 0 3 6 9 12 15 0% 25% 50% 75% 100% Number of users Usability problems found https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
  19. 19. Idea MVP ReleasePrototype Validate Better Illustration courtesy of Dan McKinley
  20. 20. A / B Testing Testing on users
  21. 21. There is no one true Spotify
  22. 22. VS Control Test
  23. 23. 20% 35% VS Control Test Fictitious number are fictional
  24. 24. 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
  25. 25. Q U A L I T A T I V E USER TEST + A/B TEST Q U A N T I T A T I V E
  26. 26. Idea MVP ReleasePrototype Validate Validate Refine Validate Code Best? Illustration courtesy of Dan McKinley
  27. 27. 0% 100%
  28. 28. Insights driven design at Spotify
  29. 29. Insights driven design at Spotify
  30. 30. We are hiring! Gothenburg Stockholm New York Product Designers Gothenburg Stockholm New York Boston Data Scientists Loads of roles around the world Many more https://www.spotify.com/se/jobs/
  31. 31. Thanks Björn bjornl@spotify.com Oscar lad@spotify.com

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