1. My Beats

2. The Problem
Challenge: Music + Easier way to source
Our Interpretation of the Challenge:
People want even more personalized, curated
music recommendations but current discovery
tools have limited effectiveness.
Problem
Personas
User Journey
Solutions
Conclusion

3. Spotify’s Current Recommend Tools
Discovery
Social
Plug-ins
Radio
Browse
*we also analyzed Pandora, Grooveshark, Rdio, Songza, and other
recommendation engines
Problem
Personas
User Journey
Solutions
Conclusion

4. Radio
Problem
Personas
User Journey
Solutions
Conclusion

5. Browse
Problem
Personas
User Journey
Solutions
Conclusion

6. Social
Problem
Personas
User Journey
Solutions
Conclusion

7. Discover
Problem
Personas
User Journey
Solutions
Conclusion

8. Our Solution: Spotify 2.0
Give users ULTIMATE customization power
=> Replace “Discover” with “My Beats”
Problem
Personas
User Journey
Solutions
Conclusion

9. Website & Mobile
Mobile first:
62% of adults 25-34 own smartphone
54% of 18-24 & 35-44 year olds own smartphone
63% listen to music on smartphones
Problem
Personas
User Journey
Solutions
Conclusion

10. College
Adoption curve: FAST
Age: 21
Gender: Male
Profession: College student
Income: Medium
Interests: sports, music, technology
Digital interactions: Facebook, Twitter, Instagram, Forums
Physical interactions: going to movies, restaurants, conferences and meetups
Music interests: concerts, live music, Spotify premium user, music discovery
Problem
Personas
User Journey
Solutions
Conclusion

11. Teenager
Adoption curve: FAST
Age: 15
Gender: Female
Profession: High school student
Income: Low
Interests: music, cheerleading, social life
Digital interactions: Instagram, Pinterest, Snapchat, Tinder
Physical interactions: shopping, going out,
Music interests: concerts, music discovery, festivals
Problem
Personas
User Journey
Solutions
Conclusion

12. Young Adult
Adoption curve: FAST
Age: 28
Gender: Female
Profession: Digital Media Marketing Mngr
Income: Medium High
Interests: music, foodie, traveling
Digital interactions: Yelp, Twitter, Pinterest, Instagram
Physical interactions: out to bars, long work days, social gatherings
Music interests: live music, music discovery, blog
Problem
Personas
User Journey
Solutions
Conclusion

13. User Journey
Open Spotify
Go to “My
Beats”
Click to
generate a
song
Input relevant
categories
Problem
Slide the
importance
Save the
search
Personas
User Journey
Solutions
Conclusion

14. Initial design mock-ups
Problem
Personas
User Journey
Solutions
Conclusion

15. Solutions
PDF
Problem
Personas
User Journey
Solutions
Conclusion

16. Personalized, customized
song recommendations easily obatined from
web and mobile
Problem
Personas
User Journey
Solutions
Conclusion

17. My Beats

19. My Stations
Get started by creating a
new station.
+

20. MOOD
ACTIVITY
ARTIST
GENRE
SONG
Rolling Stones Station

21. MOOD
Set Ratio
25%
HAPPY
SAD
RELAXED
ANGRY
Rolling Stones Station

22. 25%
HAPPY
ACTIVITY
ARTIST
GENRE
SONG
Rolling Stones Station

23. My Stations
Yippee station
Name
Funny, Running,
Rolling Stones
Funny, Running,
Rolling Stones
Name
Name
Funny, Running,
Rolling Stones
Funny, Running,
Rolling Stones
Rolling Stones Station
+

24. 25%
COUNTRY, JAZZ...
25%
RUNNING
25%
JAY-Z
25%
HAPPY
Rolling Stones Station

25. ARTIST
Set Ratio
25%
Rolling Sto
Rolling Stones
Rolling Thunder
Rolling Stones Station

26. Rolling Stones Station
X