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Fictional Feature Add
These new features make it easier for users to find and listen to podcast content on Spotify.
iOS App
80 Hours
Finding podcast content is difficult and users can’t stream private podcasts or easily skip ads
How do I find specific podcast content and episodes?
How do I listen to private podcasts?
How do I easily skip ads?
Better search functionality, timestamps, and the ability to stream private podcasts
More granular filters
give the user greater control over search results, making it easier to find what the user is looking for
Improved searchability
of podcast episodes and content makes it easier to find what the user is looking for
Improved navigation and wayfinding
within podcast episodes makes it easier to find and access content within an episode
Private RSS feed support
allows the user to listen to paid podcasts within the Spotify mobile app, eliminating the need for a second podcast
streaming app
I conducted user interviews and a competitor analysis to confirm my assumptions and identify a problem to solve.
I interviewed 5 people and learned:
Users struggle to find and navigate podcast content, feel overwhelmed by ads, and have to use competitor apps to stream private podcasts.
“The thing I don’t like about Spotify is they don’t have the RSS feeds…that’s a huge reason why I use Apple Podcasts”
“Sometimes I'll want to find a specific part of an episode and you have to really skip around and try to find where you were”
“Sometimes I want to search for a specific episode and I can't, 'cause there's no search function for that within the podcast”
“It would be really helpful to have a timestamp feature”
I created two preliminary personas based on my research synthesis. Kiara and Ian are the preliminary personas that Spotify aims to reach with more accessible content and private podcast streaming.
I analyzed 4 mobile apps based on their features and usability
I brainstormed solutions for the main pain points uncovered during discovery and explored how they could be integrated within the existing app.
Pain Point
Finding podcast content is difficult
Users can’t stream private podcasts
Premium users still have to deal with ads
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Solution
Timestamps, better search function, more granular filters
Private podcast streaming
Timestamps/skip ads
I ranked solutions on an impact/effort matrix and chose those with the highest impact and lowest effort.
Learning Moment
Had I spent more time tree testing up front, usability testing could have focused more on the usability of the private podcast feature and less on its location.
Before wireframing and prototyping, I did a round of tree testing to see where people thought the private podcast feature should go and got mixed results. Rather than spending more time on tree testing, I built the prototype with the feature in its original location. However, during usability testing participants struggled to find the feature. If you aren’t sure where a feature should go, don’t just decide or do what the competition is doing - ask the users!
I wireframed each flow using a combination of screenshots of the existing app and low- and hi-fi mockups. As I developed the final prototype, I revised my designs to match Spotify’s existing patterns and design language.
I tested the prototype with 6 people using these 4 flows:
Learning Moment
Testing uncovered larger issues with Spotify’s information architecture, UI, and UX for new users.
6/6 participants completed 3/4 tasks
6/6 participants struggled to find the add a podcast by URL feature
3/6 participants found Spotify's breadcrumb pattern confusing
2/6 participants tried to use global search before the podcast search feature when searching within a podcast profile
0/6 participants went straight to filters to refine universal search results
Learning Moment
Prototyping with screenshots can be a very efficient way to test new flows, but it can also confuse and distract usability test participants when the prototype doesn’t function as they expect it to. During usability testing 2/6 participants were unable to complete the universal search feature task because the prototype didn’t function as they expected it to (like a fully functioning app).
Learning Moment
Remember to design for users of all experience levels, including first timers. Usability test participants who weren’t familiar with Spotify (but had used other podcast streaming apps) found Spotify confusing and unintuitive.
6/6 participants struggled to find the add a podcast by URL feature
Original
“(+) button in Podcasts & Shows library should add a podcast to the library”
Revision
(+) button now includes the option to add a podcast by URL
3/6 participants found Spotify's breadcrumb pattern confusing
Original
“The color is a little confusing...I thought I selected episode content, but it kind of looks like this one is selected”
“This looks like a toggle, whereas this is two separate buttons"
Revision
Hybrid breadcrumb/filter pattern revised to show only the selected filter
2/6 participants tried to use global search before the podcast search feature when searching within a podcast profile
Original
“Can I search within the podcast?”
Revision
Podcast 'Search' button revised to 'Search Podcast'
