Spotify Unite

Integrating topic-based communities directly into Spotify to enhance fan engagement and loyalty.

Spotify Unite

Integrating topic-based communities directly into Spotify to enhance fan engagement and loyalty.

PRODUCT TYPE

New Feature (B2C/C2C)

PLATFORM

Mobile

Timeline

12 weeks (2023)

BACKSTORY

From a Night Out to a Product Idea

The idea all came from a personal experience at a ZHU concert in SF, which made me want to recreate this social aspect, and bonding experience.

I even made it in the music video!

How might we create a scalable experience that fosters fan engagement, builds community, and strengthens loyalty, turning passive listeners into active participants?

OPPORTUNITY

Rebuilding the Social Side of Music

Users crave meaningful discussions but struggle to find music communities that match their taste.

My competitive analysis showed that existing platforms miss this connection.

SOLUTION

A Social Layer for Spotify

I designed Spotify Unite, a seamless integration of Artist, Album, and Song Communities within Spotify. These spaces let fans engage, share, and personalize their experience.

Artist Community Page

Album Community Page

Song Community Page

INFORMATION ARCHITECTURE

Dissecting the Flow to Integrate Communities

Unsure how to start, I mapped Spotify’s full flow to understand its structure, then identified the best spots to add entry points for communities.

Since songs lacked dedicated pages, I added a widget on the media control page for easy access to popular discussions without disruption.

Artist Community Entry

Album Community Entry

Song Community Entry

Improving Thread Clarity Through Color

Users struggled to distinguish posts from replies. I solved this with color-coded replies based on profile pictures, which also sparked a new customization feature.

Deeper Fan Interaction

Fans wanted to highlight specific song moments. I expanded this beyond timestamps to allow attachments in messages, making discussions richer.

IMPACT

Retention and Growth Through Community

This project aimed to enhance fan engagement on the platform by fostering a sense of belonging, ultimately increasing user loyalty and retention. I tested five people and graded there responses.

80% loved the concept, calling it a “natural fit” for Spotify.
60% were skeptical about frequency of use, highlighting the need for passive engagement features.

Future Potential: Community features could enhance Spotify Premium’s value, driving longer user retention and artist-backed engagement.