PRODUCT TYPE
New Feature (B2C/C2C)
PLATFORM
Mobile
Timeline
3 months (2024)
OVERVIEW
Designed a scalable community feature within Spotify to help fans connect around shared interests like artists, albums, and songs, making the platform more social and driving loyalty through meaningful engagement.
Inspired by my own experience as a fan of music, this project explored how digital spaces can recreate the sense of belonging found at live shows.
I even made it in the music video!
FUN BACKSTORY
Why I Designed a Social Feature for Spotify
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.
OPPORTUNITY & INSIGHTS
How can we help fans feel more connected to music and each other?
I analyzed competitor platforms and surveyed 19 music listeners.
Key findings:
Fans see communities as empowering outlets for self-expression.
Existing streaming apps lack ways for listeners to interact meaningfully.
Privacy concerns prevent using generic social media for music discussions.
I envisioned organized, topic-based communities to drive engagement, retention, and loyalty.
CHALLENGE
Finding Seamless Entry Points for Three Communities
SUCCESS METRICS
Retention and Growth Through Community
Tested the concept with five users:
80% responded positively to the community experience and personalization features.
Users appreciated the ability to share attachments like song timestamps.
However, 60% were unsure how often they’d participate, highlighting the need to support passive engagement.
KEY DECISIONS
Enhancing Clarity and Personalization
Fans Wanted to Highlight Specific Song Moments
I started with simple timestamps, but they felt limited.
I expanded to allow attachments in messages, which made conversations more expressive and engaging.
LEARNINGS
Designing for Connection and Ease
Seamless Integration Drives Engagement
Embedding communities within existing Spotify flows made participation feel natural, not forced—reducing friction and encouraging exploration.Personalization Improves Clarity
Color-coding replies using profile images helped users quickly understand conversations, while also making the experience feel tailored.Passive Users Need Value Too
Not all users want to post. Future features should offer benefits for those who prefer to observe, like surfacing trending discussions or highlights.
