Making Spotify a more social platform by improving the way people connect through music, conversations and moments.
Making Spotify a more social platform by improving the way people connect through music, conversations and moments.
Role
Sole Designer
Scope
Product Design
Timeline
April - May 2025
Type
Conceptual
Overview
Overview
When sharing music feels disconnected
When sharing music feels disconnected
When Spotify users want to send a song to a friend, they’re pushed out of the app cutting the moment short. Sharing often lacks context, feels one-sided, and is disconnected from the flow. The innovative solutions I came up with proved very popular with frequent Spotify users when tested.
When Spotify users want to send a song to a friend, they’re pushed out of the app cutting the moment short. Sharing often lacks context, feels one-sided, and is disconnected from the flow. The innovative solutions I came up with proved very popular with frequent Spotify users when tested.
More Social
81% participants said in-app messaging made sharing music feel easier and more natural.
Music Bonds
72% felt customizable profiles and activity feeds helped them connect better with friends.
Jam Together
71% felt that the improved Jam experience created a more fun way to discover music.
More Social
81% participants said in-app messaging made sharing easier and more natural.
Music Bonds
72% felt customizable activity feeds helped them connect with friends.
Jam Together
71% felt that the improved Jam created a more fun way to discover music.
Hypothesis
Hypothesis
Easier sharing is more sharing
Easier sharing is more sharing
My frustration with Spotify sparked this project. I hypothesized that if sharing music felt easier and more natural, people would actually do it more often. To test this hypothesis, I started by digging into community insights and research to see if this sentiment held true.
My frustration with Spotify sparked this project. I hypothesized that if sharing music felt easier and more natural, people would actually do it more often. To test this hypothesis, I started by digging into community insights and research to see if this sentiment held true.
Research Questions
Research Questions
What's stops users from sharing music?
What's stops users from sharing music?
I didn’t want to assume everyone used Spotify the same way I did. I wanted to learn how people shared music and what worked or didn’t work for them. I came up with three primary research questions to help me better understand users and design solutions that directly address their needs.
I didn’t want to assume everyone used Spotify the same way I did. I wanted to learn how people shared music and what worked or didn’t work for them. I came up with three primary research questions to help me better understand users and design solutions that directly address their needs.
How do Spotify users currently share music they like with friends?
Current Sharing Behaviour
What prevents Spotify users from sharing music more frequently?
Current Barriers to Sharing
Do these issues impact how often or how users interact with Spotify?
Impact on User Engagement
How do Spotify users currently share music they like with friends?
Current Sharing Behaviour
What prevents Spotify users from sharing music more frequently?
Current Pain Points & Barriers
Do these issues impact how often or how users interact with Spotify?
Impact on Engagement
Community Insights
Community Insights
Unpacking the pain-points
Unpacking the pain-points
I turned to the r/Spotify sub-Reddit to gather authentic user sentiment not just from posts, but also from the comments under threads where these discussions happen. I reviewed 14 relevant posts and hundreds of accompanying comments over several months.
I turned to the r/Spotify sub-Reddit to gather authentic user sentiment not just from posts, but also from the comments under threads where these discussions happen. I reviewed 14 relevant posts and hundreds of accompanying comments over several months.
Background Research
Background Research
Why Spotify ditched messaging
Why Spotify ditched messaging
During my research, I uncovered that Spotify previously had messaging which it removed in 2017 citing low usage and high the costs needed to maintain the feature. Since then, it's userbase has increased from 160 million users to 675 million users. Users on the Spotify forums were still asking for the feature's return as recently as this year.
During my research, I uncovered that Spotify previously had messaging which it removed in 2017 citing low usage and high the costs needed to maintain the feature. Since then, it's userbase has increased from 160 million users to 675 million users. Users on the Spotify forums were still asking for the feature's return as recently as this year.
Firebolt6
I don't see why removing the message feature improves Spotify in any way. It's fun to share songs with friends and I along with the other members of the Spotify community, implore you to bring back this beloved feature.
Pharenzz
As a very annoyed user (and a Product Manager myself) who just can't wrap my head around why this useful and regularly-used feature would be removed, I just want a real answer as to why.
marinanana
i know this thread is from 2017..but spotify PLEASE bring direct messaging backk and also i want to see who saves my playlist! i love this app, it keeps me going but i could love it more if a few more things were added.
Firebolt6
I don't see why removing the message feature improves Spotify in any way. It's fun to share songs with friends and I along with the other members of the Spotify community, implore you to bring back this beloved feature.
Pharenzz
As a very annoyed user (and a Product Manager myself) who just can't wrap my head around why this useful and regularly-used feature would be removed, I just want a real answer as to why.
marinanana
i know this thread is from 2017..but spotify PLEASE bring direct messaging backk and also i want to see who saves my playlist! i love this app, it keeps me going but i could love it more if a few more things were added.
Qualitative Data
Qualitative Data
Understanding user habits
Understanding user habits
Since 2017, many popular social media platforms like TikTok emerged and normalized real-time interaction around media. This has shaped how people engage with content. I surveyed 32 active TikTok users aged 18–28 to learn how they share and interact with media today.
Since 2017, many popular social media platforms like TikTok emerged and normalized real-time interaction around media. This has shaped how people engage with content. I surveyed 32 active TikTok users aged 18–28 to learn how they share and interact with media today.
Media Sharing
82% of surveyed users shared they regularly share media within the platform itself.
Social Element
72% of surveyed users shared content to start conversations to connect with friends.
Media Discovery
68% of surveyed users of the surveyed users said they discovered new music through friends.
Media Sharing
82% of surveyed users shared they regularly share media within the platform itself.
Social Element
72% of surveyed users shared content to start conversations to connect with friends.
Media Discovery
68% of surveyed users of the surveyed users said they discovered new music through friends.
Competitor Analysis
Competitor Analysis
Understanding the competition
Understanding the competition
I compared Spotify to competitors but also looked at why their social features are limited. Apple relies on SharePlay to reinforce its iOS ecosystem. Google’s focus on search explains why YouTube Music lacks social tools. SoundCloud prioritizes artist-fan interaction over peer sharing.
I compared Spotify to competitors but also looked at why their social features are limited. Apple relies on SharePlay to reinforce its iOS ecosystem. Google’s focus on search explains why YouTube Music lacks social tools. SoundCloud prioritizes artist-fan interaction over peer sharing.
Apple Music
Youtube Music
SoundCloud
In-App Messaging
Collaborative Features
Shared Listening
These are all strategic choices - not oversights, and help explain why this space remains unsolved. Spotify’s position is unique; It already has the core ingredients like collaborative playlists, good AI recommendations, and a massive user base.
These are all strategic choices - not oversights, and help explain why this space remains unsolved. Spotify’s position is unique; It already has the core ingredients like collaborative playlists, good AI recommendations, and a massive user base.
Apple Music
Youtube Music
SoundCloud
In-App Messaging
Collaborative Features
Shared Listening
Contextual Inquiry
Contextual Inquiry
Observing the sharing experience
Observing the sharing experience
I conducted a contextual inquiry with twelve regular Spotify users, people who use the app several times a week. I watched how each of these users tried to share a song with a friend using as they were in the midst of their routines. Several key patterns began to emerge from these sessions.
I conducted a contextual inquiry with twelve regular Spotify users, people who use the app several times a week. I watched how each of these users tried to share a song with a friend using as they were in the midst of their routines. Several key patterns began to emerge from these sessions.
Disconnected Flow
Leaving Spotify to share breaks flow and makes the experience clunky overall.
Missing Experiences
There’s no built-in way to talk about the music so the moment ends too soon.
No Loop
No social experience making sharing feel one-sided and unrewarding.
Disconnected Flow
Leaving Spotify to share breaks flow and makes the experience feel clunky overall.
Missing Experiences
There’s no built-in way to talk about the music you share, so the moment ends too soon.
No Loop
No reactions or confirmations, making sharing feel one-sided and unrewarding.
HMW Statement
HMW Statement
Conversations through music
Conversations through music
Seeing that current Spotify users struggled with sharing music confirmed this being a more widespread problem. I started to wonder how might we transform the current one-way music sharing into two-way conversations that keep users engaged within Spotify?
Seeing that current Spotify users struggled with sharing music confirmed this being a more widespread problem. I started to wonder how might we transform the current one-way music sharing into two-way conversations that keep users engaged within Spotify?
Card SORTING
Card SORTING
Features Spotify users value
Features Spotify users value
I ran a card sort with those same Spotify users to prioritize potential features based on likelihood of use. The features came from competitor apps, user suggestions, and patterns observed in research. Results showed users preferred tools that made sharing with friends easier and more personal.
I ran a card sort with those same Spotify users to prioritize potential features based on likelihood of use. The features came from competitor apps, user suggestions, and patterns observed in research. Results showed users preferred tools that made sharing with friends easier and more personal.
Share a song to a friend directly in the spotify app.
An in-app Inbox to send songs and chat with friends on.
The Ability to react and comment to received songs.
Chat with your friends while in a live Jam session.
View followers current listening or social activity.
Additional profile customization for user profiles.
Share a song to a friend directly in the spotify app.
An in-app Inbox to send songs and chat with friends on.
The Ability to react and comment to received songs.
Chat with your friends while in a live Jam session.
View followers current listening or social activity.
Additional profile customization for user profiles.
Design Principles
Design Principles
Building within a framework
Building within a framework
Spotify is a well established product; this meant that every decision made had to fit within the product's pre-existing framework. The finished product to fit neatly within the current version of Spotify in terms of both functionality and aesthetics.
Spotify is a well established product; this meant that every decision made had to fit within the product's pre-existing framework. The finished product to fit neatly within the current version of Spotify in terms of both functionality and aesthetics.
Consistency
New elements and features had to match Spotify’s look and blend in seamlessly.
Smoother Flow
Any new features had to stay simple and accessible to avoid feature overload with users.
Balanced Priorities
The social features had to enhance music experience, not pull user attention from it.
Consistency
New elements and features had to match Spotify’s look and blend in seamlessly.
Smoother Flow
New features had to stay simple and accessible to avoid feature overload.
Balanced Priorities
Social features had to enhance music experience, not pull attention from it.
Key Learning Moment
Key Learning Moment
From insight to solutions
From insight to solutions
After mapping what users wanted and understanding where the product had limits, the next step was bridging the two. Each constraint became a filter to refine ideas, helping shape features that felt both natural to Spotify while also solving the glaring problems that were impeding the overall experience.
After mapping what users wanted and understanding where the product had limits, the next step was bridging the two. Each constraint became a filter to refine ideas, helping shape features that felt both natural to Spotify while also solving the glaring problems that were impeding the overall experience.
Smoother Flow
Built-in sharing
Spotify users previously had to leave Spotify to share music with friends. Users can now send their favourite songs directly within the Spotify app. Everything goes straight to the other person’s inbox. This makes for an overall less disconnected in-app sharing music experience.
Smoother Flow
Built-in sharing
Spotify users previously had to leave Spotify to share music with friends. Users can now send their favourite songs directly within the Spotify app. Everything goes straight to the other person’s inbox. This makes for an overall less disconnected in-app sharing music experience.
Consistency
Jam is now social
Listening together used to feel lonely. Users had to leave Spotify to speak to friends during a Jam. With the new Chat feature, users can chat in-app while they're in a session. It keeps the conversation and the music in one place allowing for a more complete experience.
Consistency
Jam is now social
Listening together used to feel lonely. Users had to leave Spotify to speak to friends during a Jam. With the new Chat feature, users can chat in-app while they're in a session. It keeps the conversation and the music in one place allowing for a more complete experience.
Balancing Priorities
Integrated messaging
Sharing music with friends used to end in silence but that changes now. Users can now share moments, not just music. The built-in chat feature allows users to not only chat with one another, but it serves as a central hub for shared in-app content such as songs, playlists, artists and even events.
Balancing Priorities
Integrated messaging
Sharing music with friends used to end in silence but that changes now. Users can now share moments, not just music. The built-in chat feature allows users to not only chat with one another, but it serves as a central hub for shared in-app content such as songs and playlists.
Key Learning Moment
Key Learning Moment
Putting It to the test
Putting It to the test
After designing and prototyping these new features, I needed to see if they actually worked for Spotify users. I then ran tests on the prototyped solutions with Spotify users to gather feedback and see whether these solutions supported intuitive sharing, conversation, and music-driven interaction.
After designing and prototyping these new features, I needed to see if they actually worked for Spotify users. I then ran tests on the prototyped solutions with Spotify users to gather feedback and see whether these solutions supported intuitive sharing, conversation, and music-driven interaction.
Testing Outcomes
Testing Outcomes
Solutions that work
Solutions that work
To make sure these solutions worked, I tested them with Spotify users through several sessions employing usability tests such as A/B tests. I asked users which versions makes it easier to share a song with friends while listening.
To make sure these solutions worked, I tested them with Spotify users through several sessions employing usability tests such as A/B tests. I asked users which versions makes it easier to share a song with friends while listening.
2.4× Faster Sharing
Flow B averaged 9 seconds vs. 22 for Flow A.
100% Completion Rate
Every user completed flow B with little to no help.
Most struggled with A
Over 50% of users got stuck navigating flow A.
2x Higher Completion
Flow B averaged 9 seconds vs. 22 for Flow A.
2x Higher Completion
Every user completed flow B with little to no help.
Most struggled with A
Over 50% of users got stuck navigating flow A.
Nested in the same menu as current flow.
Embedded the option directly in music player UI.
A
B
Nested in the same menu as current flow.
Nested in the same menu as current flow.
Embedded the option directly in player UI.
Embedded the option directly in player UI.
A
B
Measuring the Impact
Measuring the Impact
Interaction shapes usage
Interaction shapes usage
Tree testing demonstrated users were 2.4× more likely to share a song when the option was directly visible on the Now Playing screen. It showed that visibility alone can significantly boost engagement thus proving social features need to be designed to be found and not just included.
Tree testing demonstrated users were 2.4× more likely to share a song when the option was directly visible on the Now Playing screen. It showed that visibility alone can significantly boost engagement thus proving social features need to be designed to be found.
Reflection
Reflection
Good design Isn’t enough
Good design Isn’t enough
Even the right solution can fail if the timing isn’t right. The feature was removed not because it was wrong, but because it didn’t fit the moment. If I could do it again, I’d focus on measuring whether the feature drove long-term retention, not just short-term engagement, to prove its real value.
Even the right solution can fail if the timing isn’t right. The feature was removed not because it was wrong, but because it didn’t fit the moment. If I could do it again, I’d focus on measuring whether the feature drove long-term retention, not just short-term engagement, to prove its real value.
Fin.
Fin.
Role
Sole Designer
Scope
Product Design
Timeline
April - May 2025
Type
Conceptual
Under Construction
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