Sharing that connects.
Role
Sole Designer
Scope
UX Design
Timeline
April - May 2025
Type
Conceptual
Project Overview
Project Overview
Project Overview
When sharing music feels disconnected.
When sharing music feels disconnected.
When sharing music feels disconnected.
Spotify makes it easy to discover music, but not to share it. When 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 interrupts the flow. I set out to find a solution that keeps users engaged within the platform while making music sharing feel more natural and connected.
Spotify makes it easy to discover music, but not to share it. When 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 interrupts the flow. I set out to find a solution that keeps users engaged within the platform while making music sharing feel more natural and connected.
Spotify makes it easy to discover music, but not to share it. When 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 interrupts the flow. I set out to find a solution that keeps users engaged within the platform while making music sharing feel more natural and connected.
Hypothesis
Hypothesis
Hypothesis
Easier sharing is more sharing.
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.
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
Research Questions
What's stopping users from sharing music?
What's stopping users from sharing music?
What's stopping 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.
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?
How do Spotify users currently share music they like with friends?
Current Sharing Behaviour
How do Spotify users
share music they like with
friends?
Current Sharing Behaviour
What prevents Spotify users from sharing music more frequently?
What prevents Spotify users from sharing music more frequently?
Friction Points & Barriers
How do Spotify users
share music they like with
friends?
Friction Points & Barriers
Do these issues impact how often or how users interact with Spotify?
Do these issues impact how often or how users interact with Spotify?
Impact on Engagement
How do Spotify users
share music they like with
friends?
Impact on Engagement
Community Insights
Community Insights
Community Insights
I gathered user insights from Reddit.
I gathered user insights from Reddit.
I gathered user insights from Reddit.
I turned to Reddit to gather authentic user sentiment not just from posts, but also from the comments under threads where discussions happen. I reviewed 12 relevant posts and hundreds of accompanying comments over several months.
I turned to Reddit to gather authentic user sentiment not just from posts, but also from the comments under threads where discussions happen. I reviewed 12 relevant posts and hundreds of accompanying comments over several months.
I turned to Reddit to gather authentic user sentiment not just from posts, but also from the comments under threads where discussions happen. I reviewed 12 relevant posts and hundreds of accompanying comments over several months.
R/Spotify
R/Spotify
2 mo. ago
2 mo. ago
tommy-b-goode
tommy-b-goode
I miss when Spotify was social.
I miss when Spotify was social.
630
630
73
73
Share
Share
R/Spotify
R/Spotify
2 mo. ago
2 mo. ago
Outside_Future3723
Outside_Future3723
Spotify’s next step to growth is leaning into its social capabilities
Spotify’s next step to growth is leaning into its social capabilities
23
23
11
11
Share
Share
R/Spotify
2 mo. ago
Outside_Future3723
Spotify’s next step to growth is leaning into its social capabilities
23
11
Share
R/Spotify
R/Spotify
1 yr. ago
1 yr. ago
Are you really using Spotify's social features?
Are you really using Spotify's social features?
31
31
74
74
Share
Share
Background Research
Background Research
Background Research
Why Spotify ditched messaging.
Why Spotify ditched messaging.
Why Spotify ditched messaging.
Just like Reddit, users on the Spotify forums were asking for messaging. Spotify removed in 2017, citing low usage and the high effort and costs needed to maintain the feature. Back then, it had 160 million users; now it has over 675 million. It might have been the right feature at the wrong time.
Just like Reddit, users on the Spotify forums were asking for messaging. Spotify removed in 2017, citing low usage and the high effort and costs needed to maintain the feature. Back then, it had 160 million users; now it has over 675 million. It might have been the right feature at the wrong time.
Just like Reddit, users on the Spotify forums were asking for messaging. Spotify removed in 2017, citing low usage and the high effort and costs needed to maintain the feature. Back then, it had 160 million users; now it has over 675 million. It might have been the right feature at the wrong time.
Qualitative Data
Qualitative Data
Qualitative Data
Understanding user habits.
Understanding user habits.
Understanding user habits.
Since 2017, the platforms like TikTok have 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, the platforms like TikTok have 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, the platforms like TikTok have 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 Discovery
68% of the surveyed users said they previously discovered new music through friends.
Shaped by sharing
72% of surveyed users shared content to start conversations to connect with friends.
Sharing is valued
82% of surveyed users shared they regularly share media within the platform itself.
Competitor Analysis
Competitor Analysis
Competitor Analysis
Understanding Spotify's competitors.
Understanding Spotify's competitors.
Understanding Spotify's competitors.
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.
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
Real-Time Activity Feed
Collaborative Features
Shared Listening
Unique Social Hooks
Apple Music
Youtube Music
SoundCloud
In-App Messaging
Real-Time Activity Feed
Collaborative Features
Shared Listening
Unique Social Hooks
Something became clear to me; these are strategic choices, not oversights, and help explain why this space remains unsolved. Spotify’s position is unique; It already has the core ingredients like playlist sharing, strong recommendations, and a massive user base.
Something became clear to me; these are strategic choices, not oversights, and help explain why this space remains unsolved. Spotify’s position is unique; It already has the core ingredients like playlist sharing, strong recommendations, and a massive user base.
Something became clear to me; these are strategic choices, not oversights, and help explain why this space remains unsolved. Spotify’s position is unique; It already has the core ingredients like playlist sharing, strong recommendations, and a massive user base.
Apple Music
Youtube Music
SoundCloud
In-App Messaging
Real-Time Activity Feed
Collaborative Features
Shared Listening
Unique Social Hooks
HMW Statement
HMW Statement
HMW Statement
From insight to evidence.
From insight to evidence.
From insight to evidence.
Seeing users struggle with sharing music confirmed what research had suggested, the problem was real and widespread. How might we transform one-way music sharing into two-way conversations that keep users engaged within Spotify?
Seeing users struggle with sharing music confirmed what research had suggested, the problem was real and widespread. How might we transform one-way music sharing into two-way conversations that keep users engaged within Spotify?
Seeing users struggle with sharing music confirmed what research had suggested, the problem was real and widespread. How might we transform one-way music sharing into two-way conversations that keep users engaged within Spotify?
Competitor Analysis
Competitor Analysis
Competitor Analysis
Observing the sharing experience.
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 them tried to share a song with a friend using their normal routine. 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 them tried to share a song with a friend using their normal routine. 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 them tried to share a song with a friend using their normal routine. Several key patterns began to emerge from these sessions.
Disconnected Sharing
Disconnected Sharing
Leaving Spotify to share breaks flow and makes the experience feel clunky overall.
Leaving Spotify to share breaks flow and makes the experience feel clunky overall.
Leaving Spotify to share breaks flow and makes the experience feel clunky overall.
Missing Conversations
Missing Conversations
There’s no built-in way to talk about the music you share, so the moment ends too soon.
There’s no built-in way to talk about the music you share, so the moment ends too soon.
There’s no built-in way to talk about the music you share, so the moment ends too soon.
No Feedback Loop
No Feedback Loop
No reaction or confirmation, making sharing feel one-sided and unrewarding.
No reaction or confirmation, making sharing feel one-sided and unrewarding.
No reaction or confirmation, making sharing feel one-sided and unrewarding.
Card Sorting
Card Sorting
Card Sorting
Features our users value.
Features our users value.
Features our users value.
I ran a card sort with 12 regular Spotify users to prioritize potential features based on likelihood of use. The options were pulled from competitor offerings, user suggestions, and patterns observed during research. The results showed users favored features that made sharing with friends easier and more personal; not broader social networking tools.
I ran a card sort with 12 regular Spotify users to prioritize potential features based on likelihood of use. The options were pulled from competitor offerings, user suggestions, and patterns observed during research. The results showed users favored features that made sharing with friends easier and more personal; not broader social networking tools.
I ran a card sort with 12 regular Spotify users to prioritize potential features based on likelihood of use. The options were pulled from competitor offerings, user suggestions, and patterns observed during research. The results showed users favored features that made sharing with friends easier and more personal; not broader social networking tools.
Share a song to a friend directly in-app
Share a song to a friend directly in-app
Share a song to a friend directly in-app
Inbox to send songs and chat with friends
Inbox to send songs and chat with friends
Inbox to send songs and chat with friends
Ability to react and comment to received songs
Ability to react and comment to received songs
Ability to react and comment to received songs
Chat with your friends during Jam session
Chat with your friends during Jam session
Chat with your friends during Jam session
View friend’s current activity
View friend’s current activity
View friend’s current activity
Additional profile customization
Additional profile customization
Additional profile customization
Design Principles
Design Principles
Design Principles
Building within a framework.
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. I wanted 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. I wanted 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. I wanted the finished product to fit neatly within the current version of Spotify in terms of both functionality and aesthetics.
Consistency
Consistency
New elements had to match Spotify’s look and feel to blend in seamlessly.
New elements had to match Spotify’s look and feel to blend in seamlessly.
New elements had to match Spotify’s look and feel to blend in seamlessly.
UX First
UX First
New features had to stay simple to avoid feature overload with users.
New features had to stay simple to avoid feature overload with users.
New features had to stay simple to avoid feature overload with users.
Balancing Priorities
Balancing Priorities
Social features had to enhance music experience, not pull focus from it.
Social features had to enhance music experience, not pull focus from it.
Social features had to enhance music experience, not pull focus from it.
Key Learning Moment
Key Learning Moment
Key Learning Moment
From insight to solutions.
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 and genuinely useful to users.
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 and genuinely useful to users.
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 and genuinely useful to users.
First Solution
First Solution
First Solution
Re-integrated messaging.
Re-integrated messaging.
Re-integrated messaging.
Sharing music with friends used to end in silence but that changes now. 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. Users can now share moments, not just music.
Sharing music with friends used to end in silence but that changes now. 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. Users can now share moments, not just music.
Sharing music with friends used to end in silence but that changes now. 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. Users can now share moments, not just music.
Second Solution
Second Solution
Second Solution
Jam is now social.
Jam is now social.
Jam is now social.
Listening together used to feel disconnected. 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.
Listening together used to feel disconnected. 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.
Listening together used to feel disconnected. 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.
Third Solution
Third Solution
Third Solution
Integrated sharing experience.
Integrated sharing experience.
Integrated sharing experience.
Spotify users 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.
Spotify users 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.
Spotify users 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.
Key Learning Moment
Key Learning Moment
Key Learning Moment
Putting It to the test.
Putting It to the test.
Putting It to the test.
After building out the core features, I needed to see if they actually worked for real users. I tested prototypes with Spotify users to gather honest feedback and see how well the designs supported intuitive sharing, conversation, and music-driven interaction.
After building out the core features, I needed to see if they actually worked for real users. I tested prototypes with Spotify users to gather honest feedback and see how well the designs supported intuitive sharing, conversation, and music-driven interaction.
After building out the core features, I needed to see if they actually worked for real users. I tested prototypes with Spotify users to gather honest feedback and see how well the designs supported intuitive sharing, conversation, and music-driven interaction.
Outcome
Outcome
Outcome
Solutions that work.
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. Flow B was the clear winner.
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. Flow B was the clear winner.
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. Flow B was the clear winner.
2.4× Faster Sharing
2.4× Faster Sharing
Flow B averaged 9 seconds vs. 22 for Flow A.
Flow B averaged 9 seconds vs. 22 for Flow A.
Flow B averaged 9 seconds vs. 22 for Flow A.
100% Completion Rate
100% Completion Rate
Every user completed flow B with little to no help.
Every user completed flow B with little to no help.
Every user completed flow B with little to no help.
Most struggled with A
Most struggled with A
Over 50% of users got stuck navigating flow A.
Over 50% of users got stuck navigating flow A.
Over 50% of users got stuck navigating flow A.
A
B
Key Learning Moment
Key Learning Moment
Key Learning Moment
Sharing shapes usage.
Sharing shapes usage.
Sharing shapes usage.
It wasn’t just the faster flow that stood out, it was how behavior changed with it. Users were 2.4× more likely to follow through when sharing was easy to access. It showed that design doesn’t just support social features, it influences whether people use them at all.
It wasn’t just the faster flow that stood out, it was how behavior changed with it. Users were 2.4× more likely to follow through when sharing was easy to access. It showed that design doesn’t just support social features, it influences whether people use them at all.
It wasn’t just the faster flow that stood out, it was how behavior changed with it. Users were 2.4× more likely to follow through when sharing was easy to access. It showed that design doesn’t just support social features, it influences whether people use them at all.
Reflection
Reflection
Reflection
Good design Isn’t enough.
Good design Isn’t enough.
Good design Isn’t enough.
Working on this project reminded me that even the right solution can fall flat if the moment isn’t right. This feature once existed and was removed, not because it was wrong, but because it just didn't make sense at the time. Balancing user needs with business realities pushed me to stay grounded, build with intention, and keep things flexible.
Working on this project reminded me that even the right solution can fall flat if the moment isn’t right. This feature once existed and was removed, not because it was wrong, but because it just didn't make sense at the time. Balancing user needs with business realities pushed me to stay grounded, build with intention, and keep things flexible.
Working on this project reminded me that even the right solution can fall flat if the moment isn’t right. This feature once existed and was removed, not because it was wrong, but because it just didn't make sense at the time. Balancing user needs with business realities pushed me to stay grounded, build with intention, and keep things flexible.
Work
Solo Concept
Scope
Product Design
Timeline
May - June 2025
Type
Conceptual
Sharing that connects.
Sharing that connects.
@Ziyad Al-Huwaiti 2025
@Ziyad Al-Huwaiti 2025
@Ziyad Al-Huwaiti 2025