case study
bootcamp project
Spotify
Date
Jan, 2023
Duration
2 weeks
Device
Mobile
Scope
Delivery
This was the first project we worked on at The Design Crew bootcamp. As a team of 3 we had 2 weeks to explore ways of introducing a ticket selling functionalities into the Spotify app.
the problem
How to add a concert ticket purchasing service to the application without negatively impacting the streaming experience ?
things to consider
Promote rising artists concerts to kick-start their career
Position Spotify as a key local player within music communities
Increase revenues for Spotify, artists, concert hall and festivals.
generated ideas
Our group engaged in workshops, including Crazy 8, mind mapping, and benchmarking, to generate ideas, resulting in three primary solutions.
Geolocation Based Suggestion
Its was necessary to establish Spotify's presence in local music communities.
Listener Reward System
To promote ticket sales on Spotify, we planned to create a reward program for top listeners.
Acces to Presale Tickets
To stay in line with our objective, we will reward top listeners with access to presale tickets.
concerts recommendations prototype
Users can now discover the new geolocated concerts recommendation section on their home screen.
They also have the ability to filter their recommendations to only display events.
top listener reward prototype
The purpose of this step is to inform the user that they have won a prize and explain why they have received it. We decided to inform them through a pop-up.
From there, they can find the information again on their notification screen and proceed with purchasing their pre-sale ticket
purchase flow prototype
Spotify app will enable users to buy their concert tickets directly within the application.
tickets tab prototype
The tickets tab will offer users a way to access and manage their concert tickets.
Within the menu, users can view and present their purchased tickets, as well as review their past ticket history.
user test
In order to pinpoint possible friction points and evaluate the general user-friendliness of the process, we carried out user testing. We examined five Spotify users, ranging in age from 21 to 32 and coming from diverse backgrounds.
objectives
Ensuring that the new feature and that the reward system are understood by users.
Ensuring an intuitive experience for customers, from purchasing tickets to accessing their rewards.
Pain point
the pop up
Every users ignored the pop-up containing information about the reward, finding the format too intrusive.
Additionally, none of the users thought to check the notification tab for their rewards as it was not a commonly used tab.
“Usually pop up are some kind of promotions, so I instinctively close them” - Alex
Refinements we've implemented
After the tests showed that the pop-up step was an ineffective method of approaching the user, we removed it.
Instead, we implemented a section on the homepage where users can access and redeem their rewards.
User need
concerts recommendations
4 out of 5 Users expected to find events recommendations in the tickets tab and not only the tickets they booked.
As it was coherent to expect it to work this way we added recommendations on the ticket tab.
conclusion / what's next