Music is an inherently social experience and plays a significant role in strengthening social bonds. Listening to music together with other people brings its own social buzz, making you feel connected with those around us.
In this case study, I designed a party-mode playlist for Spotify to increase cooperation and connection among people in the co-listening experience on intimate social events like parties.
Team Lead, Hi-fi UI design, Prototyping, a new round of iteration
Nicole Wan, Moe Na, Melinda Chen
4 weeks + 1 week
How might we leverage Spotify to enhance the co-listening experience in social events like parties?
Create Party Playlist
Explore the fun facts for offline social
Upvote the song you like
Social Expressions on music
Group Interest-Based Music-Adding Experience
Music-Planet for Online Social
Is 'social music streaming' still something people need?
Is ‘social music streaming’ something new?
Or we haven’t figured out how to make social a feature that people want or need yet? “Making music social” is not a new concept, in fact, many companies including Spotify have been trying to integrate it into their apps in many ways. Social features always contribute to the increase of the user numbers. But most of them focus on the social feature for online use or digital connections.
Secondary research & interviews
"I don’t actually make new friends through music apps."
"I don’t listen to music with my friends together online."
"I don’t expect to get good recommendations of songs from my friends since I am not sure if we have similar music tastes or not."
"I will definitely listen to music with friends together in some social events like party or road trips."
"Music is absolutely crucial for a party."
"It’s amazing to find somebody who likes the same song at the party and sing and dance together."
Social music listening should also include real-world
co-listening scenarios - when people are actually around each other.
Understand the User
To understand the problems and the overall music co-listening experience at private social events, we conducted 10 separate interviews.
Co-listening experience at private social events
Number of Participants
6 Female 4 Male from age 22-29