[Spotify Case Study]

Music Streaming

80% of users described the AI voice-powered playlist creation as ‘fun’ or ‘effortless’ —showing strong early validation for this new flow.

Advanced Voice Mode for Spotify

Enhancing user experience with conversational AI

[Project Overview]

This hands-free feature uses conversational AI to create and refine playlists based on user feedback, preferences, and requests for a personalized experience.

[Problem Statement]

Currently, hands-off music listeners find it difficult to discover music that seamlessly fits their mood and activities. This is because most AI-generated playlists require manual adjustments or fail to integrate smoothly into their daily routines. As a result, they experience frustrations and interruptions when trying to enjoy music without constant oversight.

[Industry]

Music Streaming

[My Role]

Lead Designer

[Platforms]

Apple iPhone

[Timeline]

January 2025- March 2025

View Prototype

View Prototype

[Prototype]

[Persona]

Alex Carter: The Hands-Off Listener

Marketing Manager

"I just want music that fits the moment—no extra effort."

Age: 28

Location: Dallas, TX

Brand Affinity: Bose, Sonos, & Nike

App Affinity: Headspace, YouTube, & Uber

[Goal]

Wants a seamless listening experience—press play and enjoy.

Trusts AI to choose the right vibe without needing much input.

Enjoys discovering music effortlessly (but doesn’t want to dig for it).

[Frustrations]

AI-generated playlists sometimes miss the mark and don’t match the vibe.

Prefers curated playlists but doesn’t want to build them manually.

Finds music apps overwhelming—too many choices, too much effort.

[Competitive Analysis]

There is an opportunity for platforms to enhance collaborative playlist features, making them more engaging and user-friendly.

There is an opportunity for platforms to enhance collaborative playlist features, making them more engaging and user-friendly.

[User Interviews]

User Research Plan

The Problem

Spotify users lack an intuitive way to create playlists tailored to highly specific moods, themes, or activities. Existing tools such as curated playlists and algorithmic recommendations fail to meet this demand, limiting user satisfaction and engagement.

User Research Plan

The Problem

Spotify users lack an intuitive way to create playlists tailored to highly specific moods, themes, or activities. Existing tools such as curated playlists and algorithmic recommendations fail to meet this demand, limiting user satisfaction and engagement.

User Research Plan

The Problem

Spotify users lack an intuitive way to create playlists tailored to highly specific moods, themes, or activities. Existing tools such as curated playlists and algorithmic recommendations fail to meet this demand, limiting user satisfaction and engagement.

User Research Plan

The Goal

We want to learn how users approach playlist creation and what they value in a playlist generator so that we can design an intuitive, engaging, and desirable AI-powered playlist generator feature for Spotify that meets their needs and enhances their music experience.

User Research Plan

The Goal

We want to learn how users approach playlist creation and what they value in a playlist generator so that we can design an intuitive, engaging, and desirable AI-powered playlist generator feature for Spotify that meets their needs and enhances their music experience.

User Research Plan

The Goal

We want to learn how users approach playlist creation and what they value in a playlist generator so that we can design an intuitive, engaging, and desirable AI-powered playlist generator feature for Spotify that meets their needs and enhances their music experience.

Objectives

Identify the challenges users face when creating playlists for specific scenarios or moods.

Understand the motivations behind personalized playlist creation.

Test initial reactions to the AI-powered playlist generator prototype to assess usability and perceived value.

Objectives

Identify the challenges users face when creating playlists for specific scenarios or moods.

Understand the motivations behind personalized playlist creation.

Test initial reactions to the AI-powered playlist generator prototype to assess usability and perceived value.

Objectives

Identify the challenges users face when creating playlists for specific scenarios or moods.

Understand the motivations behind personalized playlist creation.

Test initial reactions to the AI-powered playlist generator prototype to assess usability and perceived value.

Research Findings

5 out of 5 users listen to music during hands-off or passive experiences.

3 out of 5 users felt that AI could be really great. Especially, in hands-off situations.

4 out of 5 users felt that conversational AI would be useful in finding what they wanted to listen to.

Research Findings

5 out of 5 users listen to music during hands-off or passive experiences.

3 out of 5 users felt that AI could be really great. Especially, in hands-off situations.

4 out of 5 users felt that conversational AI would be useful in finding what they wanted to listen to.

Research Findings

5 out of 5 users listen to music during hands-off or passive experiences.

3 out of 5 users felt that AI could be really great. Especially, in hands-off situations.

4 out of 5 users felt that conversational AI would be useful in finding what they wanted to listen to.

[Storyboard]

[Storyboard]

[Wireframes]

[Hi-Fi Designs]

[Usability Testing Results]

100% of users completed tasks without error.
5/5 users were able to follow the coach-mark tutorial without confusion.
3.9/5 average overrall feedback of the AI interaction.

[Key Learnings for Iterations]

Real-time Interaction is Needed

Users needed more real-time feedback and interaction from DJ X to determine if the flow worked for their needs.

Real-time Interaction is Needed

Users needed more real-time feedback and interaction from DJ X to determine if the flow worked for their needs.

Real-time Interaction is Needed

Users needed more real-time feedback and interaction from DJ X to determine if the flow worked for their needs.

UI Refinement

The coach-mark flow needed to be aligned with the design of the playlist creation flow.

UI Refinement

The coach-mark flow needed to be aligned with the design of the playlist creation flow.

UI Refinement

The coach-mark flow needed to be aligned with the design of the playlist creation flow.

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