Measure of Spotify User's Attitudes
Spotify Project
This is a generative and evaluative strategic research self project. The high level objective of the study is to understand whether feature X is a worthwhile business venture. Historically, U.S. users responded well to the initial launch of feature X before the business venture was scrapped. However, recently in 2020, Spotify re-launched and tested this feature on different target audiences and marketplaces, so feature X might make a comeback. The goal of this research is to understand if user satisfaction points toward reviving this feature.
Background and Goals
Feature X was scrapped and Spotify implemented a similar feature Y in place of it. Feature Y is not the same as the original feature X, but it was meant to function as if it were.
As a result, frustrated users started flocking to Spotify's competitor who offered feature X. So, market research illustrates that removing feature X might have been a mistake.
So as Spotify is re-testing feature X among users, two questions are important to ask:
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Do we need to get rid of feature X all together or modify and improve it?
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If we reinstate feature X, what current pain points will it solve?
Generative Research Goals
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Understand the current satisfaction around feature Y.
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Understand the current pain points encountered with feature Y.
Figure 1: Empathy Map of Sub-User Persona from Usability Testing
Methods
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Industry established survey methodology to scope satisfaction*.
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Remote, moderated usability test.
*For more information about specific survey methodology, please contact katelynn.barkley@gmail.com
Crucial Insights
Survey Insights:
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Tasks performed in feature Y is the second most favorite task.
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However, negative opinion of tasks performed in feature Y negatively impacts opinion of feature Y.
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Negative opinion of feature Y negatively impacts overall opinion of the Spotify app.
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Therefore, improve usability in those tasks, then you improve satisfaction of feature Y and Spotify as a whole.
Usability Insights:
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Usability test illuminated more frustration with feature Y.
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Usability test illuminated accessibility issues with feature Y.
Research Impact
Product Impact
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Revealed the place high importance user's place on tasks performed in feature Y. So the task is necessary, it's just that user's would like improved usability that the original feature X provided.
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Feature Y contributes to accessibility issue.
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Original feature X solves accessibility problem.
Final Recommendation:
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Therefore, it is recommended to reinstate original feature X because it simplifies the experience for target users and it solves accessibility issues for disadvantaged users.
My Learnings
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Advocating research for individuals with accessibility accommodations is so rewarding.
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Sometimes you start research looking to investigate one problem and then you becomes aware of other related and just as important problems such as accessibility problems -- it's an eye opener.
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Features such as feature X can kill two bird with one stone when solving multiple problems.
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Scrappy usability test research allows for interaction with a diverse group of individuals I worked with.
Figure 2: Empathy Map of Sub-User Persona from Usability Testing
