Insights driven design at Spotify
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Me and our designer Björn Lindberg gave a talk at NordiChi 2016 http://www.nordichi2016.org/ in the industry experience about how we work with insights driven design at Spotify.
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Insights driven design at Spotify
- 1. Insights Driven Design at Spotify NordicChi 2016 25:th October
- 2. Björn Lindberg Product Design Oscar Carlsson Data Scientist
- 7. MaryEric “Good enough music with zero effort” Music choice, discovery and curation
- 8. Based on [ EVIDENCE ] we expect that Making [ CHANGE ] will cause [ EFFECT ]
- 9. Based on observation of people struggling to navigate, we expect that making navigation more accessible will drive user engagement H Y P O T H E T I C A L H Y P O T H E S I S
- 11. Content first People come to hear music, prioritise that above all else.
- 12. Be alive When there’s always something to do and about to happen, people will return.
- 13. Get familiar Personalise the experience, humanise Spotify, and people will engage and have fun.
- 14. Do less Music should feel effortless.
- 15. Stay authentic We stand behind what we say, so always deliver on a promise.
- 16. Lagom Through craftsmanship and our attention to detail we strive towards perfect balance.
- 18. Crazy 8
- 19. Storyboarding
- 22. Idea Code Release Validate Avoid Illustration courtesy of Dan McKinley
- 23. Soundcheck
- 25. 0 3 6 9 12 15 0% 25% 50% 75% 100% Number of users Usability problems found https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
- 27. Idea MVP ReleasePrototype Validate Better Illustration courtesy of Dan McKinley
- 29. A / B Testing Testing on users
- 30. There is no one true Spotify
- 31. VS Control Test
- 32. 20% 35% VS Control Test Fictitious number are fictional
- 33. YES NO Based on observation of people struggling to navigate, we expect that making navigation more accessible will drive user engagement H Y P O T H E T I C A L H Y P O T H E S I S
- 34. Q U A L I T A T I V E USER TEST + A/B TEST Q U A N T I T A T I V E
- 35. Idea MVP ReleasePrototype Validate Validate Refine Validate Code Best? Illustration courtesy of Dan McKinley
- 36. 0% 100%
- 39. Insights driven design at Spotify
- 40. Insights driven design at Spotify
- 41. We are hiring! Gothenburg Stockholm New York Product Designers Gothenburg Stockholm New York Boston Data Scientists Loads of roles around the world Many more https://www.spotify.com/se/jobs/