Spotify Challenge
Immerse Yourself in Audiobooks on Spotify
Product design
Branding
End-to-End
TIMELINE
SECTOR
DESIGN ROLE
TEAM
2024 (3 Months)
Blair Kwon
Kiyoung Lee
Sabrina
Music, Audiobook, Streaming
Product, UXUI, Research
Currently, there is no significant impact on audiobook functionality on Spotify. Spotify primarily offers music-related features at the top, making it challenging to discover its features for audiobooks because the majority of users only use it as a music streaming service. So the first challenge was how to get people to invest their time more in audiobooks.
THE DISCOVERY
I tested the current Spotify app, observing real-world user behavior to identify any potential issues with the app's usability. The goal was to uncover areas where the user experience could be improved and to inform the redesign process.
Not Enough Information
Even at the detail page of audiobook, there is not enough information about the book such as a summary of the plot. That's why users must use other platforms like Google to get the more information about the audiobook separately one more time.
No reviews
When choosing an audiobook, reviews or ratings can be a decisive factor in people's choice of audiobooks. However, users can only see the rating and there is no reviews part.
Unfriend UI
The UI for the audiobook section is not user-friendly, making it challenging for users to navigate. Although the audiobook feature exists, its lack of intuitive accessibility and poor design prevent users from easily discovering and utilizing it.
Payment Issue
Currently, on the Spotify app, audiobooks cannot be purchased within the app directly. Users have to go to other websites provided by Spotify and make payments. Also, there are not many subscription plans for audiobooks, so it is not easy to save money.
SOLUTIONS
SOLUTION A
Our primary focus in Solution A was to improve the overall hierarchy of the Spotify app. The current structure does not adequately showcase the range of available audiobooks. By reorganizing the hierarchy, we aimed to make audiobook sections more prominent even at the homepage, allowing users to browse and access audiobooks with greater ease and efficiency.
By putting the ‘Audio’ feature in the middle part of the homepage instead of 'Search', users can access the audiobook as soon as they open Spotify.
Rearrange the hierarchy
By putting Audio section in a navigation bar, we also put the ‘Preview’ and ‘Categories’ button in the Audio section. Unlike the current app, we separate 'Categories' from 'Search.'
Move audio ‘Preview’ from ‘Home’ to ‘Audio’
First we put 'Podcast' section in 'Audio', it recommends the related audiobooks in the podcast category. It increases an access in 'Podcast' page and then also elevate the amount of user flow to audiobook. So users can easily access to another related audiobook even when they use podcasts.
Increase an access in ‘podcast’ page
SOLUTIONS
SOLUTION B
In Solution B, our approach was to prominently highlight the audiobook section by redesigning the navigation bar. This change was made to ensure that audiobooks are more easily discoverable. Additionally, we updated design elements such as the audiobook cards to enhance visibility and draw users' attention, making the audiobook section more accessible and engaging.
We rearrange the whole navigation bar. First, exclude 'Search' and instead put 'Podcast' and 'Audiobook' at the navigation bar. Also change 'Home' to 'Music'
Rearrange the navigation bar
There is already too much unnecessary information. This unnecessary information interferes with the user's flow. Because we separate navigation bar into 'Music' and 'Audiobook', we can divide each information by each sections. By showing only related information, users may not do irrelevant actions.
Redesigned the recommendation of the audiobook page
By inserting audiobooks with card-shaped design, people can get more useful information easily at a glance.
Redesigned each homepage
SOLUTION A Information Architecture
First, we moved 'Search' to homepage and put 'Audio' in the navigation bar. And in the audio section, it was divided into 'Music', 'Podcast' and 'Audiobook'. Each of the flow, users can directly go to a 'Audiobook Detail.' This can increase the user's accessibility and interest in audiobooks.
RESEARCH
COMPETITOR ANALYSIS
To deepen my understanding of the Spotify experience and gain a broader perspective on the music streaming industry, I conducted an analysis of the top six popular music streaming apps. This analysis focused on identifying specific features, as well as the strengths and weaknesses of each platform. The insights gained from this study informed my redesign efforts, enabling me to enhance and optimize the Spotify user experience.
Music Streaming Platforms
Through a comprehensive competitive analysis, I discovered that while most music streaming platforms offered an audiobook feature, none provided a robust or fully integrated experience comparable to their music streaming capabilities. Even when audiobooks were available, the functionality and feature were often lacking. This highlighted a significant opportunity to differentiate Spotify by enhancing its audiobook offering.
Audiobook Streaming Platforms
I also analyzed the audiobook platforms. The platform only for audiobooks was more accessible and functional than the music streaming platform. We tried to solve the problem by combining the strength and weakness seen on respective platforms.
So we set two goals first. The first is to imprint and ultimately increase accessibility to Spotify audiobooks. The second is to create a variety of useful features for audiobooks so that Spotify's existing and new users can better understand and enhance the usage of audiobooks.
I conducted a comprehensive analysis of leading music and audiobook platforms, identifying key features and noting both differentiations and overlaps. This analysis was visualized in the chart, with the indicators primarily divided into the types of audiobook features and their ease of use.
I focused particularly on the upper right section of the chart, which highlighted platforms that excel in both ease of use and robust audiobook features. This provided a valuable baseline for identifying the features that should be prioritized and considered in enhancing the Spotify experience.
SOLUTION B Information Architecture
In Solution B, we divided the navigation system five parts. The two new ones are 'Audiobook' and 'Podcast'. By separating it, users can get more information about audiobook and podcasts easily. Also at the solution B, users can directly go to a 'Audiobook Detail' at every flows.
USER FLOW
Olivia is a 27-year-old Marketing Coordinator who enjoys listening to audiobooks as part of her daily routine, particularly during commutes and relaxation time. She previously used another audiobook platform but found its subscription cost too expensive, prompting her to switch to Spotify for a more affordable option. However, Olivia has faced several frustrations with Spotify's audiobook feature, such as difficulty purchasing books directly within the app and the poor visibility of audiobooks on the homepage, making them hard to discover. She also finds Spotify’s audiobook functionality less intuitive and lacking in features compared to her previous platform. Despite these challenges, Olivia remains motivated to find a more budget-friendly audiobook service that integrates seamlessly with her existing music and podcast experience on Spotify. Her experience highlights areas where Spotify could improve accessibility, usability, and functionality to better serve audiobook listeners like her.
KEY FEATURES
Recommendation for Audiobook at Homepage
In contrast to existing apps, our redesigned Spotify prominently features audiobook recommendations and rankings, making it significantly easier for users to discover and access audiobooks at the homepage. Also when users open the app, they can explore audiobook through card popping up. The recommendation engine is tailored to each user, automatically suggesting audiobooks based on their listening habits and preferences. This personalized approach allows users to find audiobooks of interest effortlessly, eliminating the need for extensive searching and streamlining the overall user experience.
New Payment Method
In the current version of the Spotify app, users are unable to purchase audiobooks directly within the app and must instead complete their transactions through a web page. This additional step can be cumbersome and often contributes to users' reluctance to make purchases.
Our redesign addresses this issue by enabling users to purchase audiobooks directly within the app, simplifying the payment process. Users can now complete transactions seamlessly without the need for external steps. Additionally, the integration of Apple Pay allows for quick and convenient payments, making the experience even more user-friendly and efficient.
New Audiobook Premium Subscription
In the original Spotify app, there was no dedicated subscription plan only for audiobooks. With our redesign, we introduced new subscription options to cater to diverse user preferences. Alongside the existing Music Premium, we added an Audiobook Premium subscription for users solely interested in audiobooks, as well as an All-in-One Premium, which provides access to both music and audiobooks.
These new subscription models also include Family and Student plans, offering flexible and comprehensive options to meet the needs of different users while saving money.
Reviews
In the current Spotify app, while audiobooks have ratings, there is no dedicated review section. Unlike music, audiobooks require users to either purchase each title individually or subscribe to a premium plan, which can be financially burdensome. Therefore we sought to enhance the decision-making process by integrating a review section directly within the app.
Previously, Spotify users often resorted to external searches, such as Google, to gather more information before committing to an audiobook. By incorporating reviews alongside ratings, users can now access valuable insights and feedback from other listeners within the app itself. This addition significantly reduces the inconvenience of selecting the right audiobook, allowing users to make informed choices with greater ease.
Statistics
Users can now access detailed audiobook statistics, providing valuable insights into their reading habits. This section allows users to view data such as the times they typically read, the genres they prefer, and the total amount of content consumed. Additionally, users can review their reading history, including specific books read and the timing of their reading sessions.
By analyzing these statistics, users can better understand their reading preferences and identify patterns in their audiobook consumption, ultimately enhancing their overall listening experience.
Wrapped for audiobooks
Building on the popularity of Spotify’s annual Music Wrapped feature, which allows users to review their most-listened-to songs, favorite genres, and top artists, we have extended this concept to audiobooks. The Audiobook Wrapped feature is designed to encourage more audiobook engagement by offering users a personalized summary of their audiobook listening habits at the end of each year.
With this feature, users can see which audiobooks they listened to the most, the categories they favored, and the total number of audiobooks they completed over the year. Given the widespread enthusiasm for Music Wrapped, with many users sharing their results on social media, we anticipate that Audiobook Wrapped will similarly enhance user engagement and inspire more people to explore and enjoy audiobooks.
CONCLUSION
The Spotify Challenge resonated with me on a personal level, as it closely aligned with my own experiences as an audiobook listener. During a period when I frequently listened to audiobooks, I explored various audiobook platforms, including Spotify. However, I ultimately subscribed a different platform because it offered more powerful features compared to Spotify’s audiobook service. This experience highlighted the limitations of Spotify’s offering and underscored the need for significant improvements.
Leveraging my firsthand experience with other apps, I was able to propose enhancements for Spotify’s audiobook feature, including content enrichment, user reviews, detailed listening statistics and audiobook wrapped. These insights were instrumental in shaping the design solutions aimed at making Spotify a more competitive platform for audiobook listeners. Also I believe that this improvement can make Spotify to become a big entertainment hub.
NEXT STEPS...
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Conduct user research and testing to understand their audiobook needs and pain points better
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Integrate AI features such as an audiobook discovery assistant and summary of the audiobook
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Conduct A/B testing to get the influence of feature
PROBLEM STATEMENT
The app's discovery process is overly obscured
Just 25% of Spotify customers currently make use of the audiobook feature. Why is it only 25 percent and how can I increase this percentage?
The time consumption is
excessive
It is not possible to pay
directly within the app
Unlike the music and podcast sections, It is challenging for consumers to find audiobooks organically because they are not clearly marked or easily accessible. Because of this lack of user-friendly UI, there is a decrease in user awareness and engagement in Audiobook feature.
Unlike platforms like Audible, they must finish transactions through a web browser, which disrupts the in-app experience and makes the one more process seem less smooth. This extra step makes the experience less user-friendly by creating discomfort and discouraging impulse buying.
The process is time-consuming because consumers have to go through several stages, like locating audiobooks on a site mostly intended for music. The lack of integration and the hidden nature of the audiobook feature make it harder for users to quickly discover and enjoy audiobooks, ultimately discouraging then from engaging with this content.
Currently, there is no significant impact on audiobook functionality on Spotify. Spotify primarily offers music-related features at the top, making it challenging to discover its features for audiobooks because the majority of users only use it as a music streaming service. So the first challenge was how to get people to invest their time more in audiobooks.
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