Spotify’s product designer Mady Torres de Souza and senior user researchers Olga Hörding and Sohit Karol explain how they developed their personas tool, how they use it today and why it’s so useful for an autonomous, cross-functional organisation like Spotify.
Here at Spotify, we often ask ourselves who we’re designing for. And since listening to music is so universally popular, it might seem at first that the answer is ‘everyone’. After all, Spotify is available as a free and paid product. It can be used by anyone with a phone, computer, car, set of smart speakers or many other devices. It’s present in over 79 markets and it offers experiences – like Daily Mixes – that are personalised to every single listener.
Yet designing for a mass, generalised audience isn’t likely to end up pleasing ‘everyone’. So in 2017, our team was challenged to create a better understanding of existing and potential listeners. We wanted to agree on how to differentiate the needs of these listeners and the problems our products could solve for them. We needed a solution that was durable and flexible enough to work for autonomous teams, working out of different offices, in different countries and on different parts of our products. And we were determined to put a face to our listeners – an identity that everyone at Spotify could recognise and talk about with ease.
We responded to this challenge by designing personas.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
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100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]