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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.
In this session I will talk about how we responded to this challenge, using a variety of qualitative methods, such as Diary Studies and Grounded Theory, to design the Spotify Personas.