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UX STRAT USA 2019: Sohit Karol, Spotify

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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.

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UX STRAT USA 2019: Sohit Karol, Spotify

  1. 1. @sohitkarol | UX STRAT Boulder 2019
  2. 2. Hi.
  3. 3. Why Personas?
  4. 4. Premium Free English Latin American India 60+ countries, many languages Mobile Desktop Web Tablet Smart TV Cast TV Wifi Speakers Voice Speakers Android Wear Connect Play Button Tinder Facebook Waze Touch Screen Controllers Voice Gestures Presence
  5. 5. Cumulative Complexity.
  6. 6. Who are we designing for?
  7. 7. Attributes of the design tool. Shared Language | Reliable | Flexible | Durable
  8. 8. Building Personas.
  9. 9. Begin with theory.
  10. 10. 2 Phases 6 US Cities 100 Diary Studies 72 in-home interviews
  11. 11. Know your stakeholders.
  12. 12. Debate the tradeoffs.
  13. 13. What about context?
  14. 14. Use frameworks and physical artifacts to communicate complex ideas.
  15. 15. Personas….
  16. 16. In Contexts...
  17. 17. Rules: 1. Host picks the music, others can add 2. No explicit lyrics 3. Background music Help me tune out this boring mainstream music. Help me be a good host. Help me keep the kids busy. Help me fit in. Help me build social capital. Have different needs...
  18. 18. That results in different behaviors, strategies and workarounds...
  19. 19. Embedding Personas.
  20. 20. Understand your stakeholders’ workflows. Then craft a holistic communication and activation strategy.
  21. 21. New to Personas Aware of Personas During Research After Research Completion Physical Digital In Person Remote
  22. 22. Analysis in the open.
  23. 23. Personas>ML Models>Experiments>Product Problem Discovery V1 Product Launch ML Model Development & Validation Solution Discovery Large Scale Experiments - visual and content experience
  24. 24. Takeaways.
  25. 25. Building personas will be unique for your product and users. Communicating personas will be unique for your org. culture.
  26. 26. Design tools cannot substitute the work that is needed to build trust with stakeholders.
  27. 27. Tack.

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