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Spotify: Genre Explorer

 

Spotify Genre Explorer

Made for
Spotify

Services
UX & Framework Architecture
Creative Direction
Art Direction

With the support of
Project Management — Bradee Markham
Development & Framework — Jeff Yamada, Anthony Mariano

 

A data visualization product developed with proprietary Spotify statistics, the Genre Explorer helps Spotify ad partners and marketers make well informed decisions when ad targeting audience segments on the platform.

 
Product screens

Product screens

 
Section 01: The Problem 

So much data, so little space.

How do we package an insane amount of data into an easy to navigate product that appeals to advertisers and marketers?

We needed to build a tool that helped users distill a lot of subscriber information at a glance: segmentation, tags, geolocation, popularity, followers, engagement metrics, the list goes on. The product was mostly going to be used in meetings and on large TV displays so tiny type and boring tables were out of the question. Exploration and browsing had to not only be effortless but engaging and captivating; say goodbye to tiny carets for data sorting! We needed filters, we needed rankings, we needed data visualizations, and we needed a music player. Easy peasy, am I right?

spotify_requirements.png
Section 02: The Solution

Go BIG or go home!

 
Explorer UI: Selected or in-focus elements grow in size while secondary information is minimized and takes a step back.

Explorer UI: Selected or in-focus elements grow in size while secondary information is minimized and takes a step back.

Filtration system: Effortless and easy to digest even when displayed on large TV screens or small laptops during stakeholder meetings

Filtration system: Effortless and easy to digest even when displayed on large TV screens or small laptops during stakeholder meetings

 
Section 3: Phase 1

The MVP

The goal was to start small. We built an MPV accessible to Spotify employees only who helped us test the product, provided feedback, and requests for additional features.

 
Loading screen

Loading screen

Explorer: Lets users browse and navigate genres and artists and do some light filtering and sorting

Explorer: Lets users browse and navigate genres and artists and do some light filtering and sorting

Filtration system: Provides a selection of popular filters and the ability to save custom filters

Filtration system: Provides a selection of popular filters and the ability to save custom filters

Filter education: Info tips provide education and clarity around filters and their metrics

Filter education: Info tips provide education and clarity around filters and their metrics

Filter ranking: Users have the ability to prioritize currently active filters on the explorer wheel

Filter ranking: Users have the ability to prioritize currently active filters on the explorer wheel

Selected genre: Selecting a genre or artist on the wheel pulls up categorized, in-depth metrics

Selected genre: Selecting a genre or artist on the wheel pulls up categorized, in-depth metrics

Selected category

Selected category

 
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Section 4: Phase 2

Testing, Iteration and Additional Features

After a month of testing the MVP internally at Spotify, we uncovered a few areas in need of clarification. Users generally needed more context around action items and wished to see even more data surfaced to the top.

We also received a lot of requests for additional features which we ranked and prioritized by urgency and importance. Then, we spent some time prototyping, exploring new ideas, and additional data visualizations.

Explorer improvements: Sorting and navigation clarity

Explorer improvements: Sorting and navigation clarity

Explorer improvements: Surfacing more metrics and clarity in context, on the wheel

Explorer improvements: Surfacing more metrics and clarity in context, on the wheel

Filter Ranking: Clarity and guidance

Filter Ranking: Clarity and guidance

Rethinking the data exploration experience: Bigger is better!

Rethinking the data exploration experience: Bigger is better!

New features

Audience segments visualized

Audience segments visualized

Improved geolocation data

Improved geolocation data

Visualized trends and deeper audience segmentation data

Visualized trends and deeper audience segmentation data

New metrics added

New metrics added

Search capability

Search capability

Search: predictive and segmented for easier accessibility

Search: predictive and segmented for easier accessibility

 

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