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CASE STUDIES
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2023
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Spotify
CX strategy prioritizing the future of Spotify's analytics & creator tools
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CLIENT
Spotify
Visit site
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TIMELINE
8 months
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SERVICES
Research
Futures
Product Roadmap
Prototyping
Content Strategy
Journey Mapping
GenAI
Strategy
CX
Service Design
How Can Spotify Improve the Success of Every Musician & Creator?
Spotify is the world’s most popular music streaming platform and used by millions of musicians and creators globally. Effective analytics are essential to empowering the success of all. This project sought to determine how Spotify's creator tools scored relative to their peers and to determine pathways to improving analytics tools and the success of users. This work was part of Spotify's largest redesign and product releases ever.
Spotify was Already a Leader in Consumer Analytics Because of Wrapped
When it came to analytics for musicians and creators, Spotify was lagging its competitors. Our research uncovered key gaps in the functionality and capabilities. But more importantly, our ethnographic research about how different types of users interacted with analytics and leveraged them to make business decisions highlighted a critical gap in data maturity.
Through strategic workshops, competitive testings, and concept designs we determine the key pillars to lead Spotify to success.
How can we improve the successful business outcomes every time someone uses Spotify Analytics?
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SOLUTIONS
New CX Strategy to Define Spotify's Evolution as an Analytics Leader
The strategy outlined:
Foundational research about analytics user mental models
Archetypes to guide decisions around data maturity and feature value
Analytics personas that define behaviours and needs
Prioritized features for elevating Spotify Analytics
Prioritized JTBD and missed opportunities
Decision support architecture
Analytics futures roadmap
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RESULTS
Spotify Redesigned Analytics & Launched the Creator Platform
This CX strategy became the foundation for one of Spotify's biggest launches and growth periods. Spotify learned about key gaps in their product strategy related to analytics and barriers to entry. These barriers were limiting the success of users and leading to churn. These improvements have led to the launch of the Spotify Creator platform for podcast users.
Lack of analytics surfaces for low data maturity users
Key finding
35%
Faster lead response
$1.5M+
Added to pipeline
This has been the clearest research roadmap that leads into product roadmap that we've had in a long time.
Spotify
World's leading streaming platform
