My Role: Design Direction / Business Design / Videography & Photography
The Challenge
We collaborated with the Premium team to define a strategy for the future of membership, a challenge that Spotify had wrestled with for 4 years. Spotify has seen impressive success with the “freemium” model, specifically, in acquiring new users. However, converting to paid users was a more difficult challenge, and one that was critical to the future of Spotify’s business.
The project began with 3 weeks of research across the US to understand what role community, identity, loyalty, access, and unrepeatable experiences might play in a future membership offer. To engage a variety of key stakeholders across the organization, the team designed an immersive gallery walkthrough of their research learnings and key frameworks. They also created a custom app to serve as a repository of insights for the team going forward.
Design Outcomes
These learnings, coupled with Spotify’s previous work on listener personas and global trends, provided a foundation for the team to define jobs to be done and whitespace opportunities to explore in the realm of membership and entertainment. Further user testing helped the team hone in on a strategy narrative and a set of briefs for the Spotify team to explore further.