spotify redesign
Making it easier to connect and share on Spotify
Making it easier to connect and share on Spotify
7 min read
Timeline
Timeline
March 2024 - April 2024
March 2024 - April 2024
Team
Team
Independent
Independent
My Role
My Role
UX Researcher, Visual Design and Motion Specialist
UX Researcher, Visual Design and Motion Specialist
Tools
Tools
Figma, FigJam, After Effects, Illustrator, Notion
Figma, FigJam, After Effects, Illustrator, Notion
Overview
Overview
As part of my final project, I explored how Spotify could better reflect its core values of creativity, connection, and personalization.
My design aimed on reworking on Spotify’s social features and user profiles while creating new branding materials to enhance it's identity and create a rich experience for its young, savvy users.
As part of my final project, I explored how Spotify could better reflect its core values of creativity, connection, and personalization.
My design aimed on reworking on Spotify’s social features and user profiles while creating new branding materials to enhance it's identity and create a rich experience for its young, savvy users.
THE PROBLEM
Spotify's social features fall short
Spotify's social features fall short
Spotify currently lacks social features and personalization which is making many users feel disconnected from their friends. It also has redundant features like Facebook Friends and Friend Activity which aren't being actively updated.
Competitors like Apple Music and YouTube Music are also steadily catching up, creating a need for Spotify to stay ahead with innovation.
Spotify currently lacks social features and personalization which is making many users feel disconnected from their friends. It also has redundant features like Facebook Friends and Friend Activity which aren't being actively updated.
Competitors like Apple Music and YouTube Music are also steadily catching up, creating a need for Spotify to stay ahead with innovation.
THE SOLUTION
A fresh approach to social experience
A fresh approach to social experience
My redesign focused on making Spotify more connected and personal. I designed a Social Hub that gave users a space to see what their friends were listening to, interact with their activity, and share music. I personalized the user profiles by adding a favorites section and customizable banners, making them a reflection of the user. To tie it all together, I made a new motion graphic, highlighting all the new features I added.
My redesign focused on making Spotify more connected and personal. I designed a Social Hub that gave users a space to see what their friends were listening to, interact with their activity, and share music. I personalized the user profiles by adding a favorites section and customizable banners, making them a reflection of the user. To tie it all together, I made a new motion graphic, highlighting all the new features I added.
Friend
Activity
Friend
Activity
01
Friend Activity Feed for Real-Time Social Listening
Friend Activity Feed for Real-Time Social Listening
Users can now see what their friends are listening to, with the ability to like or comment directly on tracks. This creates a more connected and interactive listening experience.
Users can now see what their friends are listening to, with the ability to like or comment directly on tracks. This creates a more connected and interactive listening experience.
02
Personalized Profiles for Music Identity
Personalized Profiles for Music Identity
Profiles now support user-selected banners from their album of choice and favorites (song, album, artist), allowing listeners to better express their taste and personality through their profile.
Profiles now support user-selected banners from their album of choice and favorites (song, album, artist), allowing listeners to better express their taste and personality through their profile.
03
In-App Messaging for Seamless Sharing
In-App Messaging for Seamless Sharing
Users can send and receive songs, reply to activity, or start conversations directly within Spotify, making music sharing faster and more meaningful.
Users can send and receive songs, reply to activity, or start conversations directly within Spotify, making music sharing faster and more meaningful.
04
Manage and Curate Your Friend List
Manage and Curate Your Friend List
A friend management interface lets users approve requests, remove connections, or re-add friends, giving them more control over their social network.
A friend management interface lets users approve requests, remove connections, or re-add friends, giving them more control over their social network.
The Money Shot
The Money Shot
Key insights from listening to users
I started my research by analyzing trends from competitors as well as conducting some user interviews. This helped me better understand what users truly needed. The key themes that emerged were
100 %
100 %
agreed that the app could be more vibrant.
78 %
78 %
wanted to see songs their friends were listening to.
67 %
felt their profiles didn’t reflect their music identity
felt their profiles didn’t reflect their music identity
RESEARCH
Brand Identity Prism
Brand Identity Prism
I made a brand identity prism from my analysis of Spotify's brand. This framework helped me understand how users perceive Spotify and how it can evolve and gave me a clearer design direction for the project.
I made a brand identity prism from my analysis of Spotify's brand. This framework helped me understand how users perceive Spotify and how it can evolve and gave me a clearer design direction for the project.
Personality
Youthful, hip, socially conscious, relatable, energetic, friendly and casual.
Physique
Green circle, black sound waves, innovative, user-friendly, modern, streamlined and accessible.
Culture
Community-oriented, inclusive, creative, progressive, freedom of expression and tech-forward.
Relationship
Tailored, engaging, social, supportive, personalized and interactive.
Self-Image
Trend-setter, cultured, connoisseurs, unique, embracing innovation and connected.
Reflection
Music-lover, trendy, tech-savvy, explorer, open-minded, moody and diverse.
Click Me!
Personality
Youthful, hip, socially conscious, relatable, energetic, friendly and casual.
Physique
Green circle, black sound waves, innovative, user-friendly, modern, streamlined and accessible.
Culture
Community-oriented, inclusive, creative, progressive, freedom of expression and tech-forward.
Relationship
Tailored, engaging, social, supportive, personalized and interactive.
Self-Image
Trend-setter, cultured, connoisseurs, unique, embracing innovation and connected.
Reflection
Music-lover, trendy, tech-savvy, explorer, open-minded, moody and diverse.
Click Me!
Values that define Spotify
Values that define Spotify
I referred to Spotify’s values to understand the brand’s voice and culture. This gave me a foundation for crafting questions and make decisions that aligned with Spotify’s intent.
I referred to Spotify’s values to understand the brand’s voice and culture. This gave me a foundation for crafting questions and make decisions that aligned with Spotify’s intent.
Collaborative
Innovative
Passionate
Sincere
Playful
Collaborative
Innovative
Passionate
Sincere
Playful
Collaborative
Innovative
Passionate
Sincere
Playful
Listening to users
Listening to users
Using the prism and values as a base, I conducted interviews and surveys to learn how people actually use Spotify. Particularly- how they listen, share music, and connect (or don’t) with others on the platform.
Using the prism and values as a base, I conducted interviews and surveys to learn how people actually use Spotify. Particularly- how they listen, share music, and connect (or don’t) with others on the platform.
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Listening Habits
Social Needs & Frustrations
Profile Personalization
Sharing & Interaction
Discovery & Community
Key insights that emerged
Key insights that emerged
From these conversations, these are the key insights:
From these conversations, these are the key insights:
78 %
78 %
78 %
wanted to see songs their friends were listening to.
67 %
felt their profiles didn’t reflect their music identity
felt their profiles didn’t reflect their music identity
felt their profiles didn’t reflect their music identity
100 %
100 %
100 %
agreed that the app could be more vibrant.
Objectives
Questions that drove my design thinking
Questions that drove my design thinking
These insights led to a few core questions that shaped my direction:
These insights led to a few core questions that shaped my direction:
How can I help users feel more connected through shared music experiences?
How can I help users feel more connected through shared music experiences?
What if profiles could become a space for personal expression and identity?
What if profiles could become a space for personal expression and identity?
What kind of branding can make Spotify appear more vibrant and engaging while staying intuitive?
What kind of branding can make Spotify appear more vibrant and engaging while staying intuitive?
Low-fidelity Wireframes
Testing early concepts
Testing early concepts
I explored different layout options through low-fidelity wireframes to figure out how the new social features would fit into Spotify’s existing app structure. Early testing showed that users wanted a more detailed layout for friend activity, which led to some refinement.
I explored different layout options through low-fidelity wireframes to figure out how the new social features would fit into Spotify’s existing app structure. Early testing showed that users wanted a more detailed layout for friend activity, which led to some refinement.
Logo
A New Look
A New Look
I reimagined Spotify’s logo to be more fluid and expressive, reinforcing my redesign direction of motion and engagement, while keeping it's core identity intact.
I reimagined Spotify’s logo to be more fluid and expressive, reinforcing my redesign direction of motion and engagement, while keeping it's core identity intact.
color palette
The Role of Color
The Role of Color
The palette is divided into core, accents, and greys,
The palette is divided into core, accents, and greys,
Core colors keep the design grounded in Spotify’s brand and ensure familiarity.
Core colors keep the design grounded in Spotify’s brand and ensure familiarity.
Accent colors help highlight actions like likes, messages, and categories, making interactions feel more expressive.
Accent colors help highlight actions like likes, messages, and categories, making interactions feel more expressive.
Greys are used for structure, backgrounds, and inactive states, helping content stand out without adding visual noise.
Greys are used for structure, backgrounds, and inactive states, helping content stand out without adding visual noise.
STYLE FRAMES
Defining the Visual Direction
Defining the Visual Direction
After finalizing the low-fidelity wireframes, I focused on establishing the visual identity for the motion graphics. These style frames served as the foundation for the motion design system.
After finalizing the low-fidelity wireframes, I focused on establishing the visual identity for the motion graphics. These style frames served as the foundation for the motion design system.
DESIGN SYSTEM
Designing for Consistency
Designing for Consistency
To support consistency across the Social Hub and new profile flows, I created a small set of reusable components. These helped streamline the design process and keep the system visually cohesive.
To support consistency across the Social Hub and new profile flows, I created a small set of reusable components. These helped streamline the design process and keep the system visually cohesive.
Avishkar's
Playlist
Home
Search
Social
Your Library
I GOT YOU
TWICE
Social Hub
Design Kit
Currently playing
Bed Chem
Bed Chem
ADM
No need to be fed
If you're in the mood
We can take it to the moon
Just like a movie scene
Table for two
Tip Toe
HYBS
Making Steak
2:43
4:46
Send a song or message...
1h ago
Spotify
New Message
Someone sent you a message.
Avishkar's
Playlist
Home
Search
Social
Your Library
I GOT YOU
TWICE
Social Hub
Design Kit
Currently playing
Bed Chem
Bed Chem
ADM
No need to be fed
If you're in the mood
We can take it to the moon
Just like a movie scene
Table for two
Tip Toe
HYBS
Making Steak
2:43
4:46
Send a song or message...
1h ago
Spotify
New Message
Someone sent you a message.
Avishkar's
Playlist
Home
Search
Social
Your Library
I GOT YOU
TWICE
Social Hub
Design Kit
Currently playing
Bed Chem
Bed Chem
ADM
No need to be fed
If you're in the mood
We can take it to the moon
Just like a movie scene
Table for two
Tip Toe
HYBS
Making Steak
2:43
4:46
Send a song or message...
1h ago
Spotify
New Message
Someone sent you a message.
PROTOTYPE
Test it yourself
Test it yourself
Here's the complete prototype with all the features. Ready to try it?
Here's the complete prototype with all the features. Ready to try it?
to navigate the prototype.
to navigate the prototype.
R
to restart the prototype.
to restart the prototype.
Reflection
Looking Back
Looking Back
This project started as a motion graphics assignment, but as I explored ideas, it made sense to also rethink parts of the product itself. That’s where the idea of the Social Hub came in.
I ended up working across motion design , UX, and brand design to make Spotify feel more connected and personal. It also gave me more practice designing around real user needs, not just visuals. Overall, it taught me how to build more connected, intentional experiences.
This project started as a motion graphics assignment, but as I explored ideas, it made sense to also rethink parts of the product itself. That’s where the idea of the Social Hub came in.
I ended up working across motion design , UX, and brand design to make Spotify feel more connected and personal. I learned how to keep motion purposeful and how small interaction details can change how a product feels by a huge margin.
It also gave me more practice designing around real user needs, not just visuals. Overall, it taught me how to build more connected, intentional experiences.
Conclusion
What's Next?
What's Next?
While I’m happy with where this project landed, there’s still a lot more I’d like to explore.
While I’m happy with where this project landed, there’s still a lot more I’d like to explore.
Particularly, I’m curious about:
Particularly, I’m curious about:
What does deeper personalization look like beyond just banners and favorites?
What does deeper personalization look like beyond just banners and favorites?
How might these features impact user retention or encourage more interaction over time?
How might these features impact user retention or encourage more interaction over time?
This project made me realize that ideas can come from anywhere. Sometimes from a small detail, a design gap, or just noticing something that could be made better.
This project made me realize that ideas can come from anywhere. Sometimes from a small detail, a design gap, or just noticing something that could be better. Moving forward, I want to stay open to those moments and keep building on them as part of my design process.
This project made me realize that ideas can come from anywhere. Sometimes from a small detail, a design gap, or just noticing something that could be made better.
Thank You :)
Pssst, you've reached the end… but how about one more read?
Product Design
Product Design
Product Design
Social UX
Social UX
Social UX
Desktop
Desktop
Desktop
As part of my final project
As part of my final project