Increasing users engagement
through gamification

Gamifying the user experience in Spotify to increase user engagement and retention rate.

ROLE/TEAM

I conduct business & user research, designed user flows, Lo-Fi and Hi-Fi mockups, conducted usability testing to create a solution that would increase user retention and engagement in the app

TOOLS

Figma
Miro
Figmajam
Affinity mapping

Spotify

This project took 4 weeks and there were different 1-1 interview to get proper feedback from Spotify users and we were given the privilege to pitch our ideas to the Spotify team.

Idea generation

While coming up with the ideas of how I can gamify the genre experience for the user. I decide to form up a real game that can be added to Spotify. At first the major goal was to focus on getting the user to teach the Spotify algorithm through gamification, but then as I presented the solution to the Spotify team, one of the feedback I got was that the solution tends towards user engagement and retention. I decided to make more research on it and find better ways to present it as a seperate project.

Spotify design image

Music to game

Spotify music to game idea came some years back and it was a pheonomenal experience for gamers having to share playlist, listen to community playlist or Spotify curated playlist, while playing video games. Music and games go hand in hand, which is why it makes perfect sense that Spotify has launched a dedicated Gaming section. A lot of great music ends up locked up within games themselves, never to reach a broader audience, but with Spotify it now can.

Methodologies used achieve the goals
Gaming with Spotify

User interview

Conducted market research with Ten participants to understand what users think about Spotify and the current in app experience. The interview gave rich qualitative data.

Key Insight

Trends from users

Proposed solution

Taking the insights into consideration, I decided to come up with a gaming feature.

Mid fidelity

Insights after usablity testing

Refined solution based on insights

To align with our user’s expectations and the business goals, I redesigned and expanded upon the original idea to have more features. I moved the design to high fidelity and carried out two rounds of usability testing with four users each. These were the main insights discovered.

Start the game

Choosing a question

Game in

Invite friends

Notification

Feedback from the Spotify team

"This idea will increase user engagement and retention. Its a great idea and it something that can be leverage on. I love the aspect of sharing with friends and for discoverability to bring more people into the app".
"Having a friend feed to see what the result are, and what your friends have been gaming on will be nice to have".
Jeru Barnes
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