Spotify Unite

Integrating topic-based communities directly into Spotify to enhance fan engagement and loyalty.

Spotify Unite

Integrating topic-based communities directly into Spotify to enhance fan engagement and loyalty.

PRODUCT TYPE

New Feature (B2C/C2C)

PLATFORM

Mobile

Timeline

12 weeks (2023)

BACKSTORY

Bridging the Gap in Music Communities

The idea all came from a personal experience at a ZHU concert in SF, which made me want to recreate this social aspect, and bonding experience.

I even made it in the music video!

During a concert, I saw the importance of having a community around music. But on streaming platforms, fans lack a way to connect.

OPPORTUNITY

Bridging the Gap in Music Communities

Users crave meaningful discussions but struggle to find music communities that match their taste.

My competitive analysis showed that existing platforms miss this connection.

SOLUTION

3 Community Categories

I designed Spotify Unite, a seamless integration of Artist, Album, and Song Communities within Spotify. These spaces let fans engage, share, and personalize their experience.

Artist Community Page

Album Community Page

Song Community Page

INFORMATION ARCHITECTURE

Finding Seamless Entry Points

Unsure how to start, I mapped Spotify’s full flow to understand its structure, then identified the best spots to add entry points for communities.

I integrated community entry points into Spotify’s existing architecture for a seamless experience.

Since songs lacked dedicated pages, I added a widget on the media control page for easy access to popular discussions without disruption.

Artist Community Entry

Album Community Entry

Song Community Entry

Clearer Conversations

Users struggled to distinguish posts from replies. I solved this with color-coded replies based on profile pictures, which also sparked a new customization feature.

Deeper Engagement

Fans wanted to highlight specific song moments. I expanded this beyond timestamps to allow attachments in messages, making discussions richer.

IMPACT

Engagement that Drives Retention

This project aimed to enhance fan engagement on the platform by fostering a sense of belonging, ultimately increasing user loyalty and retention. I tested five people and graded there responses.

80% loved the concept, calling it a “natural fit” for Spotify.
60% were skeptical about frequency of use, highlighting the need for passive engagement features.

Future Potential: Community features could enhance Spotify Premium’s value, driving longer user retention and artist-backed engagement.