The majority of Spotify’s users are millennials. This means that Spotify has crafted their user experience to appeal to millennials. Millennials grew up using technology, but it’s still important to keep UX/UI simple and easy to navigate.
Courtesy of Medium Corporation, here’s Spotify’s sitemap…
On the homepage of Spotify, there are four main sections listed on the top of the landing page. There’s “Featured,” which lists the top artists that are trending on Spotify. The next section is “Genres & Moods,” this page breaks down the music into different genres and it gets really niche, for example, there are genres such as “gaming,” “party,” and “Christian.” The third section on the top of the landing page is “New releases,” this section provides a list of albums and songs that have recently come out. The last section on the top of the landing page is “Discover,” this section gives you music listening recommendations based on what you listen to regularly. For example, in my Spotify account in the “Discover” section there’s a heading that reads, “Because you listened to Manchester Orchestra,” and then it provides links to other similar artists like Bad Books and Brand New. Personally, this is one of my favorite elements of Spotify’s UX. Here’s a picture of recommendation…
On the side menu of the landing page, there’s a search bar where users can search for artists, albums, songs, and even their friends Spotify accounts and playlists. Under the search bar there’s a link to the home screen, and under that, there’s a link called “Your Music,” this is where all your saved playlists reside for easy access. The “Your Music” page is a great UX feature that helps users keep their music organized. You can also create new playlists from this part of the website. At the bottom of the side menu on the landing page, there’s a link to your profile information.
At the very bottom of the screen, you can control the volume, skip songs, pause, add songs to your queue, and add songs to playlists.
Overall, Spotify’s UX/UI does a great job of appealing to their main user base, millennials.
How long will Spotify be relevant to millennials? Will the platform still be valuable for marketers to utilize in the next few years? Where is Spotify in the product lifecycle, or rather, the hype cycle? Read about Spotify’s Hype Cycle.
Spotify for Marketers 