Spotify Product Recommendation
Timeline: September - November 2023
Role: Project Manager, Design Lead, Researcher
Our team of four was tasked with developing a comprehensive strategy to help Spotify capture an underrepresented customer segment: adults over 35. As Project Manager and Design Lead, I guided the team through consumer research, product ideation, and the creation of a strategic report and presentation.
Tools: Canva, Adobe, Dalle, Claritas Profile
Deliverables: Final Report, Final Slide deck and presentation
Final Product Recommendations: Retro Smart Speaker, Musical Family Tree, Music through generations campaign, Senior Discount
The Challenge
Problem Statement
Despite Spotify’s massive global user base of over 453 million users, the majority of customers are under age 35. Older generations remain an untapped opportunity, presenting unique challenges and preferences in digital music consumption.
Rationale for choosing Spotify: Spotify is one of the world’s leading music streaming platforms, and its global, diverse user base of 453+ million users provides a particularly compelling subject for our consumer profile and brand analysis report. Younger customers in particular have a strong connection to the Spotify brand, using its capabilities to create playlists, share music, and connect with friends. A user’s Spotify profile harnesses valuable demographic data unique to a consumer’s personal identity, taking on a similar role as a social media platform. However, there is a gap in Spotify’s customer base, which is composed mainly of individuals under the age of 35. Our team explored why older generations are not using Spotify and what specialized features might allow them to capture this segment.
Key Questions We Explored:
What barriers prevent older consumers from adopting Spotify?
How do personalization and algorithms influence user loyalty across generations?
How can Spotify’s product and marketing mix be adapted to build engagement with older users?
Process
Inital Research & Areas of Analysis Included:
How Spotify uses algorithms to curate playlists and recommend music to users, ultimately influencing consumer choices, how users perceive and respond to personalization, and the role of data-driven recommendations
How the personalized features such as “Discover weekly” and “Daily Mixes” impact user satisfaction and loyalty
How Spotify uses user experience and design elements to affect user interactions, ease of use, and overall customer experience
How cultural differences across their global markets impact music preferences and consumption patterns
How Spotify can attract older generations via pitch control, additional product features, etc. given that the current market is composed of users under the age of 35.
How Spotify can use music to influence other purchasing decisions such as artist merchandise and concert tickets
How competitors in the music streaming market and rising trends such as podcasts and exclusive content impact consumer preferences
1. Consumer Profile Development
We created a detailed consumer profile using:
We created a detailed consumer profile using:
Claritas segmentation data
Secondary market research
Surveys and interviews with target users
The profile included:
Demographic and lifestyle characteristics
Attitudes and perceptions of streaming services
Pain points and unmet needs
2. Behavioral Analysis
We analyzed:
We analyzed:
Algorithm-driven recommendations and personalization (“Discover Weekly,” “Daily Mixes”)
UX and design elements that affect ease of use
Cultural differences in global music consumption
Competitive pressures from podcasts and exclusive content
3. Product Ideation & Strategy
Based on insights, we formulated a multi-pronged strategy aligned with the Four Ps of marketing: Product, Price, Place, and Promotion.
Based on insights, we formulated a multi-pronged strategy aligned with the Four Ps of marketing: Product, Price, Place, and Promotion.
Solution
Recommended Product & Marketing Initiatives:
Retro Smart Speaker
A voice-activated device designed with tactile controls and retro styling to appeal to older users’ preferences for simplicity and familiarity.
Musical Family Tree
A feature allowing users to explore music history by decade and create generational playlists to share with family.
Music Through Generations Campaign
A promotional effort highlighting music’s role in connecting generations, reinforced by nostalgic storytelling and artist partnerships.
Senior Discount Program
Discounted subscription tiers and onboarding support designed to lower cost and technology barriers.
Deliverables:
Comprehensive strategy report
Visual slide deck and concept mockups
Final presentation to faculty and industry stakeholders
Our project received an A grade and was recognized for its depth of consumer insight and creativity in product recommendations.
This project strengthened my ability to blend consumer research, product strategy, and design to address real-world business challenges. It also reinforced the importance of empathy and inclusive design in creating products that resonate across diverse demographics.
