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WORK
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Spotify
UX/UI Design
spotify
spotify
PROJECT TYPE
Group Project
(Cornell Tech)
Group Project
(Cornell Tech)
SOFTWARE
Figma, ProtoPie
Figma, ProtoPie
DURATION
5 Months
(Design: 2 Days)
5 Months
(Design: 2 Days)
TECHNIQUE
User Research, User Interview, Experiment, Prototyping, Presentation Design
User Research, User Interview, Experiment, Prototyping, Presentation Design
teammates
1 Designer
2 Engineers
3 Data Analysts
1 Designer
2 Engineers
3 Data Analysts
overview
This project, SpotioBooks, is tailored to provide a framework for Spotify’s Audiobook space. Currently the production of audiobooks is costly and monopolized by large publishing companies. This product aims to reduce the barrier of entry in the audiobook industry by creating a space where anyone can record a published book that has not yet been released in audio format. This will give users several narrators to choose from by having access to a preview before purchase.
This project, SpotioBooks, is tailored to provide a framework for Spotify’s Audiobook space. Currently the production of audiobooks is costly and monopolized by large publishing companies. This product aims to reduce the barrier of entry in the audiobook industry by creating a space where anyone can record a published book that has not yet been released in audio format. This will give users several narrators to choose from by having access to a preview before purchase.
PROBLEM
It is not easy to get into the audiobook market
It is not easy to get into the audiobook market
It is not easy to get into the audiobook market
Spotify recently announced plans to expand its business into audiobooks and formed a partnership with an audiobook platform, Storytel. Between 2016 and 2021, the Audiobook Publishing industry exhibited strong growth as consumer demand for audiobooks increased. However, it is hard to entry in the audiobook market since:
Spotify recently announced plans to expand its business into audiobooks and formed a partnership with an audiobook platform, Storytel. Between 2016 and 2021, the Audiobook Publishing industry exhibited strong growth as consumer demand for audiobooks increased. However, it is hard to entry in the audiobook market since:
Spotify recently announced plans to expand its business into audiobooks and formed a partnership with an audiobook platform, Storytel. Between 2016 and 2021, the Audiobook Publishing industry exhibited strong growth as consumer demand for audiobooks increased. However, it is hard to entry in the audiobook market since:
01
Audible monopolizes audiobook industry
01
Audible monopolizes audiobook industry
01
Audible monopolizes audiobook industry
The major player in the audiobook industry is Audible, which makes up about 64% of the market.
The major player in the audiobook industry is Audible, which makes up about 64% of the market.
* Source: IBISWorld
02
Professional narrators are costly
02
Professional narrators are costly
02
Professional narrators are costly
In the US, hiring professional narrators can be overwhelming and time-consuming, with costs ranging from $100 to $300 per finished hour (PFH).
In the US, hiring professional narrators can be overwhelming and time-consuming, with costs ranging from $100 to $300 per finished hour (PFH).
In the US, hiring professional narrators can be overwhelming and time-consuming, with costs ranging from $100 to $300 per finished hour (PFH).
Hmm,
How to differentiate from competitors?
Hmm,
How to differentiate from competitors?
Hmm,
How to differentiate from competitors?
PROBLEM STATEMENT
How might we amplify Spotify's audiobooks that will be newly launched?
How might we amplify Spotify's audiobooks that will be newly launched?
How might we amplify Spotify's audiobooks that will be newly launched?
solution
Audiobook Platform—anyone can record an audiobook
Audiobook Platform—anyone can record an audiobook
Audiobook Platform—anyone can record an audiobook
Users can narrate a book in their favorite place to earn extra money, which also helps Spotify and authors reduce the expense of hiring professional narrators. This service offers an episodic purchase option to empower its users to engage actively in this app as a listener and a narrator.
Users can narrate a book in their favorite place to earn extra money, which also helps Spotify and authors reduce the expense of hiring professional narrators. This service offers an episodic purchase option to empower its users to engage actively in this app as a listener and a narrator.
Users can narrate a book in their favorite place to earn extra money, which also helps Spotify and authors reduce the expense of hiring professional narrators. This service offers an episodic purchase option to empower its users to engage actively in this app as a listener and a narrator.
Research Method
Market Research
Qualitative Research—User Interview
Interview goal: to understand how people perceive audiobooks
research FINDINGS
01
Audiobook platforms adopt subscription-based business models
01
Audiobook platforms adopt subscription-based business models
Subscription-based business models increase revenue for audiobook platforms. Spotify also uses a freemium business model, which offers both free and paid subscriptions, so users can choose either plan based on what they prioritize.
02
Listeners prefer short-form content; Creators focus on sound quality
02
Listeners prefer short-form content; Creators focus on sound quality
Episodic content is favored over full content, as revealed by interviews listeners. People prefer shorter audiobooks for multitasking, with 30-minute limits, and emphasize sound quality for better comprehension. Content creators, on the other hand, emphasize the importance of sound quality as it directly impacts comprehension levels.
INTERVIEW 01
LISTENER
“It’s too boring to listen to the longer length of an audiobook”
“It’s too boring to listen to the longer length of an audiobook”
INTERVIEW 02
CONTENT CREATOR
“Not many tools are available for audio-based content creators”
“Not many tools are available for audio-based content creators”
project goal
To make a new business model to reduce the barrier to entry in the audiobook industry while reducing expenses at Spotify.
To make a new business model to reduce the barrier to entry in the audiobook industry while reducing expenses at Spotify.
To make a new business model to reduce the barrier to entry in the audiobook industry while reducing expenses at Spotify.
opportunity
Competition among narrators
Competition among narrators
Competition among narrators
People create their own content on Instagram and Youtube to earn money, become famous, or just as a hobby, motivating continuous production. Therefore, our idea 'Anyone can narrate an audiobook' can foster competition among narrators for higher rankings and lead to better quality recordings. Also, providing sample audio helps users choose favorite narrators with high quality.
People create their own content on Instagram and Youtube to earn money, become famous, or just as a hobby, motivating continuous production. Therefore, our idea 'Anyone can narrate an audiobook' can foster competition among narrators for higher rankings and lead to better quality recordings. Also, providing sample audio helps users choose favorite narrators with high quality.
People create their own content on Instagram and Youtube to earn money, become famous, or just as a hobby, motivating continuous production. Therefore, our idea 'Anyone can narrate an audiobook' can foster competition among narrators for higher rankings and lead to better quality recordings. Also, providing sample audio helps users choose favorite narrators with high quality.
Well,
Do people really want to naarate a book?
Well,
Do people really want to naarate a book?
Well,
Do people really want to naarate a book?
experiment
People want to narrate a book!
People want to narrate a book!
People want to narrate a book!
We experimented with people's willingness to become narrators. We asked 14 people to record a chapter of their favorite book and received recordings. 80% of the participants are non-professional narrators, and 20% of them are content creators.
We experimented with people's willingness to become narrators. We asked 14 people to record a chapter of their favorite book and received recordings. 80% of the participants are non-professional narrators, and 20% of them are content creators.
We experimented with people's willingness to become narrators. We asked 14 people to record a chapter of their favorite book and received recordings. 80% of the participants are non-professional narrators, and 20% of them are content creators.
result
85.7%
Willing to record another chapter for a monetary incentive
13m 9s
The average length of the recording time of each chapter
Iteration
In-app audio recording
In-app audio recording
In-app audio recording
I chose Iteration 2 as final design since offering e-book on the app requires narrators to buy it, which can make them unmotivated with complicated process.
I chose Iteration 2 as final design since offering e-book on the app requires narrators to buy it, which can make them unmotivated with complicated process.
I chose Iteration 2 as final design since offering e-book on the app requires narrators to buy it, which can make them unmotivated with complicated process.
[ AS IN ]
[ AS IN ]
[ AS IN ]
[ TO BE ]
[ TO BE ]
[ TO BE ]
KEYFLOW
Narrators & Listeners
Narrators & Listeners
Narrators & Listeners
SPOTIOBOOKS
SPOTIOBOOKS
SPOTIOBOOKS
Choose your audiobook narrator or become a narrator yourself
Choose your audiobook narrator or become a narrator yourself
Choose your audiobook narrator or become a narrator yourself
final design – LISTENER
01
CHOOSE YOUR NARRATOR
01
CHOOSE YOUR NARRATOR
01
CHOOSE YOUR NARRATOR
Users can choose their favorite narrators by listening to a sample piece of audio of each piece of content. Due to an episodic purchase option, users can choose different narrators for each chapter.
Users can choose their favorite narrators by listening to a sample piece of audio of each piece of content. Due to an episodic purchase option, users can choose different narrators for each chapter.
Users can choose their favorite narrators by listening to a sample piece of audio of each piece of content. Due to an episodic purchase option, users can choose different narrators for each chapter.
final design – CREATOR
02
RECORD AN AUDIOBOOK
02
RECORD AN AUDIOBOOK
02
RECORD AN AUDIOBOOK
Once users choose a book they want to narrate, they can record it by clicking the 'microphone' button on the overview page.
Once users choose a book they want to narrate, they can record it by clicking the 'microphone' button on the overview page.
Once users choose a book they want to narrate, they can record it by clicking the 'microphone' button on the overview page.
final design – CREATOR
03
ALWAYS RESUME YOUR RECORDING
03
ALWAYS RESUME YOUR RECORDING
03
ALWAYS RESUME YOUR RECORDING
Users can always resume and manage all of their recordings on Narrator's page.
Users can always resume and manage all of their recordings on Narrator's page.
Users can always resume and manage all of their recordings on Narrator's page.
OTHER PROJECTS
takeaway
What I learned was…
01
Experimenting is helpful to assess our idea
01
Experimenting is helpful to assess our idea
01
Experimenting is helpful to assess our idea
As a design student, I was only confident using UT (User Testing), which I implemented after designing a prototype to analyze users' behaviors while using it. In this case, I could only be aware of the problems of a prototype that I had missed.
However, through an experiment, our team proved that many of the non-professional narrators, who might represent most of the Spotify users, are willing to record a book in return for compensation. This experiment showed user motivation and engagement, so it will be helpful for me to contemplate wider aspects for the future projects other than design.
© 2024 MIN HEONG HONG
SEOUL–NEW YORK
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