Playlist Tarot
Introducing Playlist Tarot, a product feature I designed to enhance the music discovery experience for Spotify users. Playlist Tarot is an interactive feature that allows users take a quiz to receive a personalized tarot card reading and a curated playlist.
Objective and Goals
The goal of creating Playlist Tarot was to develop an interactive, game-like experience for Spotify users that combines functionality with entertainment. Inspired by Spotify's focus on gamification and use of AI and machine learning, my overall objective was to create a feature that would leverage these to curate personalized playlists and tarot card readings based on users’ quiz answers and listening history. As a Spotify user who appreciates the app's gamified elements, I wanted to challenge myself to develop a new feature that I would personally enjoy engaging with as a consumer.
Research Phase
The research phase of this project involved gathering data from both user and market research to outline key takeaways and objectives and ultimately create user personas. Research included conducting 12 consumer interviews and analyzing data to collect key insights from the potential demographic. Additionally, I collected insights from secondary sources* discussing Spotify’s use of machine learning and AI and their success in gamifying the platform. Following this, I created user personas that ultimately guided me once I began the design process.
Design & Implementation Phase
The design process consisted of creating:
1. a site map
2. low fidelity and high fidelity wireframes
3. UI kit, components and a style tile
4. mockups
5. prototype
6. user testing + edits
7. final prototype!!
check out full case below to see in depth insights and design process
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